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

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

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

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

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

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

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

8. Water treatment practice “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

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

10. Market Segmentation Research 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

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

12. Partner Engagement Forum on HWTS efforts in Vietnam 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

13. Q & A? THANK YOU