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    766761

    Consultant report on the contraceptive marketing programs in Indonesia and Thailand.

    SMITH RH

    Report prepared during the period April 11 through May 10, 1976, under the auspices of the American Public Health Association, in agreement with the U.S. Agency for International Development. 9 p. (Authorization: AID/pha/C-1100 Ltr. POP/FPS 2/11/76) (APHA Assgn. No.: 1100-031)

    Summary of observations and recommendations from consultations to assist an Indonesian marketing program and advise on design of a pilot promotion campaign in rural Thailand. The Indonesian program distributed condoms through commercial outlets distributing an indigenous herbal medicine, and was initiated by Yayasan Indonesia Sejaktera (YIS). Sales were lower than anticipated, but there was only modest allocation for promotion. The program met with notable success given the constraints of the existing marketing system, which is almost wholly passive, relying on consumer demand, and the limited staffing and budgetary resources available to YIS. As originally designed the program was too ambitious, and it was recommended that it be continued in a different format. Preconditions that would have to be met included change to an experimental marketing program rather than a commercial distribution project, inclusion of oral contraceptives, and change to an urban setting. Specific recommendations on establishing the project, stimulation of demand, staffing, research backup, feedback mechanisms, pricing, direct selling, repackaging, establishing a brand name, and point of purchase promotion, are offered. The Thai program was at the implementation stage, research on attitudes toward condoms among rural Thai residents and clinic personnel having been completed, and a media promotion designed on the basis of the findings. The consultant met with program personnel and recommended arrangements for implementation. His chief concern was that funds would not be sufficient or not enough time would be allowed to obtain meaningful results.
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