Target The Poor 50#
The product or service offering does not target the premium customer, but rather, the customer positioned at the base of the pyramid. Customers with lower purchasing power benefit from affordable products. The company generates small profits with each product sold, but benefits from the higher sales numbers that usually come with the scale of the customer base.
Examples: Iconic Cases
How they do it: Procter and Gamble adopts a bottom-of-the-pyramid approach in targetting low-income customers in developing countries. An example are single-use packets of shampoos, sold for a few cents, which are purchased by customers on demand from local stores.
Learn more about Procter & Gamble →
How they do it: IKEA’s products are competitively priced and have a high degree of standardization. This allows also customers with a lower purchasing power to buy at IKEA. In every category there is a budget option as well.
Learn more about IKEA →
How they do it: In the 1990s, the company introduced Wheel, a laundry detergent specifically developed for the Indian market, containing a lower oil-to-water ratio to make it suitable to hand wash textiles in rivers, as is frequently the custom in India. The product was distributed through local corner shops as well as door-to-door sales representatives .
Learn more about Hindustan Unilever →
How they do it: Denner, with its ”no frills” approach, tries to focus on deliver on the basic needs during grocery shopping. This excludes a complex and nice presentation of goods and a wide choice of products to give the customer the cheapest prices.
Learn more about Denner →
How they do it: H&M offers all its products at really low prices. This also includes e.g. formal and business wear, allowing to target a large group of customers with a low purchasing power for clothing.
Learn more about H&M →
Below, the top industries for the pattern "Target The Poor" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 5 firms using this pattern.
Top Industries
29% of firms using pattern
29% of firms using pattern
14% of firms using pattern
All Industries
Below, the pattern "Target The Poor" is analyzed based on co-occurrence, in order to get insights into how this business model pattern is applied in combination with other patterns within the firms we studied.
Top Co-Occurrences
5 pattern co-occurrences
3 pattern co-occurrences
3 pattern co-occurrences