Project Updates and 2010 Activities

1. WASH WORKING GROUP Hanoi, March 18th 2010 Vo Xuan Hoa hvo@path.org Project Updates and 2010 Activities PATH Safe Water Project >>PRESENTATION

2. To determine if commercial market forcescan help fulfill the essential, universal, and ongoing need for safe water around the world. (India, Vietnam, Cambodia) Project Goals

3. Overview of SWP activities in Vietnam Timeline Activity Purpose Feb–May 2008 Product Scan Survey products on the market Activity Development Jul-Aug 2008 Channel Analysis Understand distribution into rural VN Aug-Nov 2008 Consumer Study Consumer needs, behaviors, choice Work with manufacturers, distributors, local collaborators Oct-Dec 2008 Develop Pilot Concepts Market segmentation research Mineral pot case study Pilots 2009-2010

4. Supermarket Market stall Home Appliance Shop FMCG Outlet Pharmacy HWTS Product Scan, 2008 In total, 261 HWT outlets were visited Type of Outlets: Site: • Urban • Periurban • Rural

5. Product Briefing 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. FMCG: Durable: Alum (5.5%) Water Treatment Powders (5%) SafeWat (3%). Electric Kettle (2%) Candles Ceramic Filter (4%) Mineral Water Purifier (65%) Electric MWP

6. Fit with Channel Dimensions Channel Viability Strong Medium Weak Good option Not viable Channel analysis:characteristics, viability Reach and Access Commercial Orientation Distribution Capabilities Structure and Decision Making Channel Viability1 Comments Excellent reach and distribution capabilities, but level of personal attention and outreach limited. Large Distributors Reach smaller than big distributors, but greater local knowledge / attention. Regional Distributors Organized Retail Access in rural areas too limited. Excellent reach and consumer outreach, but fragmented. Need to pair with good distributor partner. Pharmacies Good approach in short- to medium-term, always involving trustworthy local organizations. Direct Sales / Entrepreneurs Fragmented and small. Commercial orientation and financing / supply chain capabilities limited. MFIs Excellent reach and outreach capabilities but limited business skills and fragmented supply chain. Women’s Union (Vn) Excellent reach and consumer outreach, but fragmented. Need to pair with good distributor partner Health stations Good local access but fragmented. Limited distribution capability. NGOs 1. Qualitative assessment Source: Channel Analysis report, September 15th 2008

7. Consumer study: HWTS awareness and practices Water filters FMCG products Other traditional methods Boiling 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 Awareness Usage Eff/ness1 Combination of methods often used: boiling water before filtering or after use of FMCG products or traditional methods 1. Effectiveness of use Source: Consumers’ Study; DP analysis

8. “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 Water treatment practice

9. 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% Piloting Aquatabs use and safe storage in An Giang

10. 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, messages Partners: IMS Health (Singapore), Indochina Research Ltd Currently: implementing quantitative phase in 16 provinces Market Segmentation Research

11. Next Pilots: Activities & Partners PATH Govt Manufacturers Distributors Sales Reps Retail Consumers Promotion

12. 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 Partner Engagement Forum on HWTS efforts in Vietnam

13. Q & A? THANK YOU