Bottom of the pyramid strategy dewesternising marketing concepts-b.v.raghunandan
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Bottom-of-the-Pyramid Marketing Strategy: Dewesternising Marketing Concepts
-B.V.Raghunandan, SVSCollege, Bantwal, Managlore Dt-Karnataka-India
International Conference on Marketing Research,
Sri Venkateshwara College of Arts & Science,
Peruvarani-Tanjavur Dt., Tamil Nadu
A Long Time Mutation in Western Concepts
• Huge Size • Straddling World Market• Cutting Edge Technology• Intensive Market Research• Interesting Findings• Image Building• First Movers
Indian Marketing Practice
• Practised as a need based one
• Studies were more towards spiritualism
• Individualistic Approach
• Family Practice• Often Kept a Secret• Less Hype and More
Practice
First Generation Marketers
• Passion• Building up the
Corporation• Cost-Conscious• Consumer-Friendly• Core Competence• Less Marketing
Expenses• More Intuition
Second Generation Marketer Onwards
• Empire Building• Personality and Egos• Market Penetration and
Product Diversification• Marketing Wastage• Anti-Consumer or
Indifference to Consumers
• Board Room Politics• Incompetence clothed in
Hype
Competition and Consumers• Price Fixing Entity:
Competitor is a Friend and Consumer is the Enemy
• Monopoly Creator: Competitor is Enemy and Consumer is the Prey
• Technology Driven: To Have First Mover Advantage and Consumer is an Ignoramus
• Monopolistic Competitor: Consumer is to be Conditioned through Psychology, Market Segmentation, Brand Loyalty
MNCs and Conglomerates
• Take the Market Away from Perfection• Render Governments to be less powerful• Indulge in Activities Detrimental to the Interests of the Society• Having Footprints all over the World• Occupy Different I Industries and Product Category like Octopi• Their Activities affect Countries and the World• Quality Impairment
Marketing Wastes• Launching Unsuccessful
Products• Media Planning
on Personal Libido• Lobby Creation• Brand Extension• Brand Building & Creating
Brand Equity• Cut-Throat Competition• Litigation
• Non-Professional Boss Culture
• Highly Paid Managers
• Need to Have Huge Volumes
• Expensive Organisations
• Promotion of Wasteful Products
• Converting Seasonal Products into All Season
• Wasteful Activities & Expenditure
Consequence
Bottom-of-the-Pyramid Marketing Strategy
• Targets Lowest Strata
of the Society• Affordability is the Main
Criteria• Also attracts value for
money segment• Finding ways of Cost
Cutting• Scalability• Reverse Engineering• Segmentation for
Affordability
Who Did It
• Many Indian Products (Amul,IFFCO, Mahila Udyog Nirman, Velvette, CavinKare, Gopal Toothpowder, Gokul, Aravind Hospital, Modi Eye Camps, Indian Bannk, MNCs operating in India)
• Chinese Products (Low Cost, Low Profile Brands, No Promotion, Untapped Market and Innovation)
• Many Companies in Emerging Economies
Strategic Value• Essential Products• Need to Have lesser
Volumes• Stable Demand• Lesser Expenses• No Need to have
Expensive Managerial Personnel
• Constant is the Only Change Needed
THANK YOU
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