Base of the pyramid typically refers to the largest and poorest socio-economic grouping, and it is estimated that people in this ‘category’ spend up to 60% of their income on food. If this is an accurate estimation, then the onus on the food industry to provide cost-effective and nutritious products could not be greater. Eight lessons from marketing are given in this report by the Global Alliance for Improved Nutrition (GAIN) with case studies on leading brands, such as e’Ppap - a fortified flour created in South Africa, and Milkuat, nutritious dairy products launched by Danone Dairy Indonesia. This in-depth report provides valuable lessons on marketing across the value chain, looking at: the value proposition, marketing and compliance, sustainability, and distribution.
Case studies and tools
This resource presents evidence or data but has not been peer reviewed