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Stovers, <br>
<br>
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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". <br>
<br>
<br>
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: <br>
<a moz-do-not-send="true" class="moz-txt-link-freetext"
href="http://blogs.washplus.org/iaqupdates/2013/05/social-marketing-in-india-lessons-learned-from-efforts-to-foster-demand-for-cleaner-cookstoves/">http://blogs.washplus.org/iaqupdates/2013/05/social-marketing-in-india-lessons-learned-from-efforts-to-foster-demand-for-cleaner-cookstoves/</a><br>
<br>
<br>
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. <br>
<br>
<br>
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. <br>
<br>
<br>
<br>
Jan<br>
<br>
<br>
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<table class="MsoNormalTable"
style="margin-left:5.75pt;border-collapse:collapse;mso-table-layout-alt:fixed;
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mso-yfti-tbllook:1184;mso-padding-alt:2.85pt 5.65pt 2.85pt
5.75pt;mso-border-insideh: .5pt solid
windowtext;mso-border-insidev:.5pt solid windowtext"
cellpadding="0" cellspacing="0" width="97%" border="1">
<tbody>
<tr
style="mso-yfti-irow:0;mso-yfti-firstrow:yes;page-break-inside:avoid;
height:1.0cm">
<td style="width:12.5%;border:solid windowtext 1.0pt;
mso-border-alt:solid windowtext
.5pt;mso-border-top-alt:solid windowtext 1.0pt;
background:silver;padding:2.85pt 5.65pt 2.85pt
5.75pt;height:1.0cm" valign="bottom" width="12%"
nowrap="nowrap">
<p class="Tabelltopp11pkt"><span
style="mso-bidi-font-size:11.0pt">Marketing <br>
level<o:p></o:p></span></p>
</td>
<td style="width:14.12%;border:solid windowtext 1.0pt;
border-left:none;mso-border-left-alt:solid windowtext
.5pt;mso-border-alt: solid windowtext
.5pt;mso-border-top-alt:solid windowtext
1.0pt;background: silver;padding:2.85pt 5.65pt 2.85pt
5.75pt;height:1.0cm" valign="bottom" width="14%">
<p class="Tabelltopp11pkt" style="text-align:left"
align="left"><span style="mso-bidi-font-size:11.0pt">Approach<o:p></o:p></span></p>
</td>
<td style="width:23.44%;border:solid windowtext 1.0pt;
border-left:none;mso-border-left-alt:solid windowtext
.5pt;mso-border-alt: solid windowtext
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5.75pt;height:1.0cm" valign="bottom" width="23%">
<p class="Tabelltopp11pkt" style="margin-left:0cm"><span
style="mso-bidi-font-size: 11.0pt">Activity<o:p></o:p></span></p>
</td>
<td style="width:20.3%;border:solid windowtext 1.0pt;
border-left:none;mso-border-left-alt:solid windowtext
.5pt;mso-border-alt: solid windowtext
.5pt;mso-border-top-alt:solid windowtext
1.0pt;background: silver;padding:2.85pt 5.65pt 2.85pt
5.75pt;height:1.0cm" valign="bottom" width="20%">
<p class="Tabelltopp11pkt" style="margin-left:0cm"><span
style="mso-bidi-font-size: 11.0pt">Metric<o:p></o:p></span></p>
</td>
<td style="width:9.88%;border:solid windowtext 1.0pt;
border-left:none;mso-border-left-alt:solid windowtext
.5pt;mso-border-alt: solid windowtext
.5pt;mso-border-top-alt:solid windowtext
1.0pt;background: silver;padding:2.85pt 5.65pt 2.85pt
5.75pt;height:1.0cm" valign="bottom" width="9%">
<p class="Tabelltxt"
style="margin-left:-5.75pt;text-align:center;
tab-stops:22.05pt" align="center"><b
style="mso-bidi-font-weight:normal"><span
style="font-size:11.0pt">Sales<o:p></o:p></span></b></p>
<p class="Tabelltxt"
style="margin-left:-5.75pt;text-align:center;
tab-stops:22.05pt" align="center"><b
style="mso-bidi-font-weight:normal"><span
style="font-size:11.0pt">(stoves)<o:p></o:p></span></b></p>
</td>
<td style="width:9.88%;border:solid windowtext 1.0pt;
border-left:none;mso-border-left-alt:solid windowtext
.5pt;mso-border-alt: solid windowtext
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1.0pt;background: silver;padding:2.85pt 5.65pt 2.85pt
5.75pt;height:1.0cm" valign="bottom" width="9%">
<p class="Tabelltopp11pkt" style="margin-right:0cm"><span
style="mso-bidi-font-size: 11.0pt">Cost per reach<o:p></o:p></span></p>
<p class="Tabelltopp11pkt" style="margin-right:0cm"><span
style="mso-bidi-font-size: 11.0pt">(USD)<o:p></o:p></span></p>
</td>
<td style="width:9.88%;border:solid windowtext 1.0pt;
border-left:none;mso-border-left-alt:solid windowtext
.5pt;mso-border-alt: solid windowtext
.5pt;mso-border-top-alt:solid windowtext
1.0pt;background: silver;padding:2.85pt 5.65pt 2.85pt
5.75pt;height:1.0cm" valign="bottom" width="9%"
nowrap="nowrap">
<p class="Tabelltopp11pkt" style="margin-right:0cm"><span
style="mso-bidi-font-size: 11.0pt">Cost per stove
sale<o:p></o:p></span></p>
<p class="Tabelltopp11pkt" style="margin-right:0cm"><span
style="mso-bidi-font-size: 11.0pt">(USD)<o:p></o:p></span></p>
</td>
</tr>
<tr
style="mso-yfti-irow:1;page-break-inside:avoid;height:8.5pt">
<td rowspan="4" style="width:12.5%;border:solid windowtext
1.0pt; border-top:none;mso-border-top-alt:solid
windowtext .5pt;mso-border-alt:solid windowtext .5pt;
padding:2.85pt 5.65pt 2.85pt 5.75pt;height:8.5pt"
width="12%" nowrap="nowrap">
<p class="Tabelltxt">“Room to Breathe” project”,<br>
<br>
Low intensity marketing level</p>
</td>
<td style="width:14.12%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
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mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="14%">
<p class="Tabelltxt">Static</p>
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<td style="width:23.44%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
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mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="23%">
<p class="Tabelltxt">Static wall paintings</p>
</td>
<td style="width:20.3%;border-top:none;border-left:
none;border-bottom:solid windowtext
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mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="20%">
<p class="Tabelltxt"
style="margin-top:0cm;margin-right:1.55pt;margin-bottom:
0cm;margin-left:1.35pt;margin-bottom:.0001pt">600 sq.
feet in small villages, 1000 sq. feet in medium and
3,000 sq. feet in larger villages</p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
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5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="9%">
<p class="Tabelltxt"
style="margin-left:-5.75pt;text-align:center"
align="center">Not available</p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
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5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="9%">
<p class="Tabelltxt"
style="margin-left:-5.75pt;text-align:center"
align="center">Not available</p>
</td>
<td style="width:9.88%;border-top:none;
border-left:none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
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5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
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<p class="Tabelltxt" style="text-align:center"
align="center">Not availab.</p>
</td>
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<tr
style="mso-yfti-irow:2;page-break-inside:avoid;height:8.5pt">
<td style="width:14.12%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
1.4pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="14%">
<p class="Tabelltxt">“Sustained Activist Householder”<br>
SAH </p>
</td>
<td style="width:23.44%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="23%">
<p class="Tabelltxt">Door to door</p>
</td>
<td style="width:20.3%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="20%">
<p class="Tabelltxt"
style="margin-top:0cm;margin-right:1.55pt;margin-bottom:
0cm;margin-left:1.35pt;margin-bottom:.0001pt">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. </p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="9%">
<p class="Tabelltxt"
style="margin-left:-5.75pt;text-align:center"
align="center">331</p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="9%">
<p class="Tabelltxt" style="text-align:center"
align="center">0.37</p>
</td>
<td style="width:9.88%;border-top:none;
border-left:none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="9%" nowrap="nowrap">
<p class="Tabelltxt" style="text-align:center"
align="center">92</p>
</td>
</tr>
<tr
style="mso-yfti-irow:3;page-break-inside:avoid;height:8.5pt">
<td style="width:14.12%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="14%">
<p class="Tabelltxt">Vans</p>
</td>
<td style="width:23.44%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="23%">
<p class="Tabelltxt">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. </p>
</td>
<td style="width:20.3%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="20%">
<p class="Tabelltxt"
style="margin-top:0cm;margin-right:1.55pt;margin-bottom:
0cm;margin-left:1.35pt;margin-bottom:.0001pt">110
visits over a 4 month period)</p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="9%">
<p class="Tabelltxt"
style="margin-left:-5.75pt;text-align:center"
align="center">2,512</p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="9%">
<p class="Tabelltxt" style="text-align:center"
align="center">0.59</p>
</td>
<td style="width:9.88%;border-top:none;
border-left:none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="9%"
nowrap="nowrap">
<p class="Tabelltxt" style="text-align:center"
align="center">21</p>
</td>
</tr>
<tr
style="mso-yfti-irow:4;mso-yfti-lastrow:yes;page-break-inside:avoid;
height:8.5pt">
<td style="width:14.12%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="14%">
<p class="Tabelltxt">Market activities </p>
</td>
<td style="width:23.44%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="23%">
<p class="Tabelltxt">Campaign staff would raise
awareness and promote stoves in weekly markets across
Shimoga</p>
</td>
<td style="width:20.3%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext .5pt;padding:2.85pt
5.65pt 2.85pt 5.75pt; height:8.5pt" valign="top"
width="20%">
<p class="Tabelltxt"
style="margin-top:0cm;margin-right:1.55pt;margin-bottom:
0cm;margin-left:1.35pt;margin-bottom:.0001pt"><o:p> </o:p></p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="9%">
<p class="Tabelltxt"
style="margin-left:-5.75pt;text-align:center"
align="center">1,058</p>
</td>
<td style="width:9.88%;border-top:none;border-left:
none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="9%">
<p class="Tabelltxt" style="text-align:center"
align="center">0.62</p>
</td>
<td style="width:9.88%;border-top:none;
border-left:none;border-bottom:solid windowtext
1.0pt;border-right:solid windowtext 1.0pt;
mso-border-top-alt:solid windowtext
.5pt;mso-border-left-alt:solid windowtext .5pt;
mso-border-alt:solid windowtext
.5pt;background:white;padding:2.85pt 5.65pt 2.85pt
5.75pt; height:8.5pt" valign="top" width="9%"
nowrap="nowrap">
<p class="Tabelltxt" style="text-align:center"
align="center">21</p>
</td>
</tr>
</tbody>
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