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Low-income, BOP consumers

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Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

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The Clinton Health Access Initiative used a multichannel strategy to launch a new diarrhoea treatment to mothers in the rural state of Uttar Pradesh, India.

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Food brand Fiesta used a multichannel campaign to promote its P59 Spaghettipid pack to maintain its market-leading position in the pasta and sauce market in the Philippines.

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Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

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Toothpaste brand Colgate used a mobile campaign to give dental advice to people in rural India.

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Tate Britain, a British art museum, used the stories behind its paintings to make art accessible to everyone, particularly those who otherwise felt alienated by art and its associated culture.

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This case study explains how Ariel, a detergent brand, celebrated ordinary women in South Africa by partnering with gospel singer Rebecca Malope to launch a call to action at her concert.

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MEXICO CITY:  AB InBev, the global brewing company, will attempt to speak to Mexican workers planning to cross the border to the US for a life of poorly paid work by offering the opportunity to become small business owners selling the ...

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MUMBAI: Rural India is a huge market that is changing fast, and marketers need to understand how they can best reach consumers outside the urban areas that have largely fuelled brand growth.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Case Study

This case study shows how EPM, a public services company, created a solar power harvesting hat that could provide electricity to remote areas in Colombia, thus increasing brand visibility.

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This case study shows how The Heart Foundation, a heart disease organisation, successfully changed New Zealander's behaviours towards heart attacks using an effective TV ad campaign.

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This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

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GLOBAL: After contracting in 2016, expenditure on luxury advertising is set to recover this year and next, with almost all of the growth being taken by online spending, according to a new forecast.

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This case study describes how India Gate Basmati Rice used findings from in-depth research to discover its USP in a generic category to boost loyalty in the Indian rice market.

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NEW DELHI: India's Broadcast Audience Research Council (BARC) first released data about TV audiences in rural areas in October 2015 and now, with almost 16 months of measurement to hand, the organisation's CEO has outlined some of the findings.

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LONDON: UK retail sales fell by 0.3% in January compared with the previous month, which was well below market expectations of sales growth of 0.9%, according to official figures released on Friday.

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BEIJING: China's smaller cities will be the main engines of growth in the future, as government polices seek to tackle the problems of urban density in top tier cities, analysts have said.

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LONDON: As the annual Six Nations rugby tournament prepares to kick off on Saturday, marketers have a unique opportunity to reach a wealthy demographic if they set about it in the right way.

Article

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

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ASIA: Rural consumers in emerging markets are increasingly tech-literate and brand-aware, but much about their behaviour remains misunderstood, according to a leading academic.

Case Study

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

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ASIA: Even though there is a global market of 3.4bn rural consumers, many companies fail to reach them because of difficulties with logistics and other issues, yet Unilever stands out as an innovator in this field, a leading academic has said.

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NEW DELHI: FMCG brands are suffering a significant sales hit in rural India following recent demonetisation efforts by the Indian government, but are hopeful the chaos will ease eventually.