In Harvard Business Case, Population Services International: The Social Marketing Project in Bangladesh,

1.What is the market opportunity for family planning and barriers faced?

2.Explain the different market segments and their motivations

3.Explain the consumption system, including buying behavior, the distribution channels, the medical community.

4.How successful have Raja and Maya been?

5.Using 4 Ps framework:

• Why does Raja work so well?
• Why has Maya worked less well?

6.What is your plan for improving Maya sales?

A.Keep Maya, improve retailer margins, and provide significant consumer report

B.Keep Maya, but go to market through rural medical practitioners

C.Drop Maya and introduce a new product with fresh positioning and communication strategy

For the exclusive use of W. Song, 2020. HARVARD BUSINESS | SCHOOL Population Services International: The Social Marketing Project in Bangladesh he population explosion in many less developed countries theough the dissemination of family birth control products through local retail cadets. The SMP marketed theo products, Raj: WE Late in 1953. Philip Harvey (ISI's founder). Robert Cixnewsid (PSU's executive dire discuss 1964 56 marketing plans for the SMP. Of particular concern was the fact that while Raja sales ham ahigh at t salim ariel 's tit to fe million to 193 lice Exhibit 1). Both products. mailability through Bargladesh's widely dispersed read more netwered pyarextensive product merit and you perishthe are i munber of prople possible. We knew most of them were Are worried that owe aggressive approach would desensha a sensitive product category and ushand and wife to seriously and frankly discuss family planning with each other. What we with sex, but a pill is associated with birth control; people think of a condom as an over the marketing approach should have helped Mays some this Pa For the exclusive use of W. Song, 2020. Population Services International abilic Flewat Program when they founded es in 1970. Mr. Harvey had essler worked for CARE (a and practiced medicine in Australia and New Coolnes, Serializing in family planning and midwise timdy planning information and marketing birth control products to people who needed to ough their first project concerned the group funding ofist Harvey argued the dangerand he was the prime motivation for the heir people He predicted that a diversion of these scarce resources to beth control wu i've products sixh as pills and meadeven are mol would never hicks of family planning " Harvey believed, " the entire sodety would be ben the Intrauterine devices JUDs of male or female sterilisations. PSI's managers described theft daily life of the marketplace. We would like to assure their distribution in an elfident fashion facilitate the exchange between the buyer and the seller so that the transaction is fruitful for with The person who gets family planning with contraceptives purchased in a social the. During the meat five years, it received contracts to manage similar propets in Bangladesh and For various poliscal reasces, PSI's involvement in the Mexican program was sheet-lived, but Sl. leaving Bangladesh as Pal's caly active program managerial personnel. Of the original founders. Philip Harvey continued as a member of the board. worthy Black had resigned to set up a soil foe profit family planning organization in Inland. Robert wasend for "poor sales performance after a bekel stint on the job. W For the exclusive use of W. Song, 2020. The Social Marketing Project (SMP) ell walidized evertraceptives through comme were to be provided by a project coronel ecrush it Whation Control for the Bangladesh guy ist, USAID (United States Apercy for laternasional Development) and UNFPA (United Nati typ in its hands of a pinecal manager, who was appointed by the project council upon soml was responsible for implementing strategy through a national sales manager w nd Pal. A beset description of their roles of por itturnits were the Banglad control efforts both directly, through Its various programs, and Indirectly, through projects such a or lation of about 100 milion, and a per capita income of $120)/ anmam, was the of the pains y moorterm improvement in the standard of living, fee its people. Further, with an an of America by the year 2tes. Since the coopsink and social consequences of such a scenario west moment had to consider their religious sentiments. The goverment closely m of all family planning programs. Is reserved the right government's mole , then, was which My aspect of any program USAID USA War in datitles EDG USAID funded family planning programs online LDC. I funded landed the entire cost of the SMP in Amelodiat It donated the expenses in Bangladesh The Ish profit and loss statethere for the Social Marketing Profit By project sound, and implementing them through the general manager. William Schellbands, toured and the general manager. Robert Cazewild, executive director, had been project advises schellstede had had extensive management experience with development projects in LDC's before For the exclusive use of W. Song, 2020. fancies enjoyed we respect and rapport foe the fun of it, We set a great deal of personal fulfillment in being able to promote a social council or the marketing organisation, but we are responsible for devbing a strategy and owntry Background esources of eis already pace country were further theeatened by the unabated growth of its ouring's government certain characteristics of the local environment made it chotenging for the teed in the cases The thency makes us anger of the song and; people lived in adopting forraly planning practices Sample ignorsect of birth control methods and green Largladesh due not have a system of sixhad security ce state peristore for me elderly , parents therefore hands and sold waves daimed as many = 10 030 i'ves cach yes , bena fumilis thought it prudent awaits could set bely ant them for financial support is their aid ups. On the contrary , the calum of onkady sensible to have at least as many sons as davigathers. In a survey conducted by the SMP (see Exhibit 51, many individuals appeared to comprehend the yohem, dartssean and marketing were fo entirely in ifor marketplace forces of supply and rices the market demanded. About 20 inbutaries of toro major rivers crisscrossed the length and intense network of local retan cutlets had developed. bios of the retail trade in Bangladesh wa's For the exclusive use of W. Song, 2020. sales on strict cash termes. Working capital was a constant problem and most retailers prefersed quick want to the movies counter and med for a product by' size or answered the The power usually had made a deckion, the salesperson went to the store shelves to fill the order. cuban sun apurity of the general stores were family-owned businesses. Net more than throw or four operations, not part of a chain, A typical store was appecodmately 400 to 500 sq, it. in area and he viere personnel on order. As with the pharmacies, consumers were rarely, if ever, allowed info Pal stores were s ence items in toeat, they carried states paying pott drinks, dearettes, aspirin and newspapers. loxoscel. and sundry Items such as aspirin, cookies, candy, local brands of "were dancing often were typically 30 to 40 14. ft. in area and operated by dee person. The shore person , who generally was the owner, sat behind the sales coustar and deftly made puns to individual order, mixing and matching the right amount and variety of spices, Men gathered around yon stores to take a break make and asraute pen in the privacy of their horses. Unlike the pharmacies and the general george & Medical care ryntoss Bangladesh was serviced by 125,090 doctors, only about 54030 of whom had medicine. Most of these dix who practiced mainly in ba villages. Their appenach to potent care was quite unscientific , claimed to invoke the power of God in treatment of illnesses formull The rest of the country's 10,/30 doctors were rural medical For the exclusive use of W. Song, 2020. edictre and usually did not spark linglish, but they kept in touch with profesdoral docties and and drugs mainly through association with professions operated a few hum every day out of these efficies the rest if the time buy make ssim bilowcipher and guide by many village people. They did not shares a few for consultation. However alments, depending on the patient's shanebi arputha god generally accepted over a number addition to the 125,030 doctors, there were emily Planning Activity in Bangladesh wadal involvement in any program except its own. Family planning communication s if had so emiment used the cot programs of. family planning and birth control. There were a number of such volunteer agencies in to pushne f Pair cured contraceptives from government or provide sources and disenbined them to wal doctors wrote prescriptions of advised their dusts to me speakFor the exclusive use of W. Song, 2020. rand of condoms and Maya brand of oral contraceptive pig . started in late 1907 to promote Raja Marketing Strategy for Raja and Mays as not widely distributed. sumer messi king In Arabic Mega. in Benges, literally meant magic but the cultural tro family planning products w USAID had For the exclusive use of W. Song, 2020. of Both Raja and Maya wer alan to add codes and appearance to shut the 10 plaster board and sold singles to customers Maya was picked as pill to a cycle inbutt to 21 who kowski, The wholewilkens sold to pearcases, large prosmal storms and camarble ice calling wholesaler's stocks to the semiwholesalers." Some movies , were primarily and setrow bowlers generally achieved wo wo 12 inventory turns per year ed Bail, while the Way at have setall level. The price and margin structure for Raj and says were wholesale level Pack of 3 pace Saleprices for Raja and Maya had no relation to the co cycle of Maya Products LISAIDY wechose cost for a pack of Rain was about 1.as Takes ted the a cycle of Maya, 15 Taskis over and aresurely food to contenders, as they were already subsidizing the other mine sermon, but PSI bought a prices had to be within the march of the muparty of fe population. reference points for pricing were provided adequate margins for the cuand members, especialy be reover A pet manager products. We could never have done's frese products were me 8000 For the exclusive use of W. Song, 2020. reserved. Ist's approach was to skip all intermediate levels of influences including the doctors and to The promotional themes of "happy marriage" and "confident choice of the prudent family were Raju and Maya T-shirts were distributed. (Exhibits s tal, thi, and Got show some of ivese promotions With an average spending level of $103 030 per you the SMP was the second largest of all Toward The medi allocation for each product in shown in Exhibit y equal around the market an Blogs. Exhibit $ shares the trend of CYI" shares for Baja and Maya Since 1908, almost the governmark's free distribution program and to private brands . Cozewski, the inchitect of the creasedlately after Schellshade had taken up his job, Ciszewski had suggested in a letter. mandela mean when think of a dever way Six months later, Cissewald wrote another lether. brand name, a new carsummer segment and a new communicators program don't hesitate to et me or Phil Harvey know. We are solidly behind you We have had tremendous success ut schestede had promised raney spoken has to compete with, essentially free goods. The Bangladesh government literally gives away ames higher than baga I can't For the exclusive use of W. Song, 2020. are summers in a poor country would want to pay more foe products that are zewski responded: When I told some of them war bangs was exactly symmes s Noriders. which is in fact stranger than bymer's Nurminest, they were really surputiand. my RAPs also thought Maya was an inferior drug and that many of them had advised their been Me rather dry, shut the mother of the children who went to Tayub Sahib (the advised her to discontinue Maya, The woman replied that she was poet and she could not bu English medicine, but she could cluis Maya free from the government dispensary. Tayub lays and the woman politely re addressed in any new plans for Maya. With SMI's strengthe and successes in mass media TORY . He proposed that the image problem be addressed by going directly to communicate westated . dramatically different action plan. He opened won flew pulled one more stood whom are freeberger gobble time the medical bey, We have good reason to believe that For the exclusive use of W. Song, 2020. and help them improve the service untrained gus social berude nowinca of its usefulness. The council normally took a larger view of the project. Any additional costs program and how it webald benefh the econseny" For the exclusive use of W. Song, 2020. Exhibit 1 Sales Volume of Rafe and Mays Exhibit2 Organization Chart for SMTPFor the exclusive use of W. Song, 2020. Exhibit 3 Social Marketing Project-1983 Pr cost of contraceptives a. SMP operating expenses in Bangladesh 4. Fee paid 10 PSI Exhibit 4 Location of B For the exclusive use of W. Song, 2020. Exhibits Specific F honed by Participants in a SMP Survey Have smallhappy family stop having children Two children are enough Pasture good heath bar at Assure food and clothing Leas poverty Saving for future Avoid subdividing property among children Peace and happiness in the family Roaring chadran property To be road 45 95 of the 219 interviewe re: Population Services International For the exclusive use of W. Song, 2020. Exhibit 6a Raja-Print Ad (URA.IA RAJA AJA RAJA RA.JAC y ( RAW Over 100 MILLION sold in 1650 days popular condon in Bandlaid off. BUY A PACK TODAY For the exclusive use of W. Song, 2020. Exhibit7 Allocation of Advertising Expenditures by Media, 1983 adesh gereally ha Exhibits CVP's for Industry and SMP Product For the exclusive use of W. Song, 2020. ofext in Bangladesh Exhibit 9 Sources of ges on Family Planning mass Media Mentioned Female Poster'signboard Fepuby Planning Worko