Marketing Plan Male Contraceptive
Analyzing current product and tests
Before starting up a marketing plan for a male contraceptive product we need to take a look at different variables and retrieve some background information about the history and current situation in the male contraceptive market.
In an article from Demetrius J. Porsche in the journal for Nurse Practitioners is mentioned that worldwide 30% of the couples use a male form of Contraception. It is estimated that 1 out of 6 males older than 35 have had a vasectomy in the United States. An international study involving 9000 men in nine countries expressed that 60% of the man are willing to use a male contraception to prevent fatherhood. One of the reasons for the man is to regulate when and if they are ready for (another) fatherhood.1
Male contraception methods
Currently there are different kinds of male contraception methods. There are the traditional and most common methods as Condom, Withdrawal, Outercourse, Vasectomy and Castration. We will a take a look at the current methods, current developing methods and their advantages and disadvantages.
One of the male contraceptive methods is RISUG; “Reversible Inhibition of Sperm Under Guidance” is said to be similar to a vasectomy but is easier reversible. The gel will be injected in the vas, where it will block and kill the spermcells. If the patient would like to restore their fertility they can use another injection to flush it out. There has been a stop in trials in 2002 after several problems and were restarted again in 2011. At the moment it is only tested in India, but they are planning to have it on the market in 2015.2
Another male contraceptive to replace the vasectomy was an Injectable plug, which has been tested in China using the elastomer. This plug could still be removed within 5 years after insertion. One of the downsides was that it might lead rupture of the vas. Also The Shug a non-injectable plug can be used, which is safer and the removal require just a minor surgery. Both methods has not been proved that after removal lead to a complete return of fertility.(3)
JQ1 is small molecule which has been tested on mice and reduces the sperm production to the level they became infertile, but didn’t interfere with their sexdrive and when stopped there fertility was restored in one or two months. This way of a non-hormonal contraceptive would likely to be more interested for men. These tests could lead to a Male Birth Control Pill. (4)
Ultrasonic Sperm zapping treatment has been tested on rats and reduced the level of sperm counts far below levels normally seen in fertile man. The tests are still in a beginning phase and now also been tested on dogs and monkeys. There are no test done to see when/and if the fertility will return.(5)
Testicular heating method is to heat the testicals so that they cannot produce sperm. This method has been used for a long time and can be easily used as suspensories. New tests show that after long use, fertility might not return to how it was and is only to be used as a reversible method for short usage. (6)
Consumer research & analyses
To create a product, one of the most important questions that you have to ask yourself is: “What are the wants and needs of our target consumer?” If we do not know the wants and needs, a product will never be successful. The segments that we have analyzed are listed below.
Young heterosexual men (18-24) in a long-term sexually active and committed relationship with no need for children (yet). Younger heterosexual men (25-45) in a long-term sexually active and committed relationship with children without the urge to have more. Mature heterosexual men (46-50) in a long-term relationship with children but without the urge to have more. (As a less severe alternative than for example a vasectomy). Younger and mature men (18-50) with extramarital relationships or changing...
References: Assessing potential threats to incumbent brands: New product positioning under price competition in a multisegmented market
Hosum Rhim, Lee Cooper, June 2005 International Journal of Research in Marketing volume 22, issue 2, pages 159-182
Reference Emily Dorman, David Bishai, Demand for Male Contraception Expert Rev Pharmacoeconomics Outcomes Res. 2012;12(5):605-613
Prof. M. Sarvary & Prof. A. Elberse, Market Segmentation, Target Market Selection, and Product Positioning April 2006 HBS. No.501-018 Harvard Business School Publishing.
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