Estratégias para o mercado de baixa renda: estudos de caso no mercado brasileiro

Abstract

With the advent of globalization, the emergent countries began to attract the attention of the corporations as an alternative to the traditional markets, in spite of their great amount of low-purchasing people. The present study has as objective to extend the knowledge about the phenomenon of the ascension of the low-income classes to the Brazilian consumer market and the strategies used here by the big companies to be successful in this segment. It was used the case study method in four important corporations operating in Brazil, there of them producers of consumer goods and one that provides telecommunication services, and the result had shown that they are not actuating in the called bottom of pyramid market in the same way that occurs in other emergent countries. The big companies prefer try to penetrate only the C class, considering that the economic stratification below it is not attractive enough mainly because of its small dimension. The conclusion of this study, based on evidences founded through the data analysis, was that those companies did not change, in a disruptive way, neither their usual strategies nor their resources in order to reach the local low-purchasing market. Instead, they adjusted strategies promoting small innovations like adapting products and distribution channels, contradicting most of the academic literature existent about this theme.