A presentation on A presentation on

RESEARCH INTO THE SOCIAL RESEARCH INTO THE SOCIAL MARKETING OF URBAN MARKETING OF URBAN

SANITATIONSANITATION

By By

Eugene Larbi,Eugene Larbi,

Managing Director, TREND Group, KumasiManaging Director, TREND Group, Kumasi

October, 2005October, 2005

PRESENTATION OUTLINEPRESENTATION OUTLINE

• The meaning of social marketingThe meaning of social marketing• The CWSA Sanitation strategy The CWSA Sanitation strategy • The Project approachThe Project approach• Scope of sanitation marketing and promotionScope of sanitation marketing and promotion• Issues to consider in sanitation marketingIssues to consider in sanitation marketing• The project processThe project process• Key findingsKey findings• Expected benefits of the projectExpected benefits of the project• Social marketing an indispensable inputSocial marketing an indispensable input• The role of CWSA in social marketing of The role of CWSA in social marketing of

sanitationsanitation

What is Social marketing of sanitation?What is Social marketing of sanitation?

• It is the use of commercial marketing It is the use of commercial marketing concepts and tools to influence the concepts and tools to influence the voluntary adoption of adequate sanitation voluntary adoption of adequate sanitation by households.by households.

Note: Sanitation here refers to the disposal of human excretaNote: Sanitation here refers to the disposal of human excreta

The CWSA’s sanitation strategyThe CWSA’s sanitation strategy

Recommended strategies based on VIP options: Recommended strategies based on VIP options: Mozambique slab type, rectangular slab, KVIPMozambique slab type, rectangular slab, KVIP

Number of subsidised latrines usually based Number of subsidised latrines usually based determined by project based on set targetsdetermined by project based on set targets

Marketing/promotion usually is not well structured Marketing/promotion usually is not well structured and is done by DWSTs, artisans, POs etc. and is done by DWSTs, artisans, POs etc.

Key promotion message: “ USE LATRINES Key promotion message: “ USE LATRINES BECAUSE THEY SAVE YOU FROM DISEASESBECAUSE THEY SAVE YOU FROM DISEASES

The Social Marketing Approach to sanitation The Social Marketing Approach to sanitation promotionpromotion

The approach differs from the CWSA approach The approach differs from the CWSA approach in some key areas:in some key areas:

• It seeks to respond to consumer demands.It seeks to respond to consumer demands.

• It focuses on sanitation promotion and marketing.It focuses on sanitation promotion and marketing.

• Promotion/marketing strategies are based on Promotion/marketing strategies are based on motivation for improved sanitation rather than on motivation for improved sanitation rather than on subsidies for latrines acquisition.subsidies for latrines acquisition.

• It involves working closely with stakeholders to It involves working closely with stakeholders to minimise barriers to acquisition of sanitation facilities.minimise barriers to acquisition of sanitation facilities.

The scope of sanitation marketing and The scope of sanitation marketing and promotionpromotion

Question:Question: Is marketing and promotion based on using Media Is marketing and promotion based on using Media advertisements? advertisements?

Answer:Answer: Not really. Marketing and promotion involve a wider Not really. Marketing and promotion involve a wider scope of activities- scope of activities-

Understanding motivations and barriersUnderstanding motivations and barriers Providing the right productsProviding the right products Setting appropriate prices and payment optionsSetting appropriate prices and payment options Arranging local sources of financingArranging local sources of financing Identifying places where customers can get informationIdentifying places where customers can get information Mobilisation of a wide range of stakeholders (communities, Mobilisation of a wide range of stakeholders (communities,

DAs, artisans, rural finance institutions, CBOs, etc)DAs, artisans, rural finance institutions, CBOs, etc)

What do we need to market sanitation?What do we need to market sanitation?

Product

PricePlace

Promotion

PeoplePennies

PROCESS

PartnershipPolicy

DOCUMENTATION

The project processThe project process

PROMOTION•Development of marketing strategiesDevelopment of TICLaunching PRODUCT DEVELOPMENT ROLES

DOCUMENTATION

START-UP•Create like mindednessSite selectionTool DevelopmentPre-test Tools

ProductTechnology optionsArtisan

MaterialsMaterial availabilityPurchasing

Roles•Banks/Susu groupsCWSADACommunity

FinancingCost

EVALUATION

CONSUMER RESEARCH

•Community mappingLatrine Design InventoryIn-depth interviewsProducer interviewsFinancial SourcesSecondary data

Main findingsMain findingsADOPTERSADOPTERS• Good HealthGood Health

- - Smell, disease, cleanliness, heat/ventilation, sight of diseasesSmell, disease, cleanliness, heat/ventilation, sight of diseases

• Comfort Comfort – Privacy, walking in the night, distancePrivacy, walking in the night, distance

• Prestige StatusPrestige Status– Pride of being modern, incompleteness of household, show of external Pride of being modern, incompleteness of household, show of external

influence, privacyinfluence, privacy

• Safety SecuritySafety Security – Night walking, concern for others, structural defects of alternativesNight walking, concern for others, structural defects of alternatives

• ConvenienceConvenience – distance, queues, old agedistance, queues, old age

• EmbarassmentEmbarassment– Disgraceful incidents caused by absence of Latrines, e.g. premature Disgraceful incidents caused by absence of Latrines, e.g. premature

defecation (diarrhoeal), discharge of foul air while in queue. defecation (diarrhoeal), discharge of foul air while in queue.

• Economic gains/lossEconomic gains/loss - - Household latrines offer ready and quicker access and saves Household latrines offer ready and quicker access and saves

time for daily economic activitiestime for daily economic activities

Main findingsMain findingsNON-ADOPTERSNON-ADOPTERS• Financial problems Financial problems

– High costs of materialsHigh costs of materials– No chance of paying in instalmentsNo chance of paying in instalments– Low incomes/No savingsLow incomes/No savings

• Availability of cheaper latrinesAvailability of cheaper latrines

• Lack of space within the existing structure Lack of space within the existing structure

• Intra-family relationsIntra-family relations

• Closeness to drinking water sourceCloseness to drinking water source

• High water tablesHigh water tables

• Difficulty obtaining approval at area council levelDifficulty obtaining approval at area council level

• Limited knowledge in alternative technological options Limited knowledge in alternative technological options

Main findingsMain findings

EX-ADOPTERSEX-ADOPTERS

• Most had owned bucket latrines or unimproved pit latrinesMost had owned bucket latrines or unimproved pit latrines

• Lack of satisfaction with bucket and pit latrinesLack of satisfaction with bucket and pit latrines

• Problems with maintenance of bucket latrines Problems with maintenance of bucket latrines

• Problems with durability of pits. (pits fill too fast, pits have Problems with durability of pits. (pits fill too fast, pits have

collapsed, problems with dislodgingcollapsed, problems with dislodging. .

Expected benefits of the projectExpected benefits of the project

The project has the potential to generate The project has the potential to generate knowledge knowledge

on demand, supply and capacity buildingon demand, supply and capacity building

• Demand: Demand: – Better understanding of issues that influence demand for Better understanding of issues that influence demand for

household latrines; household latrines; – Promotional/marketing Strategies for stimulating demandPromotional/marketing Strategies for stimulating demand

• Supply:Supply: - Increased involvement of private sector- Increased involvement of private sector - Product development (technologies, training - Product development (technologies, training

materials materials etc)etc) - Innovative arrangements for sustainable financing - Innovative arrangements for sustainable financing optionsoptions

Expected benefits of the projectExpected benefits of the project

• Capacity Building:Capacity Building:

- - Training of artisansTraining of artisans

- Implementation/monitoring and evaluation- Implementation/monitoring and evaluation

- Insights into how to strengthen delivery- Insights into how to strengthen delivery

- Supportive materials for- Supportive materials for project planning and project planning and

implementationimplementation

So is social marketing an indispensable input?So is social marketing an indispensable input?

• The project is yet to provide a definitive The project is yet to provide a definitive answeranswer

• However, experiences from other developing However, experiences from other developing countries such as Mozambique and countries such as Mozambique and Bangladesh indicate that it is a more Bangladesh indicate that it is a more effective strategy for tackling the challenges effective strategy for tackling the challenges of sanitation.of sanitation.

• Subsidies may be required for the poorest Subsidies may be required for the poorest populations in rural areas. populations in rural areas.

The role CWSA can playThe role CWSA can play

CWSA will continue to have a big role in facilitation of the CWSA will continue to have a big role in facilitation of the process through the creation of the needed supportive process through the creation of the needed supportive arrangement for households: arrangement for households:

– Support for training, marketing and hygiene Support for training, marketing and hygiene educationeducation

– Technical innovations including the establishment Technical innovations including the establishment of sanitation marts and information centresof sanitation marts and information centres

– Applied research and knowledge managementApplied research and knowledge management

– Targeted financing support (subsidies) for the Targeted financing support (subsidies) for the poorest in the communities.poorest in the communities.

End of presentationEnd of presentation

THANK-YOUTHANK-YOU