Marketing – Entrepreneurial Marketing in a low-income market

In India small towns often experienced power outages lasting 8 to 12 hours a day but few could afford to buy a generator as banks did not make unsecured loans to small retailers. A Honda distributor had solved the problem by organising 20 shopkeepers into a group to make payments of $22 each month into a common pool. Every month a lottery was held and one shopkeeper would win a Honda generator. Within 20 months the 20 shopkeepers had each won a generator. Honda India recognised the opportunity t...

BPIR Categories

1.2.3 Identify new innovations that meet customer needs
4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy