Publications
Publications
- April 1990 (Revised November 1992)
- HBS Case Collection
Population Services International: The Social Marketing Project in Bangladesh (Abridged)
By: James E. Austin
Abstract
Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an agreement with the government of Bangladesh to conduct a social marketing program, with the objective of using modern marketing techniques to sell subsidized contraceptives through commercial outlets. Seven years later, three PSI managers were meeting at PSI's Washington, D.C. headquarters to discuss 1984-86 marketing strategy for two products: Raja condoms and Maya birth control pills. Of particular concern was the fact that the marketing approach that had proven extremely successful for Raja was yielding poor sales results for Maya. The PSI managers needed to devise an action plan for improving Maya sales.
Keywords
Conferences; Developing Countries and Economies; Information Publishing; Growth and Development Strategy; Marketing Strategy; Social Marketing; Agreements and Arrangements; Product; Nonprofit Organizations; Pharmaceutical Industry; Bangladesh; Washington (state, US)
Citation
Austin, James E. "Population Services International: The Social Marketing Project in Bangladesh (Abridged)." Harvard Business School Case 590-061, April 1990. (Revised November 1992.)
