Igniting Markets for Sanitation. Created by: Tamara Baker Cordell Jacks Danielle Pedi. What is Sanitation Marketing?. Sanitation Marketing develops sustainable businesses that create demand for sanitation products and services AND
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Sanitation Marketing develops sustainable businesses that create demand for sanitation products and services
supplies those products and services to better serve the needs of low-income households.
Sanitation Marketing = Market development
Sanitation Marketing ≠ ensuring there is supply after a CLTS intervention
Sanitation Marketing ≠ simply training masons
Supply: The products or services available for sale.
Demand: The desire and willingness of customers to pay for a good or service.
The 4 Ps of Marketing
A business creates and supplies demand through:
Product: The product or service that is for sale.
Price: The amount a customer pays for the product.
Place: How a product or service gets to the end consumer the Supply Chain
Promotion: All of the communications used to promote a product or service
+2 More Ps
Policy: The related policies, laws, and bylaws
Partners: The different roles and incentives of private sector, government and NGOs
…to achieve scaled, sustainable sanitation goals
What to consider when planning to do Sanitation Marketing
Plan for 100s of villages: this is not a village-by-village approach
Sanitation Marketing focuses not on individual villages but on the enterprises who service the villages.
Enterprises look to grow their businesses by selling more products to more people their market potential is not limited to NGO program geographical scope
E.g. Cambodia : Easy Latrine sales recorded in 1060 villages, 207 outside target provinces
Plan achievable goals
Latrine targets vs. sustainability
‘Too ambitious’ project targets may lead to decisions that will hinder long-term market growth
Commit to modest targets in the first year
Plan to engage many enterprises
Enable many businesses to self-select
Many businesses = competition
Competition drives five key aspects of sustainable market development:
Aggressive demand creation
Markets are constantly evolving – developing markets for sanitation is an iterative process