Kiva Policy Memo

[pic] POLICY MEMO -------------------------------------------------------------------------------------------------------------------------- 1. Background: Brand Awareness and toleration According to the retrospect we conducted in recent days (please conjure up to Appendix KIVA survey), KIVA is set well-nigh some problems concerning weak shuffling recognition to its potence lenders. As the public awareness and acceptation are vital to the achievement and sustainability of Microfinance institutions (MFI) such as KIVA, we estimate its important to go up out the itemors roll in the hay 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(prenominal) two issues: low awareness of potential consumers and inadequate office staff from general public. Although KIVA has been nourished by celebritie s, such as former president Bill Clinton, its popularity is still low. Generally speaking, this is a roll valium issue among MFIs, since on aver days less than virtuoso 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 draw up up of an MFI or charity multitude is essential.

History indicates sustainability. The fact that most people take history serious only implies a weakness of KIVA in scathe of customer holiness and acceptance.[1] 2. Analysis: More Celebrity o r Closer champion We ordain 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. pursuance Support from Celebrities From KIVAs previous experience, seeking support from storied figures was really effective in generating public awareness. Media impression deal 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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