Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

print page
Tell A Friend

Population Services International, the US-based NGO's War on AIDS: Making the Marketing Mix, the Myanmar Way


Code : SEP0013

Year :

Industry : General Business

Region : Myanmar

Teaching Note: Available

Structured Assignment : Available

Buy This Case Study

Introduction: “In military-ruled Myanmar, condoms were virtually invisible and rarely used just a decade ago. But Population Services International (PSI), a US-based NGO, has managed to break through the social resistance to using, and talking about, condoms, thanks to a clever and culturally specific marketing campaign, starring a sun-hat wearing chameleon.”

“Apart from the fact that PSI’s condoms are subsidised by western aid money, the organisation operates like any other fast-moving consumer goods company. Over the last decade, clever, culturally sensitive marketing has helped it build its brand and generate public acceptance of a potentially life-saving product.”

“TheAIDS virus thrives on ignorance and powerlessness. Peoplewho don’t know how to protect themselves... or don’t have the means to do so... often fall victim to HIV. What’s true for individuals is also true for nations. And one nation in SoutheastAsia provides a lesson in howsilence and oppression can spreadAIDS. That nation isMyanmar – formerly called Burma.Military dictators have ruledMyanmar for more than forty years. Dissidents are jailed, news is heavily censored, and nowHIVis racing through the population.”

Case Studies on Best Practices - Vol. I

Case Studies on Aviation Industry

Case Studies on Aviation Industry

For More Case Books Click Here >>

For Case eBooks Click Here >>

Case Excerpts >>

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501 504, Andhra Pradesh, INDIA.
Mob: +91- 9640901313, Phone: +91 - 08417 - 236672, Fax : + 91 - 08417 - 236674

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap