Marketing
Fig.1 Roumdé posters in Ouagadougou, November 2006 (Photo: Edifice, BP58)

Marketing is a tool used for the promotion of goods and services amongst customers. It is a means of developing a relationship with the customer in order to sell your product or service. Whilst marketing is used extensively by commercial companies in order to attract potential users to their product using advertisement, demonstrations, tasters etc. this often has a poor uptake in development sector.


A recent survey carried out by Boiling Point in April 2010 showed that in 20% of organisations who read Boiling Point marketing is not represented at all. Factors which make marketing to clients challenging were highlighted to be a lack of awareness of products by potential customers, a charitable image making a commercial approach difficult; low education of customers; a lack of marketing skills; remoteness of customers and the issue of quality against affordability. These issues highlight some key challenges faced by NGO’s and social enterprises in the field.

Boiling Point 58 gives several examples of organisations that have managed to create effective marketing strategies. One example is the Romunde stove (Fig.1). Marketcreation and effective marketing strategies are essential to successful product dissemination and make up a key component of projects delivery models.

Resources




Name Type Category
Publicity for Stoves Programmes in Fiji
Boiling Point articles
tracker item Marketing
An Aspect of Women and Stove Production in Tanzania
Boiling Point articles
tracker item Marketing
Participatory Technology Development in stove manufacture: a case study
Boiling Point articles
tracker item Marketing
Routes for commercialization of rural stoves
Boiling Point articles
tracker item Marketing
Peace Corps Work in Upper Volta
Boiling Point articles
tracker item Marketing
Improved Tunisian domestic bread ovens: Flying saucer lids save 50 per cent fuelwood
Boiling Point articles
tracker item Marketing
Puffing Rice
Boiling Point articles
tracker item Marketing
Commercial Marketing for the Indian NPIC - National Programme on Improved Chulhas
Boiling Point articles
tracker item Marketing
Ahibenso - The Improved Ghana Coalpot
Boiling Point articles
tracker item Marketing
Poor Project Planning and Unsuitable Stoves
Boiling Point articles
tracker item Marketing

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  • A practitioner's journal on household energy, stoves and poverty reduction.


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