Book 1 — Sanitation Marketing Implemention: Faciltator's Manual (Lao PDR)

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Brief Discription

1. INTRODUCTION ABOUT SANITATION
MARKETING MANUAL
This manual is intended to be used as a reference by those responsible for implementing Sanitation
Marketing in Lao PDR as well as by other organizations or third parties that have no experience with
Sanitation Marketing. The contents of this book are the following:
1. The vision of the Sanitation marketing
2. Role and responsibility
3. Minimum standard
4. Sanitation Marketing Implementation Procedure
5. Marketing method
6. Forms
VISION STATEMENT
SANITATION MARKETING POLICY
All Latrine Businesses must demonstrate compliance with Sanitation Marketing standards. The Market
Facilitator is responsible for enabling Latrine Businesses to perform according to standards described in
Section 4.
The goal of Sanitation Marketing is to improve access, equity, quality, and cost effectiveness of
improved sanitation in Laos, thereby improving the health and quality of life for people in Laos now
and in the future.

PRINCIPAL CONCEPT
Generally, Sanitation Marketing is defined as “the application of the best social and commercial
marketing practices to change behavior and to scale up the demand and supply for improved sanitation,
particularly among the poor.”1 SanMark implementation varies between countries. In Laos, Sanitation
Marketing activities are centered on strengthening the sanitation supply chain through private sector
capacity building. Local entrepreneurs are recruited into the SanMark network where they can benefit
from services such as business skills training, latrine production training, sales agents that conduct
village-level, direct sales on their behalf, and assistance with sales agent management. Strengthening
the supply chain increases both accessibility and availability of latrines for consumers.
WORKING PROCESS
In order for the SanMark implementation process to be effective and efficient, the “4 P’s” of marketing
must be considered: Product, place, price, and promotion. The main steps of the process are outlined
below (Figure 1).

Keywords
Lao, Lao PDR, Laos, Sanitation Marketing, Sanitation, Rural Sanitation, Behavior Change, Implementation, open defecation, ODF, CLTS
Language
English
Geographic Scope
Country Specific
Regions
East Asia and the Pacific
Theme
Rural Sanitation and Hygiene
Sanitation and Hygiene
Rural Water Supply and Sanitation
Publication Type
Toolkits & Multimedia
Core Components
Behavior Change and Sanitation Marketing
Copyright Year
2016
Country
Lao People's Democratic Republic