13.4 Strategies for sanitation marketing
To be successful, sanitation marketing must give attention to supply as well as demand. There is no point in creating demand if the right products are not available to meet that demand. On the supply side, strategies should be structured around the traditional ‘4 Ps’ of marketing, which are product, place, promotion and price. Knowing how these four factors interact in sanitation marketing will help build and promote sustainable commercial opportunities for sanitation services in your area.