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

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The practical relevance of this handbook was enhanced by two field tests conducted by NGOs in Nepal and the Palestinian Territories. Without their dedication and detailed feedback, the handbook would contain fewer relevant examples and recommendations. Therefore, a special thanks to: Environment and Public Health Organization (ENPHO) in Nepal and Andreas Frömelt. ENPHO is an autonomous, non-profit, scientific research and service-oriented NGO established in 1990. ENPHO aims to contribute to sustainable community development by combining research and action through integrated programmes in environmental and public health areas. Contact: www.enpho.org Palestinian Wastewater Engineers Group (PWEG) in the Palestinian Territories. PWEG’s main field of expertise and interest is the collection, treatment, disposal, and reuse of wastewater and sewage sludge. PWEG has experience in developmental Water and Sanitation projects with marginalised villages, local councils and municipalities. The work contributes to enhancing the water and sanitation sector in Palestine. Contact: www.palweg.org, monther@palweg.org The marketing studies, elaborated by our partners, are available online from www.sandec.ch and on the homepages of the organisations involved. We want to thank our external reviewers Adrian Coad and Urs Heierli for their thorough reading and useful comments. Thanks also to the Pearce and Tisserand families for their hospitality during research and writing in Dorset and California. This book is dedicated to George and Harry Short who first inspired me to compost. JR Marketing Compost—Annexes 107
Bibliography References Some of the following literature was directly cited while other publications provide background or further information on concepts described in this handbook. Ahmed, N. and Zurbrügg, C. 2002. Urban organic waste management in Karachi, Pakistan. WEDC, UK. Ali, M. (Editor) 2004. Sustainable Composting. WEDC, UK – This book comprises a series of case studies from around the world, each looking at how marketing contributed to a wide range of composting initiatives. Chapter 8 applies the theory of marketing to compost. Alexander, R. 2003. Compost Marketing Guide. Alexander Associates, Inc., United States. – A guide to marketing compost in industrialised countries, written for the medium-high volume producer. This very key describes the process of production, identifying markets, distributing and selling compost. Readers may find the ‘Sales Pitch’ pages in Chapter 5 particularly useful, as they outline the characteristics and marketing approaches for different market segments. Barlett, J.E., Kotrlik, J.W., Higgins, C.C. 2001. Organizational Research: Determining Appropriate Sample Size in Survey Research. Information Technology, Learning, and Performance Journal, Vol.19, No.1 Commission of the European Communities, 2002. Guidelines for applications for new alternative methods of disposal or use of animal by-products under regulation (EC) No. 1774/2002. Available online: http://ec.europa.eu Drescher, S. Ogbazghi, W, Tesfai, Mehreteab, Mehari, S., Kubrom, T. 2004. Benefits and Risk of the Use of Organic Matter from Asmara Landfill in Agriculture. Workshop Proceedings. Available online: www.sandec.ch Eawag/Sandec 2002. The feasibility of composting municipal solid waste in Dar es Salaam, Tanzania. A market study on the demand for compost derived from organic municipal solid waste. Unpublished final draft. Dübendorf. Eawag/Sandec 2003. Decentralised Composting in India. Unpublished field report (available on request). Dübendorf. www.sandec.ch Enviros Consulting, Commercial Composting Website. Accessed November 2006. www.compost.me.uk/html/faqs.html 108 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
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4.5 Profiles of market segments You
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5 Product, positioning and location
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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 and 102: Annex 3 Examples of market segment
Page 103 and 104: Template Customer Group: Geographic
Page 105 and 106: B. Questionnaire for Nurseries in N
Page 107: Acknowledgements The authors would
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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