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

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Abstract: Despite heightened global concern for increasing incidence of AIDS in Myanmar, the country has always received negligible aid and attention from the international community, which has always opposed its military government. Moreover, Myanmar's weak socio-economic condition, rampant illiteracy and the absence of basic health facilities turned the disease into an epidemic in the country. Under such circumstances, in 1995, PSI forayed into Myanmar with limited resources to generate awareness about AIDS and to provide potential life-saving products to the general populace. The situation changed in 2001 after the military junta acknowledged that Myanmar faces a severe AIDS epidemic. Funds from the developed countries started pouring in and the government lifted the ban on the selling of condoms. This helped PSI to provide high-quality condoms at subsidised prices and due to its 'clever and culturally sensitive' promotional initiatives, condom sales in Myanmar increased from 2.6 million in 1996 to 40 million by 2005.

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Pedagogical Objectives:

  • To understand the importance of social marketing and the role of the public sector, commercial sector and non-governmental organisations in marketing of a social cause
  • To analyse PSI's performance framework for social marketing (PERForM) and understand the importance of research and performance evaluation in a social marketing programme
  • To discuss the challenges faced by a social marketer in a culturally sensitive country· To understand the critical success factors behind PSI's condom marketing programme in Myanmar

    Keywords :PSI (Population Services International), War on HIV / AIDS, Condom social marketing, Customised marketing mix, Military rule in Myanmar, Marketing Strategies Case Study, Weak socio-economic condition of Myanmar, Importance of social marketing, Types of social marketing initiatives, Planning and Evaluation Framework (PERForM), Challenges in condom social marketing, Aphaw, Marketing and distribution of condoms, Diversification of product mix, Non-traditional sales outlet, PSI's Chameleon, Pothinnyo

    Contents :
    » Population Services International at Myanmar
    » Increasing Acceptability for Condoms at Myanmar through Customised Marketing Mix

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