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Big Picture Analysis - Biogas Digesters for Nicaragua
- 1. 1 Blue-Lab Biogas Digester Valentin Uncheselu vunchese@umich.edu Approach: Social-Venture http://vunchese.wordpress.com/
- 2. 2 •I use biogas instead of wood •Burning gas instead of wood will improve our health, especially my daughter’s and make her suffer less Target Audience Description: •Rural Household •Burn wood as cooking fuel •Someone in the family has asthma marketing objective source of volume evaluate business objective place price promotion execute product service position segment target STP Category: Cooking SOV: Earn Share Main variable: Need for convenience Dynamic variable: Healthy Acquisition - New product & category - Educating users BIG PICTURE Goal: Increase adoption rate by 50% Entity: WASTE NOT WOOD Distinct Brand Core Competence: Marketing Skill at biogas eng Increase adoption by emphasizing “healthy” Search Educate customers about benefit Trial Competitive Product Utility Length: Direct Breadth: Intensive Depth: Minimum Integration Awareness/ Information Comparison Vs. Burning wood
- 5. 5 RURAL HOUSEHOLDS 1,000,000 RURAL HOUSEHOLDS that burn wood 600,000 Households with asthma 38,400 Households with ≥ 4 cows 15,000 Category: Cooking Benefit: -Healthy -Improved standard of living New sub-segment in time
- 6. 6 Target Audience Description: The target is a typical low-income rural household in Nicaragua. The head of household, Pedro Lopez, is a hard working peasant, loving his family and willing to do anything for them. His 12 years old daughter, Adela Carmen, has asthma and periodically needs to visit a doctor in the nearest city. Her sickness is hardly in control and her asthma attacks are sometimes severe. Expenses are high but his daughter’s suffering is hard to bear. He has two other older boys, 14 and 16, that help around. His wife, Alejandra, spends a lot of time in the kitchen, with their daughter, cooking and providing meals for the family. He wishes that his daughter suffer less and has less severe attacks. They burn wood in their stove, which Alejandra and Adela Carmen are collecting once a week for at least half day. They own two cows, 3 pigs, 1 goat and 30 chickens. They also grow corn, beans and millet crops during the rainy season, which lasts from May through October. During the rest of the year, there is virtually no rain and Pedro leaves to work elsewhere.
- 7. 7 Plot the market Convenience Health Wood Biogas digester Main Variable Dynamic Variable
- 8. 8 Product Involvementfunctionalriskofloss ego-involved risk of loss utilitarian choice ego-involved choice low involvement search feel-do-learn credence do-learn-(feel) experience learn-do-feel
- 9. 9 Currently Do I collect wood and I burn it in my stove Consumer Proposition Burning biogas in my stove is a healthier cooking method Desired Belief Burning gas instead of wood will improve our health, especially my daughter’s and make her suffer less 5 Box Positioning Statement Desired Do I use biogas for cooking, instead of wood. Current Belief Burning wood is the only cooking solution I have
- 10. 10 FeaturesFeaturesFeatures Functional BenefitsFunctional BenefitsFunctional Benefits Emotional BenefitsEmotional BenefitsEmotional Benefits ValuesValues Functional Benefits Emotional Benefits less smelly indoors and out Values Features No smoke much quicker to cook meals I feel less guilt less polluting I am a better parent It is important to me that my daughter feels better We are happier We have more time together Safer for all of us, especially my daughter Healthy Makes life easier Saves money Proud for saving forests Saves time less deforestation Burning gas not wood less polluting less deforestation much quicker to cook mealsless polluting less deforestation Saves money much quicker to cook mealsless polluting less deforestation Functional Benefits Less odor indoors and out Saves money Much quicker to cook meals Less polluting Less deforestation Fewer Doctor visits Converting waste No wood collecting Features-Benefits-Values Map
- 11. 11 Estimated Customer Value Reference product (wood) Annual asthma health care costs Annual spending on chemical fertilizers Annual extra Gas sold Annual cost of maintenance (labor) $500 -$100$100 $200 $300 $0 Total Value differential value Note: All numbers are rough estimates. Additional research is needed for an accurate calculation.
- 12. 12 Path to purchase Need Recognition We need to help our asthmatic daughter and there must be a way to do that NEED RECOGNITION •We need to help the suffering of our asthmatic daughter and there must be a way to do that. •Our health care costs are high. Need Recognition We need to help our asthmatic daughter and there must be a way to do that AWARENESS •Customer becomes aware – promotional materials, media, NGOs, word of mouth. •There is a new way to improve asthma. RESEARCH This is worth checking out. I will seek out more info. •Customer is more interested; visit current users. •Critical: information be made easily available. EVALUATION •Customer has gathered enough information to weigh out cost and benefit. •Benefits are more than just financial customer will consider purchase. Need Recognition We need to help our asthmatic daughter and there must be a way to do that PURCHASE/USE •Customer adopts biogas and rip benefits. •Ease of use will determine the continuous incorporation into daily routine. POST-PURCHASE •This is where the post purchase evaluation happens. •Customer must be happy to become an advocate. NEED RECOGNITION •We need to help our suffering asthmatic daughter and there must be a way to do that. •Our health care costs are high. AWARENESS •Customer becomes aware – promotional materials, media, NGOs, word of mouth. •There is a new way to improve asthma.
Editor's Notes
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