Session 1: Introduction to Sanitation Marketing

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1 Session 1: Introduction to Sanitation Marketing Mimi Jenkins and Danielle Pedi SanMark COP Practitioner Training Sanitation Marketing Community of Practice WASH Reference Group 1

2 Session Overview 1. What is SanMark 2. Goals, principles, operational aspects 3. The 7-step framework 4. The 4 Ps of marketing 5. Activity 1: Sharing your program (Pre-work exercise 1) Sanitation Marketing Community of Practice WASH Reference Group

3 Creating demand AND supply.by treating households as consumers Past Approaches Substantial Hardware Subsidy One Size Fits All No Product Choice The Donor Decides... Single project stakeholder Focus on Centralized Service Provision Sanitation Marketing Approach Subsidies to Develop Demand & Expand Market Full Capital Cost Recovery Find Out and Give People What They Want The Consumer Decides... Public-Private-NGO partnerships required Focus on Networks of Suppliers and Local Service Provision

4 What is Sanitation Marketing? A market-based approach that addresses demand and supply together to increase sustained uptake and use of improved sanitation (e.g., durable & hygienic latrine, safe pit emptying service). How? Using commercial and social marketing techniques on the demand side AND market development and market facilitation on the supply side.

5 SanMark addresses demand-side by Applying commercial and social marketing techniques to promote demand and uptake of durable hygienic sanitation facilities and services in a defined target market To apply these techniques, we must do formative MARKET Research with consumers to identify and understand the target market, and what products they want

6 SanMark addresses supply-side by Applying human centered design to develop desirable, affordable products and services that businesses can profitably produce and sell Investing in business and production skills and market facilitation activities to expand supply and sales in target markets To do this, we must first do formative Market Research to understand market providers, existing products/services, and supply bottlenecks and opportunities in target markets.

7 Reflection in what ways is SanMark compatible and consistent with CLTS or other sanitation program approaches you are now using? As we examine SanMark goals, principles, operational aspects compared to those of CLTS next. (handout provided)

8 Comparing SanMark and CLTS: GOALS CLTS Eliminate all open defecation SanMark Uptake and sustained use of improved sanitation (a durable, hygienic latrine) by all Increased availability of improved sanitation products and services

9 Comparing SanMark and CLTS: PRINCIPLES CLTS SanMark Demand-driven Households choose tech. No direct hardware subsidies Demand-driven Households choose tech. No direct hardware subsidies Intervenes at the community scale Get people on first step of the sanitation ladder Intervenes at both community AND individual household scale Get people on improved and hygienic step of the sanitation ladder Attention to equity Includes all households in OD behavior change Attention to equity Adds financing options to reach very poor households, sustained social subsidies required for poorest of poor Engages government as key partner Builds community capacities to ensure sustainability Engages government AND private sector as key partners Builds market capacity and household investment to ensure sustainability

10 Discussion In what ways are SanMark goals and principles compatible and consistent with CLTS? with other approaches you are using? Any potential differences, inconsistencies?

11 SanMark and CLTS: OPERATIONAL ASPECTS ASPECT CLTS START-UP Adapts step-by-step CLTS manual and tools Requires minimal preparation, budget to TEST SANMARK Program strategies, activities must be DESIGNED to fit market conditions Requires substantial lead time and upfront investment in market research, product design and business model design before TESTING begins TECHNOL OGY Any latrine, temporary, shared okay No need for cash Encourages local Do-It- Yourself innovations Durable improved (hyg.) latrine designs people want, use, maintain Requires cash investment Emphasis on designing & prototyping to get product(s) right for consumers, profitable for businesses Designs informed by local innovations

12 SanMark and CLTS: OPERATIONAL ASPECTS ASPECT CLTS SANMARK DEMAND CREA-TION SUPPLY-SIDE STRENG- THENING Uses PRA, PHAST at community level Depends on DISGUST, SHAME, community PRESSURE to change SOCIAL NORMS & TRIGGER OD behavior change No explicit strategy or activities Uses social & commercial marketing, multiple communication channels to reach & persuade individual households to invest Depends on ASPIRATIONAL drivers & promotion of PRIVATE BENEFITS of latrine ownership to drive investment, upkeep & use Explicit strategy & activities to understand, remove supply-side barriers Trains, supports businesses to improve skills in bus. mngem t, production, distribution, & sales Brokers new relationships between local suppliers, government and community May link to finance institutions to relieve cash flow constraints

13 SanMark and CLTS: OPERATIONAL ASPECTS ASPECT CLTS SANMARK GEO- GRAPHIC SCALE TIME- FRAME for RESULTS Feasible in individual villages No need for geographical proximity of villages (although proximity helpful for institutionalization) Rapid results possible following triggering From start, requires a geographical area with concentration and quantity of potential new customers close enough to local suppliers to be profitably serviced Time is needed for awareness about new products to spread, consumers to save up, and new local markets to take-off

14 Questions? Discussion What is new and different about doing Sanitation Marketing? Would operational aspects of SanMark pose any challenges for your organization? Any experiences / lessons doing SanMark with another approach that you can share?

15 Step 1. Assessment and Planning - Assess market and partnership conditions. Plan and budget for your program Step 2. Market Research - Understand poor household consumers and local businesses and supply chains SanMark 7-Step Framework Step 3. Product Design - Design affordable, desirable sanitation product/service options Step 4. Test Supply-side Strategy Design & test supply chain & business models for product delivery Step 5. Test Demand Creation Strategy Design & test promotional & marketing materials/ tools/ activities Step 6. SanMark Program Implementation - Piloting and roll out of supply expansion & demand creation activities Step 7. Monitoring - Monitor for results and equity Sanitation Marketing Community of Practice WASH Reference Group 15

16 Questions?

17 Feel the Temperature Who has done or is doing any of these San Mark steps?

18 San Mark strategies and plans need to pay attention to the 4 Ps of marketing Products latrine products or services that the program is promoting Price costs to the household of acquiring the product or service, including cash/money, effort (physical, mental), time, social costs Place where a product or service is sold or obtained Promotion communicating information to consumers about product benefits, features and availability, and persuading households to invest in improved sanitation

19 One more P! SanMark strategies require working with PARTNERS SanMark programs engage and partner with private sector businesses, government, and development organizations and institutions to take on key roles in sanitation demand creation and supply strengthening.

20 Discuss your SanMark experience 1. What SanMark activities have you undertaken so far? (planning, design, implementation) 2. What are 2 3 things that worked well? Why? 3. What are 2 3 things that have not worked so well? Why? Sanitation Marketing Community of Practice WASH Reference Group 20

21 Thank you!

Situation Analysis: How do I know if Sanitation Marketing will work in my country?

GUIDANCE NOTE 1 Situation Analysis: How do I know if Sanitation Marketing will work in my country? Mimi Jenkins and Danielle Pedi In this Guidance Note you will learn: How Sanitation Marketing (SanMark)