What is rural sanitation marketing?
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Transcript of What is rural sanitation marketing?
WHAT IS RURAL SANITATION MARKETING?
DAY 1 – MORNING SESSION
RURAL SANITATION MARKETINGIS NOT…
• Training masons on how to construct and sell cement slabs
• A reduction in the standards of construction for chimbudzi
• A solution that can be applied in the same way in different places
RURAL SANITATION MARKETINGIS…• A methodology that puts the customer first – market research
• An approach that allows the customer to identify their needs and preferences – human centered design
• An approach that uses the six P’s to develop an integrated, social marketing strategy
• An exciting and dynamic mechanism that can help attain the goals of the ODF Strategy by 2015
SIX P’S OF SOCIAL MARKETING
OBSERVATION AND STORIES
HEAR CREATE DELIVER
OBSERVATIONS AND STORIES
THEMES AND OPPORTUNITIES
CONSTRAINTS TO NOT HAVING A CHIMBUDZIHAS A DEEPER STORY…
66%
33% LATRINE
NO LAT-RINE
THEMES AND OPPORTUNITIES• PRODUCT FAILURE“We are tired of rebuilding, we just dig and it collapses time and time again during the
rainy season” Female interviewee, Mangochi
• IMPROVED SOCIAL STATUS IN THE VILLAGE“People know you have a chimbudzi, so when they talk about people sneaking into
their chimbudzi you can relax as you know that are not complaining about your family” Male interviewee, Dowa
• RESPECT WHEN VISITED BY GUESTS“It is not good when a visitor comes to my house. I have to ask my neighbour to use
their chimbudzi and then they talk for a long time about why I don’t have my own” Female interviewee, Mangochi
• PRIVACY AND CONVENIENCE“We are running out of bush, where can I go to hide?” Female interviewee, Nkhata
Bay
LOCAL SOLUTIONS
LOCAL SOLUTIONS
LOW-COST SOLUTIONS
LOCALLY AVAILABLE SOLUTIONS
PROTOTYPES
PROTOTYPES – SANDY SOILS
PROTOTYPES – SANDY SOILS
PROTOTYPES – CLAY SOILS
IMPLEMENTATION PLAN
OVER TO YOU!• BUSINESS MODEL
PLANNING
• MINI-PILOT PROGRAMMING
• PROMOTIONAL CAMPAIGN
• NETWORKING AND SHARING