Solution of case of social marketing in which first case analysis and central idea ,Marketing analysis,Raja;s success and maya's Failure and Future plan for maya.

1. Population Services International :
The Social Marketing Project in Bangladesh
BY :
• Aditya Deshpande
• Nikita Patel
• Prathap G

2. Overview

3. Bangladesh
Total population- 100mn (Urban population – 9%)
Majority population lived in villages and 85% were conservative Muslims
One of the poorest countries in the world (PCI-$120/annum)
Target of Family Planning program- 20mn couples in fertile age group

4. Central Problem and Dilemma
Raja is a success, but Maya a failure- With similar Marketing
Strategy
Dilemma --
◦ PSI Should continue or discontinue?- Maya brand
1) Repositioning the Maya brand
2) Scrapping the Maya Brand

5. Marketing Analysis
Market Size- 20mn couples
Competitors-
Condom Oral Pills
1. Tahiti 1. Bangladesh Govt.
2. Sultan 2. Ovastat
3. Durex 3. Lyndiol, Ovral & Nordette
4. Others

6. Description of Current set of behaviour
Low literacy rate – 27% among males and 12% among females
Ignorance of birth control method
Family economics and culture
Frequent natural calamity
Dowry system

7. Marketing Mix
Product
1. Core Product- Contraceptives
2. Actual Product- Condoms &
Pills
Price
1.Less price than other Brand
2.Convenient to people
Promotion
1. Television
2. Radio
3. Newspaper
4. Poster/Signboard
5. Cinema
6. Point of Purchase
Place
1. Pharmacies
2. General Stores
3. Pan Shops

8. Raja’s Success
1. Name- Positive Connotations
2. Packaging Format-
1. 3/12/100 pc/pack
2. Attractive packaging
3. Reach to market- 80,000 retailers
4. Low price- Less than
5. Advertisement:
1.Street campaign
2. T-shirt Distributions.

9. Reasons for Maya’s Failure
1. Doctor blamed Maya for ill health of women.
2. Lack of Awareness – Medical Practitioners and consumers.
3. No reach to women
4. Maximum of advertisement of Maya is in Newspaper.
5. Misconception about the less price.

10. Future Plan for Maya
Product :
• Increase the Status of Maya.
• Rebranding and Repackaging the product in
an attractive Manner to represent confidence.
Place :
• Find alternative for placing Maya – No Pan shops
• Involve Rural Medical Practitioners for selling
product
• Convincing retailers to make the product available
off the shelf counter for increasing the visibility
Price
Increase margins of Retailers for motivations.
Promotions:
• Increase Radio Advertisement.
• Change the perception of birth pill.
• Educate RMPs
• Create Brand Awareness.
• Word of Mouth.

11. THANK YOU