BOTTOM OF THE PYRAMID MARKETING: THE CASE STUDY OF MULTINATIONAL COMPANY COCA-COLA

• Main Author: Arkan Ariel Saputra, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54696
• Institution: Institut Teknologi Bandung

COVID-19 impacted various elements of society as the income of groceries while pandemic is fallen in Cianjur. Meanwhile, in Cianjur's central market, community businesses see a decline in market visitors and are left anxious due to the rampant growth of COVID-19. These conditions also impact the fall short of target periodic sales for the fast-moving consumer goods (FMCG) industry, especially Coca-Cola. This research sought to identify the bottom of the pyramid (BOP) market as a potential market for the company to serve. It also examines the current company's capability of organizing the BOP market regardless of its complexity. The BOP refers to the world's poorest socio-economic group. Approximately more than Indonesia's 50 million adults or a third of the adult population and the majority of Cianjur rural area associated with the BOP population. The output aims to implement recommendations to further develop a company effort in strategical approach for the BOP market. Four previous studies were examined and chosen to solve the company's current problems. Using a qualitative research methodology, fifteen depth interviews were conducted examining insight from the company, business partner, and consumers' perspective. In strengthening the research findings' validity and reliability, the triangulation process was used for convergence among multiple sources of information to form themes or categories in a study. The results suggest that the most of the BOP business partner is not well educated; thus, the company needs to ensure continuous engagement on relevant product handling and business skills. Finally, the findings suggest one of the most challenging realities in the BOP market appeared to gaps between outlets in the BOP environment and outlets in the centre of the economy.