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The Total Marketing Approach (TMA) The Cambodia Condom Experience.

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Presentation on theme: "The Total Marketing Approach (TMA) The Cambodia Condom Experience."— Presentation transcript:

1 The Total Marketing Approach (TMA) The Cambodia Condom Experience

2 TMA: what is it? Three Key Components: 1.Impact: Is the market reaching an increasing % of the at-risk population? 2.Equity: Is market evolution benefiting the poor and vulnerable? 3.Sustainability: Is the market becoming less dependent on subsidies? Note: “market” includes public sector page 2

3 Desired TMA Effects Current Future Private Sector Social Marketing Public Sector 1.Increased Impact: Lower vulnerable pop (behavior change) Market (all sectors) fills greater portion of need 2. Increased Equity: poor and vulnerable reached equally well 3. Increased Sustainability: growing commercial market role -> reduced subsidy required for greater health impact Social Marketing Public Sector Increasing income/WTP Private 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, access Avoids duplication and overlap Results in better program decisions Requires broadened strategy perspective shift from brand/product to overall category page 4

5 page 5

6 Cambodia TMA: Maximize Health impact… …. Through more sustainable markets. 1.Better positioning of brands—based on occasion and price; 2.Building commercial value of Number One condom in order to pull middle class off subsidy 3.Improved Category Promotion  make space for commercial brands page 6

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. page 7

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. Brand Positio n page 8

9 Brand Position Condom Category Positioning Makes him a real Khmer man1. Lets him be responsible2. Lets him enjoy himself Core benefit of: Differentiated by: Improved Category Positioning Via unbranded BCC condom campaigns that grow the market page 9

10 The Positioning “Map” Condom Use as a Behavior (60% of promo $) Allows real Khmer men to protect themselves so they can enjoy themselves Number One (15% of promo) - To impress your partner - Premium-quality positioning Base BrandVariants OK Brand (25% of promo) - For any occasion - Value positioning  the smart choice (i.e., quality & affordability) OK Condom OK Plus Sachet OK Plus Tube Brand Position

11 Updated pricing/targeted subsidy page 11 % COGS Recovered Consumer Price (per unit) Consumer price % change Original “OK”42%$0.019 New “OK”104%$ % Original “#1”35%$0.025 New “#1”146%$ %

12 How are we Doing? Measuring a TMA to Sustainable Markets Improving Metrics to monitor Programmatic Impact page 12

13 The Condom Market page 13

14 Cambodian Condom Market: Value (new brands since 2009: 6 major, 15 minor) page 14

15 Cambodia Total Condom Market Volume page 15

16 O.K. & #1 Condom volume page 16

17 TMA Impact: Condom Use page 17

18 page 18

19 Condom Coverage of risky sex acts (universe of need) %91%90%86% page 19

20 Impact of Programs In Summary Health Impact: condom use behavior trends level but still high UoN work in progress, but high coverage of high risk sex acts Tracking volumes - consumer uptake - challenging Equity of access: TRaC/MAP data indicate SM condoms still affordable Sustainability: Social Marketing segment of market significantly more sustainable Total Value of Condom Market increasing New players continue to enter (and exit) page 20

21 How the TMA Lens has made us smarter marketers (1)  More effective positioning for our brands and category promotion developed  Rationalized investments in P&A  branded vs. generic, resulting in…  Improved campaigns growing the category (& measurable behavior change)  Improved price management  appropriately priced brands and more sustainable SM sector page 21

22 How the TMA Lens has made us smarter marketers (2) Sales probably better indication of Health Impact Identified weaknesses in our S&D Trade Marketing Plan developed for PSI brands Treating Trade as target, better understanding retail Smarter w/outlet management Got us thinking about the fundamentals TMA metrics far better measure of programmatic health than volume sales of past page 22

23 Persistent Challenges Information Gaps persist UoN, total market volumes / consumer uptake, private sector volumes Differentiating Number One and OK is work in process Donor procured commodities and the 3 year decision page 23

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