Young Digital World

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Egypt’s youth is undergoing a technological revolution. Much of this youth’s free time is spent on the Internet seeking entertainment, a partner, or how to organize against its government.

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Thus, since the Egyptian youth is our target it is only poetic justice we meet them halfway: the Internet. Establishing a well-organized e-customer relationship management (e-CRM) sector would benefit LIFESAVER and its target market. Here’s why:

An e-CRM organization allows the company (in this case, LIFESAVER) to better manage and provide higher quality customer interactions with its target market and potential buyers. Furthermore, this type of infrastructure would facilitate LIFESAVER to put-forth engaging messages that the target audience find valuable.

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For example, LIFESAVER could invest in a social media campaign with the objective gaining key customer insights to then establish a relationship with the clientele and tailor the company’s services and products accordingly.

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Source(s): http://starberry.tv/wp-content/uploads/2012/12/smbg.jpg

http://mideastposts.com/wp-content/uploads/2012/08/egypt_socialmedia-e1346232263987.jpg

http://blog.workingwordpr.com/wp-content/uploads/2011/06/00000000000-egypt-social-media.png

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 . . .

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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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Team LifeSaving

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Egypt’s youth is ongoing a personal revolution between tradition and creating their own identity.  Most of the youth has turned towards the internet as tool to facilitate organization and empowerment of their communities; others go online for leisure and entertainment. The influence from western culture, nevertheless, is evident. More and more, Egypt’s youth is picking up on the culture norms and practices that are found in America or Europe and incorporating them into their daily lives. This includes the use of social media sites, entertainment, personal independence, and being more “open-minded.”

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Source: http://transformegypt.com/give/cleanwater

            Therefore, because of the technology and political revolution happening right now within this young group, the brand identity/story fits perfectly. The name itself is so powerful and vibrant (LIFESAVER bottle). So much synergy is found between the website and this youth group. The visual design, first of all, is inviting and invigorating. This is important to this young group because not only does it fit with the brand, but also the emotions they are experiencing at the moment (EE Ch. 6, 284). This youth group is fighting for their rights and seeking outlets of energy and help to push through this struggle. Again, both are fighting for a positive cause and both are open to receive outside help.

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Source: http://transformegypt.com/give/cleanwater

            For the young individuals utilizing the internet for entertainment purposes, the positioning of the product still remains strong. Much like their fellow comrades, they, too, are seeking for hope, a light at the end of the tunnel; a humanitarian company to help ease their troubles and enable further growth of their communities.

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Source: http://transformegypt.com/give/cleanwater

            Furthermore, the site allows for easy communication between LIFESAVER and their customers. The content is tailored for a philanthropic youth group like Egypt’s and allows for interaction and participation. (EE Ch. 6, 285). In other words, Egypt’s youth can help them self, their country, and supports other in need around the world, too.

Water Crises In Egypt

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Source: http://en.wikipedia.org/wiki/Halo_2

Remember late 2004? How can one forget? Fidel Castro banned U.S. dollar transactions in Cuba, Bungie released its extremely popular first-person shooter video game, Halo 2, and War in Iraq was spreading like wildfire in the Middle East. However, something more terrifying was awaiting in the depths of the Indian Ocean. On the morning of December 26th, many countries surrounding the Indian Ocean stood face to face with the most devastating tsunami in human history. Image

Source: http://groundviews.org/2009/12/26/better-governance-the-biggest-lesson-of-2004-tsunami/

 Thousands died, many more injured. Michael Pritchard, an innovator and philanthropist, saw the terrifying damages caused by the natural disaster and felt the need to act; thus, erected the LIFESAVER bottle.

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The LIFESAVER bottle is the world’s first water bottle to convert contaminated water into safe, sterile drinking water. The bottle contains microscopic filters that “catch” potentially harming bacteria, viruses, cysts, parasites, fungi, and any other water borne pathogens. More fascinating is the bottle does this without the aid of any chemicals or UV light. Here is a demonstration of the LIFESAVER bottle by the creator, Michael Pritchard:

So, why is this important you might ask? Well, aside from the groundbreaking innovation that could potentially save millions worldwide, actions still must be taken to make such resources readily available to those in need. The entire nation of Egypt, not just its youth, has been undergoing a water crisis for the past few years. This is a prime example and potential target to utilize the LIFESAVER bottle. The scarcity of water in this country is severe. Egyptian farmers have become desperate and even resorted to using contaminated sewage water to irrigate their crops. Imagine all the harm that would come from eating food grown by such water. No one would be safe, illness doesn’t have a specific target; young, old, brown, white, the damages could be catastrophic. Take into consideration the population explosion occurring in present day Egypt. The rapid population increase adds further stress to the limited supply of clean water for consumption and irrigation. Within a decade, if no substantial action is taken, the clean water supply will run dry. To add to that horror, there is massive pollution occurring in the nation, as well. Industrial waste, agriculture runoffs, and municipal sewage are carelessly being deposited into the Nile River. Toxic waste, pesticides, herbicides, muck pollute the river and render it unfit for any use by any form of life.

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Source: http://www.ecomena.org/egypt-water/

Again, we, humans, have the tools necessary . . . now it’s just a matter of taking action.

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Here is a site if one is seeking to take further action towards the cause: http://transformegypt.com/give/cleanwater