1. Creating Demand for our Microfinance Loan Product The MABS Extra Challenge: Dream! Believe! Survive!

2. Creating Demand For Our Microfinance Loan Product  9 Ways to Build Demand  Challenges to Rural Banks  Our Response to the Challenges

3. Dr. Philip Kotler  Professor of International Marketing, Kellog School of Management, Northwestern University in Illinois;  Multi-awarded Marketing Educator in US and Europe;  Author of many marketing books used worldwide, both in undergraduate and post graduate programs;  Well-known consultant for big companies such as IBM, General Electric, Bank of America, and many others in areas such as marketing strategy and planning, marketing organization and international marketing  International lecturer

4. Philip Kotler’s 9 Ways to Build Demand Matrix Product ExistingModifiedNew MARKETMARKET Existing Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

5. STRATEGY 1: EXPANSION THRU MARKET PENETRATION Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

6. STRATEGY 2: GEOGRAPHICAL EXPANSION USING EXISTING PRODUCT TO BE OFFERED TO SIMILAR MARKET IN NEW AREAS Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

7. STRATEGY 3: EXPANSION USING EXISTING PRODUCT TO BE OFFERED TO NEW MARKET/S Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

8. STRATEGY 4: EXPANSION THRU PRODUCT MODIFICATION Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

9. STRATEGY 5: GEOGRAPHICAL EXPANSION USING MODIFIED PRODUCT Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

10. STRATEGY 6: EXPANSION THRU A MODIFIED PRODUCT TO BE OFFERED TO NEW MARKET/S Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

11. STRATEGY 7: EXPANSION THRU A NEWLY DESIGNED PRODUCT TO BE OFFERED TO EXISTING MARKET Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

12. STRATEGY 8: GEOGRAPHICAL EXPANSION UTILIZING A NEWLY DESIGNED PRODUCT Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

13. STRATEGY 9: EXPANSION THRU PRODUCT DIVERSIFICATION Product Existing ProductModified ProductNew Product MARKETMARKET Existing Market Sell more of our existing products to our existing types of customers (Market Penetration) Modify our current products and sell more of them to our existing customers (Product Modification) Design new products that will appeal to our existing customers (New Product Development) Geographically Modified Market Enter and sell our products in other geographic areas (Geographic expansion) Offer and sell modified products to new geographical markets Design new products for prospects in new geographic areas New Market Sell our existing products to new types of customers (Segment Invasion) Offer and sell modified products to new types of customers Design new products to sell to new customers (Diversification)

14. Challenges  Develop a sales culture within the organization.  Develop a marketing-oriented institution.

15. Response  Sales Skills Training Program  Continuing Market Research and Product Development Activities