Case Summary of PSI: Social Marketing Project in Bangladesh
1) Who is right: Ciszewski or Schellstede? Why?
I think both of them are right and have good strategy in trying to improve sales of Maya. Ciszewski isright in the idea of rebranding Maya to improve the poor image as it stands right now, i.e. change nameand increase the price to raise the image of the brand. We have a room for price increasing as it isshown that other OC brands with price 5-10 times higher can have better sales than Maya. For this re-positioning OC pills, we should target to the urban market. For rural market, I also agree withSchellstede to use RMPs as the linkage (influencer) to the rural area target group because RMPs havegreat influence in providing knowledge of OC pills and ultimately change consumers behavioral intent. 2) Why is this difficult market from a marketing standpoint? I would explain the difficulties of marketing the birth control products in Bangladesh. First, it is due to the simple ignorance of majority of people who have low literacy rate
Second, the family economics and lack of social security policy push elderly parents to rely on their sons incomes for living
Third, culture, parents could not rely on financial support from daughters after they are married and they would have to pay a dowry to the bride groom’ss parents. Fourth, it is high chance in Bangladesh to lose their offspring in natural disaster.
Fifth, Bangladesh geography makes it difficult to reach majority of people (91% lives in villages. -Page4).
3)H ow do you understand the relative performances? Why is Raja succeeding, while Maya is not?
Relative Performance of Raja and Maya
From general performance measures in 1983, Raja is outperforming Maya in terms of % sales growth from 1982 to 1983 (41% vs. 5%), the market share of the same product type (59% vs. 8%), the # of Couple Years Protection (504 vs 48 thousands CYP), and the total revenue (4.9 vs. 0.3 million Takka).Detailed...
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