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Using Commercial Marketing Techniques to Introduce New Contraceptive Products in Zambia and Malawi

Author

Listed:
  • Anabel Gomez

    (Population Services International)

  • Donna Sherard

    (Population Services International)

  • Temple Cooley Thayer Rosenberg

    (Population Services International)

Abstract

In early 2014, the EECO project began planning for pilot introduction of the SILCS Diaphragm, Amphora Lubricating Gel and Woman’s Condom in Malawi and Zambia. The project is designed to support the introduction of five new woman-initiated contraceptive methods aiming to increase overall use of modern contraceptive methods by introducing new methods and expanding method choice. There some clear lessons learned that will form part of the systematic planning when other EECO products are introduced: advocacy work to gain the support of key media; cultural leaders are necessary to counter prevailing cultural norms, which discourage the use of lubrication during sex; and different approach in promotion considering negative cultural norms towards the use of lubrication.

Suggested Citation

  • Anabel Gomez & Donna Sherard & Temple Cooley Thayer Rosenberg, 2016. "Using Commercial Marketing Techniques to Introduce New Contraceptive Products in Zambia and Malawi," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 1(4), pages 32-35, May.
    • Handle: RePEc:mgs:jibrme:v:1:y:2016:i:4:p:32-35
    DOI: 10.18775/jibrm.1849-8558.2015.14.3005
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    More about this item

    Keywords

    EECO project; Commercial marketing techniques; Contraceptive products; Zambia; Malawi;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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