HappyTap

Household Handwashing Device Commercialization Project

February 2014 Progress Update

 Background WaterSHED Concept & Design Marketing Test Marketing (1) Commercial scale-up (2) Strategy Embedded marketing Team

 Background WaterSHED Concept & Design Marketing Test Marketing (1) Commercial scale-up (2) Strategy Embedded marketing Team

WSP Global Handwashing Initiative

An emerging hypothesis is that convenient and easy access to both water and soap at critical times is a key behavioral determinant of handwashing with soap among women and children.

 Background WaterSHED Concept & Design Marketing Test Marketing (1) Commercial scale-up (2) Strategy Embedded marketing Team

Phase 1
Business model design and strategy Shortlist potential private partners:
Plastics enterprises Distributors FMCG companies Investors Private sector focused organizations (e.g. CSIP)

Test key marketing messages Tien Giang & Vinh Long Provinces

CONVENIENCE

Not to go outside to do HWWS when it rains

Elderly not to go outside for HWWS at nights

Safe and convenient for pregnant women and caregivers

PROTECT FAMILY HEALTH

Diarrhea EV-71

Avian Influenza

Pneumonia

4 INFECTIOUS DISEASES CAN BE PREVENTED BY HWWS

Cost (& water) Savings

Fancy Product

Example Findings
Group meetings are effective to reach villagers Customers consciously appreciate Convenience and Protect health messages Doi Tay Sach (A pairs of Clean Hands) and Tien Loi (Convenience) are favorite names for HappyTap

 Background WaterSHED Concept & Design Marketing Test Marketing (1) Commercial scale-up (2) Strategy Embedded marketing Team

Commercial Scale-up (Phase 2)

Stage 1 (finished)

1 month

6 months

12 months

Mekong Delta Region of Vietnam Sept 2013 to Dec 2015 Direct promotions across 15 provinces Indirect channel distribution (and export) Commercial-grade marketing campaign Supported by USAID Development Innovation Ventures (DIV) Fund

Private Sector Led

- Based loosely on sanitation marketing model - HappyTap Co. Ltd. is private firm supplying product - WaterSHED employs Facilitators working in cooperation with Womens Union to lead group events - Private sub-distributors fulfill all orders pushing business to indirect channel - Production capacity of 45,000 units per month - Embedded marketing - Ministry of Health support

Product Marketing

Message for encouraging HWWS:

Tin vic ra tay, Li ngay sc khe Convenient for HWWS, Beneficial for health

Premium Packaging
Improve product appearance status Make it convenient for women to carry the product home Serve as a reminder tool of HWWS messages

Pricing
Volume based Retailing around 230,000 VND (~10.9 USD)

 Background WaterSHED Concept & Design Marketing Test Marketing (1) Commercial scale-up (2) Strategy Embedded marketing Team

Embedded Marketing

Ms. Tran Thi Huong Vice president of Vietnam Women Union demonstrating HWWS in the GHD 2013

Build on existing campaigns Pool resources

 Background WaterSHED Concept & Design Marketing Test Marketing (1) Commercial scale-up (2) Strategy Embedded marketing Team

www. HappyTap.net

Geoff Revell geoff@watershedasia.org