CONSUMER DEMAND, MARKETING, AND COMMERCIAL DISTRIBUTION OF CONTRACEPTIVES IN PAKISTAN

IF THE PROGRAM IS TO SUCCEED, A COMMERCIAL DEMAND CREATION, MARKETING, AND CONTRACEPTIVE DISTRIBUTION PROGRAM MUST BE DEVELOPED, TESTED, AND IMPLEMENTED WITH DELIBERATE SPEED. DEMAND FOR BIRTH CONTROL SERVICES HAS STABILIZED AT A VERY LOW LEVEL. CONTRACEPTIVE ACCEPTANCE RATES ARE THE SAME AS THEY WERE IN 1968. ALL AVAILABLE WAREHOUSE SPACE AND ALL DISTRIBUTION CHANNELS ARE FILLED TO CAPACITY. MORE OUTLETS AT THE RETAIL LEVEL ARE NEEDED TO ABSORB THIS SUPPLY. PRESENT MARKETING EFFORTS IN SUPPORT OF THE INUNDATION PROGRAM ARE DEVOID OF STRATEGY, IMPROPERLY UTILIZE THE MEDIA CHANNELS, LACK APPROPRIATE POINT OF SALES MATERIALS, AND DO NOT STIMULATE CONSUMER DEMAND. THERE IS PRESENTLY UNDERWAY A HIGHLY EFFECTIVE STUDY OF COMMERCIAL DISTRIBUTION OF CONTRACEPTIVES THROUGH THE COMMERCIAL SECTOR, EMPLOYING SUCH FAMILIAR TACTICS AS ATTITUDINAL ASSESSMENT, PACKAGING, AND MARKETING TECHNIQUES DESIGNED TO GET SHOPKEEPERS TO BECOME SALES AGENTS. THE EVALUATOR DISCUSSED CURRENT CONSUMER ATTITUDES, THE COMMERCIAL DELIVERY SYSTEM, AND NEW PROGRAM MANAGEMENT NEEDS. HE MADE ELEVEN RECOMMENDATIONS INCLUDING THAT: (1)A PUBLIC OPINION RESEARCH PROJECT BE UNDERTAKEN; (2)A COMMERCIALLY-RUN CONTRACEPTIVE DISTRIBUTION AND MARKETING SYSTEM BE TESTED, MODIFIED AND IMPLEMENTED; AND (3)THE FAMILY PLANNING EFFORT BE NATIONALIZED.