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Kellogg Corps Presentation to Al Majmoua 30 June 1999

Kellogg Corps Presentation to Al Majmoua 30 June 1999. Meeting Agenda. Who we are Marketing Strategy Issues for Al Majmoua. Who We Are. Tom George Anand Chandani June, 1999 MBA graduates from: The J.L. Kellogg Graduate School of Management Northwestern University, Chicago, USA

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Kellogg Corps Presentation to Al Majmoua 30 June 1999

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  1. Kellogg Corps Presentation to Al Majmoua 30 June 1999

  2. Meeting Agenda • Who we are • Marketing Strategy • Issues for Al Majmoua

  3. Who We Are Tom George Anand Chandani June, 1999 MBA graduates from: The J.L. Kellogg Graduate School of Management Northwestern University, Chicago, USA Kellogg Corps - program that sends graduated Kellogg students to volunteer management assistance to NGOs in developing countries.

  4. Our Purpose • Initially we discussed a number of possible tasks, including... • branch and new product development • critique of the business plan • promotion/brand image plan • After critiquing of the business plan, we decided to develop: • an Industry Analysis • a Marketing Strategy

  5. Marketing Strategy Justification: • Al Majmoua has not developed a marketing strategy beyond the single GGLS product inherited from Save The Children. It will need a strategy for the development and delivery of multiple products. • Market analysis and assessment of customer needs are the most effective guides for making product decisions.

  6. Marketing Strategy Steps: • Determination of management goals and assumptions about mission • Interviews and Brainstorming sessions with management for various options • Development of Tools and Concepts • Financial Analysis to determine viability of products. • Previous studies used as basis for market sizing. • Criteria to achieve consensus and make decisions on marketing parameters

  7. Marketing Strategy • Organization needs to • determine segments where there is need for delivery of capital • target and focus on segments that are aligned with tenants of mission (coverage, sustainability, social) • develop value proposition and positioning of organization and products, in the context of competition. • Focus on segments will drive design of products and channels wherein to deliver the products.

  8. Marketing Strategy:Segmentation + Targeting After developing criteria for segment selection, we agreed that Al Majmoua would target on: • Geography - Continue to focus on communities where many micro-enterprises and low income clients • Enterprise loans - Investment Credit, Working Capital Seasonal, and Line of Credit. Enterprises that have <5 employees, in future, enterprise with <10 employees • Personal loans • Education, Health Insurance, and Emergency loans

  9. Marketing Strategy:Positioning Criteria • Criteria for Positioning: • Product Offering • Pricing • Promotion Strategy • Channel

  10. Marketing Strategy:Positioning Criteria • Products Customer Credit Needs Risk Mgmt Factors Viability ($) Product - Enterprise Loans - Personal Loans - Loan Terms - Incentives - Covenants - Guarantees - Product Coverage - Gross Margin % - Pricing (risk profile)

  11. Marketing Strategy:Positioning Criteria • Channels: delivery of services Services to offer based on mission Strategic Fit Financial Viability ($) In House Outsourced / Partnership - Financial Services - Non Financial Services - Competition - Existing Network - Time to ramp up - Image / Promotion - Proximity to clients - Num., density of clients - Efficiency of agents - Fixed & Ongoing costs

  12. Deliverables • Marketing Tools • Segmenting, Targeting, Positioning • Decision Criteria and Tools • Financial Analysis

  13. Important Issues • Product Direction • Future of Group Lending Products • One year action plan • Improvement of current products • Logical progression of new products • Channel/Branch Approach • Delivery of Services • Access to Information

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