Case 4

The aspiration poor make a pool of consumers that is referred to as the Bottom of the Pyramid (BOP). The BOP is a growing group of consumers who represent $14 trillion dollars in purchasing power, demographically; it is young and growing at more than 6 percent per year. To obtain some of this overlooked fortune, companies must implement a cost cutting differentiation strategy just to survive. Also, depending on the industry a firm must be willing to spend a fortune because of the need for a large capital investment. Companies either need to find a large geographic group of consumers to market to or must market on a multinational or global scale.
I recommend we must have a direct-response marketing vehicle to supply customers with immediate information and feedback preferably a point of sale incentive motivated program that electronically tracks spending patterns, preferences, even give product tracking information and even provide direct promotions during our promotion periods(which can be determined by spending patterns) . We also must make the BOP aware that of our advanced technology. By this saves money and with the correct market information we can locate and introduce our objectives efficiently and appropriately. Creative financing can be given to new consumers and depending on the product. For example, monthly financing to our BOP qualified consumers complimented with rebates to give incentive to help grab our consumers’ attention and initiate the consumer purchase process, with interest rates that appropriately function with each borrower and purchase this can help attain and maintain consumers. Philanthropy is required obviously to promote an identity as a company or product that is trying to help the misfortunate to satisfy emotional bonds with consumers.
Distribution of our products must be with all channels with local offices to maintain, inform, deliver with just in time deliver (incentive that saves distributor money) appropriate promotions, and... [continues]

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