Marketing Mix: Product

Sanitation marketing applies the marketing mix, or Four Ps, which form the core of any social marketing program: place, price, product, and promotion. In the context of sanitation marketing, product includes both physical items such as a latrine and services such as pit emptying. The key to developing a sanitation product is understanding what benefits are important to the target audience.

This module reviews some principles to consider such as the difference between features and benefits. For example, a ventilated improved pit (VIP) latrine has features such as a mosquito screen and ventilation. But what’s important to consumers are the benefits: VIP latrines offer freedom from annoying insects and unpleasant odors. Another principle to consider is “less is best”. While choice is good, consumers often face too many options.

 
Keep in MindKey Terms
  • What is needed at each stage?
    To help develop your product strategy, be sure to think through the entire life-cycle of the facility. What products, services and behaviors are needed at each stage?
     
  • Focus on the part of the product consumers value.
    The product strategy should focus on benefits to consumers, not technical details. Think benefits, not features.
     
  • Standardize, modularize, and develop a brand.
    Three effective product marketing strategies are: standardize for a uniform product and price; modularize to allow households to upgrade over time; and develop a brand for quick recognition.
     

branding


demand responsive


goals


marketing plan


market segmentation


marketing strategy


modularization


need responsive


outcomes


outputs


product


results framework


standardization


technology options

VideosPublications
  • This document will help provincial health workers prepare the training contents, including the information about low cost latrine options, their requirements regarding construction skills, materials, use and maintenance.
  • This document is designed for district health workers, who will coordinate and implement sanitation activities in their area. This manual will provide detailed instructions for the health workers to implement different activities at all levels for the 3 main components of the provincial strategy, including Behaviour change communication, Market strengthening and Enabling environment, as well as a general component of Monitoring and reporting.
  • This manual will provide instructions for commune health worker to coordinate and implement sanitation activities at commune and village levels, including activities for all 3 main components of Behaviour change communication (village meetings, household visits, mural painting, Clean games), market strengthening (OSS selection, mason selection, Sales agents selection), Enabling environment (capacity building, policy advocacy) and other Monitoring and reporting activities.
  • All the activities included in the provincial sanitation strategy, particularly activities to be implemented at village level, are adjusted with new and innovative approach. Therefore the activities implementation should need specific and different instructions.
  • This manual is designed to be the All-in-one instruction for the owner or manager of rural sanitation business who wants to become One-Stop-Shop to provide integrated sanitation product package to customers, including latrine construction and installation services.
  • This document will help provincial health workers prepare the training contents, including the information about low cost latrine options, their requirements regarding construction skills, materials, use and maintenance.
  • Indonesian Sanitation Entrepreneur Training Manual
    This compilation of documents is the official manual for the implementation of Sanitation Entrepreneur Training. This manual aims to provide a comprehensive reference for planning, implementation, monitoring and evaluations.
  • Indonesian Sanitation Entrepreneur Training Modules
    This manual for using and developing modules is intended as a reference for facilitators of sanitation entrepreneur training courses.
  • Output Based Aid for Sustainable Sanitation (WSP)
    The objective of this study is to investigate how output-based aid (OBA) could be used to increase sustainable access to sanitation services.