Session 4: Conducting Market Research Supply Chains

 

Danielle  Pedi  &  Mimi  Jenkins   SanMark  COP  Prac55oner  Training  

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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Session Goals •  Know  how  and  why  to  conduct  supply  chain  research   •  Prac5ce  building  a  supply  chain  map    

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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Step 1. Assessment and Planning - Assess market and partnership conditions. Plan and budget for your program

Step 2. Market Research - Understand poor household consumers and local businesses and supply chains

Step 3. Product Design - Design affordable, desirable sanitation product/service options

Step 4. Test Supply-side Strategy

Step 5. Test Demand Creation Strategy

Design & test supply chain & business models for product delivery

Design & test promotional & marketing materials/ tools/ activities

Step 6. SanMark Program Implementation - Piloting and roll out of SanMark supply expansion and demand creation activities

Step 7. Monitoring - Monitor for results and equity Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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What is a ‘supply chain’?  

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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What  is  a  Supply  Chain?    A  network  of  businesses  that  coordinate  and  par5cipate  in  the   produc5on,  delivery,  and  sale  of  a  product  to  the  consumer.           Raw  materials  

Manufacturing  

How,  when  and  from   where  do  supplies  and   material  inputs  reach   manufacturers?  

How  are  these  raw   materials  converted   into  finished   products?  

Distribu4on   How  do   products  reach   end  consumers?  

End   Consumers  

Typical  Sanita5on  Actors  

Raw  materials   Sand  suppliers   Cement  factories  and   suppliers   Importers/large  scale   distributors  

Manufacturing   Masons   Builders   Concrete  producers   Plas5cs   manufacturers  

Distribu4on   Retailers   Transport   services   Sales/promoters     Masons   MFIs  

End  Consumers  

                                               

Why?  

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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Supply Chain Research

•  Understand  impacts  on  THE  CONSUMER   •  Understand  what  TYPES  of  businesses  are  in   the  supply  chain   •  Understand  how  they  connect  to  each  other   •  Start  to  understand  needs  &  characteris5cs  of   different  business  types   •  Make  a  CONCEPTUAL  MAP      

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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How?  

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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1. Identify



Use key informants, observation, snow-balling, cross- check and collect pricing data along the way. Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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2. Understand



In-depth interviews, group discussions, conversations.

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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3. Map

1.  

Research/Stories   2.  

Insights   3.  

Conceptual  Map  

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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What?  

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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Need to know…

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What are the geographic locations of key markets/businesses and business networks? •  For each business type, what are their approximate size, product and service offerings   (sanitation- and non-sanitation), and existing customer base? •  What are their typical approaches to business and financial management, human resources, cash flow and credit? •  What approaches to marketing, promotion and sales are used? Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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Need to know…

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What sanitation products, components and material inputs, are available, including prices, margins and volumes? What construction and

maintenance services/skills are available? •  How do businesses link together? How do similar types of businesses compete and/or collaborate? •  What is the estimated scale of market activity, including the number and geographic scope of market players and distribution channels? Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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Tips •  Do the math!   •  Focus on solving CONSUMER problems Consumers are most important link in chain

•  Triangulate, cross-check, verify

•  20-40 interviews (depending on scope)

•  Stop when you start hearing the same things •  Map what you see, hear •  ASK: So what? •  Don’t forget about transport

 

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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From stories…

Cement depot, main border market town

To insights…

Cement dealer, remote rural district

To conceptual map…

Source:  SNV  Bhutan  

                                               

Lets Try It - Supply Chain Mapping 1. Get into country groups 2. Choose 1 or 2 common materials in your consumer’s ideal latrine. 3. Map what you know (& don’t know) 4. Don’t forget to think about costs & prices at every step…and don’t forget transport  

Sanita5on  Marke5ng  Community  of   Prac5ce    WASH  Reference  Group  

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