Case Study:
Problem Statement-
To control the population explosion in Bangladesh a non-profit organization Population Services International started with a project, SMP(Social Marketing Project) funded by another welfare body USAID. Under this project PSI introduced 2 birth control products in Bangladesh: Raja Condoms for Men and Maya Oral Contraceptive pills for females. Both products were marketed using the same Social Marketing Strategy where direct contact was made with the customers to educate them about family planning, birth control measures and make available birth control products at subsidized price. . Initially The 2 products experienced a good response with increasing sales, but later the sales of Raja condoms continued increasing and the sales of Maya contraceptive pills decreased drastically by 43.6% from 1980 to 1983 whereas Raja condoms experienced a growth of 95.5% in the same period.
Objective of the study:
This situation us with a case to understand why a similar strategy for 2 products, both aimed at preventing unwanted child birth could result in such different outcomes. This understanding will allow us to develop solutions to increase the sales of Maya Contraceptive pills.
Strengths of the Marketing Strategy for both- * Creating a demand for the birth control products by spreading awareness about the importance of birth control through a vast network of field workers and by extensive marketing through radio, billborads, tshirts etc. * Making the product available to all rural and urban areas through pharmacies, general stores and pan shops. * The marketing activity tried to create a positive image of the product by associating a feel good factor about the product by naming it Maya, interpreted as beauty and having a fancy packaging. * The product was priced low enough to be afforded by the majority rural population.
Weakness of the Maya's Marketing Strategy- * In rural areas people understood that the family size should be limited but did not know that 2 children are enough. * While Raja was considered a over the counter product, Maya was considered as a powerful drug and treated with skeptism. * Even the female contraceptive pills were bought(80%) by men and hence the men should have been educated to by Maya pills for their woman. * A strong market sentiment had built up even amongst the professional doctors that the product was of an inferior category and hence should not be administered which was ot the case with Raja. * The foreign competitors like Ovastat, Lyndiol, Ovral and Nordette lured the retailers into pushing their products by offering a higher margin compared to the next to negligible margin of Maya. channel * The Rural Medical Practitioners which amounted for 100000 doctors of the total 125000 doctors in Bangladesh were not made a part of the program. These RMPs were very trusted sect of the society and as they were not involved they found it easy to blame Maya pills for any ill effects which also culminated in declining sales and the negative sentiment about the project.

Solutions Available for Increasing Maya's sales: * Rebranding the Product by introducing it under a different brand name with a higher price :
If the product is reintroduced in the market under a different brand name and packaging to create an impact in the minds of the customer that a new product is available. And if the price of the product is increased nominally to include some margin for the retailer then this benefits in 2 ways. The customer feels a new product is available and through fresh marketing a demand is created and retailers will push the product for the higher margin. Since the price is still sufficiently low more sale will lead to higher profit for retailer.

* Loop in RMPs to create goodwill of the product:
Since there are 100000 RMPs are available. If contact is made with them and