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DD Notes Base of Pyramid

DD Notes Base of Pyramid

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Published by Michi Bdr Juarbe
By Prof Denis
By Prof Denis

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Published by: Michi Bdr Juarbe on Sep 12, 2010
Copyright:Attribution Non-commercial


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Dr. Denise Dimon, University of San Diego 1
Business at the Base of the PyramidEmerging Markets
Learning about consumer’s behaviors
Unilever’s concept center in Shanghai has hair salons,living (or “chatting”) rooms, use new products whereconsumers’ reactions on monitored behind two-waymirrors.
Products are adjusted
Unilever makes its soaps and shampoos foamier thantheir Western equivalents. – 
P&G produces toothpaste in herbal and green-teaflavors. – 
PepsiCo adds spice to its potato chips. – 
KFC and Pizza Hut are repositioned as a up-scalemarket in China
Dr. Denise Dimon, University of San Diego 2 
Economic Pyramid
Tier 5Tier 4Tiers 2 & 3Tier 1PPP in US dollars> $20,000$1,500-$20,000$1,500< $1,500Population in millions75 - 1001,500 - 1,7504,000More than 4 billion constitute the “bottom of the pyramid”
GovernmentMultilateralOrganizationsBusiness NGO
Dr. Denise Dimon, University of San Diego 3
EconomicReturnSocial Value
Conventional business NGO
Can we be here? 
Can we have a convergence of enterprises adding both social andeconomic value?
“Every social problem is a businessopportunity in disguise.”Peter Drucker 

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