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Strategy Briefing

Doing Business at the Bottom of the Pyramid

25 pages, Jun 2016

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The global bottom of the pyramid is a sizeable market with over 290 million households, but it remains largely overlooked and underserved. Serving consumers at the bottom of the pyramid can be a smart strategic move for a company to establish a new and substantial consumer base. It can also have far-reaching socio-economic impacts, including eradicating poverty and reducing income inequality, which will ultimately help to improve the business environment and expand the middle class.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

The “bottom of the pyramid”

The global BOP can be roughly defined as comprising of households with an annual disposable income below US$10,000 (in purchasing parity power), because with this income level households can barely afford any discretionary items beyond the essentials of food, non-alcoholic drinks and housing.

The BOP is important

Taken as a whole, the BOP is a sizeable market with over 290 million households globally in 2015. Selling to the poor can be a smart strategic move by businesses to establish a new customer base as well as helping to alleviate poverty, reducing income inequality and improving the business environment.

The BOP is a highly diverse consumer market

Not only do low-income households in emerging and developed markets contrast sharply, as one would expect, in their consumption patterns, but between emerging markets BOP consumers can also differ in access rates to facilities and infrastructure, which in turn impact consumers’ behaviours, purchasing preferences and habits.

Business strategies that work at the BOP

Businesses succeeding at capturing the BOP market tend to be those that focus on innovation, education, established distribution networks, partnership with local stakeholders, and also on creating purchasing power for low-income consumers.

Outlook

By 2030 there will still be 152 million households with an income below US$10,000 (in PPP terms). While the basics of food, non-alcoholic drinks and housing will still absorb over half of low-income households’ budget, communications will be the fastest-growing spending category. This will in turn make BOP consumers more connected and easier to reach.

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Introduction

Scope

Key findings

A vast, albeit loosely defined, market…

… with untapped potential

The bottom is important

Diversity at the bop

Nigeria and Vietnam: Different access to facilities and infrastructure

Addressing diversity for success

It’s not all about developing countries

USA: An important BOP market

BOP Strategies that Work

Education, education, education

Relying on local distribution networks

Involving local government, NGOs and communities

Innovation is key

Creating purchasing power

Future of the BOP

Asia Pacific as a key region

Communications will be the fastest-growing spending category…

… which will make it easier to reach BOP consumers

Conclusion

There are profits to be made at the BOP

The 4As of winning strategies

Why buy this report?

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Megatrends

Strategy Briefing

Doing Business at the Bottom of the Pyramid

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The “bottom of the pyramid”

The BOP is important

The BOP is a highly diverse consumer market

Business strategies that work at the BOP

Outlook

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

A vast, albeit loosely defined, market…

… with untapped potential

The bottom is important

Diversity at the bop

Nigeria and Vietnam: Different access to facilities and infrastructure

Addressing diversity for success

It’s not all about developing countries

USA: An important BOP market

BOP Strategies that Work

Education, education, education

Relying on local distribution networks

Involving local government, NGOs and communities

Innovation is key

Creating purchasing power

Future of the BOP

Asia Pacific as a key region

Communications will be the fastest-growing spending category…

… which will make it easier to reach BOP consumers

Conclusion

There are profits to be made at the BOP

The 4As of winning strategies

Why buy this report?

Want to find out more about this report?

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