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www.path.org
WASH WORKING GROUP
Hanoi, March 18th 2010
Vo Xuan [email protected]
>>
PR
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TA
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PATH Safe Water Project
Project Updates and 2010 Activities
Project Goals
To determine if commercial market forces can help fulfill the essential, universal, and ongoing need
for safe water around the world.
(India, Vietnam, Cambodia)
Product Scan
Channel Analysis
Develop Pilot Concepts
Consumer Study
Market segmentation researchMineral pot case study
Pilots
Activity
Develo
pm
ent
Survey products on the market
Understand distribution into rural VN
Consumer needs, behaviors, choice
Work with manufacturers, distributors, local collaborators
Timeline Activity Purpose
Feb–May 2008
Jul-Aug2008
Aug-Nov2008
Oct-Dec2008
2009-2010
Overview of SWP activities in Vietnam
HWTS Product Scan, 2008
• Supermarket• Market stall• Home Appliance
Shop• FMCG Outlet• Pharmacy
Type of Outlets:
Site:
• Urban• Periurban
• Rural
In total, 261 HWT outlets were visited
Product Briefing
Alum (5.5%) Water Treatment Powders (5%)
Mineral Water Purifier (65%)
SafeWat (3%).
Candles Ceramic Filter (4%)Electric Kettle (2%)
Electric MWP
Durable:
FMCG:
In total, 261 HWT retail outlets were visited in 8 provinces. Only 39%selling HWT products, were mainly found in urban and peri-urban areas and very small in rural.
Rural market just opens from early morning to 10 am or 12 noon.
Channel analysis: characteristics, viability
Fit with Channel Dimensions
Strong Medium Weak Good option Not viable
Channel Viability
1. Qualitative assessmentSource: Channel Analysis report, September 15th 2008
Reach and Access
Commercial Orientation
DistributionCapabilities
Structure and Decision MakingChannel
Large Distributors
Organized Retail
NGOs
Health stations
Pharmacies
Direct Sales / Entrepreneurs
RegionalDistributors
CommentsViability1
Excellent reach and distribution capabilities, but level of personal attention and outreach limited.
Reach smaller than big distributors, but greater local knowledge / attention.
Access in rural areas too limited.
Good local access but fragmented. Limited distribution capability.
Excellent reach and consumer outreach, but fragmented. Need to pair with good distributor partner
Excellent reach and consumer outreach, but fragmented. Need to pair with good distributor partner.
Good approach in short- to medium-term, always involving trustworthy local organizations.
MFIs
Women’s Union (Vn)
Fragmented and small. Commercial orientation and financing / supply chain capabilities limited.
Excellent reach and outreach capabilities but limited business skills and fragmented supply chain.
WaterfiltersWaterfilters
FMCGproducts
FMCGproducts
Other traditional methods
Other traditional methods
Consumer study: HWTS awareness and practices
BoilingBoiling
Almost everybody is aware of boiling as an effective water treatment method as it is broadly promoted by the Gov.
Big portion of the VN rural population is actually boiling water before drinking
However most people do not boil consistently
Almost everybody is familiar with water filters, having seen one somewhere
But only small portion of VN rural population owns one
However, filters are not always used consistently and are not maintained properly
High awareness in provinces of southern VN, but no awareness in north & central where they are not marketed
Relatively small portion of the population in southern VN use these products
The products are not always properly used. People do not treat proper amount of water
Different traditional methods are common in different regions of Vietnam, passed from previous generations
Cloth filtration, storage & settlement, and alum popularly used to treat turbidity
These methods alone however do not provide 100% safe water
Aw
aren
ess
Usa
geE
ff/n
ess
1
1. Effectiveness of useSource: Consumers’ Study; DP analysis
Combination of methods often used: boiling water before filtering or after use of FMCG products or traditional methods
Water treatment practice
• “Clear means clean”• Water treatment is not done
consistently• Affordability is mentioned as
a barrier but it is only a perceived barrier, not a real one.
• Water treatment practices are not always effective
Piloting Aquatabs use and safe storage in An Giang
Objectives: To improve HWTS for waterborne disease reduction
4 main activities: product mapping, communication training, outreach and monthly M&E
Location: 10 communes in Thoai Son, An Giang
Participants: 2,000 local people Results: 94% use safe containers properly; 30
trained collaborators, Diarrheal reduction from 19% to 7.5%
Market Segmentation Research
Objectives: • Learn about consumers’ behaviors and attitudes about
water Characterize uptake, use, and perceptions of
HWTS Profile consumers using community treatment
and their attitudes toward in-home treatment.• Identify potential segments to inform marketing
strategies for new/improved products, messagesPartners: IMS Health (Singapore), Indochina Research LtdCurrently: implementing quantitative phase in 16 provinces
Next Pilots: Activities & Partners
Manufacturers
Distributors
Retail
Consumers
Sales Reps
Promotion
PATH Govt
Partner Engagement Forum on HWTS efforts in Vietnam
• Sharing the variety of learning from different stakeholders
• Findings from Market Segmentation Research
• Partnership development• Public, private sectors, NGOs
and Academy • In June, 2010 in Hanoi
Q & A?
THANK YOU