The document discusses a case analysis of the success and failure of different contraceptive brands in Bangladesh. It analyzes why the Raja condom brand was successful while the Maya contraceptive pill brand failed, and presents a market plan to reposition and relaunch the Maya brand, including adjusting the advertising mix and providing higher retailer margins and education of medical professionals to increase awareness and adoption of the Maya pill.

1. Group 5:
Ankit Malhotra-GSEP13CMM021
Prajakta Talathi-GSEP13CMM031
Rashmi Lagisetty –GSEP13CMM032
Venkataram Grandhi-GSEP13CMM036
PSI Case Analysis

2. Success of Raja
 Brand Image, people could relate to the
masculine nature
 Name and logo familiar
 Advertising Strategy – Advertising expenses
are in sync with the sources of awareness of
condoms (Refer embedded excel)
 Retailers had high profit margins 0.56c
2

3. Rise and Fall of Maya
 Negative Brand Image
 Discouraged by RMPs and professional doctors
unaware of its quality
 Advertising expenses are not in sync with the
sources of awareness of contraceptive pills (Refer
embedded excel)
 Retailers had less profit margins as compared
to other contraceptives (16 times more margin
than Maya) (Refer embedded excel)
3

4. Failure of Maya
 % of IUD and Sterilization accounts 1.8% of Target
Segment – Majority of this population maybe users of
Maya pills earlier
 1981-82 – total 15% increase in condoms but 27%
decrease in pills. Probable shift from users using pills
to using condoms in that year
 1980-1981 – 47% decrease in Maya Pills and 39%
increase in Raja condoms
 Annual income 120$/year i.e. 10$/month. Consumers
are buying competitive products priced at 33.6c and
56c. Maya is priced cheaper and still not bought by
consumers. Lack of communication about the
functional usage of Maya
4

5. Our Decision- Continue with
Maya
 Product has strong attributes similar to Syntex
Noriday
 Continuous and more efficient birth control
method
 Reposition Pills
 Formulate Marketing Plan based on Price, Image
and Retail motivation
5

6. Market Plan for “Maya”
Consumer Needs
Safe and healthy pills with no side effects
Objectives
 To increase awareness of Maya
 To increase adoption of Maya
SWOT
Competitive Analysis
Primary Competitors: Ovastat, Lyndiol,
Ovral, Nordette, Bangladesh Government
pills
6
Market Plan of Maya
STRENGTH
Superior quality
USAID product
WEAKNESS
Negative Image
No medical
channel
OPPURTUNITY
Repackage and
re introduce
THREAT
Fund shortages
to expand
channels and
provide margins

7. Market Plan for “Maya”
Critical Success Factors
 Certified authenticated source: USAID
 Superior quality
Target Segment
Segment: Rural areas of Bangladesh, low per capita income
Target Customer: Couples in fertile age, RMP’s and Professional Doctors,
Men in particular as they are 80% purchasers of condoms and pills
Positioning
To provide a healthy and safe pill having superior quality and which is
certified and recommended by USAID
7
Market Plan of Maya

8. Market Plan for Maya
Mix
Price • 3.6 cents
• Offer cheaper price as not all will be able to afford
Place/Distributi
on
• Rural areas
• Provide margins to the retailers
Promotion • Educate RMP’s, field workers, and volunteers about the
product
• RMP, field workers, and volunteers in rural areas
• Media channel: Radio, newspaper, cinema, point of contact,
posters
• Show ads indicating safe and happy family where mother had
used Maya.
• Advertisement should sync with the message conveyed in
Exhibit 5
Product • Certified laboratory tested product
• Superior quality at par with Syntex’s Noriday
Packaging • New attractive package8
Market Plan of Maya

9. Media Mix Plan
 Change advertising mix budget using exhibit 7
and 9Mass Media 1983 1984
Radio 20% 40%
Newspaper 25% 5%
Cinema 3% 8%
Poster 16% 12%
Point of Purchase 20% 20%
Mobile film unit 6% 0%
TV 10% 15%
Total 100% 100%
Extra budget required: $92234
9