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

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Marketing requires careful planning Most market researchers don’t need more information, they need Alexander 2003 better information. Market research requires careful planning. It is vital to ensure that only relevant data are collected, from relevant people, in an efficient manner. Before embarking on any research, carefully consider what you need to find out. What questions will you ask and of whom What is your budget, and how can expenditure on marketing be kept low Collecting irrelevant or unnecessary data will waste time and money, and make analysis much more difficult. Particularly for small businesses, cost saving is a high priority. There are many ways of keeping costs low, particularly by: making use of existing data and research; and carefully planning your own research to avoid wastage. There are various strategies for collecting information on potential compost markets. The most common sources are secondary data (existing reports, statistics, articles etc.) and primary data (that collected from scratch). Both methods can generate two types of data: qualitative or quantitative. Both types of data are important to understand the market for your products. Secondary data collection Since it is possible that some market research has already been conducted, it is well worth consulting it before embarking on your own. This can be an important way of saving time and money. Secondary data should be relevant for your local condition: data from other cities or even countries may have limited value because of the diversity of conditions. Secondary sources of data include: maps; population data (e. g. income levels, interests, spending on gardening); statistics on chemical fertiliser use; price lists for fertilisers or manure; data on nurseries and farms in the area; studies assessing the use of manure or compost on farms; magazines, newspapers and newsletters associated with nurseries, agriculture and even home-gardening; brochures of fertiliser companies and other composting businesses; and relevant publications by local universities. Marketing Compost—Background 23
Data collection in the Palestinian Territories: The NGO ‘Palestinian Wastewater Engineers Group’ (PWEG), wanted to conduct a survey among farmers. As they were not familiar with the sector, they looked for a suitable way of accessing farmers. Agricultural supply shops where farmers frequently came to buy pesticides, fertilisers, seeds or mechanical equipment turned out to be an ideal location. PWEG conducted some interviews in partnership with the shopkeepers who were then asked to continue the interviews themselves. This strategy saved the small marketing team a lot of time. PWEG developed two different questionnaires –one for compost users and one for compost producers. Annex 4 contains one of these questionnaires. Quantitative Data Qualitative Data Quantitative data reflect information that can be counted. Questions seek to quantify issues. Typical questions include: How many farmers are located within a radius of 20 km from my location How many nurseries exist in this city along the main roads How much fertiliser do they apply How much compost could they apply How often do they apply Where (at what distance) are other potential customers located Table 2.1: How to assess quantitative and qualitative data Qualitative data reflect opinions and perceptions. This information provides insight into customer preferences and behaviour. It helps you design your product and marketing strategies. Typical questions include: Why do farmers choose this product What do farmers consider to be the most appropriate product for their purpose For what is compost used What are the advantages/disadvantages What features must compost/fertiliser have How and when do farmers use compost/fertiliser Data can also be collected directly from NGOs, trade and agricultural organisations, local and regional research institutes or municipal departments. Secondary data sources can provide a preliminary overview of the market environment. However, they will not be perfectly tailored to your information needs, and their accuracy may be difficult to guarantee. Also, information will not be unique: one of your competitors may have already benefited from the insights so you will not have the ‘knowledge advantage’. 24 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 and 22: Composting methods Photograph: Jona
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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
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Page 37 and 38: an awareness of the need for organi
Page 40 and 41: 4 Market assessment So far, you hav
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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
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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
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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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