Marketing Sanitation – BMS Notes

• 19th May 2020  An new subject called “sanitation marketing” uses commercial and social marketing strategies to increase the demand and supply for better sanitation services. Formative research is the cornerstone of any sanitation marketing programme because it helps determine what products the target market wants and is willing to pay for. However, other important elements of a successful programme design and execution include the marketing mix, communications strategy, and implementation.
• Demand for sanitation is often created by a mix of governmental and private sector entities. In Vietnam, the village chief, local masons trained by the program, the village health workers, and the local leader of the Vietnam Women Union all worked together to promote the cause. In Peru, the schools, the local health worker, and the local business were involved. Cambodia markets sanitary toilets via local sales representatives.
• Research conducted in Vietnam and Kenya also shown that low-income consumers want visually appealing models and materials that fulfil their need for products with a better status. The coloured plastic latrine platforms in Kenya serve as one illustration.
• An analysis of 21 sanitation promotion instances across two case study collections revealed that most of the time, a community is contacted by an outside organisation and given a package. Project personnel, nevertheless, don’t always work with locals. Furthermore, most programmes see the modification of hygiene behaviour as distinct from sanitation procedures. Additionally, it is noted that social marketing and social mobilisation work better at altering behaviour than does promising health advantages.
• According to a sustainability case study conducted in Vietnam, demand-raising and fulfilment continued unabated for three years beyond the conclusion of the pilot programme. Meeting the more specialised technical and financial needs of the impoverished, tracking sanitation access over time and for the poor specifically, and incorporating important behavioural changes in hygiene monitoring were the challenges.
• Background data and sources used in the article: Sanitation marketing is defined as the application of commercial concepts and unsubsidized marketplaces to enable local suppliers to satisfy the needs of both impoverished and non-poor local families. [Sijbesma and others, 2010]
• A brief on the concepts of marketing products and services with a development benefit, like restrooms, was created by the WEDC WELL project.
• Sanitation demands were formed in Peru by local health workers, entrepreneurs, and educational institutions.
• Cambodia markets sanitary toilets via local sales representatives (video below).
• Research conducted in Vietnam and Kenya also shown that low-income consumers want visually appealing models and materials that fulfil their need for products with a better status.
• An analysis of 21 sanitation promotion instances across two case study collections revealed that although project personnel is often aided by community members, outside agencies typically get in touch with a community and provide a package.
• According to a sustainability case study conducted in Vietnam, demand-raising and fulfilment continued unabated for three years beyond the conclusion of the pilot programme.