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.

 
Keep in MindKey Terms
  • Understand the difference between affordability, availability of cash, and willingness to pay.
    Interpret willingness to pay results with caution: a household’s willingness to pay can shift as individuals gain awareness or knowledge of options or prices. Similarly, a household might consider a product affordable, yet not have the cash liquidity to purchase it.
     
  • Financing strategies
    Remember to build in financing strategies for both suppliers and households as you develop the marketing mix.
     
  • Smart subsidies
    Smart subsidies may have a role. The challenge is to develop them in a way that they effectively reach the targeted segments while not hampering market-based approaches.
     

affordability


availability


goals


marketing plan


marketing strategy


price


price elasticity


results framework


smart subsidies

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.