Lessons for successful BOP marketing from Caracas' slums
Lessons for successful BOP marketing from Caracas' slums
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加拉加斯贫民窟成功的 BOP 营销经验教训
DOI：
10.1108/07363760810915644
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发表时间：
2008
期刊：
影响因子：
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通讯作者：
Jonathan Ireland
中科院分区：
文献类型：
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作者：
Jonathan Ireland
目的-本文的目的是解释如何领先的公司可以有利可图地为贫困消费者提供针对城市底部的金字塔（BOP）与适当的营销practices.Design/方法/approach -所采取的方法是一个综合分析现有的文献和新的cases.Findings -城市BOP市场是更有利可图的大公司比农村BOP由于其密度的财富，接近，同质性与现代性。虽然BOP营销推荐的策略，如最低价格，创新产品和小袋从来没有产生市场领导者，多级渠道和包容性定价导致引人注目的BOP销售增长的受人尊敬的中产阶级产品.研究限制/影响-理论上，这项研究表明，城乡差距是制定环境相关战略的一个良好起点，因为成功的城市BOP营销实践与农村BOP的建议非常不同。这也是一个有用的C…
Purpose – The purpose of this paper is to explain how leading firms can profitably serve poor consumers by targeting the urban bottom of the pyramid (BOP) with appropriate marketing practices.Design/methodology/approach – The approach taken is an integrative analysis of existing literature and new cases.Findings – The urban BOP market is more profitable for large firms than the rural BOP due to its density of wealth, proximity, homogeneity and modernity. While recommended tactics for BOP marketing like rock bottom pricing, innovative products and sachets never produced market leaders, multilevel channels and inclusive pricing led to dramatic BOP sales growth for respected middle‐class products.Research limitations/implications – Theoretically, this research demonstrates that the urban‐rural divide is a good starting point for the development of context‐contingent strategies because successful urban BOP marketing practices were very different to those recommended for the rural BOP. It also makes a useful c...