"Ubumpofu njengoba Opportunity Marketing, Kunalokho Than Inkinga Social "

Poverty as a Marketing Opportunity, Rather Than Social Problem

Ngazithela izingxenye version serialized ye ucezu lwakho phezu Bottom of the Pyramid (Bop) Umqondo we lessening nobubha. I ukuthola umqondo ngempela amadlingozi. I am ezibuza ukuthi kungani kubonakala Nigeria bakhohliwe isicelo salo, ngokungafani nalokho uthola kwezinye izingxenye eziningi zomhlaba. Ngiyacela, njengoba guru in marketing, sicela 'ukuvula amehlo ami' more ubumpofu njengenselele ithuba marketing inkinga kunalokho social - Joe Nnabuife.

Njengoba nje ngenza kucace izingqondo curious ngesikhathi kunikezelwa yamuva of "Puzzle4Prize.com'', i online marketing ukukhuthazwa platform esebenzisa puzzle, njengoba umuntu onethemba lokuhle Ngikhetha ukubuka nezindaba kusukela ngokombono 'glass isigamu-full' kunokuba ukuthambekela ethena eyenza ukubukwa ingilazi efanayo 'isigamu-ezingenalutho'. Lokhu kubonakala bane emazweni amaningi asathuthuka kanye preference ukuba kunanyathelwe nokugcina a grip vice-like on the 'encenga isitsha' indlela eya nobuphofu - Perception of ububha ukuba inkinga yomphakathi kunokuba amathuba ehambisana abampofu, ngombono marketing. Njengoba umqondo, yilokhu "Marketing for abampofu" noma Bottom of the Pyramid ngempela (Bop) marketing imayelana.

C.K. Prahalad, i academic; a guru Ukuphathwa, ubalwe njengenye yezinto ezinkulu abavelele ongqondongqondo ibhizinisi emhlabeni; futhi i exponent kwale ndlela (nabanye) wawuphakamisa ukuthi, "... Uma sima nokucabanga abampofu izisulu noma umthwalo, futhi uqale eqaphela kubo njengoba osomabhizinisi ukuzivuselela futhi creative value-oqotho abathengi, ezweni lonke ithuba eliyovulekela ". Bop uyisibonelo yokwenza ibhizinisi ehlose abampofu ngamabomu, ngokuvamile besebenzisa ubuchwepheshe obusha. Ngenxa yezizathu nesizotha ezinye bakhetha ubheke umqondo efanayo "Base of the Pyramid".

For ukugcizelela, Bop (futhi umake "Marketing abampofu", "Market for abampofu" noma M4P) uyisibonelo yokwenza ibhizinisi ehlose abampofu ngamabomu. Kuhlanganisa a ndlela marketing lapho imakethe for the abampofu ukhona, ngaphakathi lapho abampofu esebenzela baziphilise hhayi balindelwe iminikelo konke umthombo. Fallout lokhu uhlala ngcono lot of the abampofu nokuqiniswa ngobuqotho isikhundla sakhe kwezomnotho (ngokwakha amathuba ukukhulisa imali eyiphinda akhe ngcono izimpilo yakhe), kunokuba handouts kusukela kunyakata kwemtimba yobuntu. Isisho esidala, "Ayeke enginikeza fish, kodwa ungifundise indlela ukudoba esikhundleni 'kakhulu uthola lapha.

Muva umemezele intension lwahulumende Bayelsa State ukunqanda ubuphofu ngokusebenzisa 'Based Projects Community' kuyinto e tandem nale ndlela, futhi kufanele ifaniswe. Umengameli Brazil oseduze esidlule, Luiz Inacio Lula da Silva, wafinyelela kufanelekile enkulu ngokuletha izigidi baseBrazil enhluphekweni futhi uhlehlele ukuqonda, bayasithola emadolobheni zasemakhaya ezweni lakhe. I ahlale inxusa kwemukelwa umqondo President Lula sika.

My 11 chungechunge lwezihloko on Bop (lapho yayingatholakala mahhala, ngesicelo) zikhona njengoba yomculo lokunxenxa iziphathimandla ezifanele eNigeria ukubona ukukhanya ngokuthola zibe nobuphofu ngokusebenzisa le ndlela. Njengoba mfana, izibonelo ezinye ezenziwa kwamanye amazwe asathuthuka anabantu Bop wenza abampofu nesizathu ukubonga uNkulunkulu ngoba wawakhipha nobubha kushiwo kamuva kule loba-up.

Phansi mbhoshongo njengoba term in ezomnotho eyaziwayo. Kusho kwekulu, kodwa ezihlwempu, iqembu kwezenhlalo nezomnotho (kanye embalwa rich kakhulu ngesikhathi sokudlondlobala lokhu phiramadi). In the amazwi Prahalad nabanye, phansi sakhiwe the 4 abantu billion (ethemini global) ukuthi baphila ngemali engaphansi kuka $2 ngosuku. Marketing wakhe isikisela ukuthi uma abampofu (nemakethe ekulu) Uma ningaphenduki zibe abakhiqizi futhi abathengi, bayaba ukufinyelela more imikhiqizo kanye namasevisi ubasize bathole isithunzi ukunakwa ukukhetha evela ekorweni yangeqadi. Ezitholakalayo, izimakethe esobala futhi okhokhelwayo kubalulekile ukuze kwandiswe imali eyiphinda, ukuthuthukisa ukuphila ikakhulukazi ezindaweni zasemakhaya.

Ubumpofu isimo kumuntu ontula ethile ezibonakalayo noma imali. Ububha Absolute noma nokweswela izindlela kokuba bancishwa izidingo eziyisisekelo zabantu, ngokuvamile kuhlanganisa ukudla, amanzi, kwendle, izingubo, yokukhosela, ukunakekelwa kwezempilo kanye nemfundo. Ububha isihlobo kuchazwa umongo nokungalingani kwezomnotho endaweni noma umphakathi lapho abantu baphile. In Nigeria, ububha ulokhu uligqolozele ubuso bethu naphezu wagomela kakhulu okusezingeni ukukhula komnotho.

Naphezu Nigeria kokuba omunye esiphezulu komnotho rates emhlabeni (isilinganiso 7.4 cent kuleminyaka eyishumi eyedlule per), it unawo ezingeni eliphezulu kakhulu lobubha, ngokusho Bank World, kanye 67 cent izakhamuzi zakhona ngamunye ophilayo on ngezansi $1 nsuku zonke. Ngisho nalapho kahulumeni National Bureau of Statistics (NBS) muva ukuqinisekisile ukuthi 112 million baseNigeria wahlala ngezansi lebuphuya, the Bank World is not ecokama amazwi mayelana nenani baseNigeria liyilezo nokuba ukwanda okusheshayo kakhulu. Ngaphezu kwe 80 million baseNigeria bahlala ezindaweni ezisemakhaya, nge iningi okusobala labizwa ngokuthi abampofu. Ngaphandle kwalokhu, sisagqame ukuthi imizamo ohulumeni abahlukahlukene eNigeria 'at nobuphofu ungakaze ukuhoxa imiphumela umxhwele. Yini abanye bethu ngezenzo mayelana ngezinye izikhathi ukuthi abantu abaningi emhlabeni abasakwazi yokungawazi lokuthi lesi sibalo esikhulu abampofu akha nemakethe ekulu, kanye eliconsisa marketing ithuba.

I am ngempela uyazi the preference oyisakhi ngaphakathi imvelo corporate yalesi clime, ngoba nezindaba nobubha ezihlobene kokuba wasondela njengoba izinkinga zenhlalo ezingaphezu kuka njengoba amathuba marketing. (Kuzoqhutshwa).

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