Using Commercial Marketing Techniques to Introduce New Contraceptive Products in Zambia and Malawi

Anabel Gomez, Donna Sherard and Temple Cooley Thayer Rosenberg
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Anabel Gomez: Population Services International
Donna Sherard: Population Services International
Temple Cooley Thayer Rosenberg: Population Services International

Journal of International Business Research and Marketing, 2016, vol. 1, issue 4, 32-35

Abstract: In early 2014, the EECO project began planning for pilot introduction of the SILCS Diaphragm, Amphora Lubricating Gel and Woman’s Condom in Malawi and Zambia. The project is designed to support the introduction of five new woman-initiated contraceptive methods aiming to increase overall use of modern contraceptive methods by introducing new methods and expanding method choice. There some clear lessons learned that will form part of the systematic planning when other EECO products are introduced: advocacy work to gain the support of key media; cultural leaders are necessary to counter prevailing cultural norms, which discourage the use of lubrication during sex; and different approach in promotion considering negative cultural norms towards the use of lubrication.

Keywords: EECO project; Commercial marketing techniques; Contraceptive products; Zambia; Malawi (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:1:y:2016:i:4:p:32-35

DOI: 10.18775/jibrm.1849-8558.2015.14.3005

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