Marketing to the BOP in Asia

Marketing to the base of the pyramid is an undeveloped practice. Because companies have traditionally focused on middle and higher income segments of Asian countries and have left non-profits and governments to deal with the BOP, the behaviors, daily habits, and lifestyles of the poorest of the poor remain unknown to corporate marketers. It is critical that corporate marketers keep in mind several factors when marketing to the BOP.

1. Get to know your consumer. Do not simply transfer a marketing framework currently in place for reaching middle and higher income segments. The BOP consumer is typically less educated and less literate, and is sometimes subject to an existence dictated by needs of daily survival. The BOP thus requires an extremely tailored marketing approach.

2. People are people. Some themes do carry over from more familiar markets. The BOP does value authenticity and trust and the more you can engage on a level where value is created for them beyond the product at hand, the more brand loyalty you can engender.

3. Partner with Non-profit and Government entities. Non-profits and governments often know their constituents better than anyone else--why reinvent the wheel when you can get first-rate quality information about your target BOP consumer from them?

4. Hire locally. The more you immerse yourself in a community, the better known you will become and the better you will be able to understand and reach your target audience.

5. Use new media. Have you read the headlines? Cell phones, ICT centers, and other new media devices enjoy quick uptake among the BOP in Asia; You hence have tremendous opportunity to beat your competitor and develop relationships with the BOP first, before anyone else in your sector reaches them.

For more information, contact Jenara at jenara@bopsource.com