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Ved Et Al Presentation
- 1. Marketing programs to reach India’s underserved HBS Conference on Global Poverty December 1 2005
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Notas del editor
- Good afternoon ladies and gentlemen. Our paper, based on some of our experiences in marketing to India’s underserved consumers, focusses on some fundamental mindshifts that need to be made in tapping the underserved market. I would like to state, at the very outset, that Ogilvy’s definition of the underserved is based on not only the criterion of low income, but also on the low market and media accessibility to these consumers, most of whom reside in India’s villages.