Transcript Title of the Presentation

Demand Promotion through
Marketing Sanitation
Ousseynou Eddje Diop
Sr. Sanitary Engineer
Water and Sanitation Program Africa
DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Sanitation Marketing Framework
Supply
Demand
Sanitation Marketing
Enabling Environment
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
4 Ps of Marketing

Products
One that works, meets people’s needs/ wants

Place
Bringing product and purchaser together

Promotion
“Telling and selling” by whatever works best

Price
Both monetary, non-monetary costs to customer
Source: “Social Marketing” UNICEF-EAPRO – Bangkok, 1986
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Sanitation Marketing
Process



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
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Agree on Approach
Learn About the Market
Overcome barriers and Promote Demand
Develop the Right Products
Develop a Thriving Industry
Regulate Waste Transport and Final
Disposal/Reuse
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Why Demand For Sanitation
Matters?

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Principal lesson from the IDWSS was progress
and continuing success depend most on
responding to demand
Supply-driven projects are under-used, poorly
maintained, and financially unsustainable
Poor people and marginalized people not often
considered by supply-driven program
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Definition of Demand For
Sanitation
“Demand is the felt need expressed by people for
a sanitation service or product, which they are willing
and able to support with a meaningful contribution”
 People should make informed choice based on
costs, benefits and risks associated to the demand
 Poor and marginalized groups may need to be
empowered to be able to express their demand
 Contribution (money, time, labor, materials) should
empower users as consumers
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Demand is at the Core of
Marketing
Consensus on Approach
Provide financial incentives to
motivate demand for sanitation
Learn about the Market
Understand the drivers of Sanitation
Demand
Overcome barriers and Promote
Demand
Support sanitation demand
generation strategy and programs
Develop Right Products
Support technological innovations
and development
Develop a Thriving Industry
Build local industry capacity and
provide an enabling Environment for
PSP
Regulate Final Disposal
Mainstream environmental costs and
support activities with high public
benefits
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Financial Incentives for
Sanitation Demand
BURKINA FASO: Ouagadougou Strategic Sanitation Program
Sanitation Coverage raises from 5% in 1992 to 40% in 2003 – Up 30% subsidy for
latrine slabs
OUAGA
SAN
PROGRAM
% of total
financing
% of
financing
for
sewerage
% of
financing
for on-site
sanitation
% of
financing
for school
sanitation
ONEA
(sanitation
surcharge)
32.7
00.6
53.4
100
Users
31.0
11.5
46.6
Maintenance
ESAs
36.3
88.0
00.0
0.00
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Drivers of Sanitation
Demand
Rank
Benin
Kenya
Philippines
1
Convenience
Hygiene
Education
Cleanness
2
Prestige
Privacy
Cleanness
3
safety
Improved
health
Privacy
4
Avoid snakes
Project
assistance
Prestige/Status
5
Cleanness
-
Improved
health
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Sanitation Demand Strategies
and Programs

SENEGAL: PAQPUD
– Capacity Building: Introduction of better trained
marketers has led to generation of demand from 500
in 2 years to 1’500 per month
– Meetings between LGs and Owners to resolve
tenure issue
– Financing Mechanisms: Term Payments and
contribution in Cash and Kind
– Combination of Mass Media and Direct Consumer
Contact for Demand Generation
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Technological choices and
Innovations


NIGER: PAUN
– Manual of Technology Options: 3 Types of
Sanplat, 6 Types of VIP, 3 Types of Pour Flush
Toilets, 3 Types of Septic Tanks, 3 types of
Soak-away
SENEGAL: PAQPUD
– Show-room in each neighborhoods to present
prototypes of sanitation facilities
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
PPP and PSP

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BURKINA FASO: Ouaga SAN Program:
– Training and accreditation of 450 SSIPs
– Partnerships ONEA-SSIPs since 10 years
NIGER: PAUN
– Training of 156 SSIPs
– Accreditation of 3 building material suppliers
– Access to credit for contracted SSIPs
– Accreditation of 2 workshops for latrine slabs
construction
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Public Funds for Public
Benefits

SENEGAL: PAQPUD
– Menu of technology options, including costs,
benefits, service requirement for pit emptying and
sludge disposal
– Regulation of waste disposal (identification of
places for disposal of sludge into the sewerage
network)
– Construction of 3 sludge disposal plants
– Regulation of waste transportation services by LGs
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Lessons Learnt on Demand
Generation - 1

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Need of lead implementing agency to coordinate and drive the
sanitation demand promotion
Technology choices must reflect consumer preference and local
conditions (currently limited, perform poorly, too expensive, not
attractive to consumers)
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Build capacity of local actors and institutions, including LGs to
sustain Demand Promotion and scale up sanitation services and
products provision
Facilities’ operation and maintenance requirements and costs
influence Sanitation Demand (Supply Chain)
Sanitation Promotion has a cost (Reduce transaction costs)
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
Lessons Learnt on Demand
Generation - 2

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Suppliers must meet Sanitation Demands generated (Consumers
need choices)
Sanitation Demand generally takes time to materialize
(“Unlocking” Demand)
Financing mechanisms (Access to Credit, Term Payments, etc.)
help generate Sanitation Demand
Access to information on Products and Services is critical to
demand generation (Informed Choice – Market Segmentation)
Hygiene Promotion help generate Sanitation Demand (Promotion
based on consumers motivations)
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
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DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHES
WASH FORUM – DAKAR, SENEGAL - 2004
THANK YOU !!!
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