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Campaign Strategies (4Ps), Implementation, and Evaluation 233

For conscientious mothers and caregivers wanting healthy children under age
5, Sûr’Eau is the easy-to-use and inexpensive home water treatment solution
that gives safe water to whole the family. (PSI/Madagascar, 2006)

C A MPA I GN STR ATE GIE S (4Ps ), IMP L EMEN TATI O N ,
AN D EVAL UATI O N

In 2000, the team developed a plan to launch and scale up the new SWS prod-
uct. They began by undertaking audience research to understand the target
consumer and by creating product, pricing, packaging, and promotional strate-
gies. As pioneers of household water treatment promotion and marketing, PSI
had to depend on its own market research and expected to adjust the various
program components—the marketing mix (4Ps)—as the program matured
and valuable implementation, consumer research findings, and evaluation evi-
dence came to light.

Product Strategies
Initially, following consumer research, the product strategy was to create a con-
sumer good for home use in an economical “family size” and with attractive
packaging. The packaging would include easy-to-use pictorial instructions to
enable low-literate rural Malagasy to use the product. In 2000, PSI developed a
product brand name, logo, and packaging for Sûr’Eau (pronounced “Syr-O”
and meaning “safe water”) water treatment. A 500-milliliter bottle with a cap
that could be used for measuring out the chlorine solution was developed. A lo-
cal private sector manufacturer was located and production of Sûr’Eau began.
The only additional materials needed were a mixing pail and cloth, two inex-
pensive items that were locally available and normally found around the home
(see Box 10-2).
The product was designed for ease of use and required three simple steps to
correctly make water safe to drink (see Figure 10-2):
1. Add one cap of Sûr’Eau to one bucket of water.
2. Stir the mixture with a clean utensil.
3. Cover with a clean cloth and wait 30 minutes before using.
The product was designed to address one of the key behavioral determi-
nants of use found through research—self-efficacy. By designing the product
with self-efficacy in mind, the marketing team believed it would encourage use