A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets

Conference paper

Nagy, M, Bennett, D and Graham, C (2019). A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets. EMAC 48th Annual Conference. Hamburg, Germany 28 - 31 May 2019
AuthorsNagy, M, Bennett, D and Graham, C
TypeConference paper
Abstract

Emerging markets are characterized by huge Bottom-of-the-Pyramid (BOP) markets, defined as consumers earning less than $2/day, who offer significant aggregate market potential.
While the literature to date is rich in conceptual studies, it lacks evidence-based theory that guides businesses in designing marketing strategies to establish market growth within the
BOP. Building on the 4As framework (Anderson & Billou, 2007; Sheth & Sisodia, 2012), the study aims to present a model that informs the design of marketing strategies to establish
market growth within BOP segments. Executives of 12 BOP market-leading companies managing a total of 79 brands across 37 FMCG categories were invited for in-depth interviews. Analysis reveals that while the 4As framework is relevant, a number of strategies beyond the scope of branding strategies are necessary to develop growing markets. A framework on possible brand-level, company portfolio and category development strategies is presented and discussed.

Year2019
Publisher's version
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Open
Publication dates
Print28 May 2019
Publication process dates
Deposited02 May 2019
Accepted13 Feb 2019
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