Your search found 1 Results
[Unpublished] 1990 Apr. , 103 p.This study was conducted to help guide the design of the marketing strategy component of a condom brand for a contraceptive social marketing project in Turkey. Specifically, it was undertaken to estimate category sales, brand sales, market shares, prices, inventory practices, type of outlets, and distributor coverage of the Turkish commercial condom market; and to better understand retailer margins, pricing structures, inventory practices, and in-store placements and promotions of condom products. Baseline information will therefore be obtained on the nature of the condom market before the introduction of the project product. The audit was conducted in 150 urban pharmacies over 6 cities. Pharmacies were found to be the major retial outlets for condoms, with over 90% of those audited selling condoms over the study period. 17-25 million/year are sold through these channels at the average price of 390TL/condom. High profit margins exist at each level of distribution. Jellia held the largest market share at 58%, with inadequate distribution generally observed for the major brands. Condoms were visible in 49% of selling pharmacies, though advertisement materials were found in only 2% of audited pharmacies. Some pharmacists are reluctant to display condom advertisements for fear of offending conservative customers. Finally, pharmacies generally do not maintain large inventories of condoms. Recommendations applicable to the development of the project are included in the report.