Selling Savings Services - Q&As with Experts

Publication Date: Oct 2006
Published by: Consultative Group to Assist the Poor (CGAP)
Document Type: Other (PDF)

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Highlights from a 24-hour Q&A session on marketing deposit services for the poor

This paper presents highlights of a question and answer session with three experts on marketing deposit services for the poor. Topics include:

• Marketing savings to the poor;
• Marketing to the non-poor and preventing mission drift;
• Product development, pricing and branding;
• Marketing for trust and growth;
• Measuring marketing impact;
• Developing institutional culture that is savings-oriented;
• Significance of savings to the rural poor.