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

More documents

Recommendations

Info

Various compost brands Photograph: Sandec Developing a range of products Different market segments will want different things from compost. Developing a range of products, a ‘product line’, can be a useful means by which to access different segments. For example, a car manufacturer rarely focuses all its efforts on a single model but develops a range of cars each suited to a different market segment. In addition to a budget car for young families, they may build an executive sporty car for wealthy businessmen. This way, they capture sales by appealing to different market segments. This strategy is also valid for compost producers. Enlarging target market in the Philippines A compost producer in the Philippines supplies mainly large fruit plantations with compost produced from agricultural waste. However, he developed a different range of products to enlarge his customer base, including: bulk compost as soil amendment; very mature compost as nursery media; and vermi-compost as high value compost product for households. This diversity increased his overall sales. While developing a range of products can be beneficial, it is advisable to keep the number of different products to a minimum. Having too many products can increase your production costs, and confuse customers. Enriched compost versus natural compost Compost has a natural nitrogen content of 1–2 per cent, which is low compared to chemical fertilisers or even animal manure. To compete with such products and to meet customer requirements, compost can be enriched with additives (e. g. urea, potash or poultry manure) to obtain a balanced NPK ratio. However, prior to enriching compost, a detailed market demand analysis Marketing Compost—Product, positioning and location 55
should be conducted to ensure regular sales, as enrichment may require quite high investment and production costs. Nutrient-enriched compost in Bangladesh Waste Concern promotes the sale of nutrient-enriched compost. It sells in bulk mature coarse compost with 2 per cent nitrogen content to a fertiliser manufacturing company (Map Agro). The company grinds the compost and blends it with different additives to modify the NPK content to the different needs of farmers. The granulated compost still contains up to 50 per cent compost but resembles chemical fertilisers farmers already know. Photograph: Sandec Mature compost, ground compost and enriched/granulated compost Some experienced compost makers object to the idea of enriching compost. They claim that the product confuses the customer and complicates the task of correctly applying these two very different agricultural inputs (fertiliser and compost). While compost is often applied before planting crops, chemical fertilisers are applied during crop growth. We do not enrich the compost because for us it is economic nonsense to dilute a high-density product in terms of nutrients (chemical fertiliser) with a lower density product (compost). Also, since compost and chemical fertiliser have different purposes, it would complicate a well-scheduled application of both Compost Producer in the Philippines, 2006 materials. 56 Marketing Compost—Product, positioning and location
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
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 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
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
Page 92 and 93: 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
Page 101 and 102: 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
show all

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

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?