SC Johnson Rolls Out Bottom-of-the-Pyramid Marketing Strategy in Ghana
Friday, October 10, 2014
While international marketing executives scratch their heads over how to expand business in a world saturated with products (are Africa, India and Latin America the last frontiers for global business?), more companies may want to focus on socioeconomic, not geographic, markets to find new opportunities. After all, the “bottom of the pyramid,” as in the world’s lower-income wage earners, are as much as 70 percent of the world’s population. Some businesses understand this and sell products accordingly—for example consumer packaged goods companies that sell cleaning products in sachets instead of massive boxes. Now SC Johnson, the Wisconsin-based cleaning products company, is joining this small but growing crowd in Ghana, and contributing to local efforts to reduce the risks of contracting malaria.
The program, nicknamed WOW, launched in 2012, though SC Johnson has researched and tested this business concept for almost a decade. A pilot program in Bobikuma, Ghana, about 55 miles (90 kilometers) west of the capital of Accra, kicked off earlier this year. With support from Cornell University and the Bill and Melinda Gates Foundation, this membership-based club allows families to pool their money together to buy cleaning and pest-control products and reduce the transmission of malaria. Besides allowing families to share resources, the communal nature of selling these products allows for sharing tips about keeping homes clean and safe from malaria-carrying mosquitos. Now the program has expanded.