Presentation on theme: "The Total Marketing Approach (TMA)"— Presentation transcript:
1 The Total Marketing Approach (TMA) The Cambodia Condom Experience
2 TMA: what is it? Three Key Components: Impact: Is the market reaching an increasing % of the at-risk population?Equity: Is market evolution benefiting the poor and vulnerable? Sustainability: Is the market becoming less dependent on subsidies?Note: “market” includes public sector
3 Desired TMA Effects Current Future Public Sector Public Sector Increased Impact:Lower vulnerable pop (behavior change)Market (all sectors) fills greater portion of need2. Increased Equity: poor and vulnerable reached equally well3. Increased Sustainability: growing commercial market role -> reduced subsidy required for greater health impactPrivate SectorPrivate SectorIncreasing income/WTPSocial MarketingSocial MarketingPublic SectorPublic Sector
4 TMA: why should we care? Works toward a reduced public investment Desires for more effective and efficient segmentation based on ability to pay, accessAvoids duplication and overlapResults in better program decisionsRequires broadened strategy perspective shift from brand/product to overall category
5 Requires:More distinct positioning between PSI brands.Stronger non-PSI brands.
6 Cambodia TMA: Maximize Health impact… …. Through more sustainable markets.Better positioning of brands—based on occasion and price;Building commercial value of Number One condom in order to pull middle class off subsidyImproved Category Promotion make space for commercial brandsTarget the subsidyWe become a category manager rather than brand manager
7 Improved Brand Positioning Previous Number One :To low-middle income, urban and rural sexually active men (aged 18-40) Number One is the trusted, affordable and widely available condom brand of choice that ensures safety against HIV without compromising pleasure.‘Premium’ Number One:Rithy uses the premium-quality condom Number One when he wants to impress his partner.The old positioning had too many benefits/ points of differentiation . The red circles indicate the number of core benefits identified in the positioning statement.The new positioning will result in more focused marketing & stronger brand equity in the minds & hearts of the consumer.
8 Improved Brand Positioning Previous OK Condom:To low and middle income sexually active married couples and sweethearts within loving relationships and aged 18-40, OK Condoms are the dual protection condom brand of choice for couples wanting the insurance of planning their family with a modern FP method while having the peace of mind they are protecting themselves from sexually transmitted diseases.‘Mass Brand ‘OK Condom:For Rithy, OK is the smart choice for HIV prevention products because it is the best value for money.Same points as last slide
9 Brand PositionImproved Category Positioning Via unbranded BCC condom campaigns that grow the marketCondom CategoryPositioningMakes him a real Khmer man1. Lets him be responsible2. Lets him enjoy himselfCore benefit of:Differentiated by:We position the non-branded “generic” campaigns just as we would position our own brands. This shows how the insight of the dual definitions of masculinity will influence how we position condoms in general.
10 The Positioning “Map” Brand Position Allows real Khmer men to protect themselves so they can enjoy themselvesCondom Use as a Behavior (60% of promo $)- Premium-quality positioning- To impress your partnerNumber One (15% of promo)Base BrandVariants- Value positioning the smart choice (i.e., quality & affordability)OK Brand (25% of promo)- For any occasionOK CondomOK Plus SachetOK Plus Tube
19 Condom Coverage of risky sex acts (universe of need) 200720082009201088%91%90%86%
20 Impact of Programs In Summary Health Impact:condom use behavior trends level but still highUoN work in progress, but high coverage of high risk sex actsTracking volumes - consumer uptake - challengingEquity of access: TRaC/MAP data indicate SM condoms still affordableSustainability:Social Marketing segment of market significantly more sustainableTotal Value of Condom Market increasingNew players continue to enter (and exit)
21 How the TMA Lens has made us smarter marketers (1) More effective positioning for our brands and category promotion developedRationalized investments in P&Abranded vs. generic, resulting in…Improved campaigns growing the category (& measurable behavior change)Improved price managementappropriately priced brands and more sustainable SM sector
22 How the TMA Lens has made us smarter marketers (2) Sales probably better indication of Health ImpactIdentified weaknesses in our S&DTrade Marketing Plan developed for PSI brandsTreating Trade as target, better understanding retailSmarter w/outlet managementGot us thinking about the fundamentalsTMA metrics far better measure of programmatic health than volume sales of past
23 Persistent Challenges Information Gaps persistUoN, total market volumes / consumer uptake, private sector volumesDifferentiating Number One and OK is work in processDonor procured commodities and the 3 year decision