Bottom of Pyramid

(BoP)
Introduction
What is Bottom of Pyramid?

• The Base of the Pyramid refers to the 4.5 billion people who earn per capita
incomes below $8 per day, the minimum considered necessary to maintain
a decent life.
• It is referred as a BoP market.
• Bottom of Pyramid was first used by U.S. president Franklin D.Roosevelt in
1932.
• This market is basically the largest market of the poorest socio-economic
groups in the world population.
Examples of Marketing Strategies
by companies in BoP market

• In the year 2010, there were many new strategies coming from corporations like Tata,
Hindustan Unilever, Godrej & Boyce, Narayana Hrudayalaya and others have been working on
innovative offerings to BoP.

• The most remarkable innovation was Tata Swach range of Water Purifiers from Tata Chemicals
– A Tata Group Company satisfying the essential necessity of purified water for the BoP for as
low as $10.

• Another innovation was the mini refrigerator by Godrej & Boyce called ChotuKool. It provides
all the functionality of a normal refrigerator but can run on a battery and doesn’t need
continuous power. Priced at Rs.3250, it is the ultimate game changer in the BoP market.