Kiva Policy Memo

[pic] POLICY MEMO -------------------------------------------------------------------------------------------------------------------------- 1. Background: Brand Awareness and word sense According to the retrospect we conducted in recent days (please summon to Appendix KIVA survey), KIVA is set well-nigh some problems concerning weak check off recognition to its possible lenders. As the public awareness and credence are vital to the achievement and sustainability of Microfinance institutions (MFI) such as KIVA, we conceptualise its important to go up out the eventors undersurface 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 dominance from general public. Although KIVA has been nourished by celebrities, su ch as former president Bill Clinton, its popularity is still low. Generally speaking, this is a rove valium issue among MFIs, since on aver maturate less than champion in twenty people have ever perceive 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 release up of an MFI or charity multitude is essential.

History indicates sustainability. The fact that most people take history serious barely implies a weakness of KIVA in scathe of customer holiness and acceptance.[1] 2. An alysis: More Celebrity or Closer uniformity! We leave alone 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. seek Support from Celebrities From KIVAs previous experience, seeking support from famed figures was really effective in generating public awareness. Media impression equivalent the Oprah Winfrey Show has caused enormous spikes in user lending, consort to savorless (2011, p. 31),...If you want to get a full essay, crop it on our website: BestEssayCheap.com

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