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The Total Marketing Approach (TMA)

Explore how The Total Marketing Approach enhances condom market sustainability in Cambodia through increased impact, equity, and sustainability while reducing dependency on subsidies.

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The Total Marketing Approach (TMA)

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  1. The Total Marketing Approach (TMA) The Cambodia Condom Experience

  2. TMA: what is it? • Three Key Components: • Impact: Is the market reaching an increasing % of the at-risk population? • Equity: Is market evolution benefiting the poor and vulnerable?  • Sustainability: Is the market becoming less dependent on subsidies? • Note: “market” includes public sector

  3. Desired TMA Effects Current Future • Increased Impact: • Lower vulnerable pop (behavior change) • Market (all sectors) fills greater portion of need • 2. Increased Equity: poor and vulnerable reached equally well • 3. Increased Sustainability: growing commercial market role -> reduced subsidy required for greater health impact Private Sector Private Sector Increasing income/WTP Social Marketing Social Marketing Public Sector Public Sector

  4. TMA: why should we care? • Works toward a reduced public investment • Desires for more effective and efficient segmentation based on ability to pay, access • Avoids duplication and overlap • Results in better program decisions • Requires broadened strategy perspective shift from brand/product to overall category

  5. Cambodia TMA: Maximize Health impact… …. Through more sustainable markets. • Better positioning of brands—based on occasion and price; • Building commercial value of Number One condom in order to pull middle class off subsidy • Improved Category Promotion  make space for commercial brands

  6. Improved Brand Positioning

  7. Brand Position Improved Brand Positioning

  8. Brand Position Improved Category PositioningVia unbranded BCC condom campaigns that grow the market Core benefit of: Differentiated by:

  9. Brand Position The Positioning “Map”

  10. Updated pricing/targeted subsidy

  11. How are we Doing? Measuring a TMA to Sustainable Markets Improving Metrics to monitor Programmatic Impact

  12. The Condom Market

  13. Cambodian Condom Market: Value(new brands since 2009: 6 major, 15 minor)

  14. Cambodia Total Condom Market Volume

  15. O.K. & #1 Condom volume

  16. TMA Impact: Condom Use

  17. Condom Coverage of risky sex acts(universe of need)

  18. Impact of Programs In Summary • Health Impact: • condom use behavior trends level but still high • UoN work in progress, but high coverage of high risk sex acts • Tracking volumes - consumer uptake - challenging • Equity of access: TRaC/MAP data indicate SM condoms still affordable • Sustainability: • Social Marketing segment of market significantly more sustainable • Total Value of Condom Market increasing • New players continue to enter (and exit)

  19. How the TMA Lens has made us smarter marketers (1) • More effective positioning for our brands and category promotion developed • Rationalized investments in P&A • branded vs. generic, resulting in… • Improved campaigns growing the category (& measurable behavior change) • Improved price management • appropriately priced brands and more sustainable SM sector

  20. How the TMA Lens has made us smarter marketers (2) • Sales probably better indication of Health Impact • Identified weaknesses in our S&D • Trade Marketing Plan developed for PSI brands • Treating Trade as target, better understanding retail • Smarter w/outlet management • Got us thinking about the fundamentals • TMA metrics far better measure of programmatic health than volume sales of past

  21. Persistent Challenges • Information Gaps persist • UoN, total market volumes / consumer uptake, private sector volumes • Differentiating Number One and OK is work in process • Donor procured commodities and the 3 year decision

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