3. English Presentation
Department of Business Administration
Senior Year
Jackie Sujae Jeong
4. elling
SCondoms
InThe
AfRiCa
Main Subject : Marketing
5. CONTENTS
Analysis of the situation
Problem Analysis
Solution
6. Analysis of the Situation
But, 300 miles
Western Europe
of paved roads
Democratic Republic of Congo
http://www.religiouslyremapped.info/others/fulldocument.pdf
7. Analysis of the Situation
In the past 10 years, five million people have died due to a war in the east.
‚한국-콩고민주공화국, 핏빛 내전의 땅에 ‘구릿빛’ 재생 숨결‛, 《한겨레신문사》, 2007년 9월 20일.
8. Analysis of the Situation
War is not the only reason that life is difficult in the DRC.
9. Analysis of the Situation
< HIV Prevalance >
930,000
1.3%
Adult 76million
Donor Agencies provide condoms at Low or No cost.
Estimated number of people in the world living with HIV/AIDS in 2008.
10. Analysis of the Situation
CASE
Use condoms for contraception
3%
Customers don't buy the branded versions. They like the generics.
11. Problem Analysis
Fear
Financing
Fidelity
Their main messages are wrong.
12. Problem Analysis
Who is thinking about just before they go get a condom?
SEX
What is it that you think about just before you get a condom?
13. Solution
The private companies
They understand this.
Their marketing is slightly different.
The imagery is sure.
Some brands are aspirational,
and certainly the packaging is incredibly provocative
14. Solution
Politicians donors clinicians
Philanthropies aid agencies
Non-governmental organizations
Development institutions
Charities governments funders
Understanding who is the audience
Unfortunately, the audience tends to be people that aren't even in the
country they're working in.
15. Solution
We need to think about the customer,
the people whose behavior needs to change.
16. Lesson
Who is your customer ?
What are the messages ?
That are going to get them to change their behavior.
It might just save their lives.
17. Thank you
Stanford Medicine » School of Medicine » Stanford Global Health
Amy Lockwood Deputy Director
