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

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Tyler, R.W. 1996. Winning the organics game. The compost marketer’s handbook. ISBN 0-9615027-2-X. – Although mainly focused on compost markets in America, this book describes the principles of marketing and introduces many market sectors also relevant for developing countries. Ul Haq, A. 2006. Marketing strategy questionnaire, completed for Sandec. Unpublished. WHO, 2008. Evaluating Household Energy and Health Interventions: A Catalogue of Methods. World Health Organisation, Geneva, Switzerland. Zachary, J. and Shiralipour, A. 1994. Santa Barbara Co Preliminary Compost Market Assessment. Prepared by the Community Environmental Council, Inc. Gildea Resource Center. United States. – This clear report outlines the preliminary compost market assessment undertaken in Santa Barbara. It describes a process of planning a market assessment, including selecting user groups, and devising a questionnaire. It then describes the results of the assessment in about a dozen different subsectors, discussing for each: current use of organic material, potential compost demand, product specifications, potential barriers to use, and willingness to pay. General literature on composting The following literature provides further details on compost production, operation and management. – Alter Ego, CREPA, IAGU, Sandec 1996. Valorisation des déchets organiques dans les quartiers populaires des villes africaines. SKAT, Switzerland. – Diaz, L. et al. 1993. Composting and recycling municipal solid waste. ISBN 0-87371-563-2. – Diaz, L. et al. 2007. Compost Science and Technology. (Waste Management), Elsevier Science, ISBN 0-08043-960-8. – Sandec’s decomp database: http://sandec.instanthost.ch/ – Tamargo, J.L., Bremauntz, A.F., Macht, A. 2006. Manual de compostaje municipal. Tratamiento de residuos sólidos urbanos. Semarnat, Mexico. GTZ, Germany. Marketing Compost—Annexes 111
The authors Jonathan Rouse is an independent consultant working on urban livelihoods and household energy issues in low-income countries. With a background in both science and social science, much of his work focuses on overcoming barriers to technology adoption and behaviour change, and identifying commercial solutions to development. Jonathan lives in the UK and is a keen organic gardener and compost maker. Contact: j.r.rouse@gmail.com Silke Rothenberger is an Industrial and Environmental Engineer. She is particularly interested in the interrelation between the technical and socio-economic aspects of resource recovery and integrated approaches to solid waste management. She has worked in Africa, Asia and the Middle East for the Eawag Department of Water and Sanitation in Developing Countries (Sandec). Since 2007 she has been living in Jordan where her work focuses on wastewater reuse and composting. Contact: silke.rothenberger@gmx.net Chris Zurbrügg is the Director of the Department of Water and Sanitation in Developing Countries (Sandec) at the Swiss Federal Institute of Aquatic Science and Technology (Eawag). His research focuses on the technical and institutional issues of the urban environment in developing countries, in particular on the challenges of solid waste management, environmental sanitation and water supply. His research experience is based on projects in a multitude of low and middle-income countries in Asia, Africa and Latin America. Contact: zurbrugg@eawag.ch 112 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:
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5.2 Quality A satisfied customer wi
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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 and 108: Acknowledgements The authors would
Page 109 and 110: Bibliography References Some of the
Page 111: Kotler, P., Armstrong, G. 2006. Pri
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