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
The Preferred Stove for the Preferred woman: The Roumdé Story in Burkina Faso
Boiling Point articles
tracker item Marketing
Innovative marketing & business models for rapid development of off-grid lighting markets in Africa
Boiling Point articles
tracker item Marketing
Using carbon finance to introduce LPG stoves into Northern Darfur, Sudan
Boiling Point articles
tracker item Marketing
Interview with Ron Bills, Chairman and CEO of Envirofit
Boiling Point articles
tracker item Marketing
Interview with Abser Kamal, Acting Managing Director of Grameen Shakti
Boiling Point articles
tracker item Marketing
Helpline: Expert Response from Pradeep Pursnani
Boiling Point articles
tracker item Marketing
Marketing Toolkit: Extract from the Cooking Energy Compendium
Boiling Point articles
tracker item Marketing
GTZ News
Boiling Point articles
tracker item Marketing
Kerosene and Gas Stoves in Nagercoil
Boiling Point articles
tracker item Marketing
Commercialization of the Sewa Stove in Mali by Brian Dotson
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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