Kiva Microfunds popularly known as Kiva.org is a 501 (c) (3) non-profit organization that allows people to borrow money online to low-income or underserved entrepreneurs and students in over 70 countries . The mission of the company is to connect people through lending to alleviate poverty . Market segmentation involves the splitting of the target market into various groups of customers that have similar needs and wants .
Target Audience Group 1:
The target market for group 1 of the customers may include women that are 40 years old and above with a traditional family of 2 kids and have a stable life with a busy lifestyle. These women are more concerned about their health and spend more time on themselves. These women may be able to donate microfinance loans for the company Kiva as they have a stable life and therefore have available reserves of money for microfinance. The money availability with this target segment makes it an attractive target segment. The money donated by this target audience shall be used for funding the lender needs of the company Kiva.
Target Audience Group 2:
The target market for group 2 of the customers includes both single women and men that are between 25 to 35 years of age and are ambitious enough to pursue her dreams, build their career and are open to a lot of travelling. This target group has been selected as the youngsters in the age of 25 to 35 years are filled with great enthusiasm to work hard and earn more and also emotionally support the entrepreneurial ventures of others that have innovative ideas. These individuals have availability of funds with them and my be able to emotionally connect with the company to extend support to money lenders and help them achieve their dreams and aspirations.
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Kiva. About Us. 2014. http://www.kiva.org/about. 5 November 2014.