Branding for Impoverished- A Systematic Literature Review of two Decades

Abstract

Since 2004, the emergence of a new emerging market called ‘bottom of pyramid” has been heart of discussion and analysis for viability. Prahalad and Hart being profounder of Bottom of pyramid concept gives the status of Bottom of pyramid consumer to those who live on less than $2 a day. They estimate this market to be of 4 billion people across the globe. It is a viable number but question is about seeking profitability from impoverished. There are various companies who tried strategies to cover this market and create brand loyalty among them. But not many have secured good positions while a few succeeded. This paper reviews the literature related to Branding in Bottom of pyramid consumers.