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

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Marketing Compost A Guide for Compost Producers in Low and Middle-Income Countries Jonathan Rouse Silke Rothenberger Chris Zurbrügg With financial support from the Swiss Agency for Development and Cooperation (SDC) and the Swiss National Centre for Competence in Research (NCCR) North-South
Impressum Publisher: Eawag, P.O. Box 611, 8600 Dübendorf, Switzerland Phone +41 (0)44 823 52 86, Fax +41 (0)44 823 53 99 Editors: Sylvie Peter and Yvonne Vögeli, Eawag Copyright: Published texts and figures may be reproduced freely for non-commercial purposes only (except when reproduction or translation rights are explicitly reserved), provided that mention is made of the author and this publication. Cover: Pawel Gaul (www.iStockphoto.com) Layout: Pia Thür, Visuelle Gestaltung, Zürich Figures: Yvonne Lehnhard, Eawag Published: 2008 Printer: Binkert Druck AG, Laufenburg, Switzerland Circulation: 3500 copies printed on original recycled paper ISBN 978-3-906484-46-4 Eawag: Swiss Federal Institute of Aquatic Science and Technology
Page 1: Sandec: Department of Water and San
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
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:
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5.2 Quality A satisfied customer wi
Page 60 and 61:
Photograph: PWEG Quality depends mo
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5.3 Meeting demand through producti
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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
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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
Page 99 and 100:
This table compares compost quality
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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 and 112:
Kotler, P., Armstrong, G. 2006. Pri
Page 113 and 114:
The authors Jonathan Rouse is an in
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Marketing Compost (EAWAG) - The Water, Sanitation and Hygiene

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