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Selected Case

published: 15 Dec 2017

  • Topic: Marketing
  • Industry: Insurance, Communications
  • Region: Africa

Abstract:
The case illustrates how Microensure deploys strategies for the bottom-of-the-pyramid (BoP) as the cornerstone of a successful, cost-efficient scale-up that aims to democratize insurance in countries where consumers have very low incomes.

Pedagogical Objectives:
Discover how the 5-step BoP framework can be used to structure a market approach for a segment that is underserved. Understand how competitive advantage can be gained from a low-cost/vast-breadth strategy, and how value is generated from a market that (at first glance) seems unattractive. Show how a deep understanding of the value chain coupled with a cooperation strategy is used to create a symbiotic partnership with telecommunications companies.

Keywords:
Bottom of the Pyramid, Consumers, Telco, Distribution Channels, Marginal Cost, Symbiosis, Low-Cost, Mobile, Cost-Effectiveness, Micro-Insuring, Low-Income, Channels, Zambia

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