Strategic innovationsat the bottom of pyramid

The concept of Bottom of the Pyramid (BOP) marketing has now gained prominenceamong academicians and businesses owing toits impact on billions of the poor across the world. There are significant opportunities for MNCs to generate profits while simultaneously making a social contribution through marketing to 4 billion people occupying the lowest tier in the world's economic pyramid (Prahlad and Hart, 2002). In fact the BOP segment holds great potential for expansion and profits tothe tune of US$ 5 trillion. In the backdrop of this, the paper reviews and presents business, marketing issues, and success strategiesin the BOP context. It also describes the 4As Framework_ Affordability, Acceptability, Availabilityand Awareness_for strategic marketing innovation, along with case studies, for realizing fortune at the bottom of pyramid.