Use of Promoted Marketing Practices
English: number or % of [specify: producers/ sellers/ service providers] that use at least [specify the percentage] of promoted marketing practices
French: nombre ou % de [spécifiez: producteurs / vendeurs / prestataires de services] qui utilisent au moins [précisez le %] des pratiques marketing promues
Portuguese: número ou % de [especifique: produtores / comerciantes / fornecedores de serviços] que usam pelo menos [especifique a percentagem] das práticas de marketing promovidas
Czech: počet nebo % [určete: výrobců / prodejců / poskytovatelů služeb] využívajících alespoň [určete procento] propagovaných marketingových praktik
What is its purpose?
The indicator measures the percentage or number of producers / sellers / service providers who use the marketing practices promoted by your intervention.
How to Collect and Analyse the Required Data
Determine the indicator's value by using the following methodology:
1) List all the main marketing practices your project promotes and define what exactly each of them involves. For example, community level meetings offering people the chance to purchase small-scale solar panels, involving the following principles:
> requesting the Village Chief to invite at least 25 community members to the meeting
> discussing with people the inconvenience of not having light and electricity and/ or paying for lamp fuel and batteries every week
> asking people how they would feel about having a light and electricity source which – once it is purchased – does not cost them any further money
> telling people a story about a well-known person who has such source – a solar panel
> demonstrating to people the offered solar panels and showing how the solar panels power light
> letting people charge their mobile phones from them
> letting people count how quickly the initial costs will be repaid - offering people micro-loans for purchasing the solar panels
> encouraging people to ask questions about the product
2) Set clear benchmarks of what "following a given marketing practice" means (for example, meeting at least 70% of its key principles).
3) Observe and interview a representative sample of the target producers/ sellers/ service providers and assess whether they use any of the promoted practices and if so, whether they follow their main principles.
4) Calculate the indicator's value by dividing the number of producers/ sellers/ service providers using the promoted practices by the total number of surveyed respondents and multiplying the result by 100.