( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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MARKETING-MIX AT THE BOTTOM OF THE PYRAMID IN FOOD SECTOR

    2 Author(s):  YUKTI SHARMA , NARENDER SINGH NEGI

Vol -  5, Issue- 1 ,         Page(s) : 168 - 197  (2014 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The distribution of money in the world looks like a pyramid. A few people earn a lot at the top of the pyramid and a large basis is poor at the bottom of the pyramid. The new approach developed by C.K. Prahalad shows that these poor people represent a significant market opportunity for companies. They are subsistence consumers with unmet needs. Besides, by serving this segment in a proper way, companies can become a significant lever of poverty alleviation. According to the report of the World Resource Institute (2007)there are 4 billion people at the base of the economic pyramid (BOP)—all those with incomes below $3,000 per year (PPP 2002), in local purchasing power. This segment covers different economic situations.

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