"Ịda ogbenye dị ka a Marketing Ohere, Karịa Social Nsogbu " (2)

Poverty as a Marketing OpportunityGịnị baffles m mgbe ụfọdụ bụ ndị doro anya enweghị mmasị n'ebe a, ọbụna na-eche echiche azụmahịa ụdị hinged na ịda ogbenye na-bịakwutere dị ka a ahịa ohere, na ọ bụghị ọtụtụ touted nsogbu. Ala nke Pyramid (BoP), dị ka a echiche, n'ehieghị makụrịta 'a pointer' otú ahịa atụmatụ ugboro ugboro dousing nsogbu ọha ebe ịda ogbenye enyene a center ogbo. M na-eche otú ọtụtụ nke yiri otutu azụmahịa ụdị (nke na-na 'na-ihe' n'ebe ndị ọzọ) nwere ike sịrị na Nigeria ugbu. Agaghị m maara nke ọ bụla.

Na a ọnọdụ ebe e nwere ezi ma kwụsie mgbalị eke ohere ogbenye, ọ na-adịghị ihe itunanya nkà na ụzụ innovations na-dị mkpa iji banye n'ime ahịa nke dabeere na-eme ihe ndị ogbenye. Kama, ọ bụ akwụkwọ ahịa na-eru nso ndị na--na-elekọta mmadụ nsogbu, ikwe ụlọ ọrụ na-eme ka ego mgbe rụọ ndị 'ndụ ma na-enyere ha bilie nke ịda ogbenye.

C.K. Prahalad na ndị ọzọ nwere ya na ndị ogbenye nkejikotara 'resilient na ihe ndị ọchụnta ego', 'Uru-adịghị na-azụ', mgbe 'a ụwa dum nke ohere' na-abịa ma ndị ogbenye na initiators nke metụtara azụmahịa ventures. Na ahịa ịbụ otu ihe azụmahịa na a na-enwe na-amị na ahịa n'ihi na ogbenye - gụnyere azụmahịa ụdị nke na-erite uru o yiri initiators (e.g. ndị si ọtụtụ mba ụlọ ọrụ, obere onwe oru ụlọ ọrụ) na ndị ogbenye (onye Njirimara ma na mmepụta na oriri Filiks) - Ya mgbe ahụ na-eme ka mfe na-ekwu na ịda ogbenye na-emepụta ahịa ohere, kama ukwuu orchestrated na-elekọta mmadụ nsogbu.

The maara nke ọma "4 Ps nke Marketing" na-emetụta n'ihi ulo oru iji na alleviating ịda ogbenye na ndị a ụzọ:
Product - Gịnị ka a na-nyere maka ego mgbanwe, a na azụmahịa mmekọrịta ndị na-4th EBIONITISM nke pyramid, na-na ngwaahịa, ọrụ ma ọ bụ teknụzụ na-ekwu-nke-eji usoro maka mmiri; mma nri na ngwaahịa; umu obere ego nkwado ma ọ bụ ala na-eri onyinye usoro; ụlọ; na ume (anya-okporo ike ọkọnọ).

Ahịa - Gịnị ọ na-efu, na ego na ezigbo okwu. Uche na ahịa jikọrọ àgwà na-emetụta ebe a (BoP n'ji na-kwesịrị kacha mma). Gịnị na-arụ ọrụ a na ahịa bụ abịa ngwongwo na nnọọ obere nkeji (e.g. a obodo mkpọsa ahịa na-ere sịga site ibe, detergents site 'sachet', na ọṅụṅụ site iko ma ọ bụ cup).

Ebe - ebe ngwaahịa nwere ike zụta a ahịa na-eme ka aka nke na-ere ahịa mgbe ụfọdụ, na ezi ọkọnọ ọwa na gụnyere uru n'akụkụ peeji iji na-azụ onwe ya na irè. Ọtụtụ ugboro, na-ere ahịa na-enye ndị ọzọ ọrụ na ndị ahịa (e.g. mgbe ahịa ọrụ, na ọbụna ndokwa nke Ebe E Si Nweta ha ahịa, dị ka ndị na-na obodo nta bụ mgbe mma amaara).

Nkwalite - Ngwaahịa maka BoP ahịa achọ rigorous nkwalite-eme ka ha mara, n'ime a nnyefe ọwa na ike na-enye ha baa uru. Kwagidere na mgbe ụfọdụ ogologo nkwalite na-chọrọ ruru ka mgbanwe ọdịdị nke ahịa nke ogbenye. Emepe emepe ahịa, ọtụtụ ugboro, mkpa iji hụ ihe ha chọrọ ịzụ, na otú ọ na-arụ ọrụ. Nke a bụ ihe mere ngosipụta na-egosi mkpa ngwá ọrụ maka nkwalite na BoP ahịa.

M denye aha na "Business Ọgụ Ogbenye", ihe online obodo nke ndị mmadụ n'otu n'otu si azụmahịa, mba donors, Ndi otu Ngo, na academia na-ekere òkè ahuhu maka ọgụ ịda ogbenye site azụmahịa. Dị ka a na Naijiria, o yiri m a 'loner' e. M na-ele ndị na-enweghị-luster ọchịchọ nke mkpa nketa oke na Nigeria n'ụzọ doro anya swaying ya ndị na-adịghị mkpa ole na ole nke m compatriots agbasaghị anya na ntụziaka nke a n'elu ikpo okwu nke na-enyere aka na-akpali echiche banyere otú ụfọdụ n'ime 112 nde Nigerians nwere ike ejedebe sị ha nọrọ nke ọma na ịda ogbenye.

Research emmepe, agụmakwụkwọ oru, na azụmahịa ventures na ọtụtụ ndị ọzọ na climes na-anya Afọ agbarụwo si BoP metụtara mepụtara na azụmahịa ụdị. Ọ bụ ihe ịtụnanya mere Nigeria yiri kpamkpam gwara mmanụ si ọpupu-na. Enweghị ohere ebe a na-enye maka naanị ndị a ihe atụ nke azụmahịa ụdị (si banyere 150 M nwere ohere), na-akpọ azịza mere onye ọ bụla nke mgbalị ndị dị otú a na-replicated na Nigeria:

– Global n'ọnọdu System (GPS) technology ejikwara ndị inyom na-akụ azụ obodo, ikwado ha na di na nwunye 'N'ọrụ mgbalị dị n'Oké Osimiri India (Sri Lanka).
-Unilever si ulo oru maka dara ogbenye n'ime ime obodo ndị inyom, site retailing nke ike ọcha na ịdị ọcha na ngwaahịa (India).
-Vodafone si iwebata mobile ichekwa ego na bank ngwọta, M-PESA (Kenya, Tanzania).
– Natura si eji "Priprioca" ọhịa mmiri osisi na-esi ísì n'ihi na ya 'Ekos' ntecha akara (Brazil).
-Barclays Bank si infusion n'ime obodo "Susu" microfinance ọrụ site na omenala collection (Ghana).
– Treadle mgbapụta maka obere ọrụ ugbo 'na-ekere òkè na-akọ ugbo uru yinye maka inwekwu ego (Bangladesh, India na Nepal).

– Holcim si 'House na-Life' nlereanya maka inye ciment lebara ụlọ mkpa nke ndị dara nnọọ ogbenye (Sri Lanka).

Ọzọkwa
– Amanz'abantu si ime obodo mmiri site smart kaadị technology (South Africa).
– Dimitar Madzarov mmiri ara ehi ị nweta usoro maka obere-ọnụ ọgụgụ ndị ọrụ ugbo suppliers (Bulgaria).
– Bosch, Siemens na Hausgerate (Good) EBUARD, njọ aki oyibo mmanụ (Indonesia).
– INENSUS 'obere ifufe turbines na decentralized ike usoro (Mauritania).
– The seramiiki mmiri filtration usoro (Nicaragua).
– Azụ ézì 'ehi nsuso, -eji ekwe ntị na zuru ụwa ọnụ n'ọnọdu usoro ngwaọrụ (Senegal).
– Shoprite nkwado nke obere-ọnụ ọgụgụ ndị ọrụ ugbo nke ọhụrụ na mkpụrụ osisi na akwụkwọ nri (Mozambique).
– DANONE si yoghurt mmepụta na ahịa atụmatụ (maka nwa mmepe), iji haziri nke ọma na netwọk nke ime obodo ndị inyom, "Grameen Ladies"(Bangladesh).

The n'elu na-niile mara na ada ọtụtụ nde nke ịda ogbenye, ma e ewepụtara otutu azụmahịa ụdị ebe ahịa na-egwuri mkpa ọrụ. Ọ bụla na-ekwu nke ịda ogbenye gụnyere a ahịa ohere, kama nsogbu o doro anya na-eme ka uche.

-Akpa na-ekwu okwu on ""Ịda ogbenye dị ka a Marketing Ohere, Karịa Social Nsogbu " (2)"

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