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

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2 Background 2.1 What is marketing Marketing is about identifying and targeting customers and succeeding to sell products that satisfy customers at a price and in sufficient quantity to ensure the success of a business. The aims of marketing are to: understand and assess the external environment that affects your business. This includes external forces such as legislation, environment, technology, and competition; identify appropriate target markets and develop good relationships; satisfy customers by offering appropriate products at the right price; communicate the benefits of products to stimulate demand; ensure the sale of products at a price and quantity that ensures viability and profitability. Customer satisfaction is central to marketing and is the key to successful business. Marketing recognises that customers are free to make purchases from anywhere in the marketplace. Marketing principles can help a business maximise the chances of acquiring a slice of the market. Too little effort spent on determining whether or not customers find a product attractive or are willing to pay for it will often result in costly Adapted from Alexander, 2003 products without any market appeal. The following diagram illustrates the components of the marketing process. Marketing Compost—Background 11
Create value for customers and build customer relationship – capture value from customers in return Step 1 Understand the marketplace and customer needs and wants Step 2 Design a customerdriven marketing strategy Step 3 Construct a marketing program that delivers superior value Research consumers and marketplaces Manage marketing information and customer data Select customers by market segmentation Decide on a value proposition: differentiation and positioning Product: Build strong brands Price: Create real value Place: Manage demand and supply chains Promotion: Communicate the value proposition Build strong relationship with chosen customers Build strong relationships with marketing partners Harness marketing technolgies Ensure ethical and social responsibility Figure 2.1: Marketing Process after Kotler et al. (2006): Principles of Marketing The ‘Marketing Mix’ Marketing professionals focus on four main parameters to attain a successful marketing strategy: Product, Price, Place, and Promotion. These are the socalled “4 Ps” of the marketing mix. The following section and Figure 2.2 provide more details on what they are and how they can be useful. The four Ps of the marketing mix Product: Relates to features, benefits, quality, packaging, presentation, but also to service and abstract messages such as image or principles. Example: Compost is produced from organic solid waste and is, hence, an environmentally friendly and high-quality product. Compost is high in organic matter and, therefore, an important soil amendment for agriculture and horticulture. Price: Dependent on your customers’ financial circumstances, on compost demand and on the prices of competing market products. However, it is also determined by your production costs and expected profit margin. Example: Compost has to compete with chemical fertilisers and other natural manures. The market price will have to reflect customers’ willingness to buy compost and cover production costs. Place: Relates to the accessibility of your product by customers, e. g. location of your business, distribution network etc. Example: You decide to market the compost via a retailer who has already established a distribution network for other agricultural products. Customers can purchase the compost locally at low transport costs. 12 Marketing Compost—Background
Page 1 and 2: Sandec: Department of Water and San
Page 3 and 4: Impressum Publisher: Eawag, P.O. Bo
Page 5 and 6: 7 Key principles of promotion 79 7.
Page 8 and 9: 1 Introduction For many years, busi
Page 10: marketing is not a one-off task: it
Page 15 and 16: Successful compost marketing in Sri
Page 17 and 18: Successful compost marketing in Sri
Page 19 and 20: Chemical fertilisers usually consis
Page 21 and 22: Composting methods Photograph: Jona
Page 23 and 24: 2.4 Basics of market research and m
Page 25 and 26: Data collection in the Palestinian
Page 27 and 28: epresent those of the population at
Page 29 and 30: Choosing appropriate respondents A
Page 31 and 32: 30 Marketing Compost—Background P
Page 33 and 34: 3.1 Competition Competitors are the
Page 35 and 36: Enforced environmental laws as an o
Page 37 and 38: an awareness of the need for organi
Page 40 and 41: 4 Market assessment So far, you hav
Page 42 and 43: 20 per cent of the compost market i
Page 44 and 45: Potential market The potential mark
Page 46 and 47: Willingness and ability to pay A co
Page 48 and 49: Farmers’ willingness but inabilit
Page 50 and 51: 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
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5.3 Meeting demand through producti
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5.4 Business location Many factors
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The farmers pay $ 2.80 per truckloa
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This map illustrates a typical situ
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Once the business relationship with
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Production costs include variable c
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quality products. You may also find
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Terms of payment depend on the impo
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7 Key principles of promotion So fa
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Marketing communication methods Wor
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7.2 Promotion in practice Budgeting
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use of compost. They can also corre
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Getting the wording right The words
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Packaging The main purpose of packa
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Consider developing a simple ‘vis
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Compost Associations Worldwide Comp
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Final comments We asked a number of
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This table compares compost quality
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Annex 3 Examples of market segment
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Template Customer Group: Geographic
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B. Questionnaire for Nurseries in N
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Acknowledgements The authors would
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Bibliography References Some of the
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Kotler, P., Armstrong, G. 2006. Pri
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The authors Jonathan Rouse is an in
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