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

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Photograph: Jonathan Rouse Photograph: Jonathan Rouse Photograph: Silke Rothenberger Manual windrow composting (Dhaka, Bangladesh) A windrow with a triangular cross-section is a convenient way of piling in long rows organic matter for composting. Windrows can make fairly efficient use of space and make compost turning relatively easy. In the case illustrated, windrows are turned manually to allow sufficient air supply. The aerobic condition allows the compost to mature within three months. Mechanical windrow composting (Luxor, Egypt) This system is comparable to manual windrow composting but is operated at a larger scale as mechanical equipment is used. Mixed waste is screened prior to composting. The organic waste, piled onto long windrows, is turned frequently by a machine. Compost chute (Sri Lanka) In this compost chute in Sri Lanka, waste is fed at the top. As more waste is added over a period of a few months, mature compost emerges at the bottom. Other techniques require rotating drums or several conveyor belts. Photograph: David Kuper High-tech aerated static pile composting (Bali, Indonesia) Instead of manual or mechanical turning of the compost, in this case the pile remains unturned. Air is forced through the material by pipes using a mechanical ventilator. In Europe, the piles are additional covered by a geo-textile to reduce moisture losses.
2.4 Basics of market research and marketing Marketing requires research on customers, opportunities, competitors, and products. High-quality market research will take time and cost your business money, however, it is an investment that pays dividends in the long run. This section presents an overview of important aspects of market research, some of which are more comprehensively covered further on. Who should undertake market research Internal staff or marketing specialists can conduct market research. Internal staff should have a thorough knowledge of the product and business, but may lack specific marketing expertise. However, one clear benefit of using existing staff is that they are already on the payroll. Marketing specialists, on the other hand, will have to be contracted, but they can offer specialised marketing knowledge as well as impartiality. If they are not compost specialists, they are best suited to providing support to the internal staff in market research. Many composting companies employ an agronomist or agricultural engineer with marketing training. Linking the business with the market A composting plant in Mysore, India, employs several agricultural engineers who advise farmers in rural areas. This direct contact allows the employees to assess farmers’ demand patterns, their needs, and experience in compost use. Grüschow Entsorgungs- und Umwelttechnik, a German company, also employs an agricultural expert who is in direct contact with the farmers and feeds back information to the production manager. Furthermore, the company has signed a consulting contract with a regional research institute to support the development of new products which comply with local legislation. You will need to decide who undertakes market research based on your business resources. Some of the tools described in this section require considerable skills. As an alternative to hiring a marketing specialist, your organisation may choose to seek training, or enter into partnership with another organisation experienced in market research. 22 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 13 and 14: Create value for customers and buil
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: Composting methods Photograph: Jona
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
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
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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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