Think Category Not Brand to Break through at the Bottom-of-the-Pyramid (BOP)

As established markets mature, international marketers are turning their attention to the underserved BOP markets, defined as consumers earning less than $2/day. While there is much estimated market demand at the BOP, it is capped by low category penetration rates due to low consumer knowledge levels, weak infrastructure, an informal distribution system, etc. Approaches to market development are therefore necessary to drive category growth and tap onto BOP market potential. This study investigates how market players drive category growth and develop consumer markets in emerging economies to realise growth. Twelve executives of FMCG market leading brands in Egypt’s BOP markets were identified and invited to semi-structured interviews to discuss their approaches to BOP category growth. A model is presented proposing that marketing strategies should go beyond brand-building activities and should 1) trigger consumer interest by offering substitutes to locally-made solutions dominating BOP markets, 2) drive demand by re-setting value standards in favour of effectiveness and long-term saving, 3) raise category awareness in collaboration with the state and civil society, and 4) establish reach by investing in infrastructure and distribution channel members. Findings suggest that market development strategies at the BOP draw non-users into growing categories, leading to category and brand growth.