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

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Customer Group: Banana Plantations Geographic location Attitudes and perceptions Uses Quantity Quality Ability to pay Willingness to pay Purchasing behaviour Competing products Estimated potential Peri-urban and rural areas with good transport connections to airports. Compost is known but the benefits are questioned. Therefore, free samples or a demonstration plot should be considered. Compost is used as soil amendment and long-term fertiliser in addition to artificial fertilisers. Compost is needed in bulk and in seasonal patterns. Depending on its target application (young plants, preparation of new fields), the compost can have various grades of maturity. In general, the compost should be mature, as damage to any plant must be avoided. This customer grows a cash crop and is able to pay for fertiliser and compost. Willingness to pay depends on visible benefits from compost. The positive long-term effects on soil and a reduced demand for artificial fertilisers may be decisive. Seasonal fluctuations in purchase are generally expected. Artificial fertilisers and cow dung. X hectares of land are used for banana plantations. The recommended annual application rate is estimated at Y tonnes of compost. Data is based on local business statistics, agricultural surveys on fertiliser demand and own observations. (Multiply the X value with the average of all Y values). Marketing Compost—Annexes 101
Template Customer Group: Geographic location Attitudes and perceptions Uses Quantity Quality Ability to pay Willingness to pay Purchasing behaviour Competing products Estimated potential 102 Marketing Compost—Annexes
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Sandec: Department of Water and San
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Impressum Publisher: Eawag, P.O. Bo
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7 Key principles of promotion 79 7.
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1 Introduction For many years, busi
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marketing is not a one-off task: it
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Create value for customers and buil
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Successful compost marketing in Sri
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Successful compost marketing in Sri
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Chemical fertilisers usually consis
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Composting methods Photograph: Jona
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2.4 Basics of market research and m
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Data collection in the Palestinian
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epresent those of the population at
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Choosing appropriate respondents A
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30 Marketing Compost—Background P
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3.1 Competition Competitors are the
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Enforced environmental laws as an o
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an awareness of the need for organi
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4 Market assessment So far, you hav
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20 per cent of the compost market i
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Potential market The potential mark
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Willingness and ability to pay A co
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Farmers’ willingness but inabilit
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4.4 Quantifying market demand We ar
Page 52 and 53: 4.5 Profiles of market segments You
Page 54 and 55: 5 Product, positioning and location
Page 56 and 57: Various compost brands Photograph:
Page 58 and 59: 5.2 Quality A satisfied customer wi
Page 60 and 61: Photograph: PWEG Quality depends mo
Page 62 and 63: 5.3 Meeting demand through producti
Page 64 and 65: 5.4 Business location Many factors
Page 66 and 67: The farmers pay $ 2.80 per truckloa
Page 68 and 69: This map illustrates a typical situ
Page 70: Once the business relationship with
Page 73 and 74: Production costs include variable c
Page 75 and 76: quality products. You may also find
Page 77 and 78: Terms of payment depend on the impo
Page 80 and 81: 7 Key principles of promotion So fa
Page 82 and 83: Marketing communication methods Wor
Page 84 and 85: 7.2 Promotion in practice Budgeting
Page 86 and 87: use of compost. They can also corre
Page 88 and 89: Getting the wording right The words
Page 90 and 91: Packaging The main purpose of packa
Page 92 and 93: Consider developing a simple ‘vis
Page 94: Compost Associations Worldwide Comp
Page 97 and 98: Final comments We asked a number of
Page 99 and 100: This table compares compost quality
Page 101: Annex 3 Examples of market segment
Page 105 and 106: B. Questionnaire for Nurseries in N
Page 107 and 108: Acknowledgements The authors would
Page 109 and 110: Bibliography References Some of the
Page 111 and 112: Kotler, P., Armstrong, G. 2006. Pri
Page 113 and 114: The authors Jonathan Rouse is an in
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Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene

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