The economic crisis gives rise to a marketing crisis. This latter is materialized by a drop in market demand as a result of increase in poverty and vulnerability of consumers. The persistence of the effects of marketing crisis and the inability of traditional marketing practices to cope with have point up a great marketing crisis.

The BoP which is a Blue Ocean market is a huge market with great potential. Given the failure of traditional marketing practices, the Bule Ocean Strategy is a useful and effective alternative to make the BoP market a sustainable lever capable to cope with economic crises.