The cost of launching new products into the marketplace
is the single most prohibitive factor to disseminating innovative technologies
and services in rural areas. Once a product is known and trusted, rural
retailers can afford the marketing cost to generate new customers. IDE assists
the process of product launch with mass marketing until demand reaches the level
where rural businesses can profitably sell and market the products to consumers.
IDE designs marketing campaigns that
initially create awareness, subsequently raise the level of interest, and
finally encourage an informed investment decision.
With local government partners and private sector
enterprises, IDE conducts campaigns through established networks
for campaign delivery. In the process, enterprises develop the capacity to
market their own products and services. IDE withdraws external marketing support
when demand is large enough for the local private sector to profitably serve
rural families.
