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Title: The challenge of marketing water filters in Uganda

Purpose: The purpose of this research is to assess why sales of the water filter (CrystalPur) is stagnant. The authors will investigate the viability of the approach used to market CrystalPur with help of the marketing mix after which necessary adjustments best fitted for the Ugandan market will be suggested.

Method: This research takes a qualitative approach. Data collection method used was both interviews and documentation. Telephone interviews were conducted with the management of ATU, schools and health centers that have received the filter as a donation. The secondary data used were articles, related studies and books. Since it is a research based on a qualitative approach, the theories and the findings is synthesized to make implication regarding the study.

Conclusions: The investigation has shown that the target customers are not buying the filter because they doubt its functionality of providing safe water which has thus hindered its acceptance rate. Boiling water is the accepted method which thus makes filtering disadvantaged. Also the filters performance does not meet the expectation of the respondents due its fragility and slow flow rate. The price of the filter was shown to be very expensive and unaffordable by the target group. The channels used to create awareness are not effective due to the low literacy rate affecting the level of understanding. Lastly, the underdeveloped distribution channels have not enabled easy accessibility of the product.