Casas Bahia - Marketing to the Poor


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG102 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

NULL
Case Length : 14 Pages
Period : 1997-2005
Pub Date : 2005
Teaching Note : Not Available
Organization : Casas Bahia
Industry : Retailing
Countries : Brazil

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.

Issues:

• 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 the loop holes in its business model.

Contents:

  Page No.
Introduction 1
Background Note 2
Serving the Urban Poor 3
The Business Model 5
The Criticism 8
Exhibits 10

Keywords:

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

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