Marketing Mix: Price

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, price refers to both monetary and nonmonetary costs a household incurs when purchasing sanitation materials.

This module reviews some principles to consider such as  affordability and availability of cash and willingness to pay. Strategies such as standardization, modularization, and increased access to financing may help address these challenges. In East Java, for example, local savings schemes—called arisans—organize bulk buying or guarantee loan repayments for their members.