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

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Contents 1 Introduction 7 2 Background 11 2.1 What is marketing 11 2.2 Why is marketing important for compost producers 14 2.3 What is compost 17 2.4 Basics of market research and marketing 22 3 The marketing environment 31 3.1 Competition 32 3.2 Legislation 33 3.3 Opportunities and threats 35 4 Market assessment 39 4.1 Segmenting your market 39 4.2 The customer 44 4.3 Understanding your market better 48 4.4 Quantifying market demand 49 4.5 Profiles of market segments 51 4.6 Targeting market segments 52 5 Product, positioning and location 53 5.1 Defining your product 53 5.2 Quality 57 5.3 Meeting demand through production 61 5.4 Business location 63 5.5 Distribution channels 67 6 Product pricing 71 6.1 Production costs and profit 71 6.2 Customer attitudes, needs and resources 73 6.3 Terms of payment 75
7 Key principles of promotion 79 7.1 Communication: The key to promotion 80 7.2 Promotion in practice 83 7.3 Establishing alliances with composting associations 92 8 Final words 95 9 Annexes 97 Annex 1 Compost quality standards 97 Annex 2 Table to structure market segments 99 Annex 3 Examples of market segment profiles 100 Annex 4 Marketing questionnaires 103 Annex 5 Map of Kathmandu’s compost market 105 Acknowledgements 106 Bibliography 108 - References 108 - General literature on composting 111
Page 1 and 2: Sandec: Department of Water and San
Page 3: Impressum Publisher: Eawag, P.O. Bo
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:
Page 58 and 59:
5.2 Quality A satisfied customer wi
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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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This map illustrates a typical situ
Page 70:
Once the business relationship with
Page 73 and 74:
Production costs include variable c
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quality products. You may also find
Page 77 and 78:
Terms of payment depend on the impo
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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
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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
Page 94:
Compost Associations Worldwide Comp
Page 97 and 98:
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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