The Social Marketing Project in Bangladesh

1011 Words5 Pages
Problem Statement: As part of the population control program in Bangladesh, PSI introduced two products -Raja condoms and Maya contraceptive pills. Unlike traditional marketing, PSI was involved in societal marketing. Over the time the sales of Raja increased tremendously and we were successful in grabbing a major part of market share in Bangladesh. But in case of Maya the sales started declining after a period. Even though we were selling Maya at a cheaper price, the competitors with higher price became successful in the market. The profit margin earned by retailers and wholesalers was very low for Maya compared to similar products in the market so they did not promote sales of the product. Earlier when Maya was introduced, it was a successful in terms of sales. But as time passed, people developed various bad notions about the pill. They associated the pill with birth control, considered it as an inferior drug because of its low price & the side effects caused by external factors were also related to it. Even the doctors advised not to use Maya because they thought it to have side effects. Objective: Our main objective was to control the population explosion in less developed countries through dissemination of family planning information and product. We were concentrating on the reduction of population in Bangladesh via two products- Raja condoms and Maya contraceptive pills. But over a period of time the sale of Maya got declined. So our sub objective is to improve the sale of Maya with the help of new marketing strategies and thus improve the population control activities in Bangladesh. Comparison between Maya and Raja:The same marketing strategy was used to promote Raja and Maya. But there were some factors which made these products distinct in nature. One was seen as an over the counter consumer product while the other was a powerful drug. In case
Open Document