At the base of the pyramid, the new Prahalad structure
If we did the exercise of segmenting all of humanity into a socioeconomic pyramid, we would find that the bulk of the population is at the base; That is, between four and five billion people live on less than two dollars a day. For some, the fact is dramatic and demands philanthropy, however, for others, the fact is a clear market opportunity. In September 2000, the Millennium Summit was held in New York. Representatives of 189 states recalled their commitments from the 90's and signed the Millennium Declaration, which includes eight objectives: eradication of extreme poverty and hunger, universal primary education, gender equality, stopping infant and maternal mortality, the advancement of HIV/AIDS and seeking sustenance from the environment. Although there has been some progress, the goal of achieving the fulfillment of said objectives by 2015 seems far away, especially the first: Eradicating extreme poverty and hunger. In this context, Professor CK Prahalad, Doctor of Business Administration, suggests in his book “Fortune at the Base of the Pyramid”, not to look at the poor as victims, but as consumers and even as entrepreneurs. This conception may sound crazy, however, as we delve into reading its concepts, it begins to make sense. Basically, Prahalad's essential proposal is that new markets can be created if companies recognize the base of the pyramid (BDP) as a consumer segment and Win-Win models are generated; This requires compliance with three basic principles: Innovation, Access and Availability.Innovation refers to the presentation of Phone Number List products and services in new modalities that allow acquisition by BOP consumers; Examples of this are individual presentations of shampoo, prepaid cards for cell phones, online sales systems, Elektra stores and even Banco Azteca. Access Sell these products in nearby stores and with appropriate hours for the segment; In this context, it is not strange to see that prepaid systems for cell phones can be purchased in convenience stores such as OXXO or 7-Eleven and that Banco Azteca has opening hours from 9:00 AM to 9:00 PM 365 days a year. year, thanks to Elektra stores. Availability Efficiency in product distribution. Has anyone ever had a problem buying airtime for a cell phone or a shampoo in a sachet because they can't find it on the market? The essence of doing business with the bottom of the pyramid, according to Prahalad, is based on individual packaging, a low profit margin per unit but high volume and a high return on investment. According to the author, if business models are developed, which even think of the members of the BDP as collaborators or entrepreneurs, the pyramid could little by little be transformed into a rhombus, where the bulk of the economy would be concentrated in the center of the figure. An example of this can be found in the representatives of Avon, a company that in just one year added 238,000 more women to its already large army of collaborators.
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It is a fact that business models in the BOP of a developing country can be replicated in other nations and even in developed economies, since a business structure of this type can function in higher socioeconomic strata, which does not it happens the other way around. Proof of the above can be seen in the new Netbooks, laptops with prices starting at four thousand pesos, when the traditional investment for a laptop does not drop below ten thousand, at least. Another example is the yoo system that offers cable, unlimited telephone and internet services for less than five hundred pesos per month, when just a few years ago, housing bills, just for telephone, could range between five hundred and one thousand pesos per month. These two cases are models that are undoubtedly influenced by Prahalad's philosophy. Prahalad cites in his book, among many other cases, CEMEX's “Heritage Today Program,” a project in which the cement company provides advice, construction materials and access to credit to low-income Mexicans. This program has just won the UN HABITAT Award in the category of Accessible Housing Solutions. Another example that will surely revolutionize the market is the Tata Nano, a car from Tata Motors in India, rated as the cheapest in the world; Its selling price is $2,053 plus taxes. The brand recently announced that the car passed European safety standards and impact tests, thereby opening the horizon to world markets including, of course, Latin America.
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