PATH's Approach to HWTs and Community Water Solutions

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PATH's Approach to HWTs and Community Water Solutions

  1. 1. PATH’s Approach to HWTS and Community Water Solutions Lorelei Goodyear, Sr. Program Officer PATH Safe Water Project
  2. 2. A total market approach to safer water: Examining the Value Chain Consumer demand and consistent use Product or service design Research and development Production Marketing Sales and distribution Customer service Health Impact
  3. 3. Sales and Distribution Using microfinance institutions (MFIs) to extend the channel of HWTS products to the BOP consumer Sales and distribution <ul><li>Baseline research indicated <1% uptake in midrange HWTS products </li></ul><ul><li>PATH forged a partnership between India’s 2 nd largest MFI, Spandana , and HWTS manufacturer, Hindustan Unilever (HUL) </li></ul><ul><li>HUL expected up to a 7% uptake </li></ul><ul><li>Actual uptake was in the double digits </li></ul>
  4. 4. Marketing Lessons learned from selling fast moving consumer goods <ul><li>PATH introduced Aquatabs water purification tablets into Uttar Pradesh, India </li></ul><ul><li>The product has little brand recognition </li></ul><ul><li>Market penetration was extremely low </li></ul><ul><li>Consumers were fearful </li></ul><ul><li>Needed to engage the public sector in an education campaign </li></ul>Marketing
  5. 5. Hybrid Marketing Models <ul><li>PSI Malawi Social Marketing </li></ul><ul><li>ANC Hygiene Kits & education </li></ul><ul><li>2007 results – 61% use free WG </li></ul><ul><li>2008 results – 30% use purchased WG </li></ul><ul><li>2010 results – 25% use WG </li></ul><ul><li>45% use WG or free product </li></ul>
  6. 6. Product Design
  7. 7. Product Design Product or service design <ul><li>A more attractive, aspirational product, but still effective and easy to assemble </li></ul><ul><li>Stable form factor with improved user-friendly features for refilling, cleaning, and dispensing </li></ul><ul><li>Stackable pieces for efficient storage and transport </li></ul>Household Water Treatment and Safe Storage: Ceramic Pot
  8. 8. Product Design Product or service design <ul><li>200-L batch dosing, and 20-L unit dose </li></ul><ul><li>Simple, push-button operation </li></ul><ul><li>Low-cost core system (under $200) </li></ul><ul><li>Design and operating model field trials with partners in 2010 </li></ul><ul><li>Flexible implementation (community-based orgs or micro-entrepreneurs ) </li></ul>Community Water: Smart Electrochlorinator

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