The presentation deals with Social Marketing and CSR.

1. Marketing to the poor: Where are
the profits?

2. Marketing to the poor
• Marketing of consumer goods and services
• Marketing of knowledge and services in
enhancing quality of life

3. Marketing of consumer goods
and services
• Marketing at the first phase was aimed at
the affluent few
• At the second phase it was aimed at the
middle class
• But both phases it was urban centric

4. Marketing of consumer goods
and services
• Marketing decisions especially during the
second phase made “who are we selling to”
the single most influencing factor
• All the “Ps” of marketing were equally
influenced

5. Marketing of consumer goods
and services
• The factors affecting marketing decisions
remains:
– purchasing power of the audience, their sources
and regularity of income
– the audiences buying behaviour
– ease of access
– socio-cultural trends
– audience’s hierarchy of needs. etc

6. Marketing of consumer goods
and services
• The unique features of a ‘poor’ buyer:
– Daily wage earner- low liquidity at any given
point of time
– Buyer of small quantity
– One unit for the family
– Need access to products and services at
traditional market place

7. Marketing of consumer goods
and services
– For them money is not something to be
consumed
– The essential function of money is to provide
the basics: food, clothing etc.
– Beyond that money is to obtain assets

8. Marketing of consumer goods
and services
– Marketing communication need to be sensitive
to their concerns, needs dreams and aspirations
These characteristics apply to both urban and
rural poor.
Integrating product demonstration, trial, selling
and promotion will lead to establishing brands
and brand values

9. Marketing knowledge and
services to the poor in enhancing
quality of life

10. Enhancing quality of life:
Marketing to the poor
Specifically marketing Health and Education
• Practicing marketing principles in creating a
positive mindset amongst the poor
• Creating successful brands with associated
brand values
• Sustaining an attitudinal and behavioural
change

11. Enhancing quality of life:
Marketing to the poor
Specifically marketing Health and Education
• Ensuring repeat purchase
• Ensuring high quality after sales service
• Creating product and services which is
relevant to audiences concerns, needs,
dreams and aspirations

12. Marketing to the poor
• It is possible to integrate the two. Marketer
of the consumer brands taking up marketing
of health and education.
• This will, if not in the immediate future, but
certainly in the near future better the
economic status of a vast majority of our
people.
• In turn this will provide a much wider
universe for consumer brands

13. It’s a challenge. Profit is the only outcome.
Are we upto it?