Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene
Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene
Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene
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2.4 Basics of market research <strong>and</strong> marketing<br />
<strong>Marketing</strong> requires research on customers, opportunities, competitors, <strong>and</strong><br />
products. High-quality market research will take time <strong>and</strong> cost your business<br />
money, however, it is an investment that pays dividends in the long run. This<br />
section presents an overview of important aspects of market research, some<br />
of which are more comprehensively covered further on.<br />
Who should undertake market research<br />
Internal staff or marketing specialists can conduct market research. Internal<br />
staff should have a thorough knowledge of the product <strong>and</strong> business, but may<br />
lack specific marketing expertise. However, one clear benefit of using existing<br />
staff is that they are already on the payroll. <strong>Marketing</strong> specialists, on the other<br />
h<strong>and</strong>, will have to be contracted, but they can offer specialised marketing<br />
knowledge as well as impartiality. If they are not compost specialists, they are<br />
best suited to providing support to the internal staff in market research. Many<br />
composting companies employ an agronomist or agricultural engineer with<br />
marketing training.<br />
Linking the business with the market<br />
A composting plant in Mysore, India, employs several agricultural engineers<br />
who advise farmers in rural areas. This direct contact allows the employees<br />
to assess farmers’ dem<strong>and</strong> patterns, their needs, <strong>and</strong> experience<br />
in compost use.<br />
Grüschow Entsorgungs- und Umwelttechnik, a German company, also<br />
employs an agricultural expert who is in direct contact with the farmers<br />
<strong>and</strong> feeds back information to the production manager. Furthermore, the<br />
company has signed a consulting contract with a regional research institute<br />
to support the development of new products which comply with local<br />
legislation.<br />
You will need to decide who undertakes market research based on your business<br />
resources. Some of the tools described in this section require considerable<br />
skills. As an alternative to hiring a marketing specialist, your organisation<br />
may choose to seek training, or enter into partnership with another organisation<br />
experienced in market research.<br />
22 <strong>Marketing</strong> <strong>Compost</strong>—Background
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