| dc.description.abstract | This thesis is about the dissemination of biogas in Tanzania. This study has a focus on the commercial aspects. The research assignment is to provide the programme with insights about the performance of the employed marketing activities and to contribute to the application of social marketing in dissemination strategies. The data is gathered during a three month visit in Tanzania and through desk research. The study is exploratory and a total of 116 respondents are interviewed.
Results show that the programme is experiencing many barriers and challenges. There is little support from the government, poor access to feasible credit facilities, much poverty, a lack of entrepreneurial skills, a limited energy use in rural areas, freely available firewood, a low level of awareness, poorly performing partners and disproportionally high costs for constructing plants in remote localities. Moreover, biogas is often not seen as a fully fledged solution because it does not provide electricity to charge a cell phone. Consequently, the penetration rate of biogas is approximately 3.03 per cent. The demand for is low because the technology is perceived too expensive.
All in all, the programme is performing poorly and there is a need to reorganize the marketing-communication strategy. This thesis discusses a mixture of marketing models, principles and approaches. In sum; The programme must be clear and transparent in communicating the costs of applying biogas. The role of the programme should be supportive instead of leading. The available funds can be used in providing low interest and long term loans that coincide with the payback time of a digester. Focus on individuals with a high status. Design promotion material that is customized to a specific locality. Limit the programme to masons that perform well. And, cooperate with other energy projects in order to offer hybrid forms of energy delivery. Local promotion activities are most effective, not only now, but also in the foreseeable future. | |
