การพัฒนาและการใช้กลยุทธทางการตลาดของถุงยางอนามัยมีชัย ในเขตกรุงเทพมหานคร พ.ศ. 2523 / สุรชัย คัจฉวัฒนา = The development and implementation of a marketing strategy for Mechai condoms in Bangkok metropolitan area 1980 / Surachai K.Wattana
Problem resulting from the rapid population growth in Thailand are such that they hinder the economic and social development of the country. Thus the policy to solve the population problems by promotion family planning came into existence. This policy was clearly stated in the Third National Economic and Social Development Plan (1972-1976) of its objectives, target and strategy to tackle the problems. Since then, the report at the end of each five year plan revealed the success of the implementation of the plan which was mainly undertaken by the government agencies with the cooperation and support from the private sector. The Population and Community Development Association (PDA) stands out as the private sector for community welfare rendering mainly family planning services based on the social marketing approach. This thesis aims at studying the PDA’S implementing strategy concerning the distribution of condoms, especially its development and marketing strategy. The first section of this thesis deals with the information gathered about the development of condoms and marketing strategy which includes the price, sales approaches and sales promotion. The data in the second section gathered from the primary source by Interviewing the sample group concerning the outcome of the implementation of the first section which includes the knowledge, practice and the attitude of the consumers towards the cost, sales approaches and sales promotion as well as the various types of condoms. From the study, it was found out that the service of distributing condoms started six Years ago by the Community-Based Family Planning Services (CHFPS) has a policy of a social marketing approach. This means that while the program implementation is in every respect based on the commercial one, the main purpose is not for the financial profit. CBFPS has an aim for the people to recognize the rise of condoms not only for the prevention of VD but also for contraceptive purpose. Available in the market are five types of condoms, each having different price. This is because of different target groups. The urban areas are the largest markets for condoms which are sold through general drug stores.
The CBFPS staff will visit these drug stores in every region of the country every month. Besides some gifts the CBFPS has used mass media in sales promotion. This includes providing news and articles of the current interests to newspapers, lectures in factories and schools and producing of T shirts with messages such as “A condom a day keeps doctor away”. The result of the interview of 400 men aged 15-55 in Bangkok Metropolis revealed that as many as 90 percent of the men have heard of or known about the CBFPS condoms. Among these people 62 percent have rised or tried the condom themselves and more than half of them are satisfied with the condom. Compared to other commercial condoms, the CBFPS condoms are more outstanding in terms of price and availability while the quality is somewhat lagged. The author made an analytical comment that this might result from the fact that all CBFPS condoms are donated by foreign organizations and the CBFPS is not entitle to request for the ones of best quality. However, when consider the target groups buying power, CBFPS had conducted a study to test the quality of these condoms and thus acquired the high quality condoms to add to the supplies. The author also suggested that the CBFPS use public relations to disseminate and emphasize the high quality of its condoms and that their quality is as good as or sometime better than other commercial ones on sale in the market. As for types of condoms, the CBFPS has added to its supplies the best quality ones. The progressive discount given to the drugstores should also be reduced and added to the budget for producing gifts directly to the consumers.
