Abstract:

How do you position a brand to consumers in emerging markets that is both affordable and desirable? Can a low priced brand be aspirational? What creates 'star' brands at all market levels? The Theory of Multiple Poverty Lines postulates that there are multiple affluence pyramids and points of affluence that individuals aspire to. It is possible to identify the conflux between aspiration and affordability at the various market levels. This presentation provides a deeper understanding of the dynamics between these concepts and consumption behaviour, to arrive at a framework that helps marketers make better brand decisions in emerging markets.