CS 12-3 question ne sophisticated ralu ed engineering, says \"I can of this prod
ID: 417683 • Letter: C
Question
CS 12-3 question ne sophisticated ralu ed engineering, says "I can of this product that were worth a thousandth. or twot llanges to remeb of a cent. In the end they were able to produce a raz s one third of the previously introduced Vector. Sellin price for a the Gillette Guard ended up at 15 rupees (34 cents) aace for As a result of their painstaking research and a the needs of this unique target audience, P&G;'s mar for razors and blades has grown significantly in Ind faster rate than any other P&G; brand in India. Des lenges they encountered it appears that the Gillette Guard be considered a bottom of the pyramid success story blades at 5 rupees ( 12 cents). ite the chal- DISCUSSION QUESTIONS CS 12-1 Using the "4A's" framework in Figure 12.1, analyze the considerations that went into the development of the Gillette Guard razor for the Indian market. CS 12-2 Are companies targeting the bottom of the pyramid taking advantage of vulnerable consumers with lim- ited resources? CS 12-3 More than half of U.S. workers earn less than $30,000 a year, barely above the poverty line for a family of five. What would you recommend to a company looking to target the bottom of the pyramid consumers in the United States? ures: Marc Gunther, “The Base of the Pyramid: Will Selling to the or Pay Off?" May 22, 2014, http://www.theguardian com/slstaina ble-Explanation / Answer
Inorder to fulfil the need of a bottom of pyramid customers there should be some simplicity in product which helps people to relate with the requirement and it will enhance their psychological need and purchasing behavior. The focus on such gorups required more communication from the bottom line. Activie promotions in terms of free sponsorship, trials, demos, gift coupons etc will helps customers to attract to buy the product.Proletarian approach will be good enough to reach such people where they are not focusing much on status quo and price & quality are the deciding factors for their buying choice.