Birth Control in Bangladesh

Only available on StudyMode
  • Download(s) : 249
  • Published : November 15, 2010
Open Document
Text Preview
ntr

Population Services International:

The Social Marketing Project in Bangladesh

Case Study Analysis

Presented to: Mark Lamontagne

Course: MKTG-4406

Presented by: Greg Allemano

Zac Halwachs

Madeline Hensz

Alexandra Rivet

Akash Sasivarnam

Jessie Strickland

Thursday, March 11th 2010

Table of Contents

Executive Summary..............................................................................................................…2

Problem Statement ...............................................................................................................…2-3

Internal Analysis.......................................................................................................................3-5

External Analysis......................................................................................................................5

Political Factors........................................................................5-6

Economic Factors.....................................................................6

Social Factors..............................................................……….7

Technological Factors..............................................................7-8

Competition.............................................................................8-9

Alternatives...............................................................................................................................10

Recommendation .................................................................................................................…11

Implementation ....................................................................................................................…11-12

Executive Summary
            This case study features the problems faced by the Population Services International (PSI) with contraceptive methods used in Bangladesh with emphasis on birth control pills. Throughout the case, we identify the many issues, which resulted in the unsuccessful sales and distribution of the product, Maya. The birth control created by PSI was introduced to the Bangladesh public as well as professionals in the early 1980’s, and faced a gradual decline in terms of sales and market share between 1980 and 1983. We have also discovered the roots of these existing problems and have analyzed the Bangladesh market as well as the relevance of contraceptives in the market share. We have created and developed an implementation plan that involves PSI re-branding one of their products, Maya. It also allows the product to be brought through proper distribution channels that are accompanied by education and knowledge surrounding the brand. We hope this will address and solve the issues that Maya is currently facing.

Problem Statement

How to penetrate the Bangladesh market in light of beliefs about family planning methods?

Maya was negatively perceived when the product initially came into the market and was not given the brand awareness it anticipated in terms of educating consumers on what the uses of the birth control pill were.

Symptoms

- Lack of education

- Beliefs that the pill form for a contraceptive method is dangerous, which resulted in a poor image for the product

- No support from retailers

- Males make 80% of all purchases and would choose condoms before the pill

- Doctors believe that Maya is a poor drug

- Price point

- The Bangladesh culture

- Lack of social acceptance of birth control pills

- Perceive birth control pills as high dosage drugs that could produce adverse side affects

- Consumer/ cultural preferences

- Data

- Traditional male role in terms of family planning

Internal Analysis

Management Strengths

Philip Harvey, one of PSI’s founders, continues to be a member of the board and is always active in strategy meetings. Robert...
tracking img