Transcript RESEARCH INTO THE SOCIAL MARKETING OF URBAN

A presentation on
RESEARCH INTO THE SOCIAL
MARKETING OF URBAN SANITATION
By
Eugene Larbi,
Managing Director, TREND Group, Kumasi
October, 2005
PRESENTATION OUTLINE
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The meaning of social marketing
The CWSA Sanitation strategy
The Project approach
Scope of sanitation marketing and promotion
Issues to consider in sanitation marketing
The project process
Key findings
Expected benefits of the project
Social marketing an indispensable input
The role of CWSA in social marketing of sanitation
What is Social marketing of sanitation?
• It is the use of commercial marketing concepts
and tools to influence the voluntary adoption of
adequate sanitation by households.
Note: Sanitation here refers to the disposal of human excreta
The CWSA’s sanitation strategy
 Recommended strategies based on VIP options:
Mozambique slab type, rectangular slab, KVIP
 Number of subsidised latrines usually based
determined by project based on set targets
 Marketing/promotion usually is not well structured
and is done by DWSTs, artisans, POs etc.
 Key promotion message: “ USE LATRINES
BECAUSE THEY SAVE YOU FROM DISEASES
The Social Marketing Approach to sanitation
promotion
The approach differs from the CWSA approach
in some key areas:
• It seeks to respond to consumer demands.
• It focuses on sanitation promotion and marketing.
• Promotion/marketing strategies are based on
motivation for improved sanitation rather than on
subsidies for latrines acquisition.
• It involves working closely with stakeholders to
minimise barriers to acquisition of sanitation facilities.
The scope of sanitation marketing and
promotion
Question: Is marketing and promotion based on using Media
advertisements?
Answer: Not really. Marketing and promotion involve a wider
scope of activities
Understanding motivations and barriers
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Providing the right products
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Setting appropriate prices and payment options
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Arranging local sources of financing
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Identifying places where customers can get information
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Mobilisation of a wide range of stakeholders (communities,
DAs, artisans, rural finance institutions, CBOs, etc)
What do we need to market sanitation?
Price
Place
Promotion
Product
PROCESS
Pennies
People
Policy
Partnership
The project process
START-UP
•Create like
mindedness
Site selection
Tool Development
Pre-test Tools
DOCUMENTATION
DOCUMENTATION
CONSUMER RESEARCH
•Community mapping
Latrine Design Inventory
In-depth interviews
Producer interviews
Financial Sources
Secondary data
EVALUATION
PROMOTION
•Development of
marketing strategies
Development of TIC
Launching
PRODUCT DEVELOPMENT ROLES
Financing
Cost
Roles
•Banks/Susu groups
CWSA
DA
Community
Product
Technology options
Artisan
Materials
Material availability
Purchasing
Main findings
ADOPTERS
• Good Health
- Smell, disease, cleanliness, heat/ventilation, sight of diseases
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Comfort
– Privacy, walking in the night, distance
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Prestige Status
– Pride of being modern, incompleteness of household, show of external
influence, privacy
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Safety Security
– Night walking, concern for others, structural defects of alternatives
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Convenience
– distance, queues, old age
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Embarassment
– Disgraceful incidents caused by absence of Latrines, e.g. premature
defecation (diarrhoeal), discharge of foul air while in queue.
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Economic gains/loss
- Household latrines offer ready and quicker access and saves
time for daily economic activities
Main findings
NON-ADOPTERS
• Financial problems
– High costs of materials
– No chance of paying in instalments
– Low incomes/No savings
• Availability of cheaper latrines
• Lack of space within the existing structure
• Intra-family relations
• Closeness to drinking water source
• High water tables
• Difficulty obtaining approval at area council level
• Limited knowledge in alternative technological options
Main findings
EX-ADOPTERS
• Most had owned bucket latrines or unimproved pit latrines
• Lack of satisfaction with bucket and pit latrines
• Problems with maintenance of bucket latrines
• Problems with durability of pits. (pits fill too fast, pits have
collapsed, problems with dislodging.
Expected benefits of the project
The project has the potential to generate knowledge
on demand, supply and capacity building
• Demand:
– Better understanding of issues that influence demand for
household latrines;
– Promotional/marketing Strategies for stimulating demand
• Supply:
- Increased involvement of private sector
- Product development (technologies, training materials
etc)
- Innovative arrangements for sustainable financing
options
Expected benefits of the project
• Capacity Building:
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Training of artisans
Implementation/monitoring and evaluation
Insights into how to strengthen delivery
Supportive materials for project planning and
implementation
So is social marketing an indispensable input?
• The project is yet to provide a definitive
answer
• However, experiences from other developing
countries such as Mozambique and
Bangladesh indicate that it is a more
effective strategy for tackling the challenges
of sanitation.
• Subsidies may be required for the poorest
populations in rural areas.
The role CWSA can play
CWSA will continue to have a big role in facilitation of the
process through the creation of the needed supportive
arrangement for households:
– Support for training, marketing and hygiene education
– Technical innovations including the establishment of
sanitation marts and information centres
– Applied research and knowledge management
– Targeted financing support (subsidies) for the poorest
in the communities.
End of presentation
THANK-YOU