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EMAC 2019 Annual Conference

A Framework for Market Growth in Bottom-of-the-Pyramid (BOP) Markets

Published: May 28, 2019


May Nagy, The British University in Egypt; Dag Bennett, London South Bank University; Charles Graham, London South Bank University


Bottom-of-the-pyramid; Market growth; Marketing Strategy


Emerging markets are characterized by huge Bottom-of-the-Pyramid (BOP) markets, defined as consumers earning less than $2/day, who offer significant aggregate market potential. While the literature to date is rich in conceptual studies, it lacks evidence-based theory that guides businesses in designing marketing strategies to establish market growth within the BOP. Building on the 4As framework (Anderson & Billou, 2007; Sheth & Sisodia, 2012), the study aims to present a model that informs the design of marketing strategies to establish market growth within BOP segments. Executives of 12 BOP market-leading companies managing a total of 79 brands across 37 FMCG categories were invited for in-depth interviews. Analysis reveals that while the 4As framework is relevant, a number of strategies beyond the scope of branding strategies are necessary to develop growing markets. A framework on possible brand-level, company portfolio and category development strategies is presented and discussed.