Description
rural marketing techniques employed by Hindustan Lifecare.
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Set up in Kerala in 1966 World’s leading manufacturer of condoms – 1.3 bn Turnover Rs. 4420 million Six state of the art manufacturing facilities Exports in 115 countries Distribution: 200000 retail outlets 3500 hospitals
Hindustan Latex Family Planning Promotion Trust (HLFPPT)
• supporting implementation of Reproductive Child Health (RCH) and HIV prevention and care programs across eleven states
Lifespring Hospitals
• for creating access to good quality and affordable maternal and child care, for the low income population
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Contraceptives Blood Collection Bags Auto Disable Syringes, Vaccines Surgical and Examination Gloves, Blood Banking equipment, Neonatal equipment, Blood Transfusion and Intravenous sets, Vending Machines Sanitary Napkins,
Urban Market Share
17 17.7 32.6 TTK-LIG JK Ansell DKT HLL 13.9 18.8 Others
Urban market is largely captured by premium brands HLL has the 65% of rural market share
Social message
Solution for major problems like
- Population Growth - AIDS
Billion Dollar Industry
- India 2nd largest producer of Condoms
•The Rural Areas focused had been upto 1000 Population •Rural and Non Traditional Outlets for selling condoms in more than 20000 Villages •The project developed a distribution channel for Condoms and Pills in all the districts of the state
Sukhi Sansar Project 1 2000
•expanding the overall condom market and availability
Sukhi Sansar Project 2
2003
•Community Based Social Marketing Programme 'Project Khushali' has been implemented •Linkages with NGOs and Milk Coorporates were also established
•70 Districts in next two years, reaching out to approximately 8 million women
KANPUR VOUCHER SCHEME 2007
•State government has accredited Merrygold hospitals for Janani Suraksha Yojana and Sowbhagyavati Scheme to provide free of cost RCH services and emergency obstetric care. •free Health voucher for availing Maternal and Child Health service
•established to reduce HIV related morbidity and mortality in adults and children and mitigate the impact of HIV on children and women headed households
COMMUNITY CARE CENTERS
•centers in Madhya Pradesh, Uttar Pradesh and Rajasthan through Population Foundation of India (PFI)
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Over the last eleven years from 1997-2008, direct distribution of condoms increased to over 25,000 villages in UP Increasing the rural condom market from 39 million Pcs to over 100 million Pcs and access to condoms increased from 18% to 65%
COMMUNICATION ?Bus Panels, Auto Panels, Shop Boards, POP materials at retail shops ?BTL activities: Exhibitions, street plays, carnivals etc., condom ?dispenser units, posters, stickers etc were used TALKING MONKEY SHOWS ?The show comprises of a puppet monkey named ‘Kitty’, whose voice is given by the artist ?The monkey talks about condoms, the ‘Marakalle’ theme and related matters
BARBERSHOP ?Kerala State Barbers Association developed and oriented 4500 barbershops as Marakkalle! Communication centres
VAN PROMOTION ?A big van, Eicher Truck was customized as per Bhau ad ?Van promotion was supported with puppet show having characters of high risk population such as sex worker, a truckers, migrant, youth and Bhau in a form of story where Bhau asked them use condom ?Van drive covered over 100 towns of 22 districts BEER BAR ACTIVITY ?Covering 100 bars and performing 200 shows ?A team of magician and jamura spread message of condom promotion with magic tricks
AUTO DRIVE ? Branded auto rickshaws with
Bhau jingles were run in all 22 districts ?A team of magician and jamura spread message of condom promotion with magic tricks
?
Condom should be available everywhere Bus stop, on the street, Gold shops, Shopping Centers, Banks, Restaurants, Taxi drivers, Hair dresser Etc Keeping Condoms in mini bars in hotels Average rural India population is 6(2+4). Main reason for population growth being female illiteracy and male dominance.
? ?
?
Doctor ratio in rural India is 1:8000, so train trustworthy ordinary people in all villages(eg: shopkeepers, jamindars,etc) to sell condoms. Make condoms and pills available 24*7
?
?
Edutainment: Involve School teachers and students (C for Condom)
?
Mr. Condom on Birth Control Promotion in Thailand.mp4
doc_165250685.pptx
rural marketing techniques employed by Hindustan Lifecare.
?
?
? ? ?
?
Set up in Kerala in 1966 World’s leading manufacturer of condoms – 1.3 bn Turnover Rs. 4420 million Six state of the art manufacturing facilities Exports in 115 countries Distribution: 200000 retail outlets 3500 hospitals
Hindustan Latex Family Planning Promotion Trust (HLFPPT)
• supporting implementation of Reproductive Child Health (RCH) and HIV prevention and care programs across eleven states
Lifespring Hospitals
• for creating access to good quality and affordable maternal and child care, for the low income population
? ?
?
? ?
?
?
? ?
Contraceptives Blood Collection Bags Auto Disable Syringes, Vaccines Surgical and Examination Gloves, Blood Banking equipment, Neonatal equipment, Blood Transfusion and Intravenous sets, Vending Machines Sanitary Napkins,
Urban Market Share
17 17.7 32.6 TTK-LIG JK Ansell DKT HLL 13.9 18.8 Others
Urban market is largely captured by premium brands HLL has the 65% of rural market share
Social message
Solution for major problems like
- Population Growth - AIDS
Billion Dollar Industry
- India 2nd largest producer of Condoms
•The Rural Areas focused had been upto 1000 Population •Rural and Non Traditional Outlets for selling condoms in more than 20000 Villages •The project developed a distribution channel for Condoms and Pills in all the districts of the state
Sukhi Sansar Project 1 2000
•expanding the overall condom market and availability
Sukhi Sansar Project 2
2003
•Community Based Social Marketing Programme 'Project Khushali' has been implemented •Linkages with NGOs and Milk Coorporates were also established
•70 Districts in next two years, reaching out to approximately 8 million women
KANPUR VOUCHER SCHEME 2007
•State government has accredited Merrygold hospitals for Janani Suraksha Yojana and Sowbhagyavati Scheme to provide free of cost RCH services and emergency obstetric care. •free Health voucher for availing Maternal and Child Health service
•established to reduce HIV related morbidity and mortality in adults and children and mitigate the impact of HIV on children and women headed households
COMMUNITY CARE CENTERS
•centers in Madhya Pradesh, Uttar Pradesh and Rajasthan through Population Foundation of India (PFI)
? ?
Over the last eleven years from 1997-2008, direct distribution of condoms increased to over 25,000 villages in UP Increasing the rural condom market from 39 million Pcs to over 100 million Pcs and access to condoms increased from 18% to 65%
COMMUNICATION ?Bus Panels, Auto Panels, Shop Boards, POP materials at retail shops ?BTL activities: Exhibitions, street plays, carnivals etc., condom ?dispenser units, posters, stickers etc were used TALKING MONKEY SHOWS ?The show comprises of a puppet monkey named ‘Kitty’, whose voice is given by the artist ?The monkey talks about condoms, the ‘Marakalle’ theme and related matters
BARBERSHOP ?Kerala State Barbers Association developed and oriented 4500 barbershops as Marakkalle! Communication centres
VAN PROMOTION ?A big van, Eicher Truck was customized as per Bhau ad ?Van promotion was supported with puppet show having characters of high risk population such as sex worker, a truckers, migrant, youth and Bhau in a form of story where Bhau asked them use condom ?Van drive covered over 100 towns of 22 districts BEER BAR ACTIVITY ?Covering 100 bars and performing 200 shows ?A team of magician and jamura spread message of condom promotion with magic tricks
AUTO DRIVE ? Branded auto rickshaws with
Bhau jingles were run in all 22 districts ?A team of magician and jamura spread message of condom promotion with magic tricks
?
Condom should be available everywhere Bus stop, on the street, Gold shops, Shopping Centers, Banks, Restaurants, Taxi drivers, Hair dresser Etc Keeping Condoms in mini bars in hotels Average rural India population is 6(2+4). Main reason for population growth being female illiteracy and male dominance.
? ?
?
Doctor ratio in rural India is 1:8000, so train trustworthy ordinary people in all villages(eg: shopkeepers, jamindars,etc) to sell condoms. Make condoms and pills available 24*7
?
?
Edutainment: Involve School teachers and students (C for Condom)
?
Mr. Condom on Birth Control Promotion in Thailand.mp4
doc_165250685.pptx