Delivering Customer Perceived Value at the Urban Bottom of the Pyramid in India


After getting a fair idea of what constitutes value in the Urban Bottom of the Pyramid segment in India there is a need to adopt a delivery framework. This chapter details on the appropriate framework and its delivery mechanism.

One of the most popular mechanisms to deliver value by a firm, practiced and taught across business schools over the world is the, “Marketing Mix.” It is commonly referred to as the 4Ps. The application of this framework is pervasive across business situations globally but it is an organization oriented framework that works from a decision-making perspective. There has been a need for a customer oriented marketing ...

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