| dc.description.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. | en |
