Abstract

Casas Bahia is the largest retail chain store in Brazil. It was one of the first companies to offer the highly successful credit sales schemes in Brazil mainly aimed at selling electronic and other household products to the urban poor. The case highlights the marketing strategies of Casas Bahia and explains how the company was able to unlock the enormous purchasing power of Brazil’s low income working class by providing them credit finance schemes wherein the customers could purchase branded consumer goods in easy installments.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study and analyze the unique and innovative business model of Casas Bahia
• Critically examine the marketing strategy of Casas Bahia that concentrated on the bottom of the pyramid (BoP) market
• Understand the importance and potential of BoP market
• Analyze the reasons for Casas Bahia’s success
• Examine the nature of criticism against Casas Bahia’s marketing strategy and in its business model.

Keywords

Casas Bahia Bottom of the Pyramid Marketing Credit Financing to Urban Poor Credit Analyst Business Model Installment Sales Mass Marketing