Literature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India

International Journal of Applied Engineering and Management Letters (IJAEML), 2(1), 43- 63. (2018).

21 Pages Posted: 13 Mar 2018

See all articles by Keerthan Raj

Keerthan Raj

Srinivas Institute of Management Studies

P. S. Aithal

Srinivas Institute of Management Studies

Date Written: March 6, 2018

Abstract

The bottom of the pyramid has been the topic of many research articles and scholarly discussions. Since Prahalad and Hart wrote about how multinationals can help alleviate poverty and create value propositions for themselves in 2004, many companies have been looking at strategies to serve the BOP segment in emerging markets. While an equally good number of companies have invested a lot of money in these markets and have failed, only a small minority of corporations that have engaged with the BOP sector have created businesses of high volume and profitability. This paper examines through review of the literature, the impact of branding on people living on less than $2 per day and then what how of reaching these customers in a profitable manner for corporations.

Keywords: Branding, Bottom of the pyramid, Emerging markets, Value proposition

Suggested Citation

Raj, Keerthan and Aithal, P. S., Literature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India (March 6, 2018). International Journal of Applied Engineering and Management Letters (IJAEML), 2(1), 43- 63. (2018).. Available at SSRN: https://ssrn.com/abstract=3135600

Keerthan Raj

Srinivas Institute of Management Studies ( email )

Srinivas Campus, Mangaladevi Road
Pandeshwar
Mangalore, 575001
India

P. S. Aithal (Contact Author)

Srinivas Institute of Management Studies ( email )

Srinivas Campus
Pandeshwar
Mangalore, Mangalore 575001
India
9343348392 (Phone)

HOME PAGE: http://www.srinivasuniversity.ac.in

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