Demand Promotion through Marketing Sanitation Ousseynou Eddje Diop Sr. Sanitary Engineer Water and...

Demand Promotion through Marketing Sanitation

Ousseynou Eddje Diop

Sr. Sanitary Engineer

Water and Sanitation Program Africa

DEMAND-SIDE ISSUES OF SUSTAINABLE SANITATION APPROACHESWASH FORUM – DAKAR, SENEGAL - 2004

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Sanitation Marketing Framework

Sanitation Marketing

SupplyDemand

Enabling Environment


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4 Ps of Marketing Products

One that works, meets people’s needs/ wants Place

Bringing product and purchaser together Promotion

“Telling and selling” by whatever works best Price

Both monetary, non-monetary costs to customer

Source: “Social Marketing” UNICEF-EAPRO – Bangkok, 1986


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Sanitation Marketing Process

Agree on Approach Learn About the Market Overcome barriers and Promote Demand Develop the Right Products Develop a Thriving Industry Regulate Waste Transport and Final

Disposal/Reuse


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Why Demand For Sanitation Matters?

Principal lesson from the IDWSS was progress and continuing success depend most on responding to demand

Supply-driven projects are under-used, poorly maintained, and financially unsustainable

Poor people and marginalized people not often considered by supply-driven program


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Definition of Demand For Sanitation

“Demand is the felt need expressed by people for a sanitation service or product, which they are willing and able to support with a meaningful contribution” People should make informed choice based on

costs, benefits and risks associated to the demand Poor and marginalized groups may need to be

empowered to be able to express their demand Contribution (money, time, labor, materials) should

empower users as consumers


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Demand is at the Core of Marketing

Consensus on Approach Provide financial incentives to motivate demand for sanitation

Learn about the Market Understand the drivers of Sanitation Demand

Overcome barriers and Promote Demand

Support sanitation demand generation strategy and programs

Develop Right Products Support technological innovations and development

Develop a Thriving Industry Build local industry capacity and provide an enabling Environment for PSP

Regulate Final Disposal Mainstream environmental costs and support activities with high public benefits


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Financial Incentives for Sanitation Demand

BURKINA FASO: Ouagadougou Strategic Sanitation ProgramSanitation Coverage raises from 5% in 1992 to 40% in 2003 – Up 30% subsidy for latrine slabs

OUAGA SAN PROGRAM

% of total financing

% of financing for sewerage

% of financing for on-site sanitation

% of financing for school sanitation

ONEA (sanitation surcharge)

32.7 00.6 53.4 100

Users 31.0 11.5 46.6 Maintenance

ESAs 36.3 88.0 00.0 0.00


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Drivers of Sanitation Demand

Rank Benin Kenya Philippines

1 Convenience Hygiene Education

Cleanness

2 Prestige Privacy Cleanness

3 safety Improved health

Privacy

4 Avoid snakes Project assistance

Prestige/Status

5 Cleanness - Improved health


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Sanitation Demand Strategies and Programs

SENEGAL: PAQPUD – Capacity Building: Introduction of better trained

marketers has led to generation of demand from 500 in 2 years to 1’500 per month

– Meetings between LGs and Owners to resolve tenure issue

– Financing Mechanisms: Term Payments and contribution in Cash and Kind

– Combination of Mass Media and Direct Consumer Contact for Demand Generation


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Technological choices and Innovations

NIGER: PAUN– Manual of Technology Options: 3 Types of

Sanplat, 6 Types of VIP, 3 Types of Pour Flush Toilets, 3 Types of Septic Tanks, 3 types of Soak-away

SENEGAL: PAQPUD– Show-room in each neighborhoods to present

prototypes of sanitation facilities


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PPP and PSP BURKINA FASO: Ouaga SAN Program:

– Training and accreditation of 450 SSIPs– Partnerships ONEA-SSIPs since 10 years

NIGER: PAUN– Training of 156 SSIPs– Accreditation of 3 building material suppliers– Access to credit for contracted SSIPs– Accreditation of 2 workshops for latrine slabs

construction


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Public Funds for Public Benefits

SENEGAL: PAQPUD– Menu of technology options, including costs,

benefits, service requirement for pit emptying and sludge disposal

– Regulation of waste disposal (identification of places for disposal of sludge into the sewerage network)

– Construction of 3 sludge disposal plants– Regulation of waste transportation services by LGs


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Lessons Learnt on Demand Generation - 1

Need of lead implementing agency to coordinate and drive the sanitation demand promotion

Technology choices must reflect consumer preference and local conditions (currently limited, perform poorly, too expensive, not attractive to consumers)

Build capacity of local actors and institutions, including LGs to sustain Demand Promotion and scale up sanitation services and products provision

Facilities’ operation and maintenance requirements and costs influence Sanitation Demand (Supply Chain)

Sanitation Promotion has a cost (Reduce transaction costs)


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Lessons Learnt on Demand Generation - 2

Suppliers must meet Sanitation Demands generated (Consumers need choices)

Sanitation Demand generally takes time to materialize (“Unlocking” Demand)

Financing mechanisms (Access to Credit, Term Payments, etc.) help generate Sanitation Demand

Access to information on Products and Services is critical to demand generation (Informed Choice – Market Segmentation)

Hygiene Promotion help generate Sanitation Demand (Promotion based on consumers motivations)


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THANK YOU !!!

Demand Promotion through Marketing Sanitation Ousseynou Eddje Diop Sr. Sanitary Engineer Water and...

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