Pepsodent: marketing strategy at the bottom of the pyramid
Publication date: 6 November 2017
Abstract
Subject area
Marketing in an emerging market.
Study level/applicability
The case is aimed at MBA students in a marketing strategy class on marketing at the bottom of the pyramid or on branding.
Case overview
A young brand manager faced the challenge to increase drastically a brand market share to 8 per cent in 2015 in a context of a new emerging market with large number of consumers living with no more than US$1.25 a day.
Expected learning outcomes
Expected learning outcomes are as follows: to familiarize students with emerging markets characteristics; to illustrate the challenges of marketing a brand to local consumers with limited financial resources to craft a marketing strategy for Pepsodent with a clear positioning, allowing the Pepsodent brand to differentiate itself and to leverage its brand equity; and to develop a marketing-mix aligned with the brand positioning.
Supplementary Materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 8: Marketing.
Keywords
Acknowledgements
The author would like to thank Dr Peter De Mayer, Assistant Professor, College of Management Mahidol University, for his critical comments, and Dr Brian Hunt, for reviewing the case
Citation
Tocquer, G. (2017), "Pepsodent: marketing strategy at the bottom of the pyramid", , Vol. 7 No. 4. https://doi.org/10.1108/EEMCS-05-2016-0101
Publisher
:Emerald Publishing Limited
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