MARKETING AND DISTRIBUTION FOR THE BASE OF THE PYRAMID

Since 2009, we have been building insights on effective marketing approaches for the BoP, which often challenge what is taught by business schools. The report “Marketing Innovative Devices for the BoP” summarizes our findings in 10 practical tips to crack these markets in durable goods, while “Marketing Nutrition for the BoP” provides eight key practical lessons learnt to sell nutritious products and more generally, beneficial consumer goods in these markets.

We have also designed a benchmarking tool and management workshops to share these findings in a very action-oriented manner. We have been running such workshops with over 30 pioneering social businesses: BR!GHT and SolarNow selling solar products; Ecofiltro selling water filters; winners of the New Ventures Mexico acceleration program I3  in Latin America involved in agriculture and energy; local entrepreneurs selling improved cookstoves and solar lights in DRC and supported by Adam Smith International; selected companies gathered by the Export Institute in Israel; or the vibrant nutrition community of the Zambia SUN Business Network.

Publications

Marketing Innovative Devices for the BoP

Marketing Nutrition for the BoP

Articles and Blogs

• KNOW-HOW: Last mile distribution at the BoP - The Practitioner Hub for Inclusive Business 

• Leçon 1: "Commercialiser des produits nutritifs n'est pas qu'une histoire de santé" - L'Express.fr (Sept, 2014)

• Leçon 2: "Les produits les moins chers ne sont pas ceux qui se vendent le mieux" - L'Express.fr (Dec, 2014)

• Leçon 3: "Les campagnes publicitaires ne doivent pas cibler que les mères" - L'Express.fr (Jan, 2015)

• Leçon 4: "Pour vendre aux familles les plus pauvres, il faut fournir des avantages concrets" - L'Express.fr (Jan, 2015)

• Leçon 5: "Les petits commerces, canal de distribution le plus efficace pour les aliments de complément" - L'Express.fr (Jan, 2015)

• Leçon 6: "Dans les villes l'émergentes, le porte-à-porte peut générer et fidéliser les clients" - L'Express.fr (Feb, 2015)

• Leçon 7: "Les meilleures pratiques du secteur privé sont aussi valables pour la Base de la Pyramide" - L'Express.fr (Feb, 2015)

• Leçon 8: "Elargir la base de clients est essentiel pour créer un modèle économique viable" - L'Express.fr (March, 2015)

• "SUN Business Network Zambia: Marketing Nutrition for the Base of the Pyramid" - Scaling Up Nutrition (Feb, 2015)

• "Fighting Malnutrition with Improved Marketing and Distribution of Fortified Complementary Foods for Infants" - Business Fights Poverty (June, 2014)

• "Marketing Nutrition for the BoP: New report by Hystra focuses on successes and failures of market-based approaches" - Next Billion.net (June, 2014)

Videos