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Marketing for Bottom of the Pyramid Strategy by Unilever

7 August 2021

Resource Person: Mr. Arindam Saha, Marketing Manager, Unilever

“Life will not be a pyramid with the apex sustained by the bottom, but an oceanic circle whose centre will be the individual’ - Mahatma Gandhi
Mr. Arindam Saha, Marketing Manager, Unilever resonating with M. Gandhi’s words, shared that at Unilever, Bottom of the Pyramid [ BOP] is called as India 1 2 3 as a mark of adding dignity to the customers/consumers of this segment. Unilever is committed to understanding the special issues of migration and remigration, abundance drive and scarcity drive, etc connected with this segment. He then explained the process of analyzing abundance drive which is connected to low priced-long term value items where, the focus is on ‘indulge-display-bite size’. Then he moved to explain higher level of product category with high priced-long term value where the focus is on building long term future. He explained both the strategies with examples of products such as Chavanprash, Maggi, Cornflakes, Kurkure, Lux, men’s fairness creams etc. He concluded by saying that though this market is challenging it is not a ‘cheap market’. Quality matters here and one of the largest markets for Unilever in fact is West Bengal. This segment has huge potential and targets housewives. Unilever has equal or more share of women representing product designing and marketing teams which have helped it to achieve success in penetrating this segment.

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