Sanitation Marketing

Sanitation Marketing

Max Foundation works together with the Water and Sanitation Program (WSP) of the World bank on Sanitation Marketing. Sanitation marketing is the strategic step towards from collective mobilisation to market mechanism that encourages households to move up the sanitation ladder. It enables consumers to improve their sanitation status, from low-quality, unhygienic to user-friendly hygienic latrines, along with other healthy practices.

Sanitation marketing combines social and commercial marketing approaches to stimulate supply and demand for hygienic sanitation facilities for the benefit of the poor consumers. It focus on the development of the marketplace and helps entrepreneurs to produce and supply demand based multiple sanitation products and services. The aim is to effectively empower consumers and provide them with a choice of affordable options in hygienic toilet facilities.

The main pillars of sanitation marketing in the context of Bangladesh are:

  • Demand Creation: Communication and product promoting among consumers

  • Product Development: Consumer-driven multiple design of toilets

  • Market Development: Capacity-building of local entrepreneurs

  • Inclusion: Pro-poor business model taken to consumer’s doorstep

  • Innovative financing: Linking entrepreneurs with microfinance institutions.

  • Quality control: Engagement of the local government.

WSP provides capacity-development support to local entrepreneurs who are already involved in the manufacturing of sanitary products. They are offered both skill development to produce multiple options and training in marketing techniques. WSP has also trained local NGO fields staff in the concept of sanitation marketing and ways to implement field activities, including identification and training of village-level change agents.

Outcomes of sanitation marketing:

  • Increased motivation in rural communities to move up the sanitation ladder

  • A new breed of entrepreneurs skilled in production and marketing

  • Willingness among MFI’s to invest in the sanitation sector, facilitating credit to entrepreneurs

  • Availability of multi-sanitary products in the rural market, with costs ranging from Tk 1,600 to Tk 20,000 (€16 to €200)

  • Increased affordability for the poor thanks to the hire-purchase system (payment in installments)

  • Increased volume of business among the small-scale entrepreneurs.