Open AccessLiterature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India
Author(s) -
Keerthan Raj,
P. S. Aithal
Publication year - 2018
Publication title -
international journal of applied engineering and management letters
Language(s) - English
Resource type - Journals
ISSN - 2581-7000
DOI - 10.47992/ijaeml.2581.7000.0019
Subject(s) - bottom of the pyramid , profitability index , pyramid (geometry) , business , value (mathematics) , marketing , emerging markets , finance , physics , machine learning , optics , computer science
The bottom of the pyramid has been the topic of many research articles and scholarly discussions. Since Prahalad and Hart wrote about how multinationals can help alleviate poverty and create value propositions for themselves in 2004, many companies have been looking at strategies to serve the BOP segment in emerging markets. While an equally good number of companies have invested a lot of money in these markets and have failed, only a small minority of corporations that have engaged with the BOP sector have created businesses of high volume and profitability. This paper examines through review of the literature, the impact of branding on people living on less than $2 per day and then what how of reaching these customers in a profitable manner for corporations.