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