Core Disciplines: Base of the Pyramid; Corporate Social Responsibility (CSR); International Business; Marketing/Sales; Social Enterprise (Social Entrepreneurship); Strategy & Management
DESCRIPTION: This is the Next Billion/WDI 2010 Case Writing Competition Winner.
This case explores the need to scale BoP initiatives in a cost-efficient manner to create a measurable positive impact on the lives of BoP consumers and the long-term financial performance of Nestle Venezuela.
Nestlé Venezuela marketed a portfolio of products and wanted to strengthen its bond with Bottom of Pyramid (BoP) consumers. From 2002 to 2010, changes occurred in the Venezuelan economy, yet most residents lived in poverty. Price controls affected some of Nestlé’s products, but not sweetened condensed milk. Nestlé felt that sweetened condensed milk posed the best growth opportunity in the BoP segment.
In the case, Nestle Venezuela marketing executives contemplated how to blend a progressive sense for social responsibility with sound business goals.
TEACHING POINTS: No teaching points at this time
Secondary Tags: Consumer Products; Globalization
Sales Rank: #310