Interesting news that Unilever might be looking at bottom of the pyramid strategies for Europe. Having worked in bottom of the pyramid projects in Asia (Indonesia and China) and Latin America I think this might be an interesting approach. As long as it takes into consideration two very big differences between European and these markets:
- in Asia and Latin America, bottom of the pyramid approaches target not only low income consumers but also low income and small costumers - small traditional trade. It's adaptation to a modern trade reality is not necessarily an easey step;
- In Europe, DOBs are very strong, already competing in the low income price tier. This is not true in Asian and Latin American markets, where DOBs are almost non-existent.
But, as always, markets and consumers dictate the rules - and I was expecting this move from FMCG companies for a while.
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