Nurture

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It’s been established in my previous blog entries a lot of people in the world as worse off than others. Much of the tip in the scale can be attributed to the marketing strategies implemented in various cultures and societies in pursuit of a business’s ultimate goal: profit.

It has also been established Egypt is in the midst of many crises; revolution, poverty, pollution. With that in mind, as a marketer, what strategy can one apply to – 1. Help a country in need 2. Be effective 3. Do so in an ethical manner.

So, what do we know so far about the youth in Egypt? Well, we know most the youth in the country is poor, we know most of them are political activists, and we know western culture has been playing a significant role in the shaping of their identity.

Now we mesh all of those characteristics together and what do we get? We get a youth culture hungry for change using what’s most prevalent in today’s world: technology.  Therefore, integrating a social media campaign into LIFESAVER’s e-marketing strategies, statistically, shows to be a very viable option in creating and extending opportunities in engaging prospect customers. Building LIFESAVER’s social media presence would help humanize the brand, build integrity, and turn those prospect customers into buyers.

An integrated e-marketing strategy would also allow opening new markets and increase active demand. This is vital in Egypt because the poverty rates are so high; the lower-classes are going to need help from prosperous companies (or government) in helping get the product into their hands.

Again, the e-marketing strategy must be designed with the customer in mind; how is one going to attain high engagement from the customer in a manner that is educational and empowering? More so, attempt to gain the attention of wealthy individuals (or corporations/governments) to help in the cause. Unfortunately, money makes the world go ‘round and capital will be necessary to help pull these poor individuals out of the “quicksand.”

Nurture PlantSource: http://opinionatedbutopen.blogspot.com/2011/04/nature-vs-nurture-fallacy.html

 

Why don’t presidents and governments fight the war(s)?

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Why is it that products or services beneficial to the human body are so darn expensive? Have you ever thought of that? A McDonald’s double-cheeseburger costs  1 dollar whereas if one goes to Subway, they are at lease spending 5 to 10 bucks. This is just one of many examples. I suppose there is an obvious answer to this question: The Government, Capitalism. If that is the case, how different would the world be?

We go back to Egypt; a poor country, with decent education, and corrupt central regime. Lets take the LIFESAVER bottle as an example. As mentioned earlier, this revolutionary product is around 200 US dollars. In a country with much pollution like Egypt, this is huge, especially considering the ever-growing population. The population is expected to grow so much, experts predict the water supply to run dry within the next decade.

 

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Source: http://www.dailynewsegypt.com/2013/02/18/government-took-loans-to-improve-potable-water-people-scream/

However, the bottle is just too expensive. How to get it in the hands of the people is the real question. The only solution coming to mind is turning to the government or outside source for help. It does seem like poetic justice the oppessor is the same who helps rise . . .

government-help

Source: http://www.democracychronicles.com/public-relations-agencies/

Egypt’s government could, for example, endorse the product, finance it, and put forth regulations for companies to begin producing at a massive level. Mass-production could help drive down prices, thus, allowing more people to purchase the product. Government endorsement could very well alleviate the water pollution issues and help gain the trust and loyalty from its people again.

Why do they always send the poor?

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It is evident by now Egypt is in the midst of crises; politics, environment, poverty. And although the LIFESAVER could, potentially, alleviate some troubles there are still a few barriers the company faces in order to penetrate the market.

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Let’s begin with politics. As I have mentioned previously, Egypt is ongoing a revolution. A revolution their youth is playing a huge role in. Their minds are preoccupied with formulating strategies to overthrow their government, not a water bottle. In other words, generating awareness can be an issue with the target market; getting the attention of these young folks and having them be interesting in the product(s). However, hope is not lost. Egyptian youth is also ongoing a technological revolution. The youth is incorporating social media into their everyday life and the various channels available can be way to generate awareness.

Next, poverty. The majority of Egypt is living in destitute; a few dollars a day. Compare this statistic to the retail price ($185) of the LIFESAVER bottle, there is major discrepancy. Unless government or some other prominent source contributes to the donations of these products, it will be nearly impossible to get it into the hands of the poor youth. No matter how brilliant the marketing communications strategy is, without the capital in the customers’ hands, it won’t be sold. LIFESAVER will instead have to widen its marketing funnel onto a rich company in Egypt or the government and pitch how the item has value (fulfills needs, how the products aims to solve/alleviate pollution, poverty) for their country; possibly even giving leverage in their industry. However, convincing the rich to now, out of no where, help the workers they’ve exploited so long could prove to be an even bigger challenge…

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