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[Unpublished] 1981 Sep 12. 8 p.The product line of Bangladesh's successful social marketing program should be expanded to include Panther condoms. Bangladesh's social marketing program was implemented in 1975 by Population Services International, and in 1976 the Project Council was established and given responsibility for developing policies and operational guidelines for the program. The program has 4 regional sales divisions, and each division is headed by an areas sales manager. Project products are sold in about 65,000 retail outlets. Products currently distributed are 1) Raja, a condom; 2) Maya, a standard dose oral contraceptive (OC); 3) Ovacon, a low dose OC; and 4) Joy, a foam tablet. Prior to the introduction of the Raja condom, a number of commercially marketed condom brands were available in the country. These other brands have almost disappeared from the market. In commercial marketing it is widely recognized that when several brands compete for the consumers' attention, total sales increase. Variety sells for a number of reasons. Consumer tastes and needs vary, and this is the reason Baskin and Robbins sells 31 flavors of ice cream. Professional marketers are keenly aware of the need to offer brands that sell for different prices. For example, soap companies offer brands tailored to the income level of all segments of the population in order to capture a broad market for their products. The addition of new products also leads to an increase in product promotion. If there is only 1 product on the market, advertisers run out of things to say about the product. The addition of competing products gives advertisers new things to say about their product. As a result, public exposure to the entire product line is increased. Commercial marketers also recognize the advantages of introducing a premium, or high priced brand. These products lend status to the entire product line. Social marketers must overcome their hesitancy about introducing products which appeal primarily to middle and upper class or urban segments of the population. If elite groups use a product, the popularity of the product will increase in the general population. In summary, commercial marketing guidelines indicate that the introduction of a higher priced condom into the product line of Bangladesh's social marketing program will not only increase total condom sales but will increase sales of the Raja condom. The Panther condom should be introduced as a luxury brand. The current price of a Raja condom is US$0.01, and the price of a Panther condom should set somewhere between Ta.2.50-Ta.3.00. Sales from the Panther condom will reduce the operating deficit of the program. Panther condoms can be produced by Akwell Industries for about the same price that the company now manufactures Raja condoms. Packaging for the product should be developed locally, and the package should be designed to appeal to the middle and upper classes. An initial supply of 3.5 million Panther condoms should be obtained from the US. This purchase and the intial cost of designing an appropriate package and sample promotional material can be covered by the program's current budget.
Trip report: Honduras Contraceptive Social Marketing Program, Tegucigalpa, Honduras, June 11 - June 18, 1984.
Washington, D.C., Futures Group, International Contraceptive Social Marketing Progam, 1984. 25 p. (Project No. AID/DSPE-CA-0087)At the request of the International Contraceptive Social Marketing Project, Tennyson Levy of the Tritora Corporation visited Honduras in June, 1984, to assist the Honduras Contraceptive Social Marketing Project to conduct market research to assess the impact of a 5-week advertising program. The campaign was undertaken to launch the introduction of the program's 1st product, Perla, a standard dose oral contraceptive (OC). During the visit the consultant was asked to assist in the development of an advertising plan for all 4 products which will be distributed by the program. The other 3 products are 1) Prebien, a low dose OC; 2) Guardian, a condom; and 3) Sana, a vaginal tablet. The consultant also helped develop research to guide the development of appropriate packages for the Guardian and Sana products. The distribution of Perla began in March, 1984, and the media campaign was conducted during May, 1984. Monthly sales for March amounted to 5271 cycles, and for May, 11,256 cycles. The campaign consisted of 2 45-second radio spots which ran 30 times a day for a month and a press ad. A visit to 12 pharmacies in June to obtain feedback about the advertising campaign led to the conclusion that the campaign increased awareness of Perla, of how it could be obtained, and of how much it cost; however, the campaign did little to alter women's fears and misconceptions about OCs. Recommendations were made for conducting a 2-phase advertising campaign to further promote Perla. The 1st phase will begin immediately and run for 8 weeks. The objective of the 1st phase will be to address women's fears and misconceptions about OCs. The 2nd phase will run from September 1984-July 1985, and the objectives of this phase will be to promote Perla as a method to avoid pregnancies which might keep women from attaining their personal goals, to encourage married women to use Perla to space their births and to limit family size, and to protect unmarried women from the fear of an unwanted pregnancy. Specific messages and channels for disseminating the messages for each phase of the campaign were specified. Communication strategies for the other 3 products were also provided. Guardian messages will seek to equate the macho image with responsible behavior. The Prebien campaign will be directed toward 16-24 year olds, and the Sana compaign will stress that vaginal tablets are a convenient method for lactating women, for teenagers, and for women who engage in sexual activities infrequently. A research strategy for conducting market research throughout the 13-month advertising campaign was developed. A previously developed survey questionnaire for evaluating the advertising campaign was redrafted, and an appropriate sampling strategy for the survey was developed. Pertinent research topics were identified, and a research time table was proposed. An advertising budget was also developed. Funds currently available for the campaign (US$93,000) are inadequate, and additional funds must be requested. The radio spots used in the initial Perla campaign are included in the appendix.