Introductory Guide to Sanitation Marketing
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World Bank, Washington, DC
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Sanitation marketing is an emerging
field with a relatively small group of practitioners who are
learning by doing. With an introductory guide to sanitation
marketing, the Water and Sanitation Program (WSP) seeks to
contribute to the field by sharing practical guidance on the
design, implementation, and monitoring of rural sanitation
marketing programs at scale in India, Indonesia, and
Tanzania, plus additional projects implemented in Cambodia
and Peru. Author's goal for this guide and toolkit is
to: define sanitation marketing and the key components of
sanitation marketing; initiative; provide an overall
framework for scaling up rural sanitation programs and the
justification for using a sanitation marketing approach;
explain the steps needed to design, implement, and monitor
sanitation marketing programs at scale; and highlight key
challenges and recommend solutions. The print guide
emphasizes at scale throughout. Although the concept of
scale will be applied differently in each country, the focus
should be on thinking big enough from the beginning to plan
interventions that can be replicated effectively and
efficiently across an entire country.
Palabras clave
ACTION PLAN, ADVERTISING, ARTISANS, BEHAVIOR CHANGE, BEST PRACTICES, BRAND, BRAND NAME, BRAND NAMES, BUSINESS DEVELOPMENT, BUSINESS MODEL, BUSINESS PLAN, BUSINESSES, CAPACITY BUILDING, CAPACITY-BUILDING, CELL PHONE, CHAMBERS OF COMMERCE, COMMUNICATION STRATEGY, CONDOMS, CUSTOMER BASE, DATA ANALYSIS, DATA ENTRY, DECISION MAKING, DEMAND ASSESSMENT, DIARRHEAL DISEASES, DRINKING WATER, ECONOMIC ACTIVITIES, EMERGING MARKETS, ENABLING ENVIRONMENT, END USERS, EQUIPMENT, EXPENDITURE, EXPENDITURES, EXTERNAL CONSULTANTS, FAIR, FAMILIES, FAMILY PLANNING, FINANCIAL PRODUCTS, FINANCIAL SERVICE, GOOD SANITATION, HANDS WITH SOAP, HANDWASHING, HARD COPY, HARDWARE, HEALTH INTERVENTIONS, HUMAN EXCRETA, HUMAN RESOURCES, HUMAN RESOURCES MANAGEMENT, HYGIENE, HYGIENE BEHAVIOR, HYGIENE EDUCATION, HYGIENE EVALUATION PROCEDURES, HYGIENE IMPROVEMENT, HYGIENE PRACTICES, IMAGES, IMPLEMENTING AGENCIES, INADEQUATE SANITATION, INNOVATION, INSPECTION, INSTALLATION, INSTITUTION, INTERNATIONAL ORGANIZATIONS, INTERVENTION, INVENTORY, LATRINE DESIGN, LISTSERVE, MANUFACTURING, MARKET ASSESSMENT, MARKET OPPORTUNITIES, MARKET RESEARCH, MARKET SEGMENTATION, MARKET SEGMENTS, MARKET TRANSFORMATION, MARKETING, MARKETING STRATEGIES, MARKETING STRATEGY, MARKETPLACE, MARKETPLACES, MENU, MOSQUITO NETS, NETWORKS, NUTRITION, ONLINE MARKETING, PDF, PHYSICAL ACTIVITY, PILOT PROJECT, POPULATION DATA, POSTERS, PRETESTING, PRICE CONTROL, PRICE LEVEL, PRIVACY, PRIVATE SECTOR, PRIVATE SECTOR FIRMS, PROCUREMENT, PRODUCT DESIGN, PRODUCT DEVELOPMENT, PRODUCT STRATEGY, PROMOTIONAL MATERIALS, PROTOCOL, PUBLIC HEALTH, PURCHASING, PURCHASING POWER, QUANTITATIVE RESEARCH, RADIO, RADIO STATIONS, RESEARCH METHODS, RESULT, RESULTS, RETAIL, RURAL COMMUNITIES, RURAL SANITATION, RURAL SANITATION COVERAGE, SAFE SANITATION, SAFETY, SALE, SALES, SALES MANAGEMENT, SALES OUTLETS, SANITARY LATRINES, SANITATION, SANITATION FACILITIES, SANITATION FACILITY, SANITATION IMPROVEMENTS, SANITATION PRACTICES, SANITATION PROMOTION, SANITATION SECTOR, SANITATION SERVICES, SERVICE PROVIDERS, SKILL BUILDING, SOAP, SOCIAL DEVELOPMENT, SOCIAL MARKETING, SOCIAL SUPPORT, SOLID WASTE, SOLID WASTE MANAGEMENT, STANDARDIZATION, SUPPLIER, SUPPLIERS, SUPPLY CHAIN, SUPPLY CHAIN MANAGEMENT, SUPPLY CHAINS, TARGET MARKET, TARGETS, TECHNICAL ASSISTANCE, TECHNICAL TRAINING, TELEVISION, TELEVISIONS, TOILETS, TOTAL SANITATION, TRAINING MATERIALS, TRANSLATION, TURNOVER, UNSAFE WATER, URBAN AREAS, URBAN SANITATION, USER, USES, VACCINATION, VENTILATION, VIDEO, VILLAGE WATER, WASHING HANDS, WATER RESOURCES, WATER RESOURCES MANAGEMENT, WATER SANITATION, WATER SUPPLY, WATER TREATMENT, WATER_SANITATION, WEB, WHOLESALERS, WORKERS