Kiva Policy Memo

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POLICY MEMO

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1. Background: Brand Awareness and Acceptance

According to the retrospect we conducted in recent days (please refer to Appendix KIVA survey), KIVA is set well-nigh some problems concerning weak brand recognition to its potential lenders. As the public awareness and acceptance are vital to the achievement and sustainability of Microfinance institutions (MFI) such as KIVA, we think its important to go up out the factors behind 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 authority from general public. Although KIVA has been nourished by celebrities, such as originator president Bill Clinton, its popularity is still low. Generally speaking, this is a cat valium issue among MFIs, since on average less than one in twenty people have ever heard 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 write up of an MFI or charity multitude is essential.



History indicates sustainability. The fact that most people take history serious nevertheless implies a weakness of KIVA in scathe of customer religion and acceptance.[1]

2. Analysis: More Celebrity or Closer Unity

We will 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. Seeking Support from Celebrities
From KIVAs previous experience, seeking support from famous figures was really effective in generating public awareness. Media impression like the Oprah Winfrey Show has caused enormous spikes in user lending, consort to Matt (2011, p. 31),...If you want to get a full essay, crop it on our website: Orderessay



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