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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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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African Development Bank Group. (2009, January 28). Cameroon: US$ 61 Million Funding for 

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Bongben, L. (2008, October 17). Cameroon: 1.5 Million Toilets to Improve Sanitation. Retrieved

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Dada, A. (2009, January 7). Nigeria: DMT Mobile Toilets to produce gas from human waste.

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DMT Toilets. (2010).  H ome. Retrieved February 7, 2010, from DMT Toilets:

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3_Case_Study

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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

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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.