[Stoves] Marketing, promotion, awareness cost for stoves

[Jan Sørensen]

Stovers,


This is way overdue on my part as I have been asked by Paul A. to repost 
some comments that we had in an off-list discussion-round between Paul 
A, Nolbert, Manena and others on: marketing cost; stove promotion costs; 
stove awareness cost in Africa. In the discussion I brought forward cost 
figures from a project initiated by Shell Foundation, that is the "Room 
to Breathe project".


Shell Foundation set up in 2008 the project to estimate cost on stove 
promotional activities in the Shimoga district, Karnataka, India. The 
aim was to sell one additional stove at a campaign cost of USD 5,75. I 
become aware of the project as the report from the project was 
distributed in hardcover at the recent Phnom Penh conference.  You will 
find the report at:
http://blogs.washplus.org/iaqupdates/2013/05/social-marketing-in-india-lessons-learned-from-efforts-to-foster-demand-for-cleaner-cookstoves/


On page 19 in the report there is a table summarizing marketing, 
promotion, awareness costs. One will probably have to read the full 
report to understand the context of the table, but for the sake of the 
mentioned discussion, I summarized some of the elements in the table 
below. I asked the discussion members on their view on comparative 
figures for the regions where they operate in Africa.


Although the cost figures are from a pilotproject, one would assume that 
in real life they would come down. The cost figures seem very high to 
me. One conclusion from the report was that the pilot project was not 
able to establish a campaign cost at USD 5.75 for sale of one additional 
stove.



Jan


Marketing
level

	

Approach

	

Activity

	

Metric

	

*Sales*

*(stoves)*

	

Cost per reach

(USD)

	

Cost per stove sale

(USD)

“Room to Breathe” project”,

Low intensity marketing level

	

Static

	

Static wall paintings

	

600 sq. feet in small villages, 1000 sq. feet in medium and 3,000 sq. 
feet in larger villages

	

Not available

	

Not available

	

Not availab.

“Sustained Activist Householder”
SAH

	

Door to door

	

15 house per day in three months (20 days per month) Multiple visits to 
households. To reach an economic viable marketing cost level of USD 5.75 
per stove, the SAH would need to sell 50 stoves per month or 2.5 per 
working day.

	

331

	

0.37

	

92

Vans

	

Mobile awareness campaign covering a large geographic area where 
villagers engaged in games and activities. Promotional material was left 
with households explaining where they could purchase a stove. Stoves 
were also sold directly through during the activity.

	

110 visits over a 4 month period)

	

2,512

	

0.59

	

21

Market activities

	

Campaign staff would raise awareness and promote stoves in weekly 
markets across Shimoga

	

	

1,058

	

0.62

	

21

















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