2. Briefing about the brain behind it
C.K Prahlad.(IIM-A, Harvard university.)
Prof.@Paul and Ruth McCracken
university at the Ross School of Business.
Laureate of padma bhooshan, pravasy
bharathiya samman & Lal bhahadur
sasthri award for contributions.
Considered as one among the top ten
management guru’s of the last century.
3. Great impact & acceptance from UNDF,
IFC & World bank. CEO’S of top
companies accepted it.
For innovation
& making new
markets.
Aimed at
poverty
alleviation &
improvement.
6. Some cases
$ 200 computer ( impacted not only Indian market
but also US.)
Sachets
Akash computers.
Opportunity is in the air. Identify it.(story of chapel
sellers, a model for finding out creative
opportunities.)
7. MAJOR EFFECTS OF SERVING AT THE
BOTTOM
Skepticism in initial stage.
Wireless cellular – an impact.
Technology to illiterates.
Prepaid market.
Small industries & new entrepreneurs.
Innovation, mobile cash e.g. airtel money.
Mobile phone in public health education.
E.g. googling and epidemic awareness.
8. Major obstacles.
Mental hurdles.
Attitude change is an imperative.
Logistics & infrastructure requirement in rural areas.
A few areas made impact.
$ 200 car
Singer sewing machine for $ 100
EKG machine for $ 800
9. Cultural and communication barriers.
Nothing so.
Recognize the market. EG. BRICKS & Indonesia,
turkey, Mexico Etc.( vulnerable markets to grow in
the coming decade.)
Substitute 4P’s (product, price, place, promotion) to
4A’s (Awareness, access, affordability, & availability.)
10. SURPRISES & RESULTS
A surprise even to the think tang behind the idea.
Wide access, ecosystem( network),linking the
locals(partnership- not one man show.)
Decentralized production but centralized processing.
(supply chain) E.g.. Amul, ITC
11. Requirements to serve the global customers
Ensure global standard of safety & quality.
Know ecosystem,(BE) & Affordability.
Be keen to geographical & demographic
factors.(trends in west may not be applicable in
south.)