Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene

marketing is not a one-off task: it is crucial to invest regularly in marketing,
in developing products and in refining the selected strategy;
demonstration projects proved to be one of the most successful marketing
strategies to conquer new markets.
Target audience
This handbook is of relevance to a wide range of individuals and organisations,
including:
entrepreneurs and private investors intending to fund, set up or manage a
composting plant;
local authorities wanting to invest in or operate organic waste composting
plants as an option for sustainable waste management;
contractors managing composting plants; and
staff of donor organisations funding and planning composting projects.
No prior understanding of marketing compost is necessary.
Structure
Marketing is not a clear-cut ‘linear process’ and various aspects are interdependent.
For example:
product development is dependent on and driven by the choice of target
markets;
your location may determine the markets available to you or you may
choose your location in order to target a certain market;
target customers may affect your pricing decisions or high production costs
may require you to focus on a wealthy market.
Although marketing is presented as a series of sequential steps in this handbook,
it is important to apply these flexibly and to keep revisiting certain areas.
The first two chapters of this handbook provide background information and
introduce the broad concepts of marketing and composting.
The book is structured around five key areas:
The marketing environment
Market assessment
Product, positioning and location
Product pricing
Key principles of promotion
Marketing Compost—Introduction