Focus

We discussed  the importance of identifying a priority segment of the population for your sanitation marketing programme.

The closer we get to our target audience the more we understand how to create the right marketing mix – product, price, promotion and place.

As a group, we decided to focus on a target audience that offered the largest market size to construct an improved chimbudzi.

Here is a list of the characteristics of a ‘typical family’ in our target audience.

Name: Mpata Famiy

Family members: Father, Mother, Grandma, four kids and one cousin

Occupation: Farming and breaking stones – usually very busy but do have a quiet period after the harvest

Current Chimbudzi: Share with a neighbour

Income: 100,000 MK per year ($USD370)

Monthly disposable Income: 1500 – 2000 MK ($USD5-7) per month

Annual disposable Income: 20,000MK ($US75) per year

Decision making: Father makes the final decision

Motivators to construct chimbudzi: Dignity, status and convenience

Current house: Non-leaking house

Construction skills: Father can dig, children can make bricks, Mother can collect grass, smear mud and clean

Long-term Competing Priorities: bicycle, clothing, radio and fertiliser

Short-term Competing Priorities: beer

We then broke into our groups and each group identified their target audience. We had four different target audiences ranging from households with a disabled child, low social-economic status households, female-headed households and middle social-economic status households.

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