selling c in the africe
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This document summarizes a marketing presentation about increasing condom use in the Democratic Republic of Congo. It analyzes the situation in the DRC, noting the ongoing war and high HIV prevalence. The problem is identified as condoms being marketed with the wrong messages that don't resonate with customers. The solution proposed is to understand customers and craft messages focused on changing their behavior by appealing to their interests and aspirations rather than fear or financing. The lesson is to identify the real customer and design effective behavior-changing messages to potentially save lives.
selling c in the africe
- 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