Harvard Case - Population Services International: The Social Marketing Project in Bangladesh (Abridged)
"Population Services International: The Social Marketing Project in Bangladesh (Abridged)" Harvard business case study is written by James E. Austin. It deals with the challenges in the field of Marketing. The case study is 13 page(s) long and it was first published on : Apr 17, 1990
At Fern Fort University, we recommend that Population Services International (PSI) continue its social marketing project in Bangladesh, focusing on expanding its reach and impact through an integrated, multi-pronged approach. This includes leveraging digital marketing, strengthening partnerships with local organizations, and adapting its marketing strategies to address evolving consumer needs and preferences. PSI should also prioritize building brand trust and credibility through transparent communication and community engagement initiatives.
2. Background
This case study explores the social marketing project undertaken by PSI in Bangladesh to promote the use of contraceptives. The project faced challenges including cultural sensitivities, limited access to healthcare, and competition from traditional family planning methods. The main protagonists are PSI, a non-profit organization dedicated to improving global health, and the Bangladeshi population, specifically women of reproductive age.
3. Analysis of the Case Study
To analyze the case, we will utilize a combination of frameworks:
Marketing Mix (4Ps):
- Product: The product is a range of contraceptives, including condoms, oral pills, and injectables. PSI needs to ensure these products are accessible, affordable, and meet the specific needs of the target market.
- Price: PSI employs a 'social marketing' approach, meaning it sets prices that are affordable for the target market while ensuring sustainability. This requires careful consideration of pricing strategies and potential subsidies.
- Place: PSI utilizes a multi-channel distribution strategy, including pharmacies, shops, and mobile clinics. Expanding access through community outreach and partnerships with local organizations is crucial.
- Promotion: PSI employs a mix of traditional and modern marketing channels, including radio, television, and community events. Leveraging digital platforms and social media can significantly enhance reach and impact.
Segmentation, Targeting, Positioning:
- Segmentation: PSI targets women of reproductive age, segmenting them based on factors such as age, education, and socioeconomic status.
- Targeting: Targeted messaging and communication channels are crucial to reach specific segments effectively.
- Positioning: PSI needs to position its products as safe, effective, and accessible options for family planning. This requires building brand trust and overcoming cultural barriers.
Consumer Behavior Analysis:
- Understanding the factors influencing contraceptive use, including cultural norms, religious beliefs, and access to information is crucial.
- PSI needs to address concerns and misconceptions about contraceptives through clear and accurate communication.
Competitive Analysis:
- PSI faces competition from traditional family planning methods, such as natural family planning and abstinence.
- Understanding the strengths and weaknesses of competitors is essential for developing effective marketing strategies.
SWOT Analysis:
- Strengths: PSI's expertise in social marketing, strong partnerships with local organizations, and commitment to improving global health.
- Weaknesses: Limited resources, cultural sensitivities, and potential for negative perceptions of contraceptives.
- Opportunities: Expanding reach through digital marketing, leveraging social media, and strengthening partnerships with local organizations.
- Threats: Competition from traditional methods, changing cultural norms, and potential policy changes.
4. Recommendations
- Expand Digital Marketing Efforts: Utilize social media platforms, search engine optimization (SEO), and targeted online advertising to reach a wider audience and address specific needs and concerns.
- Strengthen Partnerships: Collaborate with local NGOs, community leaders, and healthcare providers to increase access to contraceptives and build trust within communities.
- Adapt Marketing Strategies: Continuously monitor consumer behavior and adapt marketing messages and channels to address evolving needs and preferences.
- Prioritize Brand Trust: Emphasize transparency, authenticity, and ethical practices in all communication and marketing efforts. Engage in community outreach initiatives to build trust and credibility.
- Develop Innovative Products and Services: Explore opportunities to introduce new contraceptives or enhance existing ones, considering factors such as convenience, effectiveness, and affordability.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Leveraging digital marketing aligns with PSI's commitment to innovation and utilizing technology to achieve its mission. Strengthening partnerships and community engagement are core to PSI's social marketing approach.
- External Customers and Internal Clients: The recommendations address the needs of the target market by providing accessible and relevant information, while also supporting the work of local partners and healthcare providers.
- Competitors: Expanding reach through digital marketing and adapting strategies to address evolving needs will help PSI stay ahead of competitors.
- Attractiveness: While quantitative measures are difficult to assess in this context, the recommendations are expected to increase awareness, improve access, and ultimately contribute to positive health outcomes.
6. Conclusion
PSI's social marketing project in Bangladesh has the potential to significantly impact family planning practices and improve the health and well-being of Bangladeshi women. By embracing an integrated marketing approach, focusing on building trust, and adapting to evolving needs, PSI can achieve its goals and contribute to a healthier future for Bangladesh.
7. Discussion
Alternatives:
- Focusing solely on traditional marketing channels could limit reach and impact.
- Ignoring cultural sensitivities and religious beliefs could lead to negative perceptions and resistance.
Risks and Key Assumptions:
- Digital marketing strategies may not be effective in all communities due to limited internet access.
- Building trust and overcoming cultural barriers requires sustained effort and commitment.
- The success of the project depends on the continued support of local partners and government agencies.
8. Next Steps
- Develop a comprehensive digital marketing strategy: Identify target audiences, develop engaging content, and implement targeted advertising campaigns.
- Strengthen partnerships with local organizations: Establish clear communication channels, define roles and responsibilities, and develop joint marketing initiatives.
- Conduct regular market research: Monitor consumer behavior, identify emerging trends, and adapt marketing strategies accordingly.
- Implement community engagement initiatives: Organize workshops, seminars, and events to address concerns and build trust.
- Track and measure results: Monitor key metrics such as awareness, access, and contraceptive use to evaluate the effectiveness of the project.
By taking these steps, PSI can ensure the success of its social marketing project in Bangladesh and contribute to a healthier and more empowered 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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