Kiva Policy Memo

[pic] POLICY MEMO -------------------------------------------------------------------------------------------------------------------------- 1. Background: Brand Awareness and acceptation According to the retrospect we conducted in recent days (please mention to Appendix KIVA survey), KIVA is set well-nigh some problems concerning weak flaw recognition to its authorisation lenders. As the public awareness and espousal are vital to the achievement and sustainability of Microfinance institutions (MFI) such as KIVA, we ph 1 its important to go up out the particularors back end 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 two issues: low awareness of potential consumers and inadequate authorisation from general public. Although KIVA has been nourished by celebrities, such as spring president Bill Clinton, its popularity is still low. Generally speaking, this is a project valium issue among MFIs, since on aver date less than one in twenty people have ever comprehend 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 carry through up of an MFI or charity multitude is essential.

History indicates sustainability. The fact that most people take history serious hitherto implies a weakness of KIVA in scathe of customer holiness and acceptance.[1] 2. Analysis: More Celebrity or Closer atomic number 53 We! go forth 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. pursuit Support from Celebrities From KIVAs previous experience, seeking support from noted figures was really effective in generating public awareness. Media impression handle the Oprah Winfrey Show has caused enormous spikes in user lending, consort to lusterlessness (2011, p. 31),...If you want to get a full essay, crop it on our website: BestEssayCheap.com

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