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    Class 5 BOP Marketing Strategies

    Uploaded by

    kunjdholiya627

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    © All Rights Reserved
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    Class 5 BOP Marketing Strategies

    Uploaded by

    kunjdholiya627
    8 views11 pages

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    © © All Rights Reserved

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    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    8 views11 pages

    Class 5 BOP Marketing Strategies

    Uploaded by

    kunjdholiya627

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 11

    Marketing at BOP

    Prof M K Awasthi
    Indian Institute of Management
    Lucknow
    Major Stages in New-Product Development
    for BOP marketing
    Idea scanning for Product Features Product Design
    • Feasibility • Essential • Simplicity
    • Economic Facilitating/value • Technology
    increasing • Robust
    • Social and
    • Assigned value for • Tough
    Technical Auxiliary services
    Five Product Levels

    Potential product
    Augmented product
    Expected product
    Basic product
    Core benefit
    BOP Consumer expectation
    Dissatisfaction

    Area of tolerance

    Minimum

    Desired

    Expected
    Pricing Approach

    Business Mind and Social heart

    Profit through volume


    Steps in Developing Effective
    Communication

    Identifying the Target Audience

    Determining the communication


    objectives

    Designing a Message

    Choosing Media

    Selecting the Message Source

    Collecting Feedback
    7
    Designing a message

    Message content What to say?

    Message structure
    & Message format How to say?

    8
    Push versus pull promotion strategy

    • Producer Reseller
    marketing marketing
    activities Retailer & activities
    Producer wholesalers Consumers

    Push strategy

    Demand Demand
    Producer Retailer & Consumers
    wholesalers

    Producer marketing activities

    Pull strategy
    9
    • Intro ( Videos\Introduction (2).wmv )
    • Case 1 (Videos\Soap.wmv )
    • Case 2 ( Videos\Salt.wmv )
    • Case 3 (Videos\eChoupal.wmv )
    • Case 4 (Videos\ICICI.wmv )
    • Case 5 (Videos\Aravind.wmv )
    • Case 6 (Videos\eGovernance.wmv )
    • Case 7 ( Videos\Jaipur Foot.wmv )
    • Case 8 ( Videos\Casas Bahia.wmv )
    • Case 9 (Videos\EID Parry.wmv )
    • Case 10 ( Videos\Energy.wmv )
    • Case 11 ( Videos\Cemex.wmv )
    • Case 12 (Videos\Voxiva.wmv )

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