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Bottom of the pyramid strategy dewesternising marketing concepts-b.v.raghunandan


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PPT dealing with the hollowness of western concepts though they seem to be profound at the outset

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Bottom of the pyramid strategy dewesternising marketing concepts-b.v.raghunandan

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