Year of publication: 2008

Heierli, U. (2008). Marketing safe water systems : why it is so hard to get safe water to the poor – and so profitable to sell it to the rich . Bern, Switzerland, Swiss Agency for Development and Cooperation (SDC). -114 p. : fig., tab. - Includes references.

This publication presents some of the cheap or even free solutions that provide safe water to the poor. It is now scientifically proven that household water treatment solutions can indeed eliminate bacterial contamination effectively. Using filters, chlorination or solar water disinfection (SODIS) is effective and reduces diarrhoea and child mortality significantly. The technical, social and financial aspects of such systems are all examined. In addressing the main marketing challenges, the 5 Ps of marketing: Product, Price, Place, Promotion and People are discussed. The book puts forward a mix of marketing and social marketing strategies which can raise the dissemination of household water treatment systems to the level required for achieving the Millennium Development Goals. It provides unique insights, from the varied perspectives of users, disseminators, producers and retailers, into the marketing challenges of point-of-use water treatment devices.
The book features many photos to illustrate its key findings. They are the fruit of extensive field visits by the author, as are many film clips which can also be downloaded.

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Tags: information and communication, water treatment