Strategies Used by Non-governmental Organisations in Condoms Social Marketing in Kenya: the Case of Population Services International

Abstract

ABSTRACT This study was aimed at providing deeper understanding of the strategies used and challenges faced by Non-Governmental organizations in Condoms Social Marketing in Kenya. The objectives of this Study were to determine the Product, Price, Place and Promotion strategies used by Population Services International and the challenges faced. The study established that the product strategies include; condoms quality decisions where by PSI ensures that the condoms meet ISO, WHO and KEBS certifications. The study also established that the choice of Condom brand names are aligned to the product positioning to the target markets while the packaging of the condoms were such that the product is easily recognizable by use of appealing colours’ and pictures. The Pricising strategies included making condoms affordable through subsidies, huge discounts and highly lucrative profit margins to the channel members. The distribution strategies of condoms focused on consistency in availability while channel members were fast moving consumer goods outlets, bars/ lodgings, Community based distributors and Pharmaceutical outlets. Pull system was being embraced in the distribution while the coverage of condoms distribution was both urban and rural focused. The promotion effort for condoms was noted to be very vibrant with all the possible channel available being used to communicate. The challenges in marketing of condoms included short-time and unreliable donor funds, Poor infrastructure in the rural areas and urban slums, inflation, political interference in public health interventions. The study recommended diversified funding sources, improved channel members linkage in rural and urban slums and collaboration with the relevant government agencies in order to minimize political interference.