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mistoqsija: May God continue to bless your works for the impactful response to my request for hints, on what to do in order for Nigerians to give a little to change the lives of the rural poor. It was quite rewarding to me personally and my organisation generally. I’m back with another related question – What is the place of marketing towards alleviating the plight of the poor? – Geraldine Kumba. For the benefit of other readers, Mrs. Geraldine Kumba works for a humanitarian/developmental organisation that has helping the poor in Nigeria as a major objective. Her earlier query and my response to a related issue are conveyed in an earlier article entitled, Promotion for Nigerians to give a little to change lives. Request for it, if you are interested or visit the business section of “Kontijiet" (Nigerian online news/other purposes portal). As you know, the principles of marketing are applicable to various endeavours. That is why there is justification in your interest towards ascertaining if marketing is applicable to other areas of your calling, aside from what this earlier piece harped on. I strongly support the improvement of the lot of the poor through genuinely strengthening his economic position (through creation of opportunities to raise his incomes and improve his livelihoods), rather than handouts in the form of humanitarian gestures. The old saying, “stop giving me fish, but teach me how to fish instead” holds in this regard. May I state clearly here that I’m a proponent of an approach in marketing tagged, “Marketing to the Poor” or in the words of C.K. Prahalad, “Bottom of the pyramid” (BoP) marketing. It is also referred as “Base of pyramid” (BoP). In economics, the bottom of the pyramid is the largest, but poorest socio-economic group (with the few very rich comprising the apex, the top-most part). The bottom is comprised of the more than 2 billion people (in global term) that live on less than $2 per day. Prahalad urged that, “if we stop thinking of the poor as victims or as a burden, and start recognising them as resilient and creative entrepreneurs and value-conscious consumers, a whole world of opportunity will be open”. BoP is a model of doing business that deliberately targets the poor, often applying new technologies. In this article, I intend dwelling extensively on this concept, pointing out related product designs (created around customer need, often involving manufacturing from local materials, cheap and affordable to the poor); business models (made to create income for the rural or urban poor); and even projects all reflective of marketing to the poor. BoP should not be left to initiatives in Corporate Social Responsibility (CSR), as there is money to be made at the bottom of the pyramid. The poor can be empowered through engagements in vital productive system (without exploitation), bringing such out of poverty and impacting on the country’s economy generally. As regards sponsoring related initiatives, many are likely to see such as of governments’ or development organisations’ engagements. A change in this trend has aroused my interest, as private sector (my constituency) organisations are now making increasing in-road into this area. I see a lot of sense in making the poor “smile to the bank”, while the private sector (leaving out the governments and development agencies) sees opportunities to serve important public purposes (engaging or benefiting the poor all the same) to improve its bottom line. Brazil’s immediate past president, Luiz Inacio Lula da Silva, achieved a major fit of bringing millions of Brazilians out of poverty and reversed the rural urban drift in his country. I remain an advocate of the adoption of President Lula’s concept. “Marketing to the poor" (also referred as Market for poor or M4P) is a marketing approach which emphasizes that specifically targeted intervention are required to make the market work for the poor (Creating a market where the poor operates to earn a living, and not await humanitarian donations). A typical poor often has an uphill task of falling short of basic needs such as food, akkomodazzjoni, mobility, and health. Going by World Bank’ figures, Nigeria’s economy is the second-largest in Africa; 37th largest economy in the world; 25th poorest in the world; more than 50 percent of it citizens live under $2 per day (the poverty line); with an inflation rate of 12.8 percent in 2010. The poverty being referred to here is ‘Income-poverty’, as it is glaring that ‘Non-monetary poverty’ takes the shape of powerlessness, ill-health and physical weakness, social inferiority, humiliation, decrease in consumption level, isolation, eċċ. As various markets seem not to work well for the poor due to very obvious reasons (e.g. enabling environment from lack of education, lack of information, and deprivation), there is a general conviction that the environment should be boosted, through direct intervention, in order to create conducive market for the poor. Prahalad’s BoP marketing assumes that when the poor are converted into producers and also consumers, they get more access to products and services which help them acquire the dignity of attention and choices from the private sector (a status previously reserved for the middle class). Accessible, transparent and remunerative markets are essential in order to increase the incomes, improve livelihood of the poor (especially the rural poor). More than 80 million Nigerians live in rural areas, with an obvious majority classified as poor. As “Marketing to the poor” portends business engagement with impoverished consumers as a distinct strategy towards achieving marketing objectives, imagine a typical Nigerian rural agricultural environment whereby the poor derives these: Benefits from engaging in planning and production, growing and harvesting, grading, packing, transport; storage; processing, distribution, promotion and then selling. This is obviously a sure way of “saying good-bye” to poverty. This is why I favour initiatives that make markets favourable for the poor (purging any form of exploitation and fraud) – Impacting on cost of goods/services to the poor (through cost reduction); enhanced storage system; and favourable distribution system. (…to be continued) [ad # FooterText]
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JA je došao preko dijelova serijaliziranom verziju svog komad na dnu piramide (BoP) Koncept smanjivanje siromaštva. Smatram ideja prilično uzbudljivo. Pitam se zašto je Nigerija čini nesvjestan njezine primjene, za razliku od onoga što dobiva u mnogim drugim dijelovima svijeta. Molim, kao gurua u marketingu, molim 'otvoriti oči' više siromaštva kao marketing priliku, a socijalni problem - Joe Nnabuife. Baš kao što sam jasno da znatiželjnim umovima na nedavnom otvaranju "Puzzle4Prize.com'', online marketing promocija platforma koja koristi zagonetke, Kao optimist sam radije vidjeli pitanjima iz perspektive 'pola punog stakla ", a ne na defetistički tendencija da se čini za gledanje iste čaše kao" pola prazna ". To čini propast mnogih zemalja u razvoju s sklonost za lijepljenje za održavanje vice-poput prianjanje na 'prosio zdjelu' pristup ublažavanju siromaštva - percepcija siromaštva kao socijalni problem, a ne mogućnosti svojstvene su siromašni, iz marketinške perspektive. Kao koncept, to je stvarno ono "Marketing za siromašne" ili dnu piramide (BoP) marketing je sve o. Prahalad, akademske; guru za upravljanje, rangiran kao jedan od najuglednijih poslovnih mislilaca u svijetu; i eksponent ovakvog pristupa (s nekim drugima) potvrdio da je, "... Ako prestanu razmišljati o siromašnima, kao žrtve ili kao teret, i početi ih priznavanja elastičnih i kreativnih poduzetnika i vrijednost svjesni potrošača, Cijeli svijet mogućnosti će biti otvorena ". BOP je model poslovanja koji namjerno cilja siromašne, Često primjeni novih tehnologija. Radi skromnosti neki vole da se odnosi na isti koncept kao "baza piramide". Za naglaskom, BoP (Također tagged "Marketing siromašnima", "Tržište za siromašne" ili M4P) je model poslovanja koji namjerno cilja siromašne. To podrazumijeva marketinški pristup, gdje tržištu za siromašne postoji, unutar kojeg djeluje siromašni zaraditi za život, a ne čekaju donacije iz bilo kojeg izvora. Fallout to ostaje na poboljšanje puno siromašnih kroz istinski ojačati svoj ekonomski položaj (stvaranjem prilika za podizanje svoje prihode i poboljšati svoje egzistenciju), nego brošure iz humanitarnih gesta. Stara izreka, "Zaustavi daje mi ribe, ali uči me kako se riba umjesto "snažno dobiva ovdje. Nedavno je najavio Bayelsa državna vlast je namjera da se suzbijanju siromaštva kroz 'zajednica temelji Projekti "u tandemu s ovim pristupom, i treba emulirati. Brazil je neposredna prošlost predsjednik, Luiz Inácio Lula da Silva, postigli veliki napadaj donosi milijune Brazilaca iz siromaštva i vratio ruralnog urbane zanošenje u svojoj zemlji. I dalje zagovornik usvajanja predsjednika Lula koncepta. Moj 11 dio serije o BOP (što bi se moglo dobiti besplatno, na zahtjev) postoje kao instrument pozvao mjerodavne vlasti u Nigeriji vidjeti svjetlo uzimajući u ublažavanju siromaštva kroz ovaj pristup. Kao savjet, primjeri nekih pothvata u drugim zemljama u razvoju u kojima BoP ulaže siromašni imaju razloga za zahvaliti Bogu za njih izveo iz siromaštva iskazuje se kasnije u ovom pisati-gore. Dnu piramide kao pojam u ekonomiji je poznato. To znači najveća, ali najsiromašniji, socio-ekonomska zajednica (s nekoliko vrlo bogata na vrhu piramide). Prema riječima Prahalad i drugih, Dno se sastoji od 4 milijarde ljudi (u globalnom pojam) koji žive na manje od $2 dnevno. Njegov marketinga pretpostavlja da kada siromašni (veliko tržište) pretvaraju se u proizvođača i potrošača također, oni dobiti veći pristup proizvodima i uslugama koje im pomažu steći dostojanstvo pažnje i izbora iz privatnog sektora. Dostupan, transparentne i unosan tržišta su neophodni kako bi se povećala prihode, poboljšanje životnih osobito siromašnih. Siromaštvo je stanje onoga koji nema određenu količinu materijalnih dobara ili novca. Apsolutno siromaštvo i bijeda znači biti lišeni osnovnih ljudskih potreba, koji se obično uključuje hranu, voda, sanitarni uređaji, odjeća, sklonište, zdravstvo i obrazovanje. Relativno siromaštvo je sadržajno definira kao gospodarske nejednakosti u mjestu ili društvu u kojem ljudi žive. U Nigeriji, Siromaštvo stalno bulji u našim licima, unatoč mnogo tvrdio visokog gospodarskog rasta. Unatoč Nigeriji ima jedan od svjetskih najvećih stopa gospodarskog rasta (usrednjavanje 7.4 posto tijekom posljednjih deset godina), zadržava visoku razinu siromaštva, prema podacima Svjetske banke, s 67 posto njezinih građana živi na nastavku $1 dnevno. Čak i kada u državnom vlasništvu Državni zavod za statistiku (NBS) nedavno je potvrdio da je 112 Milijun Nigerijci su živjeli ispod granice siromaštva, Svjetska banka ne mljevenje riječi o broju Nigerijaca koji žive u siromaštvu se na brzom porastu previše. Više od 80 Milijun Nigerijci žive u ruralnim područjima, s očitim većinom klasificirane kao loše. Unatoč tome, ostaje jasno da su napori raznih nigerijske vlade tek na ublažavanje siromaštva nisu daje impresivne rezultate. Koji su neki od nas Muse o ponekad je da su mnogi oko dosta neupućen u činjenicu da je ovaj veliki broj siromašnih čine veliku tržište, i usta zalijevanje marketing priliku. Ja sam sasvim svjestan prevladavajuće preferencija u korporativnom okruženju ovog podneblja, siromaštva pitanjima koja se prilazi kao društvene probleme više nego što su marketinške mogućnosti. (Da bi se nastavio).