Harvard Case - Population Services International: The Social Marketing Project in Bangladesh
"Population Services International: The Social Marketing Project in Bangladesh" Harvard business case study is written by V. Kasturi Rangan. It deals with the challenges in the field of Marketing. The case study is 19 page(s) long and it was first published on : Sep 13, 1985
At Fern Fort University, we recommend that Population Services International (PSI) adopt a multi-pronged approach to enhance the success of their social marketing project in Bangladesh. This approach will involve a combination of strategic marketing, innovative product development, and targeted communication strategies to effectively reach the target audience and drive adoption of the promoted contraceptives.
2. Background
This case study focuses on PSI's social marketing project in Bangladesh, aiming to increase the adoption of contraceptives among the country's population. The project faces challenges like traditional beliefs, limited access to information, and a lack of awareness regarding family planning. PSI's initial efforts, including the introduction of the 'Mawa' brand of oral contraceptives, have yielded some success but face hurdles in achieving wider adoption.
The main protagonists are:
- Population Services International (PSI): A non-profit organization dedicated to improving global health through social marketing.
- The Government of Bangladesh: A key stakeholder providing support and regulatory oversight for the project.
- The Target Audience: The Bangladeshi population, particularly women of reproductive age, who are the primary consumers of contraceptives.
3. Analysis of the Case Study
Marketing Strategy:
- Market Segmentation: PSI needs to refine their market segmentation strategy by identifying specific sub-groups within the target population based on factors like age, education, socioeconomic status, and geographic location. This will enable them to tailor their marketing messages and distribution channels accordingly.
- Brand Positioning: The 'Mawa' brand needs a stronger positioning strategy. It should be clearly differentiated from competitors and communicate a compelling value proposition that resonates with the target audience. This could involve highlighting the product's safety, effectiveness, and convenience.
- Consumer Behavior Analysis: PSI needs to delve deeper into understanding consumer behavior, including cultural beliefs, social norms, and barriers to contraceptive use. This will inform the development of more effective marketing campaigns and product offerings.
- Competitive Analysis: A thorough analysis of competitors, including both commercial and social marketing organizations, is crucial. This will identify opportunities for differentiation and potential threats to PSI's market share.
Product Development:
- Product Lifecycle Management: PSI should adopt a proactive approach to product lifecycle management. This involves continuous monitoring of market trends, consumer preferences, and competitor offerings to ensure that the product portfolio remains relevant and competitive.
- Value Proposition Development: PSI needs to clearly articulate the value proposition of their contraceptive products. This should focus on the benefits for both individuals and families, such as improved health, economic empowerment, and family planning control.
- Innovation: PSI should explore innovative product development strategies, such as introducing new contraceptive methods, developing user-friendly packaging, and incorporating technology into product delivery.
Marketing Mix (4Ps):
- Product: PSI should consider offering a wider range of contraceptive options to cater to diverse needs and preferences. This could include different types of oral contraceptives, injectables, implants, and barrier methods.
- Price: The pricing strategy should be carefully considered to ensure affordability and accessibility for the target audience. PSI could explore tiered pricing models, subsidies, and partnerships with local organizations to reduce costs.
- Place: PSI needs to improve product distribution channels to ensure wider reach and accessibility. This could involve expanding partnerships with local pharmacies, clinics, and community organizations.
- Promotion: PSI should invest in a comprehensive marketing communications strategy that leverages multiple channels, including traditional media, digital marketing, and community outreach programs. This should include targeted advertising campaigns, educational materials, and social media engagement.
SWOT Analysis:
- Strengths: PSI's experience in social marketing, strong partnerships with government agencies, and a commitment to improving global health.
- Weaknesses: Limited resources, challenges in overcoming cultural barriers, and potential competition from commercial brands.
- Opportunities: Growing awareness of family planning in Bangladesh, increasing access to mobile technology, and potential for innovative product development.
- Threats: Limited access to healthcare services, potential economic instability, and competition from traditional beliefs and practices.
PESTEL Analysis:
- Political: Government policies and regulations regarding family planning, potential political instability.
- Economic: Poverty and income inequality, access to healthcare services.
- Social: Cultural beliefs and attitudes towards family planning, gender roles, and women's rights.
- Technological: Access to mobile technology, potential for digital marketing and e-commerce.
- Environmental: Environmental factors influencing health outcomes.
- Legal: Laws and regulations governing contraceptive use and distribution.
4. Recommendations
- Targeted Marketing Campaigns: Develop tailored marketing campaigns for different segments of the target audience, focusing on their specific needs, concerns, and motivations. This can involve using different messaging, communication channels, and distribution strategies for each segment.
- Product Diversification: Expand the product portfolio to offer a wider range of contraceptive options, including more affordable and accessible choices. This will cater to diverse needs and preferences, increasing adoption rates.
- Community Engagement: Invest in community outreach programs that build trust and educate people about family planning, addressing misconceptions and cultural barriers. This can involve partnerships with local NGOs, religious leaders, and community health workers.
- Digital Marketing Strategies: Leverage digital marketing channels, including social media, mobile apps, and online platforms, to reach a wider audience, provide information, and promote products. This can involve targeted advertising, interactive content, and online forums for discussion and support.
- Data-Driven Marketing: Implement a robust data collection and analysis system to track campaign performance, measure impact, and identify areas for improvement. This will enable PSI to optimize marketing strategies and tailor them to specific needs.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of PSI's current situation, including their strengths, weaknesses, opportunities, and threats. They also consider the specific needs and characteristics of the target audience in Bangladesh, taking into account cultural factors, socioeconomic conditions, and access to healthcare services. The recommendations are aligned with PSI's mission of improving global health through social marketing and are designed to be feasible and sustainable in the long term.
6. Conclusion
PSI's social marketing project in Bangladesh has the potential to significantly impact the country's health and development. By implementing the recommended strategies, PSI can overcome existing challenges, reach a wider audience, and drive adoption of contraceptives. This will contribute to improved health outcomes, reduced maternal mortality, and increased family planning control for the Bangladeshi population.
7. Discussion
Other alternatives not selected include:
- Focusing solely on existing products: This would limit PSI's ability to reach new segments of the target audience and cater to diverse needs.
- Adopting a purely traditional marketing approach: This would be less effective in reaching a younger generation and would miss out on the opportunities offered by digital marketing.
- Ignoring cultural barriers: This would hinder PSI's ability to build trust and effectively communicate with the target audience.
The key assumptions underlying these recommendations include:
- The Bangladeshi government will continue to support PSI's efforts.
- The target audience is receptive to new information and products.
- PSI will have access to sufficient resources to implement the recommended strategies.
8. Next Steps
- Develop a detailed implementation plan: This plan should outline specific activities, timelines, and resource allocation for each recommendation.
- Conduct market research: Gather data on consumer preferences, cultural beliefs, and competitive landscape to inform the development of targeted marketing campaigns and product offerings.
- Build partnerships: Establish collaborations with local NGOs, government agencies, and healthcare providers to expand reach and access to products and services.
- Monitor and evaluate: Track campaign performance, measure impact, and identify areas for improvement to ensure the effectiveness of the social marketing project.
By following these recommendations and implementing a well-defined plan, PSI can achieve significant success in their social marketing project in Bangladesh, contributing to improved health outcomes and a brighter future for the country.
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Case Description
Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an agreement with the government of Bangladesh to conduct a social marketing program, with the objective of using modern marketing techniques to sell subsidized contraceptives through commercial outlets. Seven years later, three PSI managers were meeting at PSI's Washington, D.C. headquarters to discuss 1984-86 marketing strategy for two products: Raja condoms and Maya birth control pills. Of particular concern was the fact that the marketing approach that had proven extremely successful for Raja was yielding poor sales results for Maya. The PSI managers needed to devise an action plan for improving Maya Sales.
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