COMMERCIAL CONTRACEPTIVE MARKETING DEVELOPMENT

CONTRACTORS WILL WORK THROUGH AN ESPECIALY ESTABLISHED LOCAL NON-PROFIT COMPANY IN EACH COUNTRY WHICH WILL MARKET CONTRACEPTIVES THROUGH THE EXISTING RETAIL SYSTEM. CONTRACTOR WILL FIRST WRITE A PROPOSED WORK PLAN FOR A PROSPECTIVE COUNTRY. AFTER THE WORK PLAN IS APPROVED,CONTRACTOR WILL PREPARE A COMPREHENSIVE MARKETING PLAN WHICH WILL DETERMINE THE MARKET POTENTIAL AND IDENTIFY SUCH FACTORS AS APPROPRIATE DISTRIBUTION CHANNELS,ADVERTISING FOR RURAL AND URBAN AREAS,PROMOTION TECHNIQUES,OPTIMUM PRICE STRUCTURE AND TRADE MARGINS,AND SAFEGUARDS TO PREVENT EXCESSIVE PROFITS BY THE COMMERCIAL SECTOR. THE IMPLEMENTATION PHASE WILL BEGIN WITH THE ESTABLISHMENT OF THE LOCAL NON-PROFIT COMPANY. THE COMPANY WILL CONTRACT LOCAL ADVERTISING AGENCIES,PACKAGING COMPANIES AND DISTRIBUTING ORGANIZATIONS WHO WILL SUPPLY CONTRACEPTIVES TO THE RETAIL OUTLETS. THE COMPANY WILL ALSO RECRUIT AND TRAIN COMMISSION SALESMEN TO SUPPLEMENT THE STAFFS OF THE DISTRIBUTING FIRMS IN ORDER TO ACCELERATE THE INTRODUCTION OF CONTRACEPTIVES INTO RETAIL OUTLETS AND THE PLACEMENT OF PROMOTIONAL MATERIALS. RETAILER EDUCATIONAL PROGRAMS WILL BE DEVELOPED AS WELL AS CONSUMER INSTRUCTIONAL MATERIAL ON WHAT TO DO SHOULD PROBLEMS ARISE IN CONNECTION WITH THE USE OF ORAL CONTRACEPTIVES. AFTER TEST MARKETING IN SELECTED LARGE AREAS AND REFINEMENT OF THE MARKETING PLAN,FULL SCALE NATIONAL MARKETING WILL BE IMPLEMENTED. EACH OF THE 5 PROJECTS WILL BE OF 3 YEARS DURATION. SOME CONTINUING SUBSIDY MAY BE NEEDED TO MAINTAIN AND EXPAND THE COMMERCIAL DISTRIBUTION OF CONTRACEPTIVES. PROJECTS ARE EXPECTED TO DEMONSTRATE,THROUGH COMPARATIVE COST STUDIES,THAT COMMERCIAL DISTRIBUTION IS MORE COST EFFECTIVE IN REACHING CONTRACEPTORS THAN PUBLIC FAMILY PLANNING PROGRAMS. RELATED PROJECT 9320612 WILL TEST ANOTHER APPROACH WHEREIN THE CONTRACTOR WILL NEGOTIATE AGREEMENTS DIRECTLY WITH ESTABLISHED LOCAL DISTRIBUTORS. PROJECT EXTENSION FOR FY79-FY83 WILL ADD $36,150,000 TO AVAILABLE FUNDS FOR MAINTENANCE OF EXISTING & PLANNED CONTRACTS,AND COMPETED AWARDS FOR UP TO 15 ADDITIONAL NEW CONTRACTS FOR COUNTRY PROGRAMS IN SUBSIDIZED CONTRACEPTIVE MARKETING. $2,850,000 OF THE ABOVE WILL FUND SMALL GRANTS FOR EXISTING MARKETING PROJECTS INITIATED BY HOST OR OTHER DONORS. IN ADDITION TO $36,750,000,THIS EXTENSION WILL PROVIDE 440,000,000 CONDOMS,28,000,000 CYCLES OF ORALS & 84,000,000 FOAMING TABLETS,VALUED AT APPROX. $19,990,000. THUS,TOTAL PROJECT COST WILL INCREASE TO $66.3 MILLION. NINE BASIC PROJECT COMPONENTS INCLUDE MARKET RESEARCH,MARKET TESTING,DISTRIBUTION,CONTRACEPTION COMMODITIES,REVENUES,PRICING PACKAGING,PRODUCT PROMOTION (3 STAGES,5 TECHNIQUES),PERSONNEL.