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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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09/12/2010

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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”
People
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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