From the above analysis, it is recommended that firms make products affordable and tailor products to the life needs of the poor. In the short term, products can be served in small quantities and distributed to consumers in remote areas through salespersons, as it is cost effective and meets consumers’ preferences. Unilever has implemented this by employing salespeople to sell in local villages which open future opportunities to enlarge this network and expansion to surrounding markets (Cateora & Graham 2007). Firms can implement pricing strategies or new financing alternatives to suit the poor by offering loans or discounts to frequent buyers and salespersons to stimulate customer loyalty and profits.
6. REFERENCES
Beer, J. 2003, Communicating Across Cultures, United States, viewed on 8 October 2007, http://www.culture-at-work.com/highlow.html
Breen, B. 2007, Q&A: C.K. Prahalad, Fast Company, Boston, viewed 22 September 2007, http://proquest.umi.com/pqdweb?did=1217683791&sid=1&Fmt=3&clientId=20928&RQT=309&VName=PQD
Cateora, P. & Graham, J. 2007, International Marketing, McGraw Hill, California
Fletcher 2005, International Marketing At The Bottom Of The Pyramid, ANZMAC Conference, viewed 6 October 2007, http://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/cd-site/pdfs/9-Marketing-Int-C-Cultural-Env/9-Fletcher.pdf.
Fletcher, R. & Brown, L. 2002, International Marketing - An Asia-Pacific Perspective, 2nd edn, Pearson Education, Australia.
Fletcher, R. & Brown, L. 2005, International Marketing - An Asia-Pacific Perspective, 3rd edn, Pearson Education, Australia.
Grameen 2007, Grameen Banking for the poor, Grameen Bank Bhavan, Banglade ...