www.path.org

WASH WORKING GROUP

Hanoi, March 18th 2010

Vo Xuan Hoahvo@path.org

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PATH Safe Water Project

Project Updates and 2010 Activities

Project Goals

To determine if commercial market forces can help fulfill the essential, universal, and ongoing need

for safe water around the world.

(India, Vietnam, Cambodia)

Product Scan

Channel Analysis

Develop Pilot Concepts

Consumer Study

Market segmentation researchMineral pot case study

Pilots

Activity

Develo

pm

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Survey products on the market

Understand distribution into rural VN

Consumer needs, behaviors, choice

Work with manufacturers, distributors, local collaborators

Timeline Activity Purpose

Feb–May 2008

Jul-Aug2008

Aug-Nov2008

Oct-Dec2008

2009-2010

Overview of SWP activities in Vietnam

HWTS Product Scan, 2008

• Supermarket• Market stall• Home Appliance

Shop• FMCG Outlet• Pharmacy

Type of Outlets:

Site:

• Urban• Periurban

• Rural

In total, 261 HWT outlets were visited

Product Briefing

Alum (5.5%) Water Treatment Powders (5%)

Mineral Water Purifier (65%)

SafeWat (3%).

Candles Ceramic Filter (4%)Electric Kettle (2%)

Electric MWP

Durable:

FMCG:

In total, 261 HWT retail outlets were visited in 8 provinces. Only 39%selling HWT products, were mainly found in urban and peri-urban areas and very small in rural.

Rural market just opens from early morning to 10 am or 12 noon.

Channel analysis: characteristics, viability

Fit with Channel Dimensions

Strong Medium Weak Good option Not viable

Channel Viability

1. Qualitative assessmentSource: Channel Analysis report, September 15th 2008

Reach and Access

Commercial Orientation

DistributionCapabilities

Structure and Decision MakingChannel

Large Distributors

Organized Retail

NGOs

Health stations

Pharmacies

Direct Sales / Entrepreneurs

RegionalDistributors

CommentsViability1

Excellent reach and distribution capabilities, but level of personal attention and outreach limited.

Reach smaller than big distributors, but greater local knowledge / attention.

Access in rural areas too limited.

Good local access but fragmented. Limited distribution capability.

Excellent reach and consumer outreach, but fragmented. Need to pair with good distributor partner

Excellent reach and consumer outreach, but fragmented. Need to pair with good distributor partner.

Good approach in short- to medium-term, always involving trustworthy local organizations.

MFIs

Women’s Union (Vn)

Fragmented and small. Commercial orientation and financing / supply chain capabilities limited.

Excellent reach and outreach capabilities but limited business skills and fragmented supply chain.

WaterfiltersWaterfilters

FMCGproducts

FMCGproducts

Other traditional methods

Other traditional methods

Consumer study: HWTS awareness and practices

BoilingBoiling

Almost everybody is aware of boiling as an effective water treatment method as it is broadly promoted by the Gov.

Big portion of the VN rural population is actually boiling water before drinking

However most people do not boil consistently

Almost everybody is familiar with water filters, having seen one somewhere

But only small portion of VN rural population owns one

However, filters are not always used consistently and are not maintained properly

High awareness in provinces of southern VN, but no awareness in north & central where they are not marketed

Relatively small portion of the population in southern VN use these products

The products are not always properly used. People do not treat proper amount of water

Different traditional methods are common in different regions of Vietnam, passed from previous generations

Cloth filtration, storage & settlement, and alum popularly used to treat turbidity

These methods alone however do not provide 100% safe water

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1. Effectiveness of useSource: Consumers’ Study; DP analysis

Combination of methods often used: boiling water before filtering or after use of FMCG products or traditional methods

Water treatment practice

• “Clear means clean”• Water treatment is not done

consistently• Affordability is mentioned as

a barrier but it is only a perceived barrier, not a real one.

• Water treatment practices are not always effective

Piloting Aquatabs use and safe storage in An Giang

Objectives: To improve HWTS for waterborne disease reduction

4 main activities: product mapping, communication training, outreach and monthly M&E

Location: 10 communes in Thoai Son, An Giang

Participants: 2,000 local people Results: 94% use safe containers properly; 30

trained collaborators, Diarrheal reduction from 19% to 7.5%

Market Segmentation Research

Objectives: • Learn about consumers’ behaviors and attitudes about

water Characterize uptake, use, and perceptions of

HWTS Profile consumers using community treatment

and their attitudes toward in-home treatment.• Identify potential segments to inform marketing

strategies for new/improved products, messagesPartners: IMS Health (Singapore), Indochina Research LtdCurrently: implementing quantitative phase in 16 provinces

Next Pilots: Activities & Partners

Manufacturers

Distributors

Retail

Consumers

Sales Reps

Promotion

PATH Govt

Partner Engagement Forum on HWTS efforts in Vietnam

• Sharing the variety of learning from different stakeholders

• Findings from Market Segmentation Research

• Partnership development• Public, private sectors, NGOs

and Academy • In June, 2010 in Hanoi

Q & A?

THANK YOU