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

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Consider developing a simple ‘visitor centre’ containing books and magazines relating to composting and agriculture. This provides your business with an opportunity to promote your product and build customer relations, confidence and knowledge. The importance of accessibility was discussed in Section 5.4. If you want to sell directly to customers, ensure your plant is easy for people to locate and identify (i. e. give clear instructions on a leaflet and install a name board). Also open at times convenient for your intended customers: This may mean opening a little later or at weekends. Carefully consider which staff member(s) are most suited for dealing directly with the public. Ideally they will be passionate about compost, and highly knowledgeable about the production process, quality, health issues, application rates, benefits to the environment and the economics of use. Promotion may be done by internal staff or by external specialists. Occasionally, customers will have questions or complaints about your product. If you wish to maintain a good relationship with them, you need to listen and respond. Do not ignore complaints but learn from them. You might consider providing a telephone number specifically for customers to call. Providing complimentary services Many businesses stimulate demand for their products by offering additional services, such as delivery services (discussed in Section 5.5) or providing advice and information on compost use. Professional advice to farmers on compost use in agriculture can strengthen relationships. By improving their understanding of the product, you should also stimulate demand and, thus, also increase sales. Agricultural Extension Officers of Vennar Organic Fertiliser PVT, India A composting company in Mysore employs 15 Extension Officers who frequently visit farmers in villages and offer advice on the use of compost as a fertiliser and soil amendment. They answer farmers’ questions who, in turn, appreciate talking to skilled agricultural engineers. During their visits, the Extension Officers collect information on the needs and concerns of the farmers and report these back to the management. They also take orders for compost. Eawag/Sandec, 2003 Marketing Compost—Key principles of promotion 91
Delivering compost and collecting vegetables in Bangladesh The main customer segment of Waste Concern is rural farmers. Thanks to their long-term experience with the needs and habits of rural farmers in Bangladesh, and the fact that farmers lack means of transport to get their produce to the urban markets, Waste Concern has developed a new service concept. The innovative service concept uses the trucks delivering the compost for transporting organic vegetables back to the urban markets. The system has two advantages: Firstly, compost can be sold at lower prices since the truck does not return empty. Secondly, farmers achieve higher prices for produce and market as several middlemen are eliminated. 7.3 Establishing alliances with composting associations Composting associations all over the world provide information, link compost producers and represent them. They are sometimes involved in lobbying to establish national standards, fairer subsidies on agricultural material inputs or to facilitate cross-subsidies from landfill savings. They also enable compost producers to exchange experience, and can be hubs of information on composting techniques, markets and research. Compost Associations can also liaise with related professional organisations, for example, agricultural or organic associations. This can help improve relations and understanding between industries. Table 7.2 provides an overview of selected composting associations and their scope of activities. Aside from these compost associations, many countries also have recycling associations and solid waste management associations. Links with agricultural associations and farmers’ associations could also prove useful. 92 Marketing Compost—Key principles of promotion
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Sandec: Department of Water and San
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Impressum Publisher: Eawag, P.O. Bo
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7 Key principles of promotion 79 7.
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1 Introduction For many years, busi
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marketing is not a one-off task: it
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Create value for customers and buil
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Successful compost marketing in Sri
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Successful compost marketing in Sri
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Chemical fertilisers usually consis
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Composting methods Photograph: Jona
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2.4 Basics of market research and m
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Data collection in the Palestinian
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epresent those of the population at
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Choosing appropriate respondents A
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30 Marketing Compost—Background P
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3.1 Competition Competitors are the
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Enforced environmental laws as an o
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an awareness of the need for organi
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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
Page 56 and 57: Various compost brands Photograph:
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
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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 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
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