Public Policy Hub
Description or Abstract
This paper sheds light on the Productive Families Program, one of the initiatives by MOSS to combat poverty. The program was created with the aim of enhancing the economic capacities of poor families who are capable of developing productive skills through providing them with the resources, trainings, and funds to contribute with various products or services, including handicrafts. Currently, there are around 2.7 registered families under this program and who depend on this program for their livelihood. Therefore, it has become one of the ministry’s top priorities to resolve its inefficiencies. This paper tackles in particular the marketing strategy of the program, which directly affects the sales volume and revenue streams.
marketing, Egypt, public policy
The Public Policy HUB, School of Global Affairs and Public Policy, AUC
Hassan, Ibrahim; Elzoughbi, Khaled; and Abdelmeguid, Lamis, "Enhancing the Marketing Strategy for “Productive Families” in Egypt /من أجل تحسين استراتيجية التسويق "للأسر المنتجة" في مصر" (2018). Papers, Posters, and Presentations. 56.