Marketing Mix: Place

Sanitation marketing applies the marketing mix, or Four Ps, which forms the core of any social marketing program: place, price, product, and promotion. In the context of sanitation marketing, place—or distribution—refers to where a product or service is sold or obtained, and how it is distributed.

This module reviews some principles to consider such as access to points of sale—an issue of particular importance in rural areas where transportation is often limited and expensive—and proper training of suppliers. Another factor is that, in many countries, distribution is fragmented and informal. If this is an issue, the development of informal supplier networks can help.

 
Keep in MindKey Terms
  • Make shopping as easy as possible.
    Shopping for sanitation options can be a complex decision-making process. Make shopping for sanitation products as easy as possible for the consumer by ensuring they have easy access to knowledgeable, courteous, and customer-oriented suppliers who can match needs with products.
     
  • Accreditation systems
    When developing an accreditation system, try to avoid overly technical training content. It is better to emphasize practical information and skill building. A field practicum is a good way to accomplish this.
     
  • Place strategies
    A lot of the learning underway is around how to strengthen supply. Strategic options for place are therefore likely to expand or evolve over time. The place strategy encompasses marketing, business, and capacity development. Please contribute to the dialogue and keep us informed of your learning!
     

accreditation


business aggregators


capacity building


distribution


franchising


frontline provider


goals


higher-level goals


marketing plan


marketing strategy


place


results framework

PublicationsVideos
  • 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.