"Ubumpofu njengoba Opportunity Marketing, Kunalokho Than Inkinga Social " (2)

Ubumpofu njengoba Opportunity MarketingYini lumangaza me ngezinye izikhathi ukungabi obucacile interest lapha, ngisho kokuzindla onobuhle ibhizinisi okusekelwe ububha kokuba wasondela njengoba ithuba marketing, futhi akuyona inkinga touted kakhulu social. Bottom of the Pyramid (Bop), njengoba nomqondo, babangana ngokunembile 'pointer' ukuba marketing izici kanjani evelele dousing izinkinga zenhlalo lapho ububha sinesikhundla eshashalazini. Kazi bangakhi ezihlobene innovative models ibhizinisi (okuyinto abe 'in-into' kwenye indawo) kungenziwa sathathwa Nigeria njengamanje. I am hhayi ukuthi kukhona.

Esimweni lapho kukhona imizamo eqotho futhi eqinile ekwakheni amathuba ebumpofwini, it is not ukuphumelela ezobuchwepheshe ukuthi iyadingeka ukuze ukungena ezimakethe okuncike imisebenzi abampofu. Kunalokho, kuba marketing izindlela inoveli ukuthi uvule-azungeze izinkinga zenhlalo, ngokuvumela izinkampani ukwenza imali ngesikhathi ngcono izimpilo zabantu futhi babasize bavuke enhluphekweni.

C.K. Prahalad and others have it that the poor comprise the ‘resilient and creative entrepreneurs’, 'Value-abazi abathengi', ngenkathi 'ezweni lonke ithuba' likhuphuka kokubili abampofu initiators of the ehlobene yazihlanganisa kwezohwebo. With marketing ekubeni lihambisana ibhizinisi kanye le ndlela kokuba sithela ezimakethe for abampofu - ehlanganisa onobuhle zebhizinisi ezizuzisa cishe initiators (isib. ezinkampanini zamazwe, amabhizinisi wangeqadi) futhi abampofu (ngubani sifake zombili production and ukusetshenziswa izinqubo) - Ke kwenza yesimangalo lula ukuthi ububha kudala amathuba marketing, kunokuba izinkinga zenhlalo nokaNkulunkulu okuningi.

The eyaziwa kahle "4 IHu of Marketing" futhi lisebenza amabhizinisi okuhloswe ngazo ukuqeda ububha ngalezi zindlela:
Product - What lunikezwa for exchange zezimali, kule ebhizinisini nalabo at the tier 4 umbhoshongo, imikhiqizo, services noma ubuchwepheshe in iphuzu-of-ukusetshenziswa izinhlelo amanzi supply; Imikhiqizo ukudla enempilo; micro-ezezimali noma eshibhile system zezimali; izindlu; namandla (off-grid amandla supply).

Price - What kubiza, ngezimali futhi real. Uzwela amanani kuhlobene izinga kusebenza lapha (Bop umthengi futhi kufanele nqampuna umhlabeleli). Yini usebenza kule makethe kupaka izimpahla amayunithi amancane kakhulu (isib. idolobhana okudayisa shop ukuthengisa ugwayi by the piece, detergents by the 'sachet', neziphuzo by the ingilazi noma indebe).

Indawo - Where the umkhiqizo zingathengwa kule makethe kwenza ukuba ukubandakanyeka wabenza ngezinye izikhathi, nge supply channel omuhle ukuthi kufaka inzuzo wakwazi ukuzigcina uphila futhi ukusebenza. Isikhathi esiningi, Abadayisi ahlinzeke izinsizakalo esengeziwe ikhasimende (isib. ngemuva yokuthengisa service, ngisho ukuhlinzekwa ngesikweletu amakhasimende abo, njengoba labo emadolobhaneni ngokuvamile edumela).

Promotion - Products for izimakethe Bop zidinga ukukhuthazwa eliyelelweko uzazise, ngaphakathi channel kwezidingo zonikeza nabo ngokunenzuzo. Ukukhuthazwa ehlala ngezinye izikhathi eside ngokuvamile okudingekayo ngenxa yesimo elondoloza emakethe for abampofu. Amakhasimende Rural, ezikhathini, kudingeka sibone lokho bona abafuna ukuthenga, futhi isebenza kanjani. Yingakho ukubonisa ubonisa kuyithuluzi elibalulekile for yokukhangisa Bop marketing.

I Uthenga "Business Fight Ubumpofu", umphakathi online zabantu abavela ibhizinisi, bamazwe omhlaba, NGOs, kanye nezifundiswa ababelana passion for ekulweni nobubha ngokusebenzisa ibhizinisi. Njengoba a Nigerian, kubonakala I am a 'unkom' idla yodwa 'khona. I ukubuka ukuthambekela ukuntuleka-ngobuhle the abathintekayo Nigeria zithonye ngokucacile abantu bayo ukuthi bambalwa ongabalulekile Bakwethu zami babheke bebheke kule platform esiza ashukumise imibono ezinye kanjani of the 112 million abantu baseNigeria abampofu angagcina evalelisa ebumpofwini.

Zocwaningo, izikhungo zemfundo ephakeme, futhi yazihlanganisa kwezohwebo nakwezinye climes abaningi njalo inqaba out Bop ahlobene ezisunguliwe kanye models ibhizinisi. Kuyamangalisa ukuthi kungani Nigeria ubonakala avaleke ngokuphelele okwenzeka. Ukungabi isikhala lapha uhlinzekela kuphela lezi zibonelo imifanekiso ibhizinisi (kusukela cishe 150 I ukufinyelela), futhi kudinga izimpendulo kungani akekho mizamo wenziwa lwenziwe in Nigeria:

– Global Positioning System (GPS) Ubuchwepheshe eziqhutshwa abesifazane emiphakathini edobayo, ukuba lula imizamo abashade nabo 'occupational in the Indian Ocean (I-Sri Lanka).
-Amabhizinisi Unilever uyabakhathalela abesifazane bempofu zasemakhaya, ngokusebenzisa retailing kwemikhiqizo yezempilo kanye nenhlanzeko (India).
-Isethulo Vodafone sika yasebhange izixazululo mobile, M-Pesa (Kenya, Tanzania).
– Ukusetshenziswa Natura sika "Priprioca" Iphunga ihlathi lemvula plant legwadle yayo line 'Ekos' (Brazil).
-Ukumnika Barclays Bank olimini wendawo "Susu" services microfinance ngokusebenzisa iqoqo yendabuko (Ghana).
– Treadle futha for iqhaza abalimi abancane 'in lwenani lezolimo for imali eyiphinda anda (Bangladesh, India and Nepal).

– Holcim BakaJehova House-for-Life 'model ngokusipha usimende ukubhekana nezidingo zezindlu abampofu kakhulu (I-Sri Lanka).

Futhi
– Amanz’abantu’s rural water supply through smart card technology (Iningizimu Afrika).
– UDimitar Madzarov ubisi kwempahla system for abancane umlimi nabaphakeli (Bulgaria).
– Bosch, Siemens and Hausgerate (BoA) esishubile, okugqugquzelwa amafutha kakhukhunathi (Indonesia).
– Amancane turbines umoya INENSUS 'futhi engekho sesandleni energy izinhlelo (Mauritania).
– The Ceramic amanzi filtration uhlelo (Nicaragua).
– Zabelusi 'izinkomo ngomkhondo, ukusebenzisa umakhalekhukhwini ne global positioning system amadivaysi (Senegal).
– Ukusekela Shoprite sika abalimi abancane izithelo nemifino (Mozambique).
– Production iyogathi kanye yokuthengisa scheme DANONE sika (for development ingane), usebenzisa inethiwekhi ahlelwe kahle abesifazane basemaphandleni, "Grameen Ladies"(Bangladesh).

The ngenhla ziphambi ziye zaletha izigidi enhluphekweni, futhi iye lisuselwa innovative models ibhizinisi lapho marketing baba nezingxenye ezibalulekile. Nanoma yisiphi isicelo buphuya ehlanganisa ithuba marketing, kunokuba inkinga social ngokucacile kunengqondo.

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