Raja and Maya Case

610 WordsSep 2, 20133 Pages
Problem statement: In 1976, PSI was given a contract by the government of Bangladesh to control the population explosion with Raja Brand Condoms and Maya brand oral contraceptives. Late in 1983, when PSI met to discuss the marketing strategies for 1984-86, they observed that Raja sales had steadily increased but Maya sales declined despite using the same marketing strategies for both the products. Why?? * 80% of all the contraceptive products are purchased by men. * People associated condoms with sex, but a pill is associated with birth control. * People think of a condom as an over-the counter consumer product, while a pill is perceived as a powerful drug. * Maya does not have the support of the retailers as the other…show more content…
* Motivating the retail that the price will be increased and there would be a good margin on the product. * Improving the image of the product by going directly to the consumer with an effective communication strategy. * Including RMPS’ in the marketing strategy. * RMP’s are the Rural Medical Practitioners who are the point of contact for common medical problems. Including them in marketing strategy would help in improving the sales of MAYA as they will help the patients in continuing with MAYA when initial use of it will cause side effects and people tend to discontinue it. Pros and cons: * Pricing, retail motivation and image. More margins for the retailer will increase the sales of the product. Extra money that will be received can be used for more advertising to make the people believe that the product is genuine. Increase in pricing will result in changing the entire marketing strategy including change in advertisement over radio,newspaper,poster,television,etc which will increase the overall cost of marketing. Since USAID evaluates them on basis of cost effectiveness so increase in price will also result in difficulty in getting approval of budget from USAID. * Including RMPS’ in the marketing strategy. * RMP’s are the Rural Medical Practitioners who are the point of contact for common medical problems. Including them in marketing strategy would help in improving the sales of MAYA as they will help the
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