Title Marketing An Introduction by Gary Armstrong, Philip Kotler Read Marketing at Work 15 1 International Marketing Targeting the Bottom of the Economic Pyramid on page 472 474 in Chapter 15 of the textbook (14th Edition) or pdf link page 499 After reading the article, complete the following Begin by identifying one challenge and one opportunity presented by the bottom of the pyramid market (also referred to as BoP) Select a company and a product brand (e g , P G's Tide ) State the name of the company and the product brand you selected If you were the marketing manager of the company you selected, explain how you would approach marketing the product brand you selected to the BoP in one of the countries mentioned in the reading by discussing the following aspects a Product Innovation Describe how you would innovate the product brand to cater to the specific needs and price points of BoP consumers b Pricing Strategy Explain your pricing strategy for the BoP market and how you would make the product brand affordable c Positioning and Messaging How would you position the product brand to make it relevant to the BoP consumers What messaging strategies would you use

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Title: Marketing An Introduction by Gary Armstrong, Philip Kotler. Read Marketing at Work 15.1 - International Marketing: Targeting the Bottom of the Economic Pyramid on

Title: Marketing An Introduction by Gary Armstrong, Philip Kotler. Read Marketing at Work 15.1 - "International Marketing: Targeting the Bottom of the Economic Pyramid" on page 472-474 in Chapter 15 of the textbook (14th Edition). or pdf link page 499

After reading the article, complete the following:

Begin by identifying one challenge and one opportunity presented by the bottom of the pyramid market (also referred to as BoP).
Select a company and a product/brand (e.g., P&G's Tide). State the name of the company and the product/brand you selected.
If you were the marketing manager of the company you selected, explain how you would approach marketing the product/brand you selected to the BoP in one of the countries mentioned in the reading by discussing the following aspects:

a. Product Innovation: Describe how you would innovate the product/brand to cater to the specific needs and price points of BoP consumers. b. Pricing Strategy: Explain your pricing strategy for the BoP market and how you would make the product/brand affordable. c. Positioning and Messaging: How would you position the product/brand to make it relevant to the BoP consumers. What messaging strategies would you use?