Dilemmas in Marketing Approaches for Sanitation at the Bottom of the Pyramid


Public health issues of sanitation are major concerns faced by emerging economies, particularly the bottom of the pyramid populace in these countries. Thousands of deaths take place each year due to contaminated water sources in countries like India. Recognizing the importance of sanitation, the Indian government has been focusing on sanitation programs for approximately 60 years, though with limited success. One such program is Swachh Bharat Mission (SBM) (Clean India Mission) implemented by non-governmental organizations with the help of the government, to accomplish complete sanitation by creating a defecation-free India. A young manager, Ms. Reena Sau, must use her awareness of social marketing practices to create a sanitation market by changing behavior towards open defecation. Students can be placed in a managerial role to discuss the social marketing process and suggest solutions. Students are required to present the social marketing strategies with appropriate suggestions for information, education and communication) with the target group. The theory of social norms and the health belief model may help participants discuss the theoretical underpinnings of a behavior change.

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