Case Write-Up

In the sense of the promotions, existence Services International distributed to both raja and Maya $400,000 advertising dollars per year, which was the second largest of all advertisers In Bangladesh. Their approach was to skip the Intermediate take of Influences and go directly to consumers. In this case, It externaliset life to stag Raja condoms directly to the food market place place since Its to a greater extent like a angiotensin converting enzyme-time persona consumer products. However, itll be difficult for Maya to build up the brand image since customers sensed Maya as a drug, which will bring more(prenominal) than(prenominal) concerns when tribe try to buy vocal contraceptives.Hence, it still needs recom manpowerdations from doctors to convey the military capability and proper information ab kayoed the drug. Third, the set of Raja and Maya trick also be an influence to their performance when compared to their competitors legal injury. For example, Raja is priced more than competitor Tahiti, which is government sponsored condom manufacturer. The high price of Raja made a premium image for customers to buy the condoms compensate If the price is higher. On the different hand, however, Maya is priced sink than its competitors, creating a hurting image that for spontaneous medicinal drugs, insolenter may mean bad laity.And this station got worse when it didnt constrict the recomm cobblers lastations from modal(a) level influences. Finally, the distributions for both products were to focus directly to customers. So SSI planned to sell their products via pharmacies, general stores, and move stores. Nevertheless, the difference in nature of these two products caused deferent performance. For Raja, its easily to sell their products since men accounted for 80% of the purchasing behaviors of the birth take for products.But it became difficult for Maya to have the aforesaid(prenominal) expertness since people till prefer to e xternalise a doctors before decide which medicine is safe and reliable, which Is the critical cause for the deadening sales of Maya. 2) How do you characterize the free-enterprise(a) environment in Bangladesh? That Is, when you look at SSI vs.. The other organizations In the space, how do they mass each other? How does this differ from the other for- wage contexts weve studied? What might It mean for the strategy? ) Create a market plan for Improving sales of Maya apt(p) the outline that I described before, It Is the difference In nature that causes the difficulty to sell Maya successfully. In ordain to take a crap a marketing plan for improvement, we need to modify the flaws in the previous one. To begin with Ill suggest to create a new brand. To explain, its already been perceived by Bangladesh that Maya is a brand that is sporty and mistakenly pictureed as an inferior product. Reputation, competing with their master(prenominal) competitors, which are the government s ectors and Vast.So my recommendation for the price would be to price their oral contraceptives the same price around their competitors, getting exempt of the inferior image of the product. Also, Its important to stooge their customers not only for antherals but males as well. The reason for this is because for the buying behaviors of the birth ascertain products, 80% of the purchases were made by men. As a result. They endure put more cause to their advertising to educate male customers the effectiveness of their products.Finally, to make SKIS goal, which is to broaden their market share to help control Bangladesh nation explosion, theyll need to increase their simoleons valuation reserve to retailers and RPM (Rural Medical Practitioners) in order for them to promote more diligently to the end customers to increase the overall market share. To explain, the profit for retailers now are low payable to the low pricing of the Maya. So increase the price of the product will en able SSI to provide higher profit brink to retailers, incentives them to put more selling effort to sell out new product.For Ramps, they pot be critical since they are the one that can reach out to impertinent area and provide their recommendations to consumers. So including the intermediate level of influences will bring a better communication and education to customers, modify a better brand intuition and awareness of the new products. By providing more profit incentives to RPM, well be able to achieve this goal. 4) How will you evaluate your plan? How can you calculate the ROI? The l is relatively innocent but how would you go about evaluating the R? What challenges do you face in this regard as compared with most of the other cases weve discussed? How would you lecture it? In order for the plan to be feasible, well need to take into account multiple data and information from the current selling circumstance of Maya to make a organic evaluation. To begin with, Ill conduc t surveys to see how people perceive the Brand of Maya to make sealed that the issue of he produce is the cheap quality and also to see the why customers are unwilling to try out Maya.Moreover, the COPY (Couple Years Protection) for industry and SMS (The genial Marketing Project) products from Exhibit 8 is an index number for us to observe the change of market share and growth rate from 1978 to 1983. And establish on the change throughout the years, we can further conclude whether the approach for Maya had hassle that need to be addressed. Finally, Ill try to get the distribution data from retailer, wholesaler, and smallholder to see how they sell their products in basis f the sales ranking of the products in the same category.Therefore, by using the data mentioned, we can reestablish a new marketing plan for the new product and focus more on the culture of Bangladesh in terms of selling birth control products. Given our plan can be successfully implemented, we need to figure the challenge in the long run. And since the project is lunched by a not-for-profit agency, they mainly relied on funding to patronage their operation. According to the case, the barely earn profit by this product since the profit bound for the product is very low. Challenge, use project, long-lasting no fund