| Description |
1 online resource (15 pages) : tables |
| Summary |
The case is about the initiatives taken by the world's second largest brewer, SABMiller, to target customers at the Bottom of the Pyramid (BoP). Faced with a highly competitive environment in Uganda, the company's subsidiary, Nile Breweries (Nile), started scouting for opportunities among the poor in the country. It found that consumption of illicit alcohol was rampant and that the unregulated alcohol market in Africa was about four times the formal market. People resorted to consuming illicit brews as the products in the mainstream market were priced high and were beyond their reach. As 60% of the population was from the BoP segment, SAB intended to reduce the price of beer |
| Notes |
Title from resource description page (viewed June 17, 2016) |
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Case code: BECG 121 |
| Bibliography |
Includes bibliographical references |
| Notes |
In English |
| Subject |
SABMiller (Firm) -- Case studies
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Nile Breweries -- Case studies
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| SUBJECT |
SABMiller (Firm) fast (OCoLC)fst01928741 |
| Subject |
Low-income consumers -- Uganda -- Case studies
|
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Consumer behavior -- Uganda -- Case studies
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Consumer behavior
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Low-income consumers
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Uganda
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| Genre/Form |
Case studies
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| Form |
Electronic book
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