Vol. 7, Issue 6 (2020)
A study on marketing initiatives for BOP (bottom of pyramid) in India
Author(s): Gagandeep Kaur Dhanju, Manisha Rani, Kaushal
Abstract: The Bottom of the Pyramid (BoP) is a concept popularised by C.K. Prahalad. Major role is played by the marketer in the development and bringing improvement at the bottom of the Pyramid (BoP) market in terms of spreading awareness about necessary consumption, favored and focused spending on the utility products and services and also the promotion of the village-based communities in production and production related activities. The objective of this study is (a) to study the concept of Bottom of Pyramid (BoP) marketing and (b) to study the marketing initiatives at Bottom of the Pyramid (BoP). The present study is based on the analysis of secondary data have been collected from various journals, government websites, research papers, publications etc. The present study concluded that there is an enormous initiative taken by multinational corporations to made available merchandise and services at rock bottom of the Pyramid. It was concluded that many new innovations coming from corporations like Tata, HUL, Godrej and Boyce and Vortex among others who have been working on innovative offerings to the BoP.