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
Kellogg Corps - program that sends graduated
Kellogg students to volunteer management
assistance to NGOs in developing countries.
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
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.
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
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.
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
Marketing Strategy:
Positioning Criteria
Criteria for Positioning:
Product Offering
Pricing
Promotion Strategy
Channel
Marketing Strategy:
Positioning Criteria
Products
Customer
Credit
Needs
Risk
Mgmt
Factors
- Enterprise Loans
- Personal Loans
- Loan Terms
- Incentives
- Covenants
- Guarantees
Viability
($)
- Product Coverage
- Gross Margin %
- Pricing (risk profile)
Product
Marketing Strategy:
Positioning Criteria
Channels: delivery of services
Services to
offer based
on mission
- Financial Services
- Non Financial
Services
Strategic
Fit
Financial
Viability
($)
- Competition
- Existing Network
- Time to ramp up
- Image / Promotion
- Proximity to clients
- Num., density of clients
- Efficiency of agents
- Fixed & Ongoing costs
In House
Outsourced /
Partnership
Deliverables
Marketing Tools
Segmenting, Targeting, Positioning
Decision Criteria and Tools
Financial Analysis
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