The document discusses the challenges faced by Population Services International (PSI) in Bangladesh regarding its social marketing project, specifically comparing the success of the 'Raja' brand to the failure of the 'Maya' brand in family planning services. It outlines the low literacy rates, cultural barriers, and market competition that contribute to the difficulties in promoting contraception. Future strategies for improving the Maya brand include rebranding, increased visibility, and enhanced promotional efforts to shift public perception and engage rural medical practitioners.

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