Population Services International

The Social Marketing Project in Bangladesh

Group 6

Anubhav | Apratim | Jatin | Meenal | Saumya

 Overview
Bangladesh Population growth PSI SMP

• One of the • Low literacy rate • Non profit agency • The beginning –
poorest countries – 27% among founded in 1970 1977
in the world males and 12% • Headquartered in • Objective –
• Expected 3% - among females Washington DC subsidized
4% growth in • Ignorance of birth • Responsible for contraceptives
Gross National control method devising through
Product • No pension strategies on commercial
• 20 million system/Financial family planning outlets
couples in fertile support information and • The products –
age group • Frequent natural marketing birth Raja(condoms) ,
• Rural population calamity control pills Maya (oral
– 91% • Dowry system • Successfully contraceptives)
• Majority implemented • Organization
population lived projects in Sri structure and
in villages and are Lanka processes
conservative • Social marketing
project to control
population in
Bangladesh
 Current Problem

• With similar investment – Raja is a success,

but Maya a failure

• Dilemma in PSI regarding the future of Maya

– Should it be discontinued or continued?
 Success of Raja
•Evoked feeling of being
Recognized King
Name

•Price reference
Direct marketing Successful point are tea and
Subsidized cigarette
such as street Advertising
canvassing, t shirt rate •Price only to
distribution
campaign convey sense of
value

Availability in 3 Flexible
formats – 3/12/100 packaging Wide reach
pieces a pack
format
over 80,000
retailers
 Failure of Maya
Product
• Lack of product awareness among medical practitioners and
consumers
• Perceived Maya as inferior – blamed for general ill health of women

Price
• Subsidized price added to the misconception of inferiority

Place
• Out of reach of Women (consumer) as placed at Pan shops

Promotion
• Majority via newspapers, even though only 12% of women are
educated. (Exhibit 7)
 Future Options for Maya
2. Marketing
1. Rebrand Maya
Improvement

Product awareness is there

Helps in changing the No need of new
inferior quality image advertisement
Cost is less

Increased cost due new

advertisement and
packaging Difficult to increase price of
the product
IT will take time for new
brand to gain popularity
 Future Strategy for Maya

We suggest Marketing Improvement, PSI should

continue with Maya

Focus on shifting consumer perceptions

Inform and train health care community of

Maya s o je ti es a d ho it orks

Use validation of medical practitioners to make

Maya a success story

Focus on Word of Mouth

 Marketing Plan for Maya
Product
• Maintain status quo

Place
• Involve the medical shops and pharmacies to build
credibility for quality
• Involve RMPs – put it in their travelling medical kits
• Will ot pla e at pa shops
 Marketing Plan for Maya
Price

• Margins for retailers in case of Raja and Maya are comparable

• Raja is competing with other condoms which are given free of cost
• Maya is competing with other pills which are priced much higher
• Other pills offer 16 times their margin
• To motivate retailers increasing their margins is critical
• This can be done by increasing price of Maya, which would also
lend more credibility to the brand
 Marketing Plan for Maya
Promotion
• Educate RMPs and make them brand ambassadors
• Create radio ads educating women as radio has highest effectiveness
(shown in excel sheet)
• Change the perception of birth pill as it is
• associated with birth control
• perceived to be a powerful drug

Implies – Anxiety before

and after purchase about
the product
PSI should work on
reducing the
apprehensions faced by
the consumer and also
educate them.
 Social Cost Benefit Analysis
• SCB can be analyzed by measuring changes in individual `utility' and
total `so ial elfare of usi g o tra epti es i Ba gladesh
• Approach to be used – A 5-stage UNIDO approach is used
1. Calculation of financial profitability of the project i.e. the NPV
2. Obtain the net benefit of the project at economic (shadow) price
– Shadow price reflects the real value of the resource (input or output) to
so iety. It ll e either so ial ost or so ial e efit
3. Then, adjust the net impact on savings and investment.
– In this case some families will have benefit of using contraceptives, other will
loose (eg. Having girl born so have to give dowry) and adjust this in the stage
2 calculations
4. Adjustment of the impact of the project on income distribution
5. Adjustment for the merit and demerit good
Social Cost Benefit Analysis for Contraceptives
Negative (Social Costs)
• Agai st o ser ati e Musli s
religious sentiments
• Social security – parents
dependant on sons
• Deaths by natural calamities
• Economically sensible to have
daughters = sons because of
dowry
Positive (Social Benefits)
• Increase in income per capita
by 18% - 32% (excel
embedded)
• Assures food and clothing as
less children means less food
and clothing requirements
• Peace and happiness in
families (exhibit 5)
• Assures happiness for children
(exhibit 5)
• Increase in the education level
• Preserves health of mother
 Social Marketing vs Traditional Marketing
Traditional Marketing
Objective creating, communicating, delivering and exchanging
offerings that have value for customers, clients,
partners and society at large
Social Marketing
The application of the principles and methods of marketing
to the achievements of socially desirable goals

Goal Financial good Social good

Focus Co su er s a t or eed Beyo d u dersta di g eeds, to u dersta di g hat s

socially good – may not be apparent need.
Approach Affect the behavior of consumers with the sole aim Change the behavior of customers so as to bring in a positive
to have the products sold social change
Results on Expected in the short term as focus is on meeting an Expected over a period of time as it takes time to
marketing unmet need or want with a product or service. communicate value for bringing about social change.
efforts

Funding Self-funded non-commercial partnerships with entities that are already

involved in working for social causes on a larger scale. For
example, UN and UN allied organizations, Governments,
non-profits, Foundations etc.
Partnerships Commercial in nature with advertising agencies, Non-commercial partnerships commercial partnerships with
channel partners etc. advertising agencies, channel partners, etc.
Example from Naming of Raja condom was done to appeal the Both Raja & Maya were being sold at one-tenth of their total
Case Bangladeshi male audience as a means to create cost.
brand associations with masculinity, bravery and
power.
Similarities in Social and Traditional Marketing

• Marketers attempt to learn about the lives of individuals and what

motivates them.
• Marketing strategies are developed
1. Market research done
2. Market segmentation, targeting and positioning done
3. Marketing mix developed
4. Marketing message communicated via traditional, digital and
mobile channels.
5. Monitoring of marketing campaign done