Serving all urban consumers : a marketing approach to water services in low and middle-income countries. Book 4. Sample strategic marketing plan for water services in Mombasa and the Coast Region

Preparation of a Strategic Marketing Plan (SMP) aims to develop and demonstrate a methodology that water utilities could use to structure their service delivery to customers while meeting their objectives. The SMP presented in this book is a framework for sustainable improvement of water services and mainstreaming of poverty reduction in the utility's business. It demonstrates a methodology for the application of pricing and service differentiation in the management of urban water services.
The objective of the here presented case was to enable the National Water Conservation and Pipeline Corporation (NWCPC) of Mombassa, Kenya, to improve its service provision to customers (including the low-income customers who are currently not served), while meeting its financial objectives. The key marketing objectives were to : 1) capture more of the water market in Mombassa; 2) achieve equity in service provision by serving the poor, most of who are currently not served and rely on alternative sources; 3) improve customer service and 4) improve NWCPCs financial position.

An institutional analysis, including and assessment of the utility's existing water supply infrastructure is provided. The results of a comprehensive customer survey and willingness to pay study carried out in August 2000 are presented. The results of the customer survey include and assessment of existing customer services, customer perceptions of the water utility and the results of the willingness to pay study showing the amount of money customers are willing to pay for improved water services through different service options.