Sparking Demand for Household Water Treatment Products: Lessons From Commercial Projects in Four Countries, 2012.
PATH
This brief presents the strategic approach and framework developed by the SWP team for demand generation activities. This approach is based on a review of major marketing and behavior change concepts and on an examination of demand generation strategies used to market goods such as toothpaste, cookstoves, and soap to low-income consumers around the world. The brief also describes how SWP pilots in Cambodia, India, Kenya, and Vietnam have applied the framework to generate demand for various types of HWTS products.
