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Transcript of Bus447 Cameroon Dry Toilets Jtuned
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Cameroon:
Dry Toilets
Marketing Plan
Gagan Singh: 301052531
Cameroon: Dry Toilets
Business 447
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Table of ContentsExecutive Summary .............................................................................................................................................. 2 Introduction .......................................................................................................................................................... 3 Geographical Regions ........................................................................................................................................... 3
Language .......................................................................................................................................................... 3 Religion ............................................................................................................................................................ 4
Water and Sanitation Infrastructure ...................................................................................................................... 4 Urban & Rural Sectors ..................................................................................................................................... 4
Health ................................................................................................................................................................... 5 Public & Private Assistance ............................................................................................................................. 5
Freshwater Source ................................................................................................................................................ 6 Lake Chad ........................................................................................................................................................ 6
Product Distribution.............................................................................................................................................. 7 Roads ................................................................................................................................................................ 7 Railways ........................................................................................................................................................... 8 Seaports ............................................................................................................................................................ 8 Airports ............................................................................................................................................................ 8
Political Climate ................................................................................................................................................... 8 Presidential Influence ....................................................................................................................................... 9 Corruption ........................................................................................................................................................ 9
Technological Advances ..................................................................................................................................... 10 Competition ........................................................................................................................................................ 10
Direct Competition ......................................................................................................................................... 11 Indirect Competition ...................................................................................................................................... 11 Future Competition ........................................................................................................................................ 12
Bibliography ....................................................................................................................................................... 13 Appendix ............................................................................................................................................................ 17
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Executive Summary
Dry toilets (A.K.A. composting toilets) use little to no water and do not require anyconnection to sewage pipes. Dry toilets are the solution to community health and sanitation for developing countries that lack proper public sanitation and sewage infrastructure. This report
provides an outlook of successful introduction of dry toilets into Cameroon and the elements thatshape and affect the country¶s current toilet market.
Ten regions form the nation of Cameroon, each with their own unique languages andreligions. English and French are the official languages of Cameroon however very few actuallyspeak one or both languages. Communicating with the local demographic to understand whichlanguage is prominent in each region will reduce any language barriers. Cameroon¶s literacy rateis 67.9% which will reduce the effectiveness of any marketing materials supplied with dry toilet products and packaging. Religion will affect the marketing of the dry toilet because NorthCameroon is home to a majority of the Muslim population. Because the Islamic community havespecific rules for sanitation, tailored marketing campaigns emphasizing cleanliness will increasethe Muslim customer base.
As Cameroon¶s population continues to grow, the water and sanitation infrastructure isnot able to keep up. Therefore, waste continues to mix with local water sources which pose aserious health problem to the public. Diseases such as Hepatitis A, Diarrhea, and Thypoidseverely affect the younger generations and in turn have reduced the life expectancy rate inCameroon. The lack of government intervention has motivated non-profit organizations to stepin and improve the sanitation infrastructure. Because dry toilets are a more affordable substitutethen complete sewage infrastructures, non-profit organizations would be the primary customer for dry toilets.
Lake Chad borders 5 countries and provides 20 million people with means to provide for themselves. However, due to climate change and overuse, Lake Chad has significantly reducedto 1/10 of its size. Scientists predict that in 20 years, Lake Chad will disappear leaving 30 million people without water. The use of dry toilets reduces the amount of domestic freshwater extraction which will prolong the life of Lake Chad. Emphasizing this fact in marketingcampaigns will help promote awareness of dry toilets.
A majority of Cameroonians live in poverty and are not able to purchase dry toilets.Therefore, supplying toilets to non-profit organizations will distribute these toilets toCameroonians and eliminate the need for middle men. Furthermore, setting up a retail store inthe most prosperous region, Central Cameroon, would increase our exposure to individuals whoare able afford dry toilets. A combination of roads, railways, and ports is the most efficientmethod of transporting dry toilets into and around Cameroon.
The political climate in Cameroon is relatively stable in comparison to its neighbours.However, violent riots have occurred due to the President attempts to continue running for office.During the 2011 elections, a close eye should be kept on the political climate and the people¶sattitudes. If another riot erupts, distributing dry toilets in Cameroon will become impossible.
Currently African Sanitation (AS) is the only dry toilet provider in Cameroon but theyhave a limited presence. Competition with AS is possible if support is received from non-profitorganizations. If large profits are being made in African countries, foreign competitors will enter the market. A strong alliance with Cameroon¶s government will ultimately bar entry to foreigncompetitors and can be enhanced by strong brand loyalty and collaboration with the non-profitsector.
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Introduction
Dry toilets (A.K.A. composting toilets) use little to no water and do not require any
connection to sewage pipes. Dry toilets are the solution to community health and sanitation for
developing countries that lack proper public sanitation and sewage infrastructure. Please refer to
Table 1 in appendix for a detailed list of benefits to the owner and local community. This report
provides an outlook of successful introduction of dry toilets into Cameroon and the elements that
shape and affect the country¶s current toilet market.
Geographical Regions
Ten regions form the nation of Cameroon, each a centre of unique languages and
religions (refer to the Figure 1 in appendix for a map and names of each region). This report will
describe the implications of these regional differences and how they will affect the introduction
of dry toilets into the Cameroon toilet market.
Language
The early 1900s colonization of Cameroon by the United Kingdom and France codified
the country into an English- and French-speaking population. Although English and French are
the two official languages, very few Cameroonians actually speak one or both languages (Central
Intelligence Agency, 2010). Because Cameroon has approximately 250 native dialects and 24
unofficial languages, Kamtok (Pidgin English) has become very popular among the
Cameroonians as a means for communication. Kamtok dialects vary by geographic location. If a
manual or media campaign (i.e. Radio, Newspaper, etc) accompanies dry toilets¶ entry into
Cameroon, the language and dialect of the region must first be understood before launch. This is
best achieved by communicating with and studying the local demographics (Kwintessential,
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2009). Additionally, Cameroon¶s 67.9% literacy rate will impact the marketing materials
supplied with dry toilet products and packaging (Central Intelligence Agency, 2010).
Religion
The religious breakdown of Cameroon is roughly 40% indigenous beliefs, 40% Christian
and 20% Muslim. Southern Cameroon is most comprised of Christians while Northern
Cameroon is home to the country¶s majority of Muslims (Kwintessential, 2009). Muslim regions
will have the heaviest impact on the sales of dry toilets; the Islamic faith has codified rules of
human defecation known as the Qadaa al-Haajah. One recommendation under Qadaa al-Haajah
is ³One should avoid urinating« on river banks or at the edge of water tanks, at places where
people perform ablution´ (MSA West, 2009). Since many Cameroonians use local water sources
as an area to clean themselves, Muslims are restricted to where they can relieve themselves. The
dry toilet provides convenience to the Islamic people by supporting their religious codes. This
report predicts Muslims to be early adopters of a dry toilet product and will be an emerging
market.
Water and Sanitation Infrastructure
Urban & Rural Sectors
Due to inadequate financial resources, low levels of enforcement of regulations and poor
governance, Cameroon¶s waste disposal and water supply infrastructure is extremely
underdeveloped and continues to pose a problem as city urban centers expand. Cameroons city
population growth rate and rate of urbanization is 6 and 3.5%, respectively; current housing and
construction infrastructure cannot meet the growing demand of the Cameroonians (UnHabitat,
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2003). As a result, only 58% of the urban population has access to improved sanitation facilities
in comparison to the rate of 42% in rural areas (Water Wiki, 2009). Therefore many
Cameroonians are relieving themselves where they please. Rainfall and flooding mix wastes with
local bodies of water and contaminate local drinking holes (Mangaa, Forton, & Readd, 2007).
The result is a serious public health concern.
Health
Improperly disposed wastes are ultimately a threat to proper public health. Improper
waste management is a huge risk factor for the diseases Hepatitis A, Hepatitis E, Typhoid,
Dysentery, and Violent Diarrhea. These diseases are widespread in Cameroon and particularly
affect the younger generations. Diarrhea is a leading cause of death of children under five and
accounts for 10% of the deaths in Cameroonian children under four (Water Wiki, 2009). Because
improper waste management affects children, the life expectancy at birth in Cameroon is 52.89
years (ranks 201 in the world) (Central Intelligence Agency, 2010). Dry toilets have the ability to
improve health conditions and ultimately provide for a longer life expectancy. Dry toilets would
also prevent the mix of waste and drinking water thus inhibiting the spread of diseases and death
in Cameroon.
Public & Private Assistance
Health expenditure as a percent of GDP in Cameroon for 2006 was 5.2% due to a lack of
funds and ranks 148 worst in the world (World Health Organization, 2010). This has motivated
many non-profit organizations like UNICEF and the African Development Fund to begin
sanitary operations in the country. UNICEF is organizing an initiative dubbed WASH to install
up to 1.5 million toilets throughout the country which will cost approximately US $2.1 billion
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(Bongben, 2008). The African Development Fund is spending US $61.6 million to improve
access to drinking water and sanitation (African Development Bank Group, 2009). These
organizations are potential customers and will save millions by using dry toilet products. Dry
toilets highlight the ³price´ factor of the marketing mix and provide a cheap substitute for
complete sewage infrastructures. Dry toilets allow the reallocation of funds for other projects
operated by the non-profit sector.
Freshwater Source
Traditional toilets are supported by freshwater sources such as lakes, rivers and streams
(How Stuff Works). 18% of Cameroon¶s freshwater withdrawal is for domestic purposes,
relatively significant considering the country¶s current water infrastructure (Central Intelligence
Agency, 2010). Most of Cameroon¶s freshwater supply is used for agriculture and food
production; dry toilets do not increase the domestic proportion of Cameroonian water usage and
limit the financial and resource impacts of a running water sewage system. This ultimately
supports sustainable growth of Cameroon¶s food supply by not affecting agricultural supply.
Lake Chad
Lake Chad borders Chad, Nigeria, Cameroon, and Niger and is an economically
significant body providing water to over 20 million people (UN Office for the Coordination of
Humanitarian Affairs, 2003). Lake Chad has shrunk approximately 90% between 1963 and 2001
due to climate change and overuse. Forecasts has predicted that in 20 years Lake Chad will
disappear, leaving 30 million people without means to provide for themselves (Virgo, 2009).
Several non profit organizations are trying to ³save´ Lake Chad by either rerouting water into the
lake basin or educate the locals on proper water use. Dry toilets limit the use of freshwater from
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Lake Chad and reduce dependence on its water supply. Locals on the Lake are also predicted to
be early adopters of dry toilet products and are likely an emerging market.
Product Distribution
A majority of Cameroonians live in poverty and are not able to purchase dry toilets;
therefore, non-profit organizations would be our primary customers. Supplying directly to these
organizations reduces our dependency on middlemen and ultimately reduces the end price of the
dry toilet. However, Central Cameroon, in comparison to the other regions, has the highest
household expenditure rate and is the ideal location to open a retail store (refer to figure 7 in the
appendix) (Euromonitor, 2008). Roads, ports, railways, and airports are the most feasible
methods of transporting dry toilet products into and around Cameroon. Because no information
on Cameroonian toilet distribution is currently available, a special distribution system utilizing
roads, railways, and seaports must be developed to supply products around the country.
Roads
Although only 10% of Cameroon¶s roads were paved in 2004, the government has been
paving heavily used roads that are located between commercial shipping centres and agricultural
areas (Encyclopedia of the Nations, 2010). This benefits dry toilet distribution from shipping
ports to rural areas. In addition, Cameroon is part of the Trans-African Highway network that
allows distribution to its capital and neighbouring countries like Nigeria and Chad (Jane's, 2008).
Refer to Figure 3 in the appendix for a map of the Trans African Highway. Because Cameroon¶s
unpaved roads are not accessible year-round, the rural areas located near commercial centres and
urban centres located near the Trans-African network will be the easiest areas to distribute dry
toilet products by truck.
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Railways
The 1,008 km of railway extending through Cameroon help connect major and minor
urban centres (Encyclopedia of the Nations, 2010). These railways are crucial to supplementing
dry toilet distribution where roads are inaccessible and large quantities of product cannot be
trucked.
Seaports
Cameroon¶s largest city, Douala, is the country¶s busiest seaport. Douala is a key port to
import product by boat that has been manufactured overseas. Therefore, due to the proximity to
the Trans-African Highway and the seaport, Douala is the ideal location for a central distribution
warehouse. Other main river ports are as an option for importing dry toilets to inaccessible areas
when they are active between July and September (Encyclopedia of the Nations, 2010).
Airports
The main international airport is in Douala. In 2001, there were 49 airports; of those
airports, only 11 had paved runways (Encyclopedia of the Nations, 2010). Flying in the toilets is
a feasible mean of transportation where no other means of transportation exist.
Political Climate
Cameroon is a unitary presidential republic. Cameroon has a relatively stable political
climate relative to its neighbouring countries, as shown in Figure 3 in the appendix (The World
Bank Group, 2008). However given this stability, the presidents¶ power and the level of
corruption are still considerations regarding the marketing of dry toilet products.
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Presidential Influence
Paul Biya is Cameroon¶s current president who assumed office in 1982. President Biya
has also won the mutli-party polls during the 1992 and 1997 election, but opposition parties
boycotted both elections and accused Biya of fraud (Mbaku & Takougang, 2003). During the
2004 election, Biya won by popular vote and was elected for another seven year term despite
another accusation of fraud.
Biya is not allowed to run for an additional term in 2011 as limited by Cameroon¶s
constitution. Biya created political tension when he sought to remove term limits from the
Constitution of Cameroon (AFP, 2008). Simultaneously, the urban transport union held a strike
asking for lower petroleum prices as well as better working conditions; individuals who wanted
to voice their concerns about Biya¶s intent to revise the constitution joined the strike (Ghartey-
Mould, 2008). The strike rapidly escalated and led to one of the most violent protests in
Cameroon¶s history that killed 40 people and cost US $23.4 in damages. (BBC News, 2008).
Although Cameroon is not known for violent riots, another riot is anticipated from
Biya¶s favourable revision of the Constitution. Dry toilets must be carefully marketed near the
October elections if the political climate and the people¶s attitudes precipitate another riot.
Another riot has the potential to shut down roads and halt the distribution of dry toilet products.
Corruption
According to Transparency International¶s (TI) 2009 Corruption Perception Index,
Cameroon corruption was ranked 146 worst out of 180 countries. It is believed that the
President¶s 2006 corruption elimination campaign was unsuccessful and TI says that, ³the
judiciary, police, customs service and educational sector are [still] rife with corruption´ (Irin,
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2006). However, Cameroon has better control over corruption relative to its neighbours (refer to
figure 3 in appendix).
Nonetheless, extra costs will be incurred in order to ship product across the country.
Applications for business licenses and other activities involving the government must be
absorbed into the selling price of the dry toilets.
Technological Advances
Dry toilets have not advanced much in the last few decades; however, bio-gas technology
used with toilet waste has seen significant improvement in the last two years. Biogas plants
convert sanitation waste into cooking gas that is sold at a very affordable price. DMT Toilets,
along with the Nigerian government, has begun construction of a biogas plant in Lagos, Nigeria
(Dada, 2009) (Vanguard, 2008). Bio-gas would dramatically impact the Cameroonian dry toilet
market if a plant were constructed or if waste were transported to a Nigerian plant. The presence
of bio-gas in Cameroon would drive dry toilet demand as Cameroonians are conscious of
cooking gas prices (refer to figure 6 for rising cost of cooking prices). Emphasizing the bio-gas
potential in any marketing campaign will spark the curiosity in many potential buyers.
Competition
Although no other dry toilet manufacturers are based in Cameroon, foreign companies
have the ability to import their toilets into Cameroon at their own will. This extends the
competition to three different forms: Direct, Indirect, and Future.
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Direct Competition
African Sanitation (AS) is a South African company provideing dry toilets to several
African countries. According to their website, they have a limited Cameroonian presence
distributing 4,510 dry toilets to Yaoundé. AS already has a competitive advantage with several
non-profit sanitation projects such as WASH and South African Toilet Organization, each
project supporting AS distribution across Africa. The prices for their toilets vary from US $315 -
$375 excluding, freight, insurance, agent commission, customs and VAT (African Sanitation,
2010). For the specs sheet of their toilets, please refer to figure 5 in the appendix. Another toilet
manufacturer can compete with AS (or enter the Cameroonian market) by lowering their prices
and finding other non-profit organizations for distributive support.
Indirect Competition
DMT toilets is a Nigerian organization that provides portable toilets (A.K.A porta potties)
to areas that are lacking functional toilets. They are the only toilet manufacturer in the West
African region. DMT currently limits distribution to Nigeria but Cameroon¶s market potential is
attractive for a DMT entrance into its market (Nubian Cheetah, 2009). DMT began supplying
toilets to parties, religious activities and other outdoor events, but has now expanded to urban
and rural areas. The homeless are hired to manage the portable toilets and dump the collected
waste. However, DMT has an inherent competitive disadvantage because their toilets still require
water (DMT Toilets, 2010). Marketing communicators must be prepared if DMT jumps over the
border and begins supplying in Cameroon; emphasizing the ³waterless´ factor should help
increase dry toilets market share.
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Future Competition
Envirolet, Sun Mar (US) and MullToa Waterless (Sweden) are the other global dry toilet
manufacturers. None of these organizations have publicly discussed entry into Africa, but
because of their resources they are not to be disregarded. A profitable African market will make
foreign entry inevitable. A strong alliance with Cameroon¶s government will ultimately bar entry
to foreign competitors and can be enhanced by strong brand loyalty and collaboration with the
non-profit sector.
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DMT Toilets. (2010). H ome. Retrieved February 7, 2010, from DMT Toilets:
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Appendix
Figure 1: Regions of Cameroonhttp://en.wikipedia.org/wiki/File:Provinces_of_Cameroon_EN.svg
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Figure 2: Trans-African Highway
http://en.wikipedia.org/wiki/File:Map_of_Trans-African_Highways.PNG
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Figure 3: Political Stability in Sub-Saharan Africa
http://info.worldbank.org/governance/wgi/index.asp
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Figure 4: Control of Corruption in Sub-Saharan Africa
http://info.worldbank.org/governance/wgi/index.asp
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Figure 5: SA Toilet Specs
http://africasanitation.softpagecms.com/pages/802976930/Home-Page.asp
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Figure 6: Cost of Cooking Gas
http://www.portal.euromonitor.com.proxy.lib.sfu.ca/Portal/Statistics.aspx
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Figure 7: US Income per Region
http://www.portal.euromonitor.com.proxy.lib.sfu.ca/Portal/ResultsList.aspx
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Table 1: Benefits to Individual, Community, and Environmenthttp://compostingtoilet.org/compost_toilets_explained/the_benefits_of_composting_toilets/index.php
BENEFITS TO THE I NDIVIDUAL BENEFITS TO THE COMMUNITY & THE ENVIRONMENT
Waterfree
A significant savings in water storage will result if the household is
not on reticulated water supply.
Water Use
A reduction in water use allows the large capital costs
of dams and reservoirs to be spread over a greater
population. It also enables decentralised water sources
to be used.
Odour Problems Reduced
The suction air flow in most composting toilets takes toilet and bathroom odor out of the room and acts like a constant extraction fan.
Reduced Marine Pollution
Nutrient load on streams and rivers is almost negligible.This results in more oxygen being available in the water
and a return to improved activity of marine life.
Lower Household Maintenance Costs
Sewage rates and water rates (metered) can be in the order of $500 per
year, a significant cost. This will only increase if the demand for
sewage system upgrading increases. Other on-site systems have
annual maintenance costs that are obligatory. Local authorities will be
increasingly paying rebates to households who own composting
toilets.
Pollution Detected Quickly
Without sewage systems to flush away wastes, It would
be easier to ascertain where toxic wastes are being
leaked into watercourses. Industry would be more
willing to rectify these problems if it were easier to
identify the sources.
End Product Recycled
While only small in amount, the solid end product is a valuable humic
fertiliser that can be utilised around trees and gardens.
Damage Limited
Miscalculation in individual composting systems has a
much smaller impact than the same mistake in a large
centralised system. It is also easier to rectify and returnto normal operation.
Reduced Greywater Loading
Where composting toilets are installed instead of septic and mini-
treatment systems, there is a large reduction in the ³loading´ on the
effluent treatment system by the removal of ³blackwater.´ Smaller,
less maintenance, greywater systems are possible.
Flexibility of Planning
Composting toilet systems are built only when the need
arises. The high headwork and treatment costs of
conventional sewage systems must be borne by the
community ahead of development. If development does
not go as planned, then money is wasted.
Independence
A household with a composting system is independent from potential
problems of the waterborne sewage system. If future water shortage or
system backup problems occur with conventional systems, there is not
much that you can do personally about it. On-site composting systems
are much more flexible, they are easier to fix and have less damage potential if operated incorrectly.
Less Environmental Impact
Compared to sewage systems, on-site composting and
greywater treatment has less impact on the
environment:
Large effluent releases into watercourses and oceans
are avoided.
Disruption to soils systems through pipeline
installation is eliminated.
Leakage of raw sewage into groundwater through pipe
deterioration and breakage is eliminated.
Recycling
The composting toilet possesses the ability to recycle much of your
household waste. Food scraps, paper, lawn clippings and grease from
you grease traps and greywater systems can be composted back
through the toilet. If you choose to put in a reed bed greywater
systems, the annual clippings can also be composted. There is no
wastage in this system.
Flexibility in Estate Planning
By eliminating the planning constraints of the sewage
system underground piping and infrastructure, housing
developments can be designed with more emphasis on
environmental and social considerations, rather than
how best to situate the blocks to make pipes run
straighter.
Unusual Sites
Composting toilets can be installed in many different situations which
would not accommodate other systems. Rocky sites, high water table,
no water storage, environmentally sensitive, close to running
watercourses, and swampy ground. All these difficult site situations
can be accommodated with a small amount of alteration to the basic
system design.