The Total Marketing Approach
(TMA)
The Cambodia Condom Experience
TMA: what is it?
• Three Key Components:
1. Impact: Is the market reaching an increasing % of
the at-risk population?
2. Equity: Is market evolution benefiting the poor and
vulnerable?
3. Sustainability: Is the market becoming less
dependent on subsidies?
• Note: “market” includes public sector
page 2
Desired TMA Effects
Current
Private
Sector
1. Increased Impact:
• Lower vulnerable pop (behavior
change)
• Market (all sectors) fills greater
portion of need
2. Increased Equity: poor and
vulnerable reached equally well
3. Increased Sustainability:
growing commercial market
role -> reduced subsidy
required for greater health
impact
Private
Sector
Social Marketing
Public Sector
Public Sector
Increasing income/WTP
Social
Marketing
Future
TMA: why should we care?
• Works toward a reduced public investment
• Desires for more effective and efficient segmentation
based on ability to pay, access
• Avoids duplication and overlap
• Results in better program decisions
• Requires broadened strategy perspective shift from
brand/product to overall category
page 4
page 5
Cambodia TMA: Maximize Health impact…
…. Through more sustainable markets.
1. Better positioning of brands—based on occasion
and price;
2. Building commercial value of Number One
condom in order to pull middle class off subsidy
3. Improved Category Promotion  make space for
commercial brands
page 6
Improved Brand Positioning
Previous Number One :
• To low-middle income,
urban and rural
sexually active men
(aged 18-40) Number
One is the trusted,
affordable and widely
available condom
brand of choice that
ensures safety against
HIV without
compromising
pleasure.
‘Premium’ Number One:
• Rithy uses the
premium-quality
condom Number One
when he wants to
impress his partner.
page 7
Improved Brand Positioning
Previous OK Condom:
• To low and middle income
sexually active married couples
and sweethearts within loving
relationships and aged 18-40, OK
Condoms are the dual protection
condom brand of choice for
couples wanting the insurance of
planning their family with a
modern FP method while having
the peace of mind they are
protecting themselves from
sexually transmitted diseases.
Brand
Positio
n
‘Mass Brand ‘OK Condom:
• For Rithy, OK is the smart
choice for HIV prevention
products because it is the
best value for money.
page 8
Improved Category Positioning
Brand
Position
Via unbranded BCC condom campaigns that grow the
market
Condom Category
Positioning
Core benefit of:
Differentiated by:
Makes him a real Khmer man
1. Lets him be responsible
2. Lets him enjoy himself
page 9
The Positioning “Map”
Brand
Position
Condom Use as a Behavior (60% of promo $)
Allows real Khmer men
to protect themselves so they can enjoy themselves
Number One (15% of promo)
- To impress your partner
- Premium-quality positioning
OK Brand (25% of promo)
- For any occasion
- Value positioning  the smart choice (i.e.,
quality & affordability)
Base Brand
OK Condom
Variants
OK Plus
Sachet
OK Plus
Tube
Updated pricing/targeted subsidy
% COGS
Recovered
Consumer
Price
(per unit)
Original “OK”
42%
$0.019
New “OK”
104%
$0.042
Original “#1”
35%
$0.025
New “#1”
146%
$0.083
Consumer
price %
change
121%
233%
page 11
How are we Doing?
Measuring a TMA to
Sustainable Markets
Improving Metrics to monitor Programmatic Impact
page 12
The Condom Market
avg
26.0
mill
25
10,000
Brothel
crack
downs
from 2008
avg
sa
le
avg
16.2
mill
20
15
ok
intro
9,000
8,000
7,000
6,000
5,000
2009
#1
2nd
price
incre
ase
10
5
4,000
3,000
2,000
Unique outlets reached
Millions Condom sold
30
1,000
0
0
2000
2002
2004
2006
2008
2010
PSI Condom Sales
Outlet
page 13
Cambodian Condom Market: Value
(new brands since 2009: 6 major, 15 minor)
Value of Condom Market
4.5
4.0
Value of Market (millions)
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
2005
2006
2007
OK
2008
Number One
2009
2010
Projection 2011
Private
page 14
Cambodia Total Condom Market Volume
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
2004
2005
2006
Private Sector
2007
2008
Public Sector
2009
2010
Projection
2011
PSI Condom
page 15
Millions
O.K. & #1 Condom volume
30
25
20
15
10
5
-
OK
No1
page 16
TMA Impact: Condom Use
Consistent Condom Use - High Risk Sex
100%
96%
92%
90%
96%
94%
89%
86%
84%
80%
93%
94%
92%
85%
78%
70%
70%
67%
64%
62%
60%
57%
54%
53%
53%
50%
40%
42%
1997
1998
1999
Sex Worker, transactional sex
2001
2003
2007
Male Client, transactional sex
2008
2009
2010
Male Client, Sweetheart
page 17
page 18
Condom Coverage of risky sex acts
(universe of need)
2007
88%
2008
91%
2009
90%
2010
86%
page 19
Impact of Programs In Summary
 Health Impact:
 condom use behavior trends level but still high
 UoN work in progress, but high coverage of high risk sex acts
 Tracking volumes - consumer uptake - challenging
 Equity of access: TRaC/MAP data indicate SM condoms
still affordable
 Sustainability:
 Social Marketing segment of market significantly more sustainable
 Total Value of Condom Market increasing
 New players continue to enter (and exit)
page 20
How the TMA Lens has made us
smarter marketers (1)
More effective positioning for our brands and category
promotion developed
Rationalized investments in P&A
 branded vs. generic, resulting in…
Improved campaigns growing the category (&
measurable behavior change)
Improved price management
 appropriately priced brands and more sustainable SM sector
page 21
How the TMA Lens has made us
smarter marketers (2)
 Sales probably better indication of Health Impact
 Identified weaknesses in our S&D
 Trade Marketing Plan developed for PSI brands
 Treating Trade as target, better understanding retail
 Smarter w/outlet management
 Got us thinking about the fundamentals
 TMA metrics far better measure of programmatic health
than volume sales of past
page 22
Persistent Challenges
 Information Gaps persist
 UoN, total market volumes / consumer uptake, private sector
volumes
 Differentiating Number One and OK is work in process
 Donor procured commodities and the 3 year decision
page 23