Marketing mix Protein Kissèe La in Ivory Coast

The case study introduces the company Protein Kissèe La (PKL) located in Ivory Coast.
The customers target is the Bottom of the worldwide economic Pyramid population, so called the BoP (Bottom of the Pyramid) Population.The company must adapt its products to this BoP. population with a low purchasing power and often located in remote and scattered areas.The income of the target populations, their living conditions and their consumption behaviors sharply contrast with those of developed countries. Due to this, the company must adapt its business model and marketing strategies to serve the BoP Populations.

Acquisition of new knowledge:
- Presentation of two mix-marketing tools which are dedicated to the poor populations of the emerging countries.

Acquisition of new skills (know-how):
- Application of these tools.
- Checking of the correct understanding of the business problems and concepts which
underlie the case: cross-analysis of tools.

Pedagogical objectives for the acquisition of behavioural competences (interpersonal skills):
- Decision-making ability in emergency situations: suggesting some lines of recommendation given the 3 tools.
- Negotiation ability with local populations, local partners, international institutions.
- Ability to analyse and summarize a complex situation: the populations of emerging countries have characteristics that are rarely addressed and rarely implemented in the case studies.

Strategic Marketing - Mix-marketing - Bottom/Base of the Pyramid (BoP) - 4P+1 - Kotler - 4A - Prahalad - 5D - Bhan

- Students: undergraduate and master

Food-processing industry

- PPT: debriefing (30 slides)
- This mini-case is one of the three studies extracted from the French case: M1855     

Année de la problématique : 2013

Livraison : Livraison par lien de téléchargement

Nombre de pages : 8 avec 2 page(s) annexe(s)

Temps d'utilisation : 1h30

Code du secteur d'activité : 15 - Industries alimentaires