innovation and learning of promoting hwts_dr alka,national workshop on hwts, development...
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The learnings and product innovation of HWTS .TRANSCRIPT
National Workshop12 th November 2014
Innovation and Learning of
Promoting HWTS
Presentation by
Dr. Alka Shrivastava
Objective
To scale up promotion of safe, affordable and environmentally
appropriate options for HWTS systems through the supply
chains and delivery mechanisms pertaining to the HWTS
products to the BOP population
Framework to reach consumer
Consumer
Technology /
Product
Delivery / Supply
Chain
Social Marketing
/ Demand
Creation
• Locally relevant
• Affordable but not cheap –
Quality Product
• Risk-Free Proposition; Price
perception
• Locally relevant, simple and
continuous
• Mix of ATL and BTL
communication
• Go through influential people in
the community
• Efficient “last mile” delivery channel
• Product is easily and always
available
• Sufficient margin/value for all
stakeholder of the chain
Innovation
- Product Innovation
- Tools for Demand Generation
- Designing Service Delivery Models
Aqua+ - A Case Study
AFFORDABLE and RELIABLE water purification solution to the BoP households
Product Innovation : For reducing the brunt of waterborne
diseases among BoP
Aqua+ “Do boondo ka Jadoo!”
Product
Innovation
The product has the following features:
• Brand name : Aqua+
• 50ml Sodium Hypochlorite solution (liquid chlorine)
• Can treat 500 litres of water
• Clear instructions in English and Hindi
• Shelf life of 6 months from date of manufacturing
The product is very easy to use:
• Add ½ cap in 20 litres of water or 2 drops per litre
• Wait for 30 mins
• Now water is safe to drink
• MRP of product is Rs. 30
Tools for Demand Generation
Flier Poster StickerBanner
Involving change agents to create higher impact (onsite Water Quality Testing, Awareness' generation
campaigning in targeted community and Street play)
Need for Delivery Model-BoP
Providing access to safe drinking is one of our national priorities
Cost effective water purification systems are available in laboratories and market
But its penetration into the BoP has been very low due to various reasons (lack of
awareness and effective ways to address them)
These technology research benefits can reach the BoP, through innovative and
appropriate delivery models
Designing service delivery models : For reaching the
masses
Designed and piloted three delivery models among BoP
Population:
- Multi Level Marketing Model
- Market Based Business Model
- Peers Model
Multi Level Marketing Model
Buy 6 bottles @ 42
each
L1 gets 5% level
bonus
L1
L2
L3
L4
5% level bonus and
5% group bonus
L3 will gets 5%
level bonus L2 & L1
get 5% group bonus
Market Based Business Model (through local Shop)
Peers Model
/ Bottle
COSMOS Self Help Group
Sun
de
r
Nag
riSl
um
Social Marketing Toolkit – Aqua+
Different Concepts
Concept 1Primary Motivator Theme Tone Route
Health Aspirational Positive Advisory; Informative
A few examples:
1. Swatch jal behtar kal (clean water better tomorrow)
2. Tera ghar ya mera ghar Aqua+ ab har ghar ghar (Your house or my house, Aqua+ is at each house)
3. Aqua+ hai na (There is Aqua +)
Concept 2Primary Motivator Theme Tone Route
Health Problem Solving Negative Informative
A few examples:
1. Ab kitano se kya darna, Aqua+ hai na (Now why be afraid of germs there is Aqua +)
2. Ab beemari se kya darna, Aqua+ hai na (Now why be afraid of getting ill, there is Aqua+)
Concept 3Primary Motivator Theme Tone Route
Ease of use Problem Solving Positive Informative
A few examples:
1. Do boond ka jaadu (A wonder of two drops)
2. Do boond laaye jeevan me khushhaali (Two drops bring happiness to life)
Learning’s of HWTS
Promotion among BoP
- Technology
- Service Delivery
- Inf luence Change
Aesthetic aspects - A value add to enhance product acceptability
Need for Standard Operational Processes (SOP) for testing and validating
technologies before it reaches market
Certification of products regulates consumer behavior
Ease of Use is major factor which guides consumer behavior
Learning - Technology
Learning – Service Delivery
Parallel delivery channels that provide solutions free of cost has distorted the market and
exercised an unfair competition to private sector supply chains
Households at the Base of the economic Pyramid have limited disposable income and thus it
low risk-taking ability - EMI schemes need to be explored
Engaging with local NGO/SHGs can better facilitate service delivery mechanisms
Enabling environment should be built to motivate the relevant behavior
Repeat and continuous interventions are effective for creating a sustained change in
behavior
Involving change agents (like health workers, local thought leaders, local doctors and
school children) results in creating higher impact
Diverse communication channels need to be used for disseminating information
Learning – Influencing Change
Thank You!!