Home > Uncategorized > Does he need a shampoo..really?

Does he need a shampoo..really?

The Fortune At The Bottom Of The Pyramid is the title of a book by CK Prahalad where he talks about the opportunities and need for new business models to reach this section of the world which is estimated at 2.5 bn people. The poorest strata in the world.

Many FMCG companies have rushed in with small packets of shampoos, fairness creams etc to lower the pick up price of the brand thereby making it ‘affordable’ for this group.

Yesterday outside the window of my parent’s house I recorded this video of someone who I think belongs squarely in that group.

If you don’t have the time to view the video..he’s recycling bricks from a house that’s just been torn down. In the background you can see his ‘house’ (the blue tarp it is) where he lives with his wife.

I don’t know, I am not a whizz kid marketer but somehow trying to get him, or his wife, to buy a shampoo just doesn’t seem right, does it?


Categories: Uncategorized
  1. Vas
    July 26, 2011 at 1:59 am

    The logic you are using against marketing does not seem correct here … he is poor – but he still needs clean hair, clean teeth, presentable clothes (at his league), good quality milk. Plus – choices for him will mean that he is able to determine his own better quality and will not have to depend on govt/ other people’s give-aways.


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