Psi: the Social Marketing Project in Bangladesh Case Analysis

1. The disparity in Raja’s and Maya’s performance happens because of the following reasons:

• Raja was considered as premium product because they charged a price for Raja compared to its main competitor, Tahiti, which was the free condom that the Bangladesh government provided. Its wide recognized brand name, which also associated with masculinity, bravery, and power, create some positive influences and plays a great role in its successful sales performance.

• Raja was over-the-counter consumer product and it was men’s product which available in all type of stores, especially in pan stores which considered as a convenient socializing spot for men, so men could purchase it whenever in need.

• On the other hand, Maya, in the form of pills, tended to be treated as prescribed drug, which many people consult doctors or RMPs before using it. This was worsening by the fact that many professional doctors and RMPs considered Maya as a poor/inferior product because it was priced very much lower than its competitors. As a result of poor brand image, RMPs often advise to discontinue using Maya to patients if they have complaints about their health and switch to another “better” government pills because RMPs thought that the ailment occurred was a side effect from using Maya. Since RMPs are pretty much respected among Bangladesh’s people, patients would take the RMP’s advice and discontinue Maya.

• Another problem caused by Maya’s pricing was the retailer’s margin was very low compared to that of its competitors. This causes retailers are not well motivated enough to sell Maya.

2. With regard to family planning activities, the competition is low since most of the organizations in that area in Bangladesh were non-profit oriented. There were some privately owned pharmaceutical companies, the company that produce “Santi” pills, for example. However, they do not view each other as a competitor in general, rather as working together to help the Bangladesh’s government in...