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(Hypothetical) market survey for the launch of a product in 5 countries
 

(Hypothetical) market survey for the launch of a product in 5 countries

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This is an hypothetical market survey whose aim is to launch a new condom in countries like Malaysia, Zimbabwe, Brazil, New Zealand. Apart from an economical point of view, this study mainly focuses ...

This is an hypothetical market survey whose aim is to launch a new condom in countries like Malaysia, Zimbabwe, Brazil, New Zealand. Apart from an economical point of view, this study mainly focuses on the intercultural communication aspect, taking into consideration ethical and political matters (church and aids, chastity and precautions)

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    (Hypothetical) market survey for the launch of a product in 5 countries (Hypothetical) market survey for the launch of a product in 5 countries Presentation Transcript

    • MARKET RESEARCH FOR THE LAUNCH OF A CONDOM
    • Countries where the product is bound to… BRAZIL ZIMBABWE SERBIA NEW ZEALAND MALAYSIA
      • Identifying the cultural problems that the product may face
      • Finding the most appropriate way to launch
      • the product according to the emerged matters
      • in every country
      AIMS OF THE RESEARCH :
    •  
    •  
    •  
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    • Zimbabwe
    • Relevant information about Zimbabwe
      • 1/3 adults suffering from HIV/AIDS
      • Religion: 80% Christian
      • 1997: Church’s ideas included in government policies
    • Main problems:
      • Government and Church:
      • “ Abstinence is the only measure against AIDS”
      • Premarital sex = immoral
      • Virginity test (“Warriors against AIDS”)
      • Lack of sexual education
      • Misconception and low use (20%) of condoms
    • Solutions…
      • Information and awareness campaigns
      • Sexual education and debates
      • Low-price condoms
    •  
    •  
    • A possible television Ad..
    •  
    • Brazil
    • Relevant information about Brazil
      • 1/3 of population under age 16
      • The highest percentage of HIV seropositive people
      • 1 st case of AIDS in 1982
      • Democracy (1985): policy of solidarity
      • Open debate
      • Sex work = legal
    • Main problems:
      • Condom use increased from 4% in 1986 to 48% in 1999, but now is declining:
        • Men using it in the last intercourse: 14.7%
        • Women using it at least once: 33,3%
      • The most explicit campaigns
      • Pressure on sex workers to not use condoms
    • Solutions...
      • More condom campaigns
      • Sexual education
      • Low-price condoms
    •  
    • Don’t risk! Wear your
    • A possible television Ad..
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    • Relevant information about Malaysia
      • Religion: 60% Muslim
      • Colonial past, independent since 1957
      • Economy based on manufacturing and tourism
      • Muslim traditions: government watches their steps  public opinion
      • Premarital sex = taboo
    • Main problems:
      • Government cannot promote condoms openly: Malaysian AIDS Council
      • Campaign target: IDU’s, sex workers and homosexual men
      • Increasing HIV/AIDS through hetero sex
      • No sex education: ignorance of elemental physiology, contraception and STD’s
    • Solutions...
      • Awareness against STD’s and HIV/AIDS
      • Support sex education campaigns
      • Collaborate with NGO’s
    •  
    •  
    • A possible television Ad..
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    • Serbia
    • Relevant information about Serbia
      • Religion: mainly Christians, Orthodox 85%
      • Post-communist, but modern country
      • 2000-2009, fast economic growth
      • High number of teenage abortions
      • Not enough knowledge of STD’s and AIDS
      • No sexual education at schools, but lectures
    • Main problems:
      • Christian tradition and beliefs
      • Rising teenage sexual activity
      • HIV/AIDS government policy:
        • safe sexual activity: abstinence, delay sexual activity and use of condoms
        • economic incentives and distribution
        • educate families to support condoms
        • educate and assist sexual workers and clients
    • Solutions...
      • Assist government on their policy
      • Set target mainly on teenagers
      • Use of media
    •  
    • But with a Feel free!
    • A possible television Ad..
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    • New Zealand
    • Relevant information about New Zealand
      • Religion: mainly Christians
      • New country: Maori and European heritage
      • Kiwi way of life: multicultural, individuality, “mateship”
      • Sexual education at schools since 2001
    • Main problems:
      • Sexual education seems not to meet the needs of students
      • Some religious groups exempted because of beliefs
      • High teenage pregnancy and rising STD’s and abortion rates among youths
      • Government campaigns: condoms to protect against STD’s and AIDS
    • Solutions...
      • Support government campaigns
      • Make adolescents aware of risk behaviours
      • Promote condom as contraceptive
      • Use of media
    •  
    •  
    • A possible television Ad..
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    • MARKET RESEARCH CARRIED OUT BY ALESSANDRA VITA