A presentation on A presentation on

THE SOCIAL MARKETING OF THE SOCIAL MARKETING OF RURAL SANITATIONRURAL SANITATION

By By Mr. DAVID AMISSAH NUNOO,Mr. DAVID AMISSAH NUNOO,

Hygiene and Sanitation Education Snr Program Hygiene and Sanitation Education Snr Program Officer (CRS)Officer (CRS)

September, 2007September, 2007

PRESENTATION OUTLINEPRESENTATION OUTLINE

The meaning of social marketingThe meaning of social marketing Social Marketing ProcessesSocial Marketing Processes Scope of sanitation marketing and Scope of sanitation marketing and

promotionpromotion Issues to consider in sanitation Issues to consider in sanitation

marketingmarketing Social marketing an indispensable Social marketing an indispensable

inputinput

What is Social marketing?What is Social marketing?

The Design, implementation and control of programs The Design, implementation and control of programs calculated to influence the acceptability of social ideas calculated to influence the acceptability of social ideas and involving considerations of product planning, and involving considerations of product planning, pricing, communication, distribution and marketing pricing, communication, distribution and marketing research. Thus it is the explicit use of marketing skills research. Thus it is the explicit use of marketing skills to help translate present social action efforts into to help translate present social action efforts into more effectively designed and communicated more effectively designed and communicated programs that elicit desired audience response. programs that elicit desired audience response. (Kotler and Zaltman)(Kotler and Zaltman)

In other words, marketing techniques are the bridging In other words, marketing techniques are the bridging mechanisms between the simple possession of mechanisms between the simple possession of knowledge and the socially useful implementation of knowledge and the socially useful implementation of what knowledge allowswhat knowledge allows

What is Social marketing Cont’dWhat is Social marketing Cont’d

social marketing as the use of commercial marketing social marketing as the use of commercial marketing techniques to promote the adoption of a behavior that will techniques to promote the adoption of a behavior that will improve health or well-being of the target audience or of improve health or well-being of the target audience or of society as a whole. (Wienreich, 1999) society as a whole. (Wienreich, 1999)

What is Social marketing OF What is Social marketing OF Sanitation?Sanitation?

It is the use of commercial marketing concepts and tools to It is the use of commercial marketing concepts and tools to influence the voluntary adoption of adequate sanitation by influence the voluntary adoption of adequate sanitation by households. (Trend Group)households. (Trend Group)

Note: Sanitation here refers to the disposal of human excretaNote: Sanitation here refers to the disposal of human excreta

The Social Marketing Approach to sanitation The Social Marketing Approach to sanitation promotionpromotion

This approach differs from other approaches. In some This approach differs from other approaches. In some key areas:key areas:

1.1. It seeks to respond to consumer demandsIt seeks to respond to consumer demands : :Demand based approaches focus on what people Demand based approaches focus on what people want, but are limited by what they know. This want, but are limited by what they know. This implies a need for a two-stage process implies a need for a two-stage process

Establish demandEstablish demand: assessments(formative : assessments(formative research) need to be made to see whether research) need to be made to see whether households want improved sanitation; where households want improved sanitation; where people do not show through their actions that they people do not show through their actions that they want sanitation it will be necessary to stimulate want sanitation it will be necessary to stimulate demand through promotion campaigns demand through promotion campaigns

Inform demandInform demand: demand may not be realistic once : demand may not be realistic once it has been established. Potential users may have it has been established. Potential users may have an incomplete understanding of options open to an incomplete understanding of options open to them, the likely costs and benefits. Unrealistic them, the likely costs and benefits. Unrealistic expectations about who pays for the desired expectations about who pays for the desired service will also need to be addressed service will also need to be addressed

The Social Marketing Approach to The Social Marketing Approach to sanitation promotionsanitation promotion

2. 2. It focuses on sanitation promotion and It focuses on sanitation promotion and marketingmarketing..The common elements of sanitation promotion initiatives The common elements of sanitation promotion initiatives include the followinginclude the following

Identifying key target groups to be reachedIdentifying key target groups to be reached Identifying core messages to be communicatedIdentifying core messages to be communicated Awareness of the prevailing socio-cultural framework, to Awareness of the prevailing socio-cultural framework, to

understand what motivates people to investunderstand what motivates people to invest Consideration of sanitation as a consumer good, not just as a Consideration of sanitation as a consumer good, not just as a

potential health benefitpotential health benefit Using a mix of communication methods, with simple language Using a mix of communication methods, with simple language

and clear messages. and clear messages.

3.3. Promotion/marketing strategies are based on motivation for Promotion/marketing strategies are based on motivation for improved sanitation rather than on subsidies for latrines improved sanitation rather than on subsidies for latrines acquisition.acquisition.

4.4. It involves working closely with stakeholders to minimize It involves working closely with stakeholders to minimize barriers to acquisition of sanitation facilities.barriers to acquisition of sanitation facilities.

The Social Marketing ProcessesThe Social Marketing Processes

Social marketing involves five major stepsSocial marketing involves five major steps1. Planning1. Planning Formative research (motivators and barriers) Formative research (motivators and barriers) Analysis Analysis Audience segmentation Audience segmentation Strategy development Strategy development

  2. 2. Message and materials development Message and materials development Identifying appropriate channels Identifying appropriate channels Developing effective messages Developing effective messages Producing creative executions Producing creative executions   

The Social Marketing Processes Cont’dThe Social Marketing Processes Cont’d

3. Pre-testing 3. Pre-testing Conducting the pre-test Conducting the pre-test Using the pre-test results Using the pre-test results

  4. 4. ImplementationImplementation Developing an implementation plan Developing an implementation plan Planning and buying media Planning and buying media Generating publicity Generating publicity Monitoring implementationMonitoring implementation

  

The Social Marketing Processes Cont’dThe Social Marketing Processes Cont’d

  5. Evaluation and Feedback5. Evaluation and Feedback Evaluation designEvaluation design Evaluation methodsEvaluation methods Using feedback to improve the Using feedback to improve the

programmeprogramme

The scope of sanitation marketing and The scope of sanitation marketing and promotionpromotion

Marketing and promotion involve a wider Marketing and promotion involve a wider scope of activities scope of activities

Understanding motivations and barriersUnderstanding motivations and barriers Providing the right productsProviding the right products Setting appropriate prices and payment Setting appropriate prices and payment

optionsoptions Arranging local sources of financingArranging local sources of financing Identifying places where customers can Identifying places where customers can

get informationget information Mobilization of a wide range of Mobilization of a wide range of

stakeholders (communities, DAs, stakeholders (communities, DAs, artisans, rural finance institutions, CBOs, artisans, rural finance institutions, CBOs, etc)etc)

What do we need to market sanitation?What do we need to market sanitation?Social marketing uses marketing approaches Social marketing uses marketing approaches

to match available resources with social to match available resources with social needs. The basic characteristics are defined needs. The basic characteristics are defined by the by the four P'sfour P's. .

Product: decide what is the product and Product: decide what is the product and how it can be presented in terms of how it can be presented in terms of ‘packaging’ and characteristics. ‘packaging’ and characteristics.

Price: what is the consumer willing to pay Price: what is the consumer willing to pay both in terms of direct and indirect costs. both in terms of direct and indirect costs.

Place: where will the product be available; Place: where will the product be available; are there display or demonstration facilities. are there display or demonstration facilities.

What do we need to market sanitation What do we need to market sanitation cont’dcont’d

Promotion: how will the consumers Promotion: how will the consumers know that the product exists, what it know that the product exists, what it costs, what its benefits are and costs, what its benefits are and where they can get it from. where they can get it from.

So is social marketing an indispensable input?So is social marketing an indispensable input?

World vision is yet to provide a definitive World vision is yet to provide a definitive answeranswer

However, experiences from other However, experiences from other developing countries such as Mozambique developing countries such as Mozambique and Bangladesh indicate that it is a more and Bangladesh indicate that it is a more effective strategy for tackling the effective strategy for tackling the challenges of sanitation.challenges of sanitation.

Subsidies may be required for the poorest Subsidies may be required for the poorest populations in rural areas. populations in rural areas.

End of presentationEnd of presentation

THANK-YOUTHANK-YOU