Winning Strategies for the Bottom of the Pyramid (BOP) and Rural Markets
| Start Date: | Jul 10, 2017 | End Date: | Jul 14, 2017 |
| Last Date for Application: | June 27, 2017 | Last Date for Early Bird: | June 19, 2017 |
| Programme Fee: |
120000 INR Plus, GST |
Early Bird Fee: |
111600 INR Plus, GST |
In recent years Bottom of the Pyramid (BOP) or Base of the Pyramid markets have emerged as a vast untapped market for private sector. BOP markets comprise of over four billion population in the tier three and four of economic pyramid earning $2 or less per day. In their seminal work Prahalad and Hart (2002) called for large-scale participation of domestic companies and multinational corporations (MNCs) in the BOP markets. These markets provide an unprecedented opportunity to the organisations to achieve profitable growth and at the same make important contribution to the humankind. In other words, through this private sector enterprises can simultaneously create economic and social value.
With the saturation of urban markets and lower or stagnated growth there, large numbers of organisations are now increasingly attracted to the rural markets in India, which constitute a bulk of the BOP markets. With a large section of the population gradually coming out of poverty and aspiring to consume goods and services similar to those consumed by affluent urban customers, the BOP markets are often seen as next battleground for companies competing for revenue and market share.
The main objective of the programme is to develop a deeper understanding of BOP markets among the participating managers. The programme will expose the participants to the theoretical concepts and frameworks to better understand opportunities and challenges at the BOP markets. In the programme various case studies of successful as well as failed BOP projects and initiatives will be discussed. Through this participants will develop a better appreciation of various complexities involved in doing business at the BOP. The participants will also be exposed to business strategies for effectively dealing with complexities at the BOP and to profitably exploit opportunities there. The programme will have special emphasis on business model innovation for tapping BOP markets and for achieving profitable growth.
Following are key areas and topics to be covered in the programme:
• Introduction to bottom of the pyramid concept,
• BOP concept and social and commercial entrepreneurship,
• Hybrid business models,
• Organisational form and structures,
• Innovation for the BOP markets,
• Frugal and Reverse Innovation
• Developing super value products for the BOP
• Competition vs. cooperation at BOP markets,
• Examining consumption behaviour of the BOP consumers,
• Scaling and assessing social value creation,
• Promises and Perils of the BOP.
Combination of case study approach, class lectures and class presentations
Executives from companies having interests in the BOP and rural markets such as companies in fast-moving consumer goods (FMCG), consumer durable products and services business such as banking, insurance, healthcare, agri-business, advertising, branding and marketing research with a focus on rural markets would benefit from the programme. Programme would be of interests for executives working in business-toconsumer (B2C) as well as business-to-business (B2B) companies.
