Child survival VII -- Cameroon social marketing project : first annual report -- September 1991 to September 1992

The development of a family planning condom brand was completed and the product was launched on the market in June; brand name development and preparations for a market launch were completed for oral rehydration salts and an oral contraceptive. For all three products, commercial marketing techniques were employed in choosing a name, a logo, and a marketing approach. Each aspect of each product was carefully tested for appropriateness to the consumer. For PROMESSE, the family planning condom, a promotional strategy was established and an advertising campaign implemented that included distribution of point-of-sale promotional items and an intensive media effort. This highly successful public education campaign will now be used as a blueprint for the preparation of the launch of BIOSEL oral rehydration salts and NOVELLE oral contraceptives. (Author abstract)