MarketingReviewFeb07-12

Review of Key Marketing Activities: 

Review of Key Marketing Activities By Rajeeb Satyal Feb 7, 2009

Great Foundation : 

Great Foundation 2011 Total clients served = 214,704 Total CYP generated: 647,552.

PowerPoint Presentation: 

Mission CHILDREN BY CHOICE NOT CHANCE Contribute to GON MDG goal Increase CPR: 55, ReduceTFR:2.5, Reduce MMR:134, Reduce Unmet need: 10% Increase market share :76 %. 36000 more abortion /year by 2015 1.27 million more CYP that counts by 2015 Increase medical abortion by 426 % by 2015 OD Tool: Min level 4 by 2015 80 % Staff engagement by 2015 80 % TQA 95 % Client Satisfaction Zero deficit by 2015 40 % income by local fund Government contact by donor 100K Government approval for task sharing Our challenges Power of 10 Choice and channel Capacity Connection Some one has to think about and monitor “ vision VS targets” Vision

PowerPoint Presentation: 

Friday, Jan 17, 2016 Kathmandu, The Kathmandu Post S unaulo Parivar Nepal (SPN), a local affiliate of Marie Stopes International that works in more than 43 countries around the world to help the governments provide reproductive health, family planning and safe abortion services, proved itself to live up to its own commitment. Established in 1994 in Nepal with single FP clinic in Kathmandu, with the technical and financial support of the Marie Stopes International, SPN has now grown into a fully sustainable, self-sufficient giant organization that SPN has substantial contribution in helping government achieve Nepal’s millennium development goal( MDF), in increasing contraceptive prevalence Rate to 55 % and unmet need to 10 percent, while bringing down the unmet need to 10 %, total fertility rate to 2.5 %, maternal mortality rate to 134 per thousand. According to the Country Director of the Marie Stop International, SPN has contributed about 1.27 millions couple of years of protection (CYP) per year, saved thousands of mother’s lives from unsafe abortion, served a large population of reproductive age with its elaborate network of 75 fully equipped clinics located throughout the country including those in the most remote ones like Humla, Mughu and Kalikot. It supports its effort through networks of its trained franchised medical stores, and Private Medical Practitioners and other Public Private partners. SPN’s contribution is significant. It performs almost 60 % of the total abortion in the country, and 90 % of the sterilization. SPN has been also been supporting the government in maintaining the health posts in terms of training its staff, volunteers providing technical and logistic supports to communities national wide. SPN uses state of the art social marketing and social business approaches to provide sustainable FP planning and safe abortion services in Nepal. The Director of the Family Health Division expresses his gratitude towards MSI and appreciates SPN for its most valued contribution Dana Hovig, CEO of Marie Stopes International, UK says he is really proud of SPN for its breakthrough achievements that have set example for other country- programs. The Interim Country Director Mr. Ashok Kharel says, it could not have been done without the full cooperation of the government, donors including DfID, USAID and , and staff members who have worked so hard. Marie Stopes beats it this time Kathmandu, Thursday, Jan 16, 2016 Vision 2015

PowerPoint Presentation: 

Successful Foundation MAOOAC Clinics CSM

PowerPoint Presentation: 

MAOOC

PowerPoint Presentation: 

Unwanted Kit ( by Mankind, India) Migegest Kit (by Zydus Codlia, India) Pregnot Kit (By Lupin India M-2 Kit (By Khandelwal Laboratory, India) Metabon By SUN Pharma, India) Clear Kit (By Midlay India) Mificol-M Kit (By Ranbaxy India) MT Prost Kit (By Cipla India) Term Pill Kit ( Alkein, India) MTP Kit (By Cipla, India) Miferpin Kit By Sun Pharma, India) MTP Pil( Mife) ( registered in Nepal) Pregno( Mife)bhk Ohm Pharma N epal Several brands being manufactured by Nepalese company Market scenario- somewhat chaotic Mushrooming, Haphazard price/margins, starting with Rs. 180 + to retailers Inadequate awareness/education among retailers leading to complications Threat to National effort- risk of loosing public trust on MAoC product Poor Quality of care… Only we, the SPN/MSI have necessary (international/local) experience, skills, infrastructures ( clinics), resources and networks to successfully market the product with full satisfaction to consumer as well as the government

MAOOC-STATUS: 

MAOOC-STATUS Registration in Process PPP model being discussed Marketing Plan being finalized

Product Positioning: 

Product Positioning ™MERIPRIST A high quality international brand marketed by Marie Stopes International ® Offered in package with free counseling, prescreening, and follow up services Coupon provided to visit any of the nearby MSI clinic for free medical checkups and follow up ( for few month) Quality Assurance, treatment for any possible complication Demography : A fertile female, 15-49 years

MAOOC-Pricing: 

MAOOC-Pricing Price/Margin to be determined Price to MSI/SPN 325.00 Commission to super dealer (5%) 16.25 Commission to dealers/bulk buyers (5%) 16.25 Commission to retailers (16%) 52.00 Marketing/Training cost to SPN(14%) 45.50 MRP 455.00

MAOOC Sales – Projection : 

MAOOC Sales – Projection Detail district-wise projection to be worked out by CSM

MAOOC- Partnership: 

MAOOC- Partnership SPN/MSI LOMUS Waive Patent right “Mariprist” for Lomus QoC/ M & Evaluation 5-10 years agreement Technical /Clinical support- Toll-free hotline, complication management, training Allows to keep revenue/profit Manufactures, markets, and distributes Mariprist Keeps revenue/profit Consults MSI for marketing decisions- price, promotion and target setting Shares data base on monthly basis. PPP Model

Distribution strategy at glance: 

Distribution strategy at glance

Marketing model: 

Marketing model An Audio Visual Training Aid would really work

MSI/SPN Service Center ( Clinics) : 

MSI/SPN Service Center ( Clinics)

Great Foundation : 

Great Foundation 2011 Total clients served = 214,704 Total CYP generated: 647,552.

CLINICS-Temporary Setbacks ( presently observed): 

Declining performance Clients’ flow Sales/revenue/Income Forced to liquidate 9 centers till 2011 Shrinking financial support Tangible/intangible anomalies manifested over the years Motivation & enthusiasm No visible marketing support Process & design CLINICS-Temporary Setbacks ( presently observed) Underlying fear of uncertain future, loosing the very premise on which it was built

CLINICS- Strategic objectives ( What this process intends to achieve?) : 

CLINICS- Strategic objectives ( What this process intends to achieve?) To enhance the performance by reviewing and revising products ( services) to make them more demand-driven prices, margins, Incentives to attract internal and external clients To position/segment clinics to attract specific target groups ( as well as government & donors) 4. To identify economic but effective promotional campaign To identify a most viable strategic options/alternative to continue managing the clinic?

Clinics-Key challenges: 

Clinics-Key challenges CUT THROAT competition MAOOC taking over CA services. “Scaling up marketing activities” Retaining staff motivation and enthusiasm.. Having a full team in the clinic, specially a doctor Synchronizing activities with with core vision/values

Clinics-SM Objectives: 

Clinics-SM Objectives To raise brand awareness about the MSI clinics that will continue offering comprehensive abortion and RH services to contribute meeting the-power-of-ten vision by generating 1.27 Million CYP) through sustainable alternative strategies. Increase market share :76 %. 36000 more abortion /year by 2015 1.27 million more CYP that counts by 2015 Increase medical abortion by 426 % by 2015

Product-Services: 

Product-Services Full range of temporary and permanent FP methods Safe abortion service (surgical and medical ) Gyne checkup and consultation Ante-natal and post-natal checkup Child immunization General health checkup Treatment of RTI and STI Might need some customization and addition, but otherwise Looks great Though , we may want to add maternity/delivery service and PAP smear test

Clinics-Segmentation : 

Clinics-Segmentation Robin Hood-Premium for rich Wizard for average population Santa clause- to those who cant afford much Charity services for poorest elite A B C D

Clinics-Price / Margins: 

7-10 % Commission to referees Clinics-Price / Margins PRESENT PRICE Rural 1495/ Urban 0000 RESTRUCTURE PRICES TO CROSS-SUBSIDIZE Example- A: 2999- Ultra-Urban B: 1999- Urban C: 999 – Semi-Urban/Rural D: 399 – Rural/inaccessible

Place/Accessibility/Location: 

Place/Accessibility/Location PRESENT 52 clinics in 41 districts 25-30 & in high urban cities performing well Eg-Pokhara, Chuchepati etc Clinics located in clustered area where a lot of other private, NGOs and government also serving Some in isolated area SUGGESTED Relocate clinics to meet the proposed segmentations Multiply clinics in urban cities with potential high turn over Shift clinics to new areas red light areas( directed by govt) Establish micro clinic or mobile service to reach isolated/inaccessible area

Options to ponder about…: 

Options to ponder about… Subcontract /franchise “operational management” on a fee/bonus basis. Invite private hospitals to manage on partnership Clone # of “highest performing clinics” in urban locations to cross-subsidize rural-clinics Establish luxury Delivery Hospital ( along with abortion services) to raise fund

Ask MAYA Campaign: 

Ask MAYA Campaign FOR INQUIRY/Counseling ABOUT RH/ABORTION SERVICES CALL MAYA (0000-000) EMAIL MAYA ( MAIYA@SPN.ORG ) SMS MAYA (0000-000) CHAT WITH MAYA @ FACE BOOK.com Maya’s interactive website for FAQ & appointment Maya’s Home Delivery service

Generic MSI Brand Promotion: 

Generic MSI Brand Promotion MSI-N/SPN Generic Branding for universal use Clinical and medical outlets, Newspapers Print/Visual Media Newspapers, FM, TV etc Radio TV /Video on Wheel They will appear in entire IEC /communication materials

Very basic…: 

Very basic… ATL- Radio/Television Jingle/commercial BTL- Posters, bill board, POPs. Educational materials: Flip chart/Brochure/Training manuals Edutainment video..

Least you can do is: 

Least you can do is Convert your vehicles into mobile bill-board and video on wheel

Contraceptive Social Marketing (CSM) : 

Contraceptive Social Marketing (CSM)

PowerPoint Presentation: 

Product 2005 2006 2007 2008 2009 2010 2011 2012 Target Condom 1,670,760 2,701,450 2,219,400 1,282,614 1,815,491 2,664,817 3,064,895 3,724,471 OCP 99,863 74,420 64,858 74,287 103,491 180,408 MAOOC 2,493 19,081 14,364 50,000 CYP 16,707 27,014 29,875 18,550. 28,129 70,524. CSM- History of Achievement (2005-2012) 67,33715 151,122.

PowerPoint Presentation: 

Total national demand for condom: 40 MM/Y Supplied by public sector: 19.8 Supplied by private sector:21.2 ( 52%) MSI share: around 10 % Source Evaluation report of N-MARC March 2010

PowerPoint Presentation: 

S W O T

CSM- Breakthrough Objectives: 

CSM- Breakthrough Objectives To increase the depth and area of social marketing activities to increase CYP. Further consolidate present product portfolio Expand the portfolio with viable products such as MAOOC, Condom, ORS/Zinc, Pregnancy Kit To revive, train and revitalize CSM Team

POSSIBLE EXPANSION OF PRODUCT PORTFOLIO: 

POSSIBLE EXPANSION OF PRODUCT PORTFOLIO CONTRACEPTIVES GENERAL HEALTH PRODUCTS To provide more choices to consumers To generate CYP and also revenue for cross subsidy

New- product- condoms: 

New- product- condoms A cheaper brand To offer verities/choice to consumers Market demand To increase market coverage of most-at-risk (MARP) and lower SEC.

New- product- Pregnancy kit: 

New- product- Pregnancy kit An affordable pregnancy kit for the clinics and consumers Compliments to sell MAOOC Can even be used as incentive

New- product- Dipoprovera: 

New- product- Dipoprovera An long term family planning contraceptive Generates CYPs Already trained retailers And commercial network

New- product- Emergency pill: 

New- product- Emergency pill Generates CYPs Already trained retailers And commercial network

New- product- ORS/Zinc combination: 

New- product- ORS/Zinc combination An long term family planning contraceptive Unfulfilled market demand(16/8MM) Opportunity to market various flavors in single dispenser

PowerPoint Presentation: 

The overall market size of ORS requirement in Nepal could be anywhere between 12 – 16 million packets per year. Based on the Mathematical assumption: Nepal’s total Population = 29 Million Diarrhea Prevalence = 20% = 5.8 Million Cases. Treatment – 3 Packs per case = 5.8 x 3 packs = 17 million Packs

Organization Set up ? : 

Organization Set up ? MSS Country Director Senior Management Team Sales Manager Sales Coordinator Finance/Admin Coordinator Assistant Pharm Store Keeper Sales Executives It needs modification to match the marketing activities

CSM Distribution Model: 

CSM Distribution Model MSS: Contraceptive Social Marketing Super distributors (10) With sales Executives Institution (NGOs) Including Marie stopes Services Distributors (60) Pharmacies Hotel / Lodges Cold store/Panpasal Departmental stores Consumers

CSM reporting system: 

CSM reporting system Support office Sales Manager Sales coordinator Finance/Admin Coordinator Pharmacists Sales executives Super Distributors Distributors Retailers Store Keeper Needs review