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Background
Condom romotion historicallyassociated !ith "amily lanning#
Focus on high fertility states
govt. distribution : free supplies :public health system
Communication limited to family$lanning
%a$ in a&aila'ility anda(orda'ility)
Commercial condoms restricted toUrban India;
Limited or negligible interest ofprivate sector in rural areas
High distribution cost barrier
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Background*#
+ery fe! ,-./ socialmarketing organiationsco&ering the entire country#
Only donor supported programs
received adeuate coverage
Independent activity in limitedareas by di!erent donors leadingto disparate e!orts
ack of technical and$rofessional management ofcondom $romotion#NACOrecognied the need to a ha&e 3singlenational program4 !ith a 3focussed approach4 to
ensure availability of subsidi"ed condoms toconsumers in high priority districts#
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Condom MarketSegmentationCommercial Condoms 5r'an A6uent o$ulation
Socially Marketed Condoms Clients of "SWs7 Migrants7 8ruckers7 Males in rural India 9 lo!er
income segments in ur'an India Su'sidied 'y %oI ) distri'uted through retail net!ork &ia social marketing
organisations ,SM:s
"ree Condoms Marginalised communities rocurement cost 'orne 'y %oI distri'uted to u'lic ;ealth System7
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8argeted Condom romotion
A&aila'ility and Accessi'ility: #$pandingsocial mar%eting programs in the high priority&H'(HF) districts to ensure availability ofsubsidi"ed condoms to consumers *ho cannota!ord mar%et priced &commercial) condoms
"ocused on increasing demand forcondoms among high risk7 'ridge andgeneral $o$ulation
Increasing consumer usage of $aidcondoms to ensure sustaina'ility
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=nsure condom a&aila'ility,$aid 9free in 100> high riskareas in
+argeted Intervention sites +ruc%er halt points
,igrant districts &source-transit and destination)
Large construction sites
Minimiing !astage in free
su$$ly of condoms !hilema?imiing its access the most&ulnera'le grou$s
8argeted Condom romotion
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Im$lementation A$$roach
Com$rehensi&e 8argets to ensure $rogram$riorities targets on sales- outlets- demand generation activities *ith
specic focus on non traditional outlets- rural and mid media
contacts- and government brand
erformance 'ased contracting @ Uniue contracting *ith /,Os *ith payouts pro0rated to target
achievements
1eightage given to %ey program priorities
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Im$lementation A$$roach
eal.time monitoring of $rogram im$lementation eld0level information ensures timely interventions and
corrective actions if any reuired.
=?$erienced7 $rofessional im$lementers !ith strong
marketing and sales e?$erience
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8he Inno&ations
Distri'ution throughnon traditional outlets ta%ing the condom to
*here the consumeris2.
Demand %eneration .
Mid.media 5sing localtheatre and folk culturefor acti&e socialmessaging and mass
media
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Mass media*message dee$ening
*to enhancing isk
*to Consistent use
Condom normaliation
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Phase I
2008-09
Phase II
2009-10
Phase III
2010-11
Phase IV
2011-12
Phase V
2012-13targets
Sales 111m 322m 525m 439m 772m
Outlets 0.3m 0.57m 0.8m 0.3m 1.2m
!"str"#ts 194 284 370 398 434
Condom Social Marketingrogramme
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Im$act
C$%&$m mar'et gr$("%g at15) *$*
200D.0E 200E.0F 200F.10 2010.11 2011.12
0tanGa/GG2G0tanEa/GG2E0tanDa/GG1D0tan1Da/GG21D0tanEa/GG2E
0tan21a/GG1210tanDa/GG2D0tanEa/GGHE0tanHa/GGHH
0tan21a/GGH21
0tan1Ea/GG11E
0tan12a/GG212
0tanEa/GG2E0tan12a/GGH12
0tan21a/GGH21
Commercially marketed condoms
Socially marketed condoms
1+852
m
2+94
m
2+21
m
2+47
9m
3+008
m
,%sur"%g susta"%ale #$%&$m usagethru "%#rease& use $ /a"& #$%&$ms
200.0E 200E.0F 200F.10 2010.11 2011.12
0#-20#H-
0#2- 0#2- 0#2-
0#/E0#GG
0#G 0#G 0#G
"ree aid
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Im$act
BSS. Beha&ioral Sur&eillance Sur&ey200G
Condom romotion Im act Sur&e
Condomis easilyaccessi
'le
Meantime toaccesscondo
m
Consistent
Condom5se can
$re&ent;I+ AIDS
Condom use!ithnon.
regular
9casual$artner
Condom 5se!ith
"SWs
FE>
>
EF>
>
H0min
EE> 1Fmin E1>G/>
/E>
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:ther Inno&ations
"emale Condom rogram encourage condom use by
empo*ering F/1 in lo* negotiatingsituations.
FC programme implemented by 34COin 56 states
Condom +ending Machines ,C+Mrogram 57-777 C8, installed across ma9or
to*ns in the country to provide $
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