Chasing the 'base of the pyramid'
By Marc Gunther, Fortune Magazine, November 15, 2006
Do the slum-dwellers of Nairobi, Kenya, really want Windex and Ziploc bags?
You might not think so. But SC Johnson Co., the family-owned company with $7 billion in global sales that brings us Windex, Pledge, Raid and Ziploc bags, is setting up shop there. It's part of an attempt to build profitable businesses that reach the 4 billion poorest people on earth, those who live on less than $5 a day.
It won't be easy. "Kenya is never the same, day to day, week to week," says Scott Johnson, vice president of global environment and safety at SC Johnson. "It's never what it appears to be, at least to someone sitting in headquarters."
>> View Article | created on: 11/21/2006
