Rural Sanitation Marketing Mix
Rural Sanitation Marketing Mix
Rural Sanitation Marketing Mix
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<strong>Rural</strong> <strong>Sanitation</strong> <strong>Marketing</strong> <strong>Mix</strong><br />
Experiences from Tanzania
Outline<br />
• Background<br />
• Program Design<br />
• Implementation Snapshot: April – June, 2011<br />
• Conclusions
Program Snapshot<br />
Working with national<br />
government and 10<br />
districts to learn how<br />
to prompt households<br />
to improve and<br />
maintain their<br />
sanitation facilities at<br />
SCALE<br />
Implementation 2009-<br />
2011
Cost<br />
Tanzania <strong>Rural</strong> <strong>Sanitation</strong> Context<br />
71%<br />
2%<br />
Shared<br />
6%<br />
Improved -<br />
With Slab<br />
3%<br />
Other<br />
Improved<br />
18%<br />
Unimproved-<br />
Without Slab<br />
No facility – open defecation<br />
Source: TDHS 2010<br />
Health and Social Benefits
Outline<br />
• Background<br />
• Program Design<br />
• Implementation Snapshot: April – June, 2011<br />
• Conclusions
Consumer Research - Who are we talking to?<br />
Heads of Households, who<br />
make investment decisions<br />
Women, who control the hygiene<br />
environment and influence<br />
purchasing decisions
Consumer Research - How does the<br />
audience view sanitation?<br />
Opportunity<br />
Ability<br />
Suppliers are not readily available<br />
Materials for some components are available locally,<br />
but not all.<br />
Given all our priorities, I’m not able to afford a good<br />
sanitation facility right now.<br />
I don’t have the ability to construct the components<br />
necessary to upgrade my latrine<br />
Motivation<br />
I want to be seen as being modern and fitting in to the<br />
community<br />
I want comfort and convenience for my family<br />
I want safety for my children<br />
Insight Session to Develop a Single Communication Idea
[An Improved Latrine is Possible<br />
We’ve decided to take development all the way to the toilet]
Outline<br />
• Background<br />
• Program Design<br />
• Implementation Snapshot: April – June, 2011<br />
• Conclusions
How does it all fit together?<br />
CLTS defines the core benefits of improved sanitation<br />
and does not prescribe a specific product
Performance Monitoring
Product for those ready to go beyond DIY<br />
Initial Focus: The Sungura Slab (originally developed by LCS in<br />
Mozambique)<br />
•Existing technology<br />
•Smooth and Washable<br />
•Safe for Children<br />
•Long lasting<br />
•Made from widely available<br />
•Cement is a sign of modernity<br />
•Consumer favorite<br />
•Upgradable
Price-what are they paying for?<br />
+<br />
$0.5 for<br />
installation<br />
$0.5 for a<br />
making a<br />
Sanplat<br />
+<br />
$3-5 materials<br />
depending on<br />
sourcing<br />
logistical cost<br />
=<br />
Retails for about USD<br />
4.00 – 7.00<br />
Margins are 10-20%<br />
Sometimes includes<br />
the cost of village<br />
committees carrying<br />
out promotion<br />
Production<br />
equipments and<br />
marketing cost are<br />
initially subsidized<br />
$4-7
Place<br />
Molds<br />
Steel<br />
Local<br />
Government<br />
Authorities<br />
Cutters<br />
Cement<br />
Oil<br />
Hardware Shop<br />
Owner<br />
Mason<br />
Households<br />
Wire mesh<br />
Key Roles:<br />
Source materials<br />
Source capital<br />
Make sanplats<br />
Sell sanplats
Place Hardware Suppliers<br />
• 95 Hardware Suppliers Engaged<br />
• Pay masons to fill orders<br />
• Provided with branding and molds
Promotion
Outline<br />
• Background<br />
• Program Design<br />
• Implementation Snapshot: April – June, 2011<br />
• Conclusions
Results April – June, 2011<br />
COMMUNITY PERFORMANCE APRIL-JUNE 2011<br />
TRIGGERED<br />
DECLARED<br />
244<br />
170<br />
13<br />
39<br />
92<br />
6<br />
78<br />
68<br />
42 46<br />
48<br />
0<br />
40<br />
39<br />
18<br />
0<br />
10<br />
21<br />
2<br />
6
Results April – June, 2011<br />
HOUSEHOLD IMPROVEMENTS FROM APRIL-JUNE 2011<br />
INSTALLED WITH SUNGURA<br />
IMPROVED LATRINES<br />
3731<br />
2492<br />
2416<br />
2396<br />
2013<br />
1645<br />
1733<br />
1007<br />
1138<br />
1122<br />
313 226<br />
48<br />
42<br />
596<br />
596<br />
42 101 42 42
Results: April to June 2011<br />
In summary:<br />
770 communities were triggered<br />
212 communities declared 100% improved<br />
15232 orders for sanplats were generated<br />
6107 sanplats were sold<br />
16642 households gained access to improved sanitation
Outline<br />
• Background<br />
• Program Design<br />
• Implementation Snapshot: April – June, 2011<br />
• Conclusions
Conclusion<br />
This is being<br />
roll out into a<br />
National<br />
Program<br />
This year:<br />
10 Regions<br />
42 Districts<br />
Whole country<br />
over 4 years
Challenges and Recommendations<br />
• Periodic consumer research updates are necessary<br />
since drivers change with time in different places<br />
• Logistics should be considered early in the program<br />
because of seasonal spending and road network<br />
accessibility<br />
• Work up the supply chain<br />
• Sustaining the balance between supply and demand<br />
• Maintain the CLTS and <strong>Sanitation</strong> <strong>Marketing</strong> links<br />
without compromising the core principles of each
Asante Sana!
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