Going beyond mason training: enabling, facilitating, and engaging rural sanitation markets for the base of the pyramid
This paper summarizes the findings from a meta-analysis of 22 rural sanitation supply studies commissioned by the Water and Sanitation Program (WSP) of the World Bank over the past seven years in South America, sub-Saharan Africa, East Asia, and South Asia. By building a comprehensive analytical framework for the sanitation market, the article identifies globally relevant weaknesses in the sanitation market, gives examples of positive interventions, and identifies key areas of activities that could lead to a strengthening of a relevant sanitation market for the base of the pyramid (BoP). The study also identified global knowledge gaps on how to enable, facilitate, and engage rural sanitation markets for the BoP. The full report is expected to be published by WSP later in 2015.Ahmad, I. (2013) ‘Formative research on sanitation marketing in Pakistan’, unpublished.
Akademika (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: Indonesia’, unpublished.
Ausejo (2013) ‘Global study on the expansion of domestic private sector participation in the sanitation markets: Peru country report’, unpublished.
DevCon (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: sanitation Bangladesh’, unpublished.
EMC (2014) Supply Chain Analysis for Rural Sanitation Products and Services in Lao PDR, Washington, DC: WSP.
Godfrey, A. (2007) Situation Assessment of the Supply Market for Rural Sanitation in Himachal Pradesh and Madhya Pradesh, Washington, DC: WSP.
iDE (2007) Supply Chain Assessment for Sanitary Latrines in Rural and Peri-Urban Areas of Cambodia, Washington, DC: WSP.
IFC/WSP (2013) Selling Sanitation: Kenya, Washington, DC: WSP.
Momanyi, M. (2013) ‘Supply chain analysis for improved sanitation: Tanzania’, unpublished.
Nielsen Indonesia (2009) Total Sanitation and Sanitation Marketing Research Report: Indonesia, Washington, DC: WSP.
PATH (2011a) ‘Market assessment of domestic private sector provision of household sanitation in Tanzania’, unpublished.
PATH (2011b) ‘Assessment of the supply-side market for household sanitation in Kenya’, unpublished.
PATH (2012) Analysis of the Sanitation Supply Chain in Rural and Small Towns in Uganda, Washington, DC: WSP.
PricewaterhouseCoopers Ltd (2009) Market Research Assessment in Rural Tanzania for New Approaches to Stimulate and Scale Up Sanitation Demand and Supply, Washington, DC: WSP.
PSI Laos (2014) ‘Consumer and enterprise research report for Champasak and Sekong Provinces: Lao PDR’, unpublished.
REECE (2012) ‘Supply assessment for rural sanitation and hygiene: Philippines’, unpublished.
SNV (2012) ‘Sanitation Supply Chain/Value Chain Assessment for Amhara Region’, unpublished.
Thi Duc, N. (2013) ‘Assessment on rural sanitation supply chain in Vietnam: the desk review’, unpublished.
WSP (2012a) ‘Rapid assessment of supply chains for rural sanitation products and services in Meghalaya’, unpublished.
WSP (2012b) Sanitation Marketing Lessons from Cambodia: A Market-Based Approach to Delivering Sanitation, Washington, DC: WSP.
WSP (2012c) ‘Rapid assessment of supply chains for rural sanitation products and services in Rajasthan’, unpublished.
WSP (2013) Kenya Onsite Sanitation: Market Intelligence, Washington, DC: WSP.
Koh, M. (2014) Beyond the Pioneer, Deloitte Touche Tohmatsu India Private Limited (Monitor).
Prahalad, C. (2004) The Fortune at the Bottom of the Pyramid, Upper Saddle River, NJ: Wharton School Publishing.
Sy, J., Warner, R. and Jamieson, J. (2014) Tapping the Markets, Washington, DC: The World Bank.
The Springfield Centre (2014) The Operational Guide for the Making Markets work for the Poor (M4P) Approach, 2nd edition funded by SDC & DFID.
UNICEF (n.d.) Sanitation Supply Chains and Business Models: How Can We Improve Market Systems? [pdf], Sanitation Marketing Learning Series, Guidance Note 3 <www.unicef.org/wash/files/Guidance_Note_3_-_Developing_Supply_Chains_and_Business_Models.pdf> [accessed 25 May 2015].
USAID (2014) Healthy Markets for Global Health – A Market Shaping Primer, Washington, DC: USAID.
Water For People (2014) Strengthening Public Sector Enabling Environments to Support Sanitation Enterprises, Denver, CO: Water for People.
WaterAid (n.d.) ‘The 7 step process to sanitation marketing’ [online], Sanitation Marketing <www.sanitationmarketing.com/sanitation-marketing-process-overview> [accessed 1 June 2015].
World Bank Group (2015) Rural Sanitation Market Expansion of Domestic Private Sector in Indonesia, Washington DC: World Bank.
Ahmad, I. (2013) ‘Formative research on sanitation marketing in Pakistan’, unpublished.
Akademika (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: Indonesia’, unpublished.
Ausejo (2013) ‘Global study on the expansion of domestic private sector participation in the sanitation markets: Peru country report’, unpublished.
DevCon (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: sanitation Bangladesh’, unpublished.
EMC (2014) Supply Chain Analysis for Rural Sanitation Products and Services in Lao PDR, Washington, DC: WSP.
Godfrey, A. (2007) Situation Assessment of the Supply Market for Rural Sanitation in Himachal Pradesh and Madhya Pradesh, Washington, DC: WSP.
iDE (2007) Supply Chain Assessment for Sanitary Latrines in Rural and Peri-Urban Areas of Cambodia, Washington, DC: WSP.
IFC/WSP (2013) Selling Sanitation: Kenya, Washington, DC: WSP.
Momanyi, M. (2013) ‘Supply chain analysis for improved sanitation: Tanzania’, unpublished.
Nielsen Indonesia (2009) Total Sanitation and Sanitation Marketing Research Report: Indonesia, Washington, DC: WSP.
PATH (2011a) ‘Market assessment of domestic private sector provision of household sanitation in Tanzania’, unpublished.
PATH (2011b) ‘Assessment of the supply-side market for household sanitation in Kenya’, unpublished.
PATH (2012) Analysis of the Sanitation Supply Chain in Rural and Small Towns in Uganda, Washington, DC: WSP.
PricewaterhouseCoopers Ltd (2009) Market Research Assessment in Rural Tanzania for New Approaches to Stimulate and Scale Up Sanitation Demand and Supply, Washington, DC: WSP.
PSI Laos (2014) ‘Consumer and enterprise research report for Champasak and Sekong Provinces: Lao PDR’, unpublished.
REECE (2012) ‘Supply assessment for rural sanitation and hygiene: Philippines’, unpublished.
SNV (2012) ‘Sanitation Supply Chain/Value Chain Assessment for Amhara Region’, unpublished.
Thi Duc, N. (2013) ‘Assessment on rural sanitation supply chain in Vietnam: the desk review’, unpublished.
WSP (2012a) ‘Rapid assessment of supply chains for rural sanitation products and services in Meghalaya’, unpublished.
WSP (2012b) Sanitation Marketing Lessons from Cambodia: A Market-Based Approach to Delivering Sanitation, Washington, DC: WSP.
WSP (2012c) ‘Rapid assessment of supply chains for rural sanitation products and services in Rajasthan’, unpublished.
WSP (2013) Kenya Onsite Sanitation: Market Intelligence, Washington, DC: WSP.
Koh, M. (2014) Beyond the Pioneer, Deloitte Touche Tohmatsu India Private Limited (Monitor).
Prahalad, C. (2004) The Fortune at the Bottom of the Pyramid, Upper Saddle River, NJ: Wharton School Publishing.
Sy, J., Warner, R. and Jamieson, J. (2014) Tapping the Markets, Washington, DC: The World Bank.
The Springfield Centre (2014) The Operational Guide for the Making Markets work for the Poor (M4P) Approach, 2nd edition funded by SDC & DFID.
UNICEF (n.d.) Sanitation Supply Chains and Business Models: How Can We Improve Market Systems? [pdf], Sanitation Marketing Learning Series, Guidance Note 3 <www.unicef.org/wash/files/Guidance_Note_3_-_Developing_Supply_Chains_and_Business_Models.pdf> [accessed 25 May 2015].
USAID (2014) Healthy Markets for Global Health – A Market Shaping Primer, Washington, DC: USAID.
Water For People (2014) Strengthening Public Sector Enabling Environments to Support Sanitation Enterprises, Denver, CO: Water for People.
WaterAid (n.d.) ‘The 7 step process to sanitation marketing’ [online], Sanitation Marketing <www.sanitationmarketing.com/sanitation-marketing-process-overview> [accessed 1 June 2015].
World Bank Group (2015) Rural Sanitation Market Expansion of Domestic Private Sector in Indonesia, Washington DC: World Bank.
Ahmad, I. (2013) ‘Formative research on sanitation marketing in Pakistan’, unpublished.
Akademika (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: Indonesia’, unpublished.
Ausejo (2013) ‘Global study on the expansion of domestic private sector participation in the sanitation markets: Peru country report’, unpublished.
DevCon (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: sanitation Bangladesh’, unpublished.
EMC (2014) Supply Chain Analysis for Rural Sanitation Products and Services in Lao PDR, Washington, DC: WSP.
Godfrey, A. (2007) Situation Assessment of the Supply Market for Rural Sanitation in Himachal Pradesh and Madhya Pradesh, Washington, DC: WSP.
iDE (2007) Supply Chain Assessment for Sanitary Latrines in Rural and Peri-Urban Areas of Cambodia, Washington, DC: WSP.
IFC/WSP (2013) Selling Sanitation: Kenya, Washington, DC: WSP.
Momanyi, M. (2013) ‘Supply chain analysis for improved sanitation: Tanzania’, unpublished.
Nielsen Indonesia (2009) Total Sanitation and Sanitation Marketing Research Report: Indonesia, Washington, DC: WSP.
PATH (2011a) ‘Market assessment of domestic private sector provision of household sanitation in Tanzania’, unpublished.
PATH (2011b) ‘Assessment of the supply-side market for household sanitation in Kenya’, unpublished.
PATH (2012) Analysis of the Sanitation Supply Chain in Rural and Small Towns in Uganda, Washington, DC: WSP.
PricewaterhouseCoopers Ltd (2009) Market Research Assessment in Rural Tanzania for New Approaches to Stimulate and Scale Up Sanitation Demand and Supply, Washington, DC: WSP.
PSI Laos (2014) ‘Consumer and enterprise research report for Champasak and Sekong Provinces: Lao PDR’, unpublished.
REECE (2012) ‘Supply assessment for rural sanitation and hygiene: Philippines’, unpublished.
SNV (2012) ‘Sanitation Supply Chain/Value Chain Assessment for Amhara Region’, unpublished.
Thi Duc, N. (2013) ‘Assessment on rural sanitation supply chain in Vietnam: the desk review’, unpublished.
WSP (2012a) ‘Rapid assessment of supply chains for rural sanitation products and services in Meghalaya’, unpublished.
WSP (2012b) Sanitation Marketing Lessons from Cambodia: A Market-Based Approach to Delivering Sanitation, Washington, DC: WSP.
WSP (2012c) ‘Rapid assessment of supply chains for rural sanitation products and services in Rajasthan’, unpublished.
WSP (2013) Kenya Onsite Sanitation: Market Intelligence, Washington, DC: WSP.
Koh, M. (2014) Beyond the Pioneer, Deloitte Touche Tohmatsu India Private Limited (Monitor).
Prahalad, C. (2004) The Fortune at the Bottom of the Pyramid, Upper Saddle River, NJ: Wharton School Publishing.
Sy, J., Warner, R. and Jamieson, J. (2014) Tapping the Markets, Washington, DC: The World Bank.
The Springfield Centre (2014) The Operational Guide for the Making Markets work for the Poor (M4P) Approach, 2nd edition funded by SDC & DFID.
UNICEF (n.d.) Sanitation Supply Chains and Business Models: How Can We Improve Market Systems? [pdf], Sanitation Marketing Learning Series, Guidance Note 3 <www.unicef.org/wash/files/Guidance_Note_3_-_Developing_Supply_Chains_and_Business_Models.pdf> [accessed 25 May 2015].
USAID (2014) Healthy Markets for Global Health – A Market Shaping Primer, Washington, DC: USAID.
Water For People (2014) Strengthening Public Sector Enabling Environments to Support Sanitation Enterprises, Denver, CO: Water for People.
WaterAid (n.d.) ‘The 7 step process to sanitation marketing’ [online], Sanitation Marketing <www.sanitationmarketing.com/sanitation-marketing-process-overview> [accessed 1 June 2015].
World Bank Group (2015) Rural Sanitation Market Expansion of Domestic Private Sector in Indonesia, Washington DC: World Bank.
Ahmad, I. (2013) ‘Formative research on sanitation marketing in Pakistan’, unpublished.
Akademika (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: Indonesia’, unpublished.
Ausejo (2013) ‘Global study on the expansion of domestic private sector participation in the sanitation markets: Peru country report’, unpublished.
DevCon (2013) ‘Global study on the expansion of domestic private sector participation in the water and sanitation market: sanitation Bangladesh’, unpublished.
EMC (2014) Supply Chain Analysis for Rural Sanitation Products and Services in Lao PDR, Washington, DC: WSP.
Godfrey, A. (2007) Situation Assessment of the Supply Market for Rural Sanitation in Himachal Pradesh and Madhya Pradesh, Washington, DC: WSP.
iDE (2007) Supply Chain Assessment for Sanitary Latrines in Rural and Peri-Urban Areas of Cambodia, Washington, DC: WSP.
IFC/WSP (2013) Selling Sanitation: Kenya, Washington, DC: WSP.
Momanyi, M. (2013) ‘Supply chain analysis for improved sanitation: Tanzania’, unpublished.
Nielsen Indonesia (2009) Total Sanitation and Sanitation Marketing Research Report: Indonesia, Washington, DC: WSP.
PATH (2011a) ‘Market assessment of domestic private sector provision of household sanitation in Tanzania’, unpublished.
PATH (2011b) ‘Assessment of the supply-side market for household sanitation in Kenya’, unpublished.
PATH (2012) Analysis of the Sanitation Supply Chain in Rural and Small Towns in Uganda, Washington, DC: WSP.
PricewaterhouseCoopers Ltd (2009) Market Research Assessment in Rural Tanzania for New Approaches to Stimulate and Scale Up Sanitation Demand and Supply, Washington, DC: WSP.
PSI Laos (2014) ‘Consumer and enterprise research report for Champasak and Sekong Provinces: Lao PDR’, unpublished.
REECE (2012) ‘Supply assessment for rural sanitation and hygiene: Philippines’, unpublished.
SNV (2012) ‘Sanitation Supply Chain/Value Chain Assessment for Amhara Region’, unpublished.
Thi Duc, N. (2013) ‘Assessment on rural sanitation supply chain in Vietnam: the desk review’, unpublished.
WSP (2012a) ‘Rapid assessment of supply chains for rural sanitation products and services in Meghalaya’, unpublished.
WSP (2012b) Sanitation Marketing Lessons from Cambodia: A Market-Based Approach to Delivering Sanitation, Washington, DC: WSP.
WSP (2012c) ‘Rapid assessment of supply chains for rural sanitation products and services in Rajasthan’, unpublished.
WSP (2013) Kenya Onsite Sanitation: Market Intelligence, Washington, DC: WSP.
Koh, M. (2014) Beyond the Pioneer, Deloitte Touche Tohmatsu India Private Limited (Monitor).
Prahalad, C. (2004) The Fortune at the Bottom of the Pyramid, Upper Saddle River, NJ: Wharton School Publishing.
Sy, J., Warner, R. and Jamieson, J. (2014) Tapping the Markets, Washington, DC: The World Bank.
The Springfield Centre (2014) The Operational Guide for the Making Markets work for the Poor (M4P) Approach, 2nd edition funded by SDC & DFID.
UNICEF (n.d.) Sanitation Supply Chains and Business Models: How Can We Improve Market Systems? [pdf], Sanitation Marketing Learning Series, Guidance Note 3 <www.unicef.org/wash/files/Guidance_Note_3_-_Developing_Supply_Chains_and_Business_Models.pdf> [accessed 25 May 2015].
USAID (2014) Healthy Markets for Global Health – A Market Shaping Primer, Washington, DC: USAID.
Water For People (2014) Strengthening Public Sector Enabling Environments to Support Sanitation Enterprises, Denver, CO: Water for People.
WaterAid (n.d.) ‘The 7 step process to sanitation marketing’ [online], Sanitation Marketing <www.sanitationmarketing.com/sanitation-marketing-process-overview> [accessed 1 June 2015].
World Bank Group (2015) Rural Sanitation Market Expansion of Domestic Private Sector in Indonesia, Washington DC: World Bank.
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