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Challenges for marketing mix's adaptation: a successful implementation of 4 Ps for the BOP on EMs

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dc.title Challenges for marketing mix's adaptation: a successful implementation of 4 Ps for the BOP on EMs en
dc.contributor.author Krenar, Petr
dc.relation.ispartof Innovation and Knowledge Management: A Global Competitive Advantage, Vols 1-4
dc.identifier.isbn 978-0-9821489-5-2
dc.date.issued 2011
dc.citation.spage 951
dc.citation.epage 960
dc.event.title 16th International-Business-Information-Management-Association Conference
dc.event.location Kuala Lumpur
utb.event.state-en Malaysia
utb.event.state-cs Malajsie
dc.event.sdate 2011-06-29
dc.event.edate 2011-06-30
dc.type conferenceObject
dc.language.iso en
dc.publisher International Business Information Management Association (IBIMA) en
dc.subject Marketing Mix en
dc.subject Bottom-of-the-Pyramid en
dc.subject Innovation en
dc.subject Emerging Markets en
dc.description.abstract The purpose of this paper is to examine, if and how the Marketing Mix (especially 4 Ps) has to be adapted to the Emerging Markets (EMs) in order to target the segment of the Bottom-of-the-Pyramid (BOP) effectively. Nowadays, traditional developed markets become more and more saturated. That is why Multinational Enterprises (MNEs) have started to search new trade outlets in EMs due to gain the market share and customer's segments for their future growth. This paper reflects the need to examine whether - and how - the company implements changes to respond to these challenges. The survey is focused on the case of Nestle successful acting on the EM (Brazil). This study was systematically analyzed and structured according to the 4 Ps. The findings have been confronted in order to identify changes in the Marketing Mix targeting the low-income segment in EMs. The results show that companies have to adapt the 4 Ps in an innovative manner, creating highly functional and innovative products, developing a cost advantage for the poor without compromising on the quality of product, finding a new way of distribution, becoming socially engaged and locally accepted. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003326
utb.identifier.rivid RIV/70883521:28120/11:43865285!RIV12-MSM-28120___
utb.identifier.obdid 43865287
utb.identifier.scopus 2-s2.0-84905102718
utb.identifier.wok 000317549601073
utb.source d-wok
dc.date.accessioned 2013-07-27T14:55:04Z
dc.date.available 2013-07-27T14:55:04Z
utb.contributor.internalauthor Krenar, Petr
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