Webinar Series: How to viably market and distribute beneficial products to…

Businesses are struggling to activate demand for their products among the Base of the Pyramid (BoP). Since CK Prahalad described the “Fortune at the Base of the Pyramid” over ten years ago, hundreds of for-profit and not-for-profit ventures have developed beneficial durable goods for the BoP such as solar lanterns or water purifiers, or more expensive home improvement packages or latrines. Others seek to market Fast Moving Consumer Goods such as fortified foods, anti bacterial soaps or mosquito repellents. The market at the BoP, however, is hard to crack and creating consumer demand for new products is a major challenge.

As a result, few organisations have succeeded. Why is this? How can this change?

In a new three-part webinar series, Hystra, in partnership with the Practitioner Hub for Inclusive Business, will tackle strategies for marketing and selling beneficial goods to consumers at the Base of the Pyramid. The series will explore how to create demand, at what price points and with which financial mechanisms, and through which marketing and distribution options.


Designing a Winning Value Proposition and Financial Offer

21st June 6:30pm Delhi | 4pm Nairobi | 2pm London | 9am New York

We will explore the key triggers that prompt BoP clients to purchase beneficial goods and how to integrate these in a winning value proposition. We will also discuss appropriate price points and the financial arrangements (e.g., credit) needed for clients to be able to afford these products.


Location: N/A

Date: Tuesday, June 21, 2016