Subject:

Advertising and Promotion

Semester:
7
Submitted to:
Mr. Ahmed Mujtaba
Submitted By:
Talha Aslam

Muhammad Feroz

Muhammad Hamza

Suleman Brian

Kashmala Shahzad

Muhammad Qasim Shahbaz

 SATHI CONDOM

Introduction:

A condom is a sheath-shaped barrier device used during sexual intercourse to reduce the
probability of pregnancy or a sexually transmitted infection (STI). There are both male and
female condoms. With proper use—and use at every act of intercourse—women whose
partners use male condoms experience a 2% per-year pregnancy rate. With typical use the
rate of pregnancy is 18% per-year. Their use greatly decreases the risk of gonorrhea,
chlamydia, trichomoniasis, hepatitis B, and HIV/AIDS. They also to a lesser extent protect
against genital herpes, human papillomavirus (HPV), and syphilis.

GREEN-STAR SOCIAL MARKETING (GSM)

GSM is a member of the population services international (PSI) network, through a network
of 65 member organizations in the developing world.

ESTABLISHED IN 1991

Green-star Social Marketing (GSM) was established in 1991 as a social enterprise, to

improve the sexual and reproductive health of people in the country by increasing choices
and access to quality modern family planning methods and contraceptives.
GSM VALUES

GSM NETWORK

Distribution network of over 7,000 franchised clinics & 70,000 retail outlets. GSM is
responsible for provision of approximately 53% of all contraceptives, distributed by the
private sector, in Pakistan.

GSM WORK & IMPACT

Since GSM's inception 25 years ago (1991), we have been working ceaselessly to increase
awareness, availability and access to affordable, quality, modern contraceptives.
Today, the GSM Sabzsitara logo is synonymous with reliable family planning information,
products and services all across the country. As the largest private sector provider of
reproductive health products, GSM is responsible for provision of approximately 53% of all
contraceptives, distributed by the private sector, in Pakistan

Sathi

With a market share of over 70%* and being the number 1 Pakistani condom brand, Sathi is a
feather in the cap of Greenstar’s FMCG range. Serving the Pakistani masses for more than
three decades, the brand provides an economical option of a quality family planning method.
Sathi condoms are imported, WHO approved and ISO certified, having passed through
stringent quality checks which make them conformant to the highest international quality
standards. In 2017, Sathi Plus, a new delay variant, was introduced to provide customers with
an option of a performance-enhancing variant.

Sathi Sahulat Pack

The marketing team is pleased to announce the new addition to the Sathi family, Sathi 2s
Sahulat Pack, which will be priced at Rs 10 for a pack of 2 condoms.
This line extension will help in adding energy and life to the Sathi brand. It will also add to
customer-perceived value since this strategic decision will allow lower income customers to
purchase it owing to the pack being the lowest priced SKU in the market, and provide them
with a greater number of options to choose from by diversifying the brand portfolio of
Pakistan's number 1 condom brand.
With the new Sahulat Pack, our aim is to reinforce the brand equity of Sathi, allow more
consumers to purchase our product and prove it is 'hifaazat main pakka, jaib pe halka'.
Marketing Mix Of Sathi Condoms – Sathi Condoms Marketing Mix
Sathi Condoms is an established brand of Pakistan origin associated with FMCG industry. It
is a personal care product for males and is used as a contraceptive brand. A company has
targeted urban people who are above 18 years as its potential customers. Education has
helped people in understanding the advantages of condom usage and this has helped the
brand in creating a good market for itself. It faces stiff competition in consumer market and
some of its main competitors are as follows-
Josh
Touch
Do
Durex

Product in the Marketing Mix Of Sathi Condoms :

Sathi Condoms is one of the most popular contraceptives designed for pleasurable sex. It is
used as a protection against pregnancy as well as against any unwanted disease like Aids.
Sathi has been declared as one of the most innovative brands. We are offering Sathi Bachat
Pack

Place in the Marketing Mix Of Sathi Condoms:

Sathi Condoms is a Pakistani brand and is easily available in most parts of Pakistan. It has
spread its network mostly in urban cities as usage of condoms is still not encouraged in rural
areas. Sathi Condoms has an excellent distribution network that helps in transporting its
products to consumers via distributors, stockiest, super stockiest, dealers, retailer and lastly
consumer. Each of them receives a cut or margin on its sales figures. The product is easily
available in malls, beauty parlors, chemist stores, discount stores, corner shops and
supermarkets.

Price in the Marketing Mix Of Sathi Condoms:

Advanced technology has made manufacturing of Sathi Condoms less costly. It is a very
competitive market and brand faces fierce competition from several rival companies. It also
wants to make further inroads and spread its products in rural markets along with the urban
market. Sathi Condoms brand has adopted a penetration and competitive pricing policy for its
variants. It has kept its prices marginally lower than prices set up by its rival companies
because it wants to gain a competitive advantage over others. Pakistan is a price-sensitive
market and consumers do not want to spend extra on something like a contraceptive, which
they can easily get at a lower rate. Hence brand has kept affordable and inexpensive product
rates so that an individual can easily make a purchase.

Promotions in the Marketing Mix Of Sathi Condoms :

Its ad campaigns are shown via television channels and radio. We will publish print ads in
newspapers, magazines and hoardings at several places.
We will also market its product via social platforms like Twitter, Facebook and blogs.
Relevant and vital information is updated periodically on its website to keep its clients in the
know-how of any latest developments.

Segmentation, Targeting and Positioning

Segmentation-

Demographics
· Males and Females
· An age group of 18- 35 yrs
· Mainly teenagers, families, and middle aged working professionals (married as well as
un married)
· In a country like Pakistan education can’t be taken as a basis for segmenting a target
group for a brand like Sathi. There might be many who aren’t educated yet are made aware of
using a condom.

Targeting-

Sathi initially targeted an age group of 18- 35 yearrs, where the group contained both married
and un-married people. But it was noticed that people above 28yrs had other protective
measures that they used and didn’t actually other about the protection and the associated
brand that thy used. Sathi soon re-launched itself purely targeting the youth, among whom a
huge increase in sexual activity is to be seen due to the westernization effects. The youth
celebrate the idea of sex, and want to have a pleasurable and fun experience, which is what
Sathi focuses on and hence targets these consumers. This target group is also a very sexual
health conscious group who would like to avoid any un- planned or un-wanted pregnancies,
STDs etc.
· Need based segmentation approach- Sathi targets the youth who have a common
need that is- a fun pleasurable sexual experience while maintaining a sexual well-
being. Sathi seems to have created an effect among this segment than the older age
groups of 30+.
· The segment that had been targeted is substantial that would generate a large
profitability.
· The segment that has been targeted can be effectively reached
· They are also differentiable. The unmarried youth of the age group 18-27yrs
respond differently to the marketing mix elements compared to the 28+ group and
who are married.
· Sathi focuses on a Full Market Coverage, as they have a larger cohort of people
who they are targeting. Though they might target only the 18-35yrs group, they
could have consumers from other age groups ad psychographic groups too.

Positioning-
Differentiation Strategy- The image differentiation is the main differentiation strategy that
has been adopted by Sathi. The brand has tried to position itself as the only brand that would
provide its consumers a pleasurable and fun sexual experience. It focuses on being appealing
to the youth who want to enjoy the physical act. The service differentiation is also offered by
Sathi, by delivering condoms from the closest retail store if the couple is in a hurry and all
ready for the sexual act of love.

Emotional Branding-Sathi has repositioned itself to build a stronger emotional connection

with its consumers, after its acquisition by Receipt Benckiser. The Sathi brand has moved
from Safe sex brand strategy to a more emotional strategy. It tries to change the perceptions
of the brand and tries to drive associations with sexual associations.

Points of Parity- These would be that the brand is very reliable, durable, and fairly priced
Points of Difference- A brand that associated itself to fun, Gives a rich consumer experience,
its anatomically structured condom, the excellent capacity, resilience and durability
associated with the condom of the brand.
Substantiates- Researches conducted to improve the quality, electronically tested condoms,
anatomically shaped condoms, Polymer based product.
Values- Fun loving and friendly. Contemporary.

Visual Identity- Vibrant colors used for packaging that attracts the consumer as it radiates the
message of youthful and bright and fun!
AD Related Components:

Appeals type
 Fear appeal
 Rational appeal
 Emotional appeal
Framing Advertisement is negative.

Word play: Securing better future.