"Saboolnimada sida Opportunity Suuq a, Halkii Dhibaatada Social " (2)

Saboolnimada sida Opportunity Suuq-aMaxay mararka qaarkood igu baffles waa la'aanta cad oo xiiso halkan, in xitaa ka fekereyso lagu daydo ganacsiga taaba on faqriga lagu soo dhawaaday fursad marketing ah sida, oo aan dhibaatada badan soo hooyey bulshada. Bottom ee haykalka (BoP), sida fikradda ah, oo misna unmistakably 'pointer' inay sida marketing qoreysa cad loogu dousing asturi bulshada halkaas degan saboolnimada stage xarun. Waxaan la yaabanahay sida badan oo noocyo gancsiga oo cusub oo la xiriira (taas ayaa noqotay 'in-wax' meelo kale) la Wadaajiyey karaa in Nigeria hadda. Anigu kama aan ogeyn wax.

In xaalad ay jiraan dadaalo dhab ah oo wax ugu abuuro fursado ka saboolnimada, waxaa aan burqada tabo cusub farsamada loo baahan yahay in ay dhex gasho suuqyada taas oo ku salaysan yihiin hawlaha masaakiinta. Halkii, waa habab marketing novel celiyana-hareeraha dhibaatooyinka bulshada, jidaynayey shirkadaha in ay lacag sameeyaan, halka hagaajinta nolosha dadka iyo ka caawinta aanay ka soo bixin saboolnimada.

C.K. Prahalad iyo kuwa kale waxay leeyihiin in masaakiinta ka kooban ee 'ganacsatada adkeysi iyo hal abuur leh', 'Macaamiisha qiimaha-miyir', halka 'adduunka oo dhan of fursad' yimaado ee labada miskiinka iyo fikrada ah ka ganacsi la xiriira. Iyadoo marketing isagoo u dhigmin ganacsiga iyo habkan isagoo sita ee suuqyada dadka saboolka ah - oo ka kooban noocyo gancsiga oo ay ka faa'iideysan abaabushay badan tahay (e.g. shirkadaha caalamiga ah, shirkadaha ganacsiga gaarka loo leeyahay oo yar yar) iyo masaakiinta (kuwaas oo kasoo muuqdo in labada geeddi-soo-saarka iyo isticmaalka) - Waxay markaas ka dhigaysa sheegashada fududahay in saboolnimada abuuraa fursado marketing, halkii ay ka dhasheen dhibaatooyin bulsho oo wax badan soo maleegaan.

The si fiican u yaqaan "4 Sabuurrada of Marketing" sidoo kale khuseysaa ganacsi loogu talagalay yaraynayo saboolnimada siyaabahan:
Product - Maxaa la siiyaa is-dhaafsiga lacageed, in xidhiidh ganacsi tan la kuwa heerka 4aad ee Ahraamta, waa waxyaabaha, adeegyada ama qalab ee dhibic-of-isticmaalka nidaamka u biyo-siinta; cuntooyinka caafimaad leh; maalgelinta yar-yar ama nidaamka xawaaladaha-jaban; guryaha; iyo tamarta (Koronto off-Roobka).

Price - Waa imisa kharashku, in lacageed oo dhab ah marka la eego. Dareen in ay qiimaha ku xiran tayada halkan ku haboon (Macaamiisha BoP sidoo kale u qalmaa u tayo wanaagsan). Maxaa ka shaqeeya suuqa tani waa in ay alaabahooda alaabta halbeegyo aad u yar (e.g. dukaan tuulada tafaariiqda iibinta sigaarka cad cad ee, shaambooyinka by the 'bacda dawada', iyo cabitaanada by galaas ama koob).

Place - Halkee sheyga la suuqaa iibsan karaa dhigaysa ee ka qaybgalka ee ka ganacsada mararka qaarkood, la channel wanaagsan siin inaan wax ka qabano faaidada ay si nafteeda iyo waxtarka joogteeyo. Waqtiyada badankood, ganacsatada ay bixiyaan adeegyo dheeraad ah si ay macaamiisha ah (e.g. ka dib markii adeeg iibka, iyo xitaa bixinta dayn macaamiisheena ay, sida kuwa tuulooyinka inta badan waa la yaqaan).

Promotion - Products ee suuqyada BoP u baahan tahay kor u qaadida adag in ogeysiiyaan aawadeed,, gudahood channel gaarsiinta ah oo iyaga ku faa'idaysato siin karaa. Dhiirigelinta ku raagtay oo mararka qaarkood muddo dheer waxaa inta badan loo baahan yahay iyadoo loo eegayo nooca muxaafidka ah ee suuqa dadka saboolka ah. Macaamiisha Miyiga, jeer ugu, u baahan tahay si aad u aragto waxa ay doonayaan inay soo iibsadaan, iyo sida ay u shaqayso. Tani waa sababta bandhig gaysteen oo qalab ah oo muhiim u tahay kor u qaadida ee marketing BoP.

Waxaan subscribe to "Business Saboolnimada Fight", bulsho-internet ah oo ay shakhsiyaad ka ganacsiga, Deeq bixiyeyaasha caalamiga ah, NGOs, iyo aqoonyahannada ah oo wadaaga laabadka la dagaalanka saboolnimada iyada oo loo marayo ganacsi. Sida Nigerian ah, waxay u muuqataa in aan ahay 'Col.Qadaffi' waxaa. Anigu waxaan u arkaa janjeera la'aan-luster oo ka mid ah daneeyayaasha ku haboon ee Nigeria si cad swaying dadkeeda in yar oo ah Fudud ee muwaadiniin aan u muuqdaan in ay eegto in jihada of madal oo ka caawisaa in ay kicin fikrado ku saabsan sida qaar ka mid ah ku 112 million Nigeria masaakiinta dhammaan kartaa oo waxay ku yidhaahdeen wanaagsan-nabadgelyo in saboolnimada.

Xarumaha Research, hay'adaha tacliinta, iyo shirkado ee qamaama kale oo badan si joogto ah oo iskor baxay BoP la xiriira waxay Been iyo noocyo gancsiga. Waa wax cajiib ah sababta Nigeria u muuqataa si buuxda dahaaran ka socodkiisa oo-ku-. La'aanta boos halkan waxa uu ogol yahay oo kaliya taasina waa tusaale ka mid ah noocyo gancsiga (ka ah ee ku saabsan 150 Waxa aan heli), oo ku baaqay in la jawaabo sababta midkoodna dadaalladaas oo kale oo la hirgaliyay Nigeria:

– Global Positioning System (GPS) technology ka shaqeeya haweenka bulshooyinka kalluumaysiga, si loo fududeeyo Marwooyinkooda dadaalka xoogsada ee Badweynta Hindiya (Sri Lanka).
-Ganacsatada Unilever ee haweenka miyiga sabool, iyada oo ganacsiga tafaariiqda ah ee badeecada caafimaadka iyo nadaafadda (India).
-Vodafone ayaa hordhac ah xal bangiyada mobile, M-PESA (Kenya, Tanzania).
– Natura ee isticmaalka "Priprioca" caraf dhirta kaynta roobka ay u line isku qurxiyo 'Ekos' (Brazil).
-Faleebo Barclays Bank ee soo galay "Susu" adeegyada Microfinance hoose iyada oo ururinta dhaqanka (Ghana).
– Bamka Treadle ka qaybqaadashada Beeralayda yar yar 'ee silsilada qiimaha beeraha ee dakhligoodu kor u kacay (Bangladesh, India iyo Nepal).

– Holcim ee 'House--Life for' model ah bixinta cement si wax looga qabto baahida guryaha ee aad u masaakiinta (Sri Lanka).

Sidoo kale
– Biyo-siinta miyiga Amanz'abantu ee loo marayo hab tiknoolojiyada cusuba (South Africa).
– Nidaamka iibsiga caanaha Dimitar Madzarov ee ganacsatada ka beeralay yar-yar (Bulgaria).
– Bosch, Siemens iyo Hausgerate (Boa) shooladda, hurinayaan by saliidda qumbaha (Indonesia).
– Marawaxada dabaysha yar INENSUS 'iyo nidaamyada tamarta baahsan (Mauritania).
– Nidaamka sifeynta biyaha dhoobada (Nicaragua).
– Xooladhaqato ah 'xoolaha tracking, iyadoo la isticmaalayo telefoonada gacanta iyo qalabka nidaamka meelaynta aduunka (Senegal).
– Taageero Shoprite ee beeralayda yar-yar ee miraha iyo khudaarta cusub (Mozambique).
– Wax soo saarka ciirta iyo iibka nidaamka Danone ee (ee koritaanka ilmaha), isticmaalaya network wanaagsan loo soo abaabulay haweenka reer miyiga, "Grameen Ladies"(Bangladesh).

Waxa sare ku xusan oo dhan og yahay in ay soo bixiyey malaayiin ka mid ah saboolnimada, oo laga soo minguuriyey tan lagu daydo ganacsi cusub oo halkaas marketing ka ciyaaray door muhiim ah. Dalab kasta oo ka mid ah saboolnimada ka kooban fursad suuq ah, halkii ay dhibaatada bulshada si cad u macno.

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