Conference Speaker sought (2)
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Jodi,
We may have exactly what you're looking for. PSI/Zimbabwe was the
first to social market an "African branded" female condom called the
care contraceptive sheath. We launched care in July 1997 and have al-
ready sold 130,000, four times our six month sales target and twice
as much as the combined 1996 and 1997 sales of Bolivia, Zambia, South
Africa and Haiti together.
What's interesting about care is the marketing. We don't market
solely to women and we don't market it as a condom. Rather, it's tar-
geted toward both women and men (anecdotal evidence shows that just
as many men as women are buying) and positioned as a contraceptive as
condoms carry stigmas.
I'm attaching a two page summary of our project. [omitted in this
AFRO-NETS mailing. If you would like to have it, contact Kyle di-
rectly. DN Mod.]
If you are interested, I would send Tsitis Tsopotsa, the care project
manager. She could address the qualitative and quantitative (2000
persons) research that led to our marketing strategy, the early re-
sults we've had, problems encountered and steps for the future (for
example, using more interpersonal selling and expanding distribution
into supermarkets).
I would recommend that you speak to Guy Stallworthy or Jill Rizika in
our Washington office (202-785-0072) for more info. They are well-
versed on the subject. Further, it seems that PSI/Zimbabwe may work
with the Pop Council on some research issues concerning the female
condom.
With great interest, I look forward to your reply.
Regards,
Kyle
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Kyle J. Peterson
PSI/Zimbabwe
Social marketing of PROTECTOR condoms,
"care" contraceptive sheaths and
SUPA NET treated mosquito nets
310 Woodlands Ind. Estate
Msasa, Harare
P.O. Box 3355
Zimbabwe
Tel: +263-4-487-493 or 487-521
Fax: +263-4-487-499
mailto:psi@harare.iafrica.com
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Visit the PSI web page to learn more about the power of social mar-
keting:
http://www.psiwash.org/
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