1) Why do the brands in the case consider the bottom of the pyramid as well while they are already rich and strong companies?

2) What kind of needs are satisfied by the companies in the case?

3) What is the "value proposition" for the P&G diapers? Discuss.

4) What are the values created by Godrej&Boyce company with the portable fridge? Give at least three values.

5) What is the core benefit of that fridge, discuss?

ed an absorbent diaper with fewer fea- Selling to the world's poor: At only \$69, Godrej's ChotuKool ("little cool") does a 8. Although much less expensive, the better job of meeting the needs of low-end Indian consumers at half the price of or stilillilinctions at a high level. When even the most basic conventional refrigerator. ting such affordable new products, says Courtesy Codrej \& Boyce Mig. Co. Lad. \begin{tabular}{l|l} CHAPTER 19 & The Global Marketplace 575 \end{tabular} milk. Moreover, electricity was unrelable, put- at half the price of even the most basic tra- currently gets most of its revenue, to the deting even the little food they wanted to keep ditional refrigerator. veloping economies of Asia and Africa. cool at risk. Godrej concluded that the low-end Thus, the bottom of the pyramid offers voloping markets will require moro than just segment had little need for a conventional huge untapped opportunities to companies shipping out cheaper versions of existing high-end refrigerator, it needed a funda- that can develop the right products at the products. "Our innovation strategy is not just mentally new product. So Godrej invented right prices. And companies such as P\&G are diluting the top-tier product for the lower-end the Chotukool ("little cool"), a candy red, moving aggressively to capture these oppor- consumer," says P\&G's CEO. "You have to top-opening, highly portable, dorm-size unit tunities. P\&G has set lofty goals for acquir- discretely innovate for every one of those that has room for the few items users want ing new customers, moving the company's consumers on that economic curve, and if to keep fresh for a day or two. Rather than a emphasis from the developed West, where it you don't do that, you'll fail