Serving All Urban Consumers: A Marketing Approach to Water Services in Low- and Middle-income Countries: Book 6 - Sample strategic marketing plan India

This book is one of a series of six publications that consider how water utilities working with other key stakeholders, can meet the needs and demands of urban water consumers - including the poor - through developing an understanding of the needs and demands of all consumer groups, and by the adaptation of marketing/commercial approaches.

This sample strategic marketing plan (SMP) for Mombasa in Kenya has been completed as part of urban water sector marketing research that was lead by Water and Engineering Development Centre (WEDC) and IWE, Cranfield University and funded by DFID (UK). The purpose of the Mombasa urban water sector research was to test the strategic marketing methodology outlined in Wilson and Gilligan,1997. This publication serves as an example of strategic marketing approaches for the urban water sector that are set out in the following three guidance books that are published by WEDC: Serving All Urban Consumers A marketing approach to water services in low and middle-income countries Book 1: Guidance for government’s enabling role Serving All Urban Consumers A marketing approach to water services in low and middle-income countries Book 2: Guidance notes for managers Serving All Urban Consumers A marketing approach to water services in low and middle-income countries Book 3: PREPP – utility consultation with the urban poor These publications can help assist in the development of plans to a) improve water services and increase service provision to all consumer groups and b) to ensure utilities are financially sustainable.