International marketing at the bottom of the pyramid : a three country study

International marketers have been turning increasingly to markets in developing countries as markets in developed countries reach saturation point. Generally they target the wealthy elite and the expanding middle class in such countries. Rarely do they target the masses in these countries who account for 65% of the world's population. It will be argued that a different mindset will be necessary to tap the potential offered by this group who are termed 'Bottom of the Pyramid (BOP). Those at the BOP exhibit cultural traits that are different and less influenced by globalisation will be highly dependent on relationships involving both the family and the local community and be highly influenced by the network of which they are a part. Buyers at the BOP behave differently not only from their counterparts in developed country markets but also from the upper and middle-income customers in their own societies. A standardised 'western' marketing mix offering will not work with this group whose circumstances require a highly customised approach. This is illustrated by three studies undertaken in each of Vietnam, Thailand and Sri Lanka relating to one element of the marketing mix" promotion. Specifically, these pilot studies examined the perceived need by local marketing executives to modify their approach when directing communication to customers at the lower income strata as compared with those at the upper and middle income levels. The conclusion of the paper is that managers cannot tap the BOP sector by a modified global approach and must create a totally new approach.