{"id":3746,"date":"2003-12-13T11:59:36","date_gmt":"2003-12-13T10:59:36","guid":{"rendered":"https:\/\/www.microsave.net\/fr\/?p=3746"},"modified":"2024-05-22T17:31:07","modified_gmt":"2024-05-22T12:01:07","slug":"marketing-strategique-pour-les-institutions-de-microfinance-toolkit","status":"publish","type":"post","link":"https:\/\/www.microsave.net\/fr\/blog\/2003\/12\/13\/marketing-strategique-pour-les-institutions-de-microfinance-toolkit\/","title":{"rendered":"Marketing strat\u00e9gique pour les institutions de microfinance : Toolkit"},"content":{"rendered":"<h3>Marketing strat\u00e9gique pour les institutions de microfinance : Toolkit<\/h3>\n<p><em>Graham A.N. Wright, David Cracknell, Leonard Mutesasira et Rob Hudson, 2003<\/em><\/p>\n<p>La microfinance se d\u00e9veloppe pour d\u00e9passer le stade du \u00ab cr\u00e9dit aux entreprises \u00bb et s\u2019\u00e9largir aux \u00ab services financiers destin\u00e9s \u00e0 r\u00e9duire la vuln\u00e9rabilit\u00e9 et am\u00e9liorer le niveau de vie \u00bb. Dans le contexte des Objectifs du Mill\u00e9naire pour le d\u00e9veloppement, cette \u00e9volution de la port\u00e9e de la microfinance est opportune et essentielle. Outre le besoin \u00e9vident de diversification des produits, de fa\u00e7on \u00e0 offrir aux clients des institutions de microfinance une plus large gamme de services, il est vital pour les IMF de chercher \u00e0 optimiser leurs syst\u00e8mes de distribution et de communication. Le secteur de la microfinance peine encore \u00e0 maximiser l\u2019efficience et l\u2019orientation client de ses syst\u00e8mes de distribution, et c\u2019est l\u00e0 que r\u00e9side l\u2019un des ses principaux d\u00e9fis pour la d\u00e9cennie \u00e0 venir. De plus, les IMF sont sans cesse en butte \u00e0 des probl\u00e8mes de communication avec leurs clients et march\u00e9s, et perdent ainsi de pr\u00e9cieuses occasions de fid\u00e9liser et de servir les clients existants ou d\u2019attirer de nouveaux clients. Les strat\u00e9gies produits et, dans des environnements de plus en plus comp\u00e9titifs, les strat\u00e9gies de marque sont devenues essentielles pour la p\u00e9rennit\u00e9 des IMF.<\/p>\n<p>MicroSave et TMS Financial (une entreprise sud-africaine de marketing disposant d\u2019une vaste exp\u00e9rience dans le marketing des services financiers) ont \u00e9labor\u00e9 un cadre destin\u00e9 au secteur de la microfinance. Les trois strat\u00e9gies primaires portent sur les aspects suivants :<\/p>\n<ol class=\"number-list\">\n<li>Marque et identit\u00e9 institutionnelles, un aspect tr\u00e8s important dans les environnements comp\u00e9titifs, et plus particuli\u00e8rement (mais non exclusivement) pour les IMF offrant des services d\u2019\u00e9pargne.<\/li>\n<li>Strat\u00e9gie produits, qui comprend le d\u00e9veloppement et la diff\u00e9renciation des produits, le calcul des co\u00fbts\/la tarification et les strat\u00e9gies de vente\/de communication mises en \u0153uvre par les IMF.<\/li>\n<li>Strat\u00e9gie de distribution et de service \u00e0 la client\u00e8le, qui concerne la fa\u00e7on dont les IMF distribuent leurs produits et l\u2019exp\u00e9rience qu\u2019en ont les clients.<\/li>\n<\/ol>\n<button class=\"simplefavorite-button\" data-postid=\"3746\" data-siteid=\"1\" data-groupid=\"1\" data-favoritecount=\"0\" style=\"box-shadow:none;-webkit-box-shadow:none;-moz-box-shadow:none;background-color:#ffffff;border-color:#5a5a5a;color:#ffffff;\"><i class='fa fa-bookmark-o unfavorite'><\/i><\/button>","protected":false},"excerpt":{"rendered":"<p>MicroSave et TMS Financial ont \u00e9labor\u00e9 un cadre de marketing strat\u00e9gique destin\u00e9 au secteur de la microfinance portant sur les trois aspects suivants : 1. Marque et identit\u00e9 institutionnelles ;  2. Strat\u00e9gie produits ; et 3. Strat\u00e9gie de distribution et de service \u00e0 la client\u00e8le. <\/p>\n","protected":false},"author":1031,"featured_media":38060,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5452],"tags":[],"region":[5530,5520,5519],"class_list":["post-3746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rapports","post_theme-produits-et-canaux-de-distribution","post_theme-conception-et-innovation","post_theme-marketing-et-communciation","resource_type-boites-a-outils","region-afrique-de-lest","region-afrique-de-louest-et-centrale","region-asie-du-sud"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing strat\u00e9gique pour les institutions de microfinance : Toolkit - MicroSave Consulting (MSC)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.microsave.net\/fr\/blog\/2003\/12\/13\/marketing-strategique-pour-les-institutions-de-microfinance-toolkit\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing strat\u00e9gique pour les institutions de microfinance : Toolkit - MicroSave Consulting (MSC)\" \/>\n<meta property=\"og:description\" content=\"MicroSave et TMS Financial ont \u00e9labor\u00e9 un cadre de marketing strat\u00e9gique destin\u00e9 au secteur de la microfinance portant sur les trois aspects suivants : 1. 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