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 need
2. Increased Equity: poor and vulnerable reached equally well
3. Increased Sustainability: growing commercial market role -> reduced subsidy required for greater health impact
Private Sector
Private Sector
Increasing income/WTP
Social Marketing
Social Marketing
Public Sector
Public 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

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 subsidy
Improved Category Promotion  make space for commercial brands
Target the subsidy
We 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 Position
Improved Category Positioning Via unbranded BCC condom campaigns that grow the market
Condom Category
Positioning
Makes him a real Khmer man
1. Lets him be responsible
2. Lets him enjoy himself
Core 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 themselves
Condom Use as a Behavior (60% of promo $)
- Premium-quality positioning
- To impress your partner
Number One (15% of promo)
Base Brand
Variants
- Value positioning  the smart choice (i.e., quality & affordability)
OK Brand (25% of promo)
- For any occasion
OK Condom
OK Plus Sachet
OK Plus Tube

11. Updated pricing/targeted subsidy
% COGS Recovered
Consumer Price
(per unit)
Consumer price % change
Original “OK”
42%
$0.019
New “OK”
104%
$0.042
121%
Original “#1”
35%
$0.025
New “#1”
146%
$0.083
233%

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

13. The Condom Market

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

15. Cambodia Total Condom Market Volume

16. O.K. & #1 Condom volume

17. TMA Impact: Condom Use

19. Condom Coverage of risky sex acts (universe of need)
2007
2008
2009
2010
88%
91%
90%
86%

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)

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

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

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