Base of the Pyramid Protocol & How the Solae Company Tested it in India
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Case Code: BSTR292 Case Length: 15 Pages Period: 2006-2008 Pub Date: 2008 Teaching Note: Not Available |
Price: Rs.300 Organization: The Solae Company Industry: Food and Beverage Countries: India, Global Themes: Business Model |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
BOP Protocol Process
The Protocol identified a formal business process consisting of three phases. Using this, companies could identify and develop sustainable new products for the BoP consumers by forming partnerships with them...
Pre-Field Process
The pre-field activities consisted of selection of field sites, formation of the corporate team, and selection of the local community partners...
In-Field Process
The in-field process consisted of three interdependent phases - opening up, building ecosystem, and enterprise creation (Refer to Table III for the three phases of the BoP Protocol)...
Scaling the Protocol
The BoP Protocol resulted in the establishment of a business by a team from community and the company, with a shared trust and commitment...
Testing the Protocol
The first company to test the protocol was SC Johnson, which launched the BoP project in Nairobi, Kenya, in a slum, Kibera, and in a rural area, the Nyota township (Refer to Exhibit II for SC Johnson - Testing BoP Protocol in Kenya)...
Pre-Field Process
The BoP Protocol implementation in India began in April 2006. Solae's BoP initiative was supported by the CEO of the company. A senior director was also actively involved in the process...
In-Field Process
Phase I - Opening Up
After the teams were formed, the team from Solae began interacting with the community and forming relationships. In Hyderabad, SIDUR set up a small tent at one of the central locations in Rasul Pura...
Conclusion
The BoP protocol can be scaled up or down, depending on the needs. Though initially, it was tested by huge multinationals with a global presence, the processes can be replicated by companies of any size. Again, it is not limited just to companies, but can be carried out by NGOs and small organizations intending to find sustainable ways of working with the BoP consumers...
Exhibits
Exhibit I: Mutual Value Creation
Exhibit II: SC Johnson - Testing the BoP Protocol in Kenya
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