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.