Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment

A growing body of literature addresses the importance of marketing to the “bottom of the pyramid” of world consumers by income [BOP] and on the challenges faced by firms that either serve or intend to serve this market. One neglected aspect of BOP research is to understand why relatively large and potentially mobile firms continue operations in extremely difficult BOP market conditions and what they need, marketing wise, to support their operation. Based on a study of four businesses that dominate the processed food and personal hygiene product market in Zimbabwe, reasons for continued involvement with the BOP are identified as well as their strategic marketing requirements