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Increasing the Relevance of Masti Condoms for Consumers
Abstract
Population Services International (PSI) uses social marketing as a tool to deliver health impact among vulnerable and low-income populations. This approach encompasses the use of commercial marketing techniques to motivate the target audience to voluntarily adopt healthy behaviors and offers and promotes linkages between existing products and services to sustain their behavior. PSI measures accomplishments in terms of Couple Years of Protection (CYPs), a measurement unit widely used by bilateral agencies and governments. One CYP provided can be thought of as one year of protection against an unintended pregnancy. PSI socially markets contraceptives, including condoms, in order to positively impact the reproductive health of low income populations. Masti is a leading condom brand, which has been socially marketed by PSI since 1989. In recent years, the market share has stagnated at approximately 10%. This chapter discusses the evidence-based approach used by PSI to understand the reasons for stagnation in a growing market and the steps that PSI took to make Masti contemporary and relevant to today’s lower income consumers.
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