Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities

Purpose – The purpose of this paper is to argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP. Design/methodology/approach – A mixture of qualitative data collection methods was used comprising multiple case studies using in‐depth, one‐to‐one interviews and ethnographic observations. Findings – Key findings include the identification of social networks as an intervening variable for firms to consider when implementing the marketing mix at the BOP and the need for continuous consultative interaction between firms and customers which is facilitated by social networks. Research limitations/implications – Firms in the sample used for research were confined to those in the fast‐moving consumer goods (FMCG) sector. The research was also restricted to Zimbabwe. Generalisation could be enhanced by using a larger sample of firms drawn from different product and service categories that catered for the BOP in a number of different countries. Practical implications – Findings from the study provide practical insights for marketing managers to consider when developing a marketing mix to serve the BOP. Primarily, managers could implement a variety of strategies to enhance the way they engage with customers in the BOP market. Social implications – The study provides insights into how firms can improve livelihoods of those at the BOP by providing employment and business opportunities through their partnerships with social networks. Originality/value – The paper expands research agenda of the relatively new area of the BOP. By focusing on a BOP market in Africa, the research expands existing knowledge beyond previous areas of focus in Asia and Latin America.