e4m Pitch Top 50 Brands 2023: Honouring brands in ‘Bottom of the Pyramid’ category
This category has brands that focus on continuous improvements in price performance, quality, technology & distribution to appeal to a diverse group of audience
The exchange4media Group is back with Pitch Top 50 Brands, the list that acknowledges the impactful and impressive marketing practices by brands across various categories. The awards recognise the top five brands across ten categories for their outstanding work and innovation. The upcoming edition of Pitch 50 Brands 2023 will be held on October 18 in Gurugram. At the star-studded event, the list of Pitch Top 50 Brands 2023 will be unveiled in the presence of top industry heads and experts.
The Pitch Top 50 Brands list acknowledges and honours the impactful, effective and commendable marketing practices being upheld by brands across the 10 categories. The categories include - Bottom of the Pyramid, Challengers, Digital First, Evergreens, Impactful Debuts, Luxe, Newsmakers, Regionals, Resurgents and Social Contributors.
The ‘Bottom of the Pyramid’ category comprises of brands that focus on continuous improvements in price performance, quality, technology, distribution to appeal to large section of audience. This category includes brands that address aspirations of the target groups through constant innovation in the various elements of the marketing mix, such as product, pricing, distribution, promotion, customer experience. The brands in this category should have a geographical presence in Tier 2 and Tier 3 cities.
Decoding the dynamics of this category, let’s take a quick look at CK Prahalad's concept of a ‘Bottom of the Pyramid brand’. As per Prahalad, the concept pertains to a brand or product specifically tailored for the world's poorest populations, aiming to address their unique needs, affordability constraints, and local preferences. Such brands emphasize affordability, adaptability to local contexts, social impact, innovative distribution channels, and sustainability and recognize the potential of low-income consumers as active participants in the market, contributing to poverty alleviation and economic empowerment, while also creating viable business opportunities in underserved markets.
The Advisory Board 2023 includes a mix of brand leaders, marketing experts, social commentators and top leaders of the advertising and marketing industry, who will judge the shortlisted entries on various parameters, including Idea and Innovation, Consumer Connect, Communication Impact, and Execution and Results.
The Advisory Board this year will be chaired by D Shivakumar, Operating Partner, Advent International, and Former Chairperson & Chief Executive Officer, PepsiCo India. The other members include Anuja Mishra, CMO, Honasa (Mamaearth, BBlunt, The DermaCo, Aqualogica), Amal Kelshikar, Executive Director, Torrent Pharmaceuticals Ltd; Ajay Gupte, Chief Executive Officer-South Asia, Wavemaker; Dheeraj Sinha, Managing Director, Leo Burnett; Poonam Kaul, Former CMO of Apple India; Rohit Ohri, Chairman & CEO, FCB Ulka India; Rahul Talwar, Chief Marketing Officer, Max Life Insurance; Sunil Suresh, CMO, Global Head of Marketing, Corp Comm, Loyalty & Business Head eCom, Air India; Sanjeev Jasani, COO, Cheil India and Vikram Sakhuja, Group CEO, Madison Media & OOH.
In 2022, a total of six brands won under the ‘Bottom of the Pyramid’ category. The winners including Bajaj Auto, Colgate, Haier, Jio, Meesho and Parachute were honoured for their outstanding work and constant innovation in formulating and executing their marketing strategies effectively.
