Case Write-Up

In the sense of the promotions, Population Services International distributed to both Raja and Maya $400,000 advertising dollars per year, which was the second largest of all advertisers In Bangladesh. Their approach was to skip the mediocre level of Influences and go directly to consumers. In this case, It works to sell Raja condoms directly to the market since Its much like a one-time use consumer products. However, itll be grueling for Maya to build up the brand image since customers perceived Maya as a drug, which allow for bring more concerns when people try to buy oral contraceptives.Hence, it cool off needs recomm balanceations from doctors to convey the effectiveness and proper breeding about the drug. Third, the pricing of Raja and Maya can also be an influence to their performance when compared to their competitors price. For example, Raja is priced more than competitor Tahiti, which is government sponsored condom manufacturer. The higher price of Raja do a premium i mage for customers to buy the condoms even If the price is higher. On the opposite hand, however, Maya is priced lower than its competitors, creating a hurting image that for oral care fors, shabbyer may mean bad laity.And this situation got worse when it didnt get the recommendations from intermediate level influences. Finally, the distributions for both products were to concenter directly to customers. So SSI inventned to sell their products via pharmacies, general stores, and pan stores. Nevertheless, the difference in nature of these two products caused deferent performance. For Raja, its easily to sell their products since men accounted for 80% of the purchasing behaviors of the birth control products.But it became difficult for Maya to have the same efficiency since people till prefer to see a doctors before decide which medicine is safe and reliable, which Is the life-sustaining cause for the sluggish gross sales of Maya. 2) How do you characterize the competitive envi ronment in Bangladesh? That Is, when you look at SSI vs.. The other organizations In the space, how do they view each other? How does this differ from the other for-profit contexts weve studied? What might It mean for the strategy? ) Create a marketing plan for Improving sales of Maya Given the analysis that I described before, It Is the difference In nature that causes the difficulty to sell Maya successfully. In order to create a marketing plan for improvement, we need to modify the flaws in the previous one. To begin with Ill suggest to create a forward-looking brand. To explain, its already been perceived by Bangladesh that Maya is a brand that is cheap and mistakenly regarded as an inferior product. Reputation, competing with their main competitors, which are the government sectors and Vast.So my recommendation for the price would be to price their oral contraceptives the same price around their competitors, get rid of the inferior image of the product. Also, Its important to target their customers not only for males but males as well. The reason for this is because for the buying behaviors of the birth control products, 80% of the purchases were made by men. As a result. They can put more effort to their advertising to educate male customers the effectiveness of their products.Finally, to fulfill SKIS goal, which is to broaden their market get by to help control Bangladesh population explosion, theyll need to increase their profit margin to retailers and RPM (Rural Medical Practitioners) in order for them to promote more diligently to the end customers to increase the overall market share. To explain, the profit for retailers now are low due to the low pricing of the Maya. So increasing the price of the product will enable SSI to provide higher profit margin to retailers, incentives them to put more selling effort to sell out new product.For Ramps, they can be critical since they are the one that can reach out to distant area and provide their recomm endations to consumers. So including the intermediate level of influences will bring a break dance communication and education to customers, enabling a better brand perception and awareness of the new products. By providing more profit incentives to RPM, well be able to achieve this goal. 4) How will you evaluate your plan? How can you calculate the ROI? The l is relatively straightforward but how would you go about evaluating the R? What challenges do you face in this regard as compared with most of the other cases weve discussed? How would you address it? In order for the plan to be feasible, well need to take into account multiple data and information from the current selling circumstance of Maya to make a thorough evaluation. To begin with, Ill conduct surveys to see how people perceive the Brand of Maya to make sure that the depicted object of he produce is the cheap quality and also to see the why customers are unwilling to try out Maya.Moreover, the COPY (Couple Years Prote ction) for industry and SMS (The sociable Marketing Project) products from Exhibit 8 is an indicator for us to observe the change of market share and growth rate from 1978 to 1983. And based on the change throughout the years, we can further conclude whether the approach for Maya had problem that need to be addressed. Finally, Ill try to get the distribution data from retailer, wholesaler, and smallholder to see how they sell their products in equipment casualty f the sales ranking of the products in the same category.Therefore, by using the data mentioned, we can reconstruct a new marketing plan for the new product and focus more on the culture of Bangladesh in terms of selling birth control products. Given our plan can be successfully implemented, we need to figure the challenge in the long run. And since the project is lunched by a not-for-profit agency, they mainly relied on funding to support their operation. According to the case, the barely produce profit by this product si nce the profit margin for the product is very low. Challenge, use project, longer no fund