Evaluation of the Pakistan social marketing of contraceptives project (391-0484)

External evaluation covers the period 5/85-11/88. The project has made excellent progress and appears to have the potential to be one of the most effective social marketing projects in the world. After only 2 years, sales of the Sathi condom have exceeded goals and are second only to the India and Bangladesh programs - both of which have been in operation for over 10 years. Currently, the condoms are distributed to 161 towns, while expansion to 150 smaller towns is anticipated. They have achieved a very high level of marketplace visibility, due to unparalled product presentation, which utilizes a consistent message and high quality graphics. To date, marketing has been channeled primarily through distributors and retailers, although TV and radio advertising is now possible. On the negative side, very little is known about whether the program is reaching the target audience - low-income urban and semi-urban populations - or its impact on consumer attitudes and usage. Although a number of research projects have been completed, their primary focus has been on distribution issues rather than consumer identification and attitudes. No overall plan for research has been developed. The organizational structure is well-suited to sustain project activities. A local firm, W. Woodward Pakistan Ltd., is given considerable discretion in conducting ongoing management, and its links with the Population Welfare Division are handled effectively by Pakistan Consultancy Services. Project-provided TA has also been an important asset. However, roles and operating procedures are not entirely clear, causing erosion of the cooperative spirit that has contributed substantially to project success. A major problem has been disagreement over the sort of sales data to be yielded from the management information system. This problem was resolved during the evaluation. It is recommended that the project be extended for at least 4 years. Emphasis should be placed on the following goals: (1) expansion of the condom distribution network into another 150 towns and investigation of ways to develop demand in rural areas; (2) more extensive research regarding consumer attitudes and usage in order to refine advertising strategies and promotional activities; and (3) addition of an oral contraceptive component.