Brady C, Katangwe J; International Conference on AIDS.
Int Conf AIDS. 1996 Jul 7-12; 11: 410 (abstract no. Tu.D.2878).
PSI/Malawi, Chilmbwe, Malawi. Fax: 011-265-622-468. E-mail: cbrady@unima.wn.apc.org.
Issue: In 1994, PSI/Malawi quickly established an effective means of distribution and communication to socially market CHISHANGO condoms. In the first year, CHISHANGO sales exceeded all expectations, surpassing 4 million. In addition, the word "CHISHANGO" has now become synonymous with condoms in Malawi. Eighty-four percent of condom users cite CHISHANGO as their favorite brand. PSI/Malawi's dedicated sales and marketing team have proven that Malawians engaging in high-risk sex are willing to use condoms and pay for them. Project: A unique combination of factors have allowed PSI/Malawi to reach high CHISHANGO sales, recognition and acceptance in such a short amount of time. Intensive pre-project research assured that the product brand name, packaging and pricing structures were appropriate. In addition, institutional distribution channels, such as large private sector companies and local NGOs have contributed to CHISHANGO's popularity. Important external factors have also played a role in the early success of the product. Principally, the advent of multi-party democracy and the concurrent support from government circles have raised Malawian's awareness regarding the seriousness of the national AIDS crisis. In addition, the liberalized public communication channels have permitted PSI to mount an aggressive advertising and promotional campaign. The condom social marketing campaign was also assisted by the fact that numerous refugee programs had been working in Malawi for 5-10 years, sensitizing the population about the importance of condom use. Although the mainly rural population was accustomed to free public sector distribution, the transition to an affordable socially marketed product was not difficult. Results: By engaging a well-trained and dedicated CSM sales force, combined with a variety of distribution channels, PSI/Malawi was able to effectively fill the national condom pipeline quickly. A concurrent advertising and promotional campaign which uses aggressive and creative means enabled the project to add new customers/condom users, and create sufficient demand to sustain high sales.
Publication Types:
Keywords:
- Acquired Immunodeficiency Syndrome
- Advertising as Topic
- Behavior
- Commerce
- Condoms
- Malawi
- Marketing
- Organizations
- Private Sector
- Social Marketing
Other ID:
UI: 102218917
From Meeting Abstracts