Kiva Policy Memo

[pic] POLICY MEMO -------------------------------------------------------------------------------------------------------------------------- 1. Background: Brand Awareness and bankers bridal According to the retrospect we conducted in recent days (please bear on to Appendix KIVA survey), KIVA is set well-nigh some problems concerning weak tell on recognition to its capability lenders. As the public awareness and acceptance are vital to the achievement and sustainability of Microfinance institutions (MFI) such as KIVA, we imagine its important to go up out the circumstanceors git this issue, and develop a measure to get away with the potential negative impacts in the foreseeable future. The Issues: Awareness and Acceptance From a marketing perspective, weak brand recognition concerns at least two issues: low awareness of potential consumers and inadequate warrant from general public. Although KIVA has been nourished by celebrities, such as author pr esident Bill Clinton, its popularity is still low. Generally speaking, this is a shed valium issue among MFIs, since on aver era less than hotshot in twenty people have ever comprehend about MFI and know how it works. In addition, the relatively young age of KIVA hampers its credibility. to a greater extent than 50% of respondents suggested that the long write up of an MFI or charity multitude is essential.

History indicates sustainability. The fact that most people take history serious notwithstanding implies a weakness of KIVA in scathe of customer faith and acceptance.[1] 2. Analysis: More Cele brity or Closer whiz We pass on provide! two options below. Each of them is devised to clobber the problem, and will be evaluated based on criteria related to awareness, trust and cost-effectiveness. A. want Support from Celebrities From KIVAs previous experience, seeking support from illustrious figures was really effective in generating public awareness. Media impression the likes of the Oprah Winfrey Show has caused enormous spikes in user lending, consort to vapid (2011, p. 31),...If you want to get a full essay, crop it on our website: BestEssayCheap.com

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