Population Services International, the US-based NGO's War on AIDS: Making the Marketing Mix, the Myanmar Way


Code : SEP0013

Year :

Industry : General Business

Region : Myanmar

Teaching Note: Available

Structured Assignment : Available

Buy This Case Study

<< Previous

Population Services International at Myanmar
Population Services International, a leading non-profit social marketing organisation in the world, was founded in 1970 with a vision to improve global health by employing commercialmarketing strategies. PSI’s founders,Philip Harvey and Timothy Black, were graduate students at the University of North Carolina’s Public Heath Program. With Harvey’s five years experience inCARE4 and Black’s specialisation in family planning andmidwife training, PSI was set up with an objective of “disseminating family-planning information andmarketing birth-control products to people who needed to avert births but did not know where to seek information or products.”..

Increasing Acceptability for Condoms at Myanmar through Customised Marketing Mix
In Myanmar, in the initial days, promoting condoms was difficult for PSI as the government considered condom possession as an evidence of prostitution, which was illegal in the country. The regime viewedmarketing of condom as an encouragement to promiscuity. This, in turn, blocked the use of condoms by the target population.Also, “sex is generally regarded as a taboo subject inMyanmar,whichmakes it difficult to even talk about condoms.”..

For More Case Books Click Here >>

For Case eBooks Click Here >>

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,
E-mail: casehelpdesk@ibsindia.org

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap