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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Creating a market map<br />
You may find it useful to visually depict the location of your business in relation<br />
to the sources of raw materials <strong>and</strong> staff, the transport network <strong>and</strong> your customers.<br />
It can help you target customers <strong>and</strong> adapt your distribution strategy.<br />
Use this tool only if you <strong>and</strong> your staff are familiar with maps.<br />
Buy or draw a map of your city <strong>and</strong> its surrounding area;<br />
Mark the location(s) of your compost production unit(s);<br />
Locate <strong>and</strong> indicate the organic waste sources (e. g. vegetable markets <strong>and</strong><br />
households);<br />
Locate your customers <strong>and</strong> indicate the distance to your customers. Use<br />
different colours for each market segment;<br />
Assign dem<strong>and</strong> or quality requirements to each customer; <strong>and</strong><br />
Compare the dem<strong>and</strong>s <strong>and</strong> distribution costs of the different locations.<br />
Mapping customers, raw materials <strong>and</strong> distribution<br />
<strong>Compost</strong> plant<br />
Nurseries<br />
Househols<br />
Peri-urban<br />
farmers<br />
Veget. market<br />
Figure 5.4: Example of a simple map illustrating customer distribution <strong>and</strong> sources of raw<br />
materials<br />
66 <strong>Marketing</strong> <strong>Compost</strong>—Product, positioning <strong>and</strong> location
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