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Case Study

Nestlé’s PPP strategy (A): The emerging opportunity of Maggi in West Africa

By Leif M. Sjöblom

9 pages

October 2011

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Reference: IMD-3-2259

The case discusses the challenge of reaching emerging low-income consumers in West Africa. Nestlé’s Maggi, a brand established in West Africa more than 50 years ago, provides an example of a unique business model that targets such consumers. The case discusses the sustainability of the business model and to what extent it can be extended to other food products.

Learning Objective

To illustrate a successful business model in reaching emerging consumers at the bottom of the pyramid.

Keywords

Bottom of the Pyramid, Food Distribution, Food

Settings

Nestlé
2010

Type

Field Research

Available Languages

English

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This case study is part of a series

Nestlé’s PPP strategy (A): The emerging opportunity of Maggi in West Africa
Nestlé’s PPP strategy (B): Nescafé in West Africa

This case study is part of a series

Nestlé’s PPP strategy (A): The emerging opportunity of Maggi in West Africa
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