jerryking + marketing + bottom_of_the_pyramid   3

Marketers Pursue the Shallow-Pocketed - WSJ.com
Jan. 26, 2007 | WSJ | By ANTONIO REGALADO. Interpublic Group's
McCann World Group in 2005 polled 15 of its major advertising clients.
These clients saw their biggest mktg. opportunities as being people
with low incomes....In recent years, mktg. to the poor has become a hot
subject. Univ. of Michigan economist C.K. Prahalad helped popularize the
idea with his 2004 book "The Fortune at the Bottom of the Pyramid,"
which argued big companies could profit and help the world's 4 billion
poor or low-income people by finding innovative ways to sell them soap
and refrigerators....Some companies have already been tackling
low-income mkts. by revamping distribution sys., or tweaking products so
that they are simpler or less expensive. E.g., Nestlé Brazil saw sales
of its Bono cookies jump 40% last year after it shrank the package to
140 g. from 200 g. and dropped the price... Illiteracy is one big
challenge...The strong role that community plays in poor neighborhoods
is of particular interest.
advertising_agencies  C.K._Prahalad  marketing  market_research  BRIC  Bottom_of_the_Pyramid  low-income 
december 2009 by jerryking

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