Bottom of the pyramid from the context of Pakistan is as those underprivileged consumers who have

reduced purchasing power in terms of value, but in terms of absolute numbers, constitute the largest
proportion of Pakistan’s population. According to the Government of Pakistan’s poverty measurement
statistics, approximately 60 million people live below the poverty line and essentially this is the BoP
population segment for Pakistan.

Traditional business in developed countries is mostly based on high gross margins. The low buying
power of the bottom of the pyramid so, therefore, companies need to develop a tight and effective lean
management to optimise supply chain. Cost-savings management becomes a key to performance and
success in these huge low-cost markets.The stakeholders in Pakistan need to come up with initiatives
aiming at creating awareness and developing products and services specifically tailored to the low-
income BoP consumer.

Unilever has understood it better than others. Their marketing strategy is smart—offering brands with
multiple price and packaging options has worked wonders. In Pakistan, the bottom of the pyramid
customers go for low-price sachets of shampoos, toothpastes, fairness creams and hair oil. Much of
what Unilever is replicating in the developed world has been initiated in this part of the world. Unilever
sells products such as Close-Up, Pepsodent, Sunsilk, Pond’s, Vaseline, Brooke Bond to increase product
penetration at the bottom of the pyramid. Some of the motorcycle companies over the last few years
have aggressively advertised their products in villages and distant places offering low priced motorbikes.
Some of the strategies that can pursue in order to have a successful BoP in Pakistan might include,

1. As BoP Marketing starts with educating consumers and creating an aspiration for an improved quality
of life. However, product adoption will not take off unless poor households have access to affordable
solutions. As Recket benkezier in Pakistan started with awareness drives about the benefits of
handwashing. Considering the fact that most of the consumers can't afford to purchase Dettol soap
(price at 75) so, therefore, RB come up with a much smaller soap priced at 25 rupees.

2. Prices must be kept low and profits will become possible only when massive sales volumes are
achieved so companies need to show some patience.

3. Managing the logistics of distribution to ensure that the BoP consumer has access to brands is a costly
undertaking as well. However, once the product is available, the greatest challenge is inducing trial.
Several international behavioural studies estimate that it may take up to 250 to 260 days for new habits
to form. The answer to executing a successful BoP campaign lies in creating a sustained, long-term
intervention.