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The course aims at presenting a synthesis of various perspectives developed in order to understand the BoP market popularly known as the Bottom of the pyramid or Base of the pyramid. This covers topics which are relevant with respect to marketing to poor consumers in all kinds of markets urban, semi-urban, and rural markets. This focuses on settings which are Indian or similar to Indian setting.

· Be able to appreciate the challenges from the marketing perspectives at the BoP market.

· Be able to critically analyze the BoP market from the long-term market development perspective.

· Be able to work towards the marketing strategies required for the BoP market.

3. Required Text Books and Reading Material

1. 86% Solution by Vijay Mahajan et al.

2. Fighting Poverty Together by Aneel Karnani

3. We are like that only by Rama Biajpurkar

4. Compiled Course Material from Secondary Sources

1. 4. Tentative Session Plan

Session Number	Topics/Activities	Reading/case list etc.
1	Introduction to the BoP	PPT
2-3	Purposive understanding of subsistence market places	Case of Hindustan Unilever
4-5	Culture of Poverty	PPT
6-8	Poor consumers in different countries- A cross-cultural Marketing perspective Understanding the limitations of the BoP in the communist bloc. Comparisons of poors: Developed, Developing, and under-developed markets
9-10	Mapping products by culture of poverty	Case of P& G, Bajaj and Mahindra
11-12	Implementing business plans through social good	Case of Adidas
13-14	Addressing customer needs and welfare	Case of Health Care Services
15-16	Women consumers at the base of pyramid	Case of Gillette
17-18	Thinking style among low income women in India	Case of Godrej
19-20	Project presentations

5. Evaluation

Class Participation	20
Group Project	40
End-Term Exam	40

6. Academic Integrity

Focus is on authenticity. Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 03/08/2014 at 09:23 AM
Category: BM-II Doctype: Document