Evaluation of the retail contraceptive sales program : Ghana -- AID/PHA/C-1145

This special evaluation covers the period 7/76-12/78; no methodology is specified. Implementation of the project was hampered by the delay in obtaining the Government of Ghana's (GOG) approval; national economic instability; poor in-country and international communications; local unavailability of basic supplies; and the GOG ban on commercial promotion of oral contraceptives. Nonetheless, Westinghouse, the implementing agency, has been a competent manager and has received strong USAID support. Cooperation among Westinghouse, its subcontractors, and GOG has been impressive. The Westinghouse marketing plan was well conceived and flexible, and initial market research was satisfactorily completed. Logistics for the importation of needed products were well planned. Excellent inventory control and distribution systems have been developed -- the household distribution phase will begin in 1979 and will include consumer sampling and data collection. Pricing and packaging policies for oral contraceptives and condoms have been finalized. Product advertising campaigns have been developed and approved for the initial launching phase. Recommendations include: The advisory board requirement should be removed from the contract and replaced with free counsel. USAID contraceptive supplies should continue until the project becomes self-sufficient. Condom wrappers should be unlabeled to distinguish between goverment- and commercially-supplied condoms. Requirements for records of retail sales should be eased due to their prohibitive cost. Marketing research studies should begin prior to the transition to Ghana National Family Planning Program (GNFPP). A household distribution system using trained individuals should be pursued rather than a vending machine approach. Further recommendations are to increase the number of advertising outlets, develop a product information program for all retailers, and encourage generic advertising of family planning. After the contract period, GNFPP should remain as overseer, while delegating daily operations to other organizations.