Population Services International (PSI) was founded a not-for-profit agency to disseminate family planning information and to market birth control products, especially in less developed countries to curb their population explosion. In 1976 PSI entered into an agreement with the Government of Bangladesh to conduct a social marketing program, with the aim of using modern marketing techniques to sell subsidized contraceptives through commercial outlets. Seven years later, three PSI mana … Read more »

Population Services International (PSI) was founded a not-for-profit agency to disseminate family planning information and to market birth control products, especially in less developed countries to curb their population explosion. In 1976 PSI entered into an agreement with the Government of Bangladesh to conduct a social marketing program, with the aim of using modern marketing techniques to sell subsidized contraceptives through commercial outlets. Seven years later, three PSI Manager at PSI in Washington, DC headquarters meet to 1984 to 1986 to discuss marketing strategy for two products: Raja condoms and Maya birth control pills. Of particular importance was the fact that the marketing approach that had been extremely successful for Raja was yielding poor sales for Maya. The PSI managers needed to develop an action plan to improve sales Maya.
«Hide

from
James E. Austin
Source: Harvard Business School
13 pages.
Publication Date: Apr 17, 1990. Prod #: 590061-PDF-ENG
Population Services International: The Social Marketing Project in Bangladesh (shortened) HBR case solution