Luận văn thạc sĩ developing social marketing mix for female condom targeting sex workers in vietnam phát triển chương trình tiếp thị xã hội cho sản phẩm bao cao su nữ Đối tượng gái mại dâm

Through Social Marketing programs and projects in many countries affected by the epidemic, condoms have become more easily available, affordable and acceptable to sexually active men, w

VIETNAM NATIONAL UNIVERSITY, HANOI

SCHOOL OF BUSINESS

NGUYEN THI LAN HUONG

DEVELOPING SOCIAL MARKETING MIX FOR FEMALE CONDOM TARGETING SEX WORKERS

IN VIETNAM

Major: Business Administration

Code: 60 34 05

MASTER OF BUSINESS ADMINISTRATION THESIS

Supervisor: Dr Tran Doan Kim

Hanoi, 2012

ACKNOWLEDGEMENTS

I gratefully acknowledge the members of the target groups,

who participated in this study,

And especially surveyors, peer educators and project coordinators,

who helped to draft and carry out the interviews

Lam very grateful for the advice and comments of Dr ‘Iran Doan Kim, who have whole-heartedly supervised and guided me to complete this thesis

ABSTRACT DEVELOPING SOCIAL MARKETING MIX FOR FEMALE CONDOM TARGETING SEX WORKERS

IN VIETNAM

Nguyen Thi Lan Huong

MBA Candidate, 2008 - 2010 Hanoi School of business, Vietnam National University

Supervisor: Dr Tran Doan Kim

December, 2012, 122 pages

Tn the mid-1980s, Condom Social Marketing (CSM) emerged as an effective tool in combating the spread of HIV/AII)S Through Social Marketing programs and projects in many countries affected by the epidemic, condoms

have become more easily available, affordable and acceptable to sexually

active men, women and young people in general as well as to those in high- risk groups, including female sex workers In Vietnam, unsafe commercial

scx is one of the primary drivers of the HIV cpidemic It is estimated that

9.3% of all female sex workers in Vietnam will be living with HIV in 2012

In addition, and particularly in the case of condoms with Sex Workers (SWS),

social marketing can be an altcrnative source of products and information for

them who may be unable or unwilling to access public health services

The female sex workers study design is based on theoretical framework of

Somal Marketing Mix specially focus on P4: Promotion - Integrated

Marketing Communication; and the perform framework for social marketing

(Chapman and Patel, 2004) Perform analyzes the major delerminanls of

health behaviors by categorizing them in terms of opportunity, ability and

motivational factors By segmenting the customer and conducting formative research, we will determine the exact needs and suitable and clfective condom

social marketing CSD’s team target SWS in six provinces: Hanoi, Haiphong,

Quang Ninh, Ho Chi Minh, Can Tho and An Giang We use an innovative

approach to conduct qualitative, oxploratory rescarch on the most relevant

methods of changing behavior among the various at-risk groups within the

SWS populauon Data was collected via individual facc-to-lace interviews,

‘using a structured questionnaire

Reported that SWS use condom with chents during the last sex was high (91%), but consistent condom use in the past month was lower (66%) In the

past month, 839% of SWS report having regular clients and 71% report always

using a condom with these clients 56% of SWS reported having non-

commercial regular partners in the past three months Reported condom usage

is much lower with non-commercial partners than with commercial partners

At last sex, 39% of SWS report using a condom with regular partners and 25% report consistent condom use The risk factor here is the risks of

HIV/AIDS with SWS though not consistent use any condom with their

partners (commercial and non-commercial clients),

In this situation with my knowledge had studied specialize in marketing at

HSB, | ercate the female condom social markcting communication campaign

for SWS in Vietnam with brand “SHE female condom” My campaign focus

on SWS consistent use female condom with both their partners: commercial clients and non-commercial sex partners.

The marketing plan that has been prepared for the market analysis followed

‘The thesis outlines the various factors that need to be considered in bringing

out such a product and the various advantages that it carries for the society I

am interested in crealing awareness about the product “SHE lemale condom”

and create enough interest in the mind of SWS to facilitate purchase of the

product

The measure of success of this social marketing program is much more than

the volume of product sales achicved Female condoms have never come to Vietnam and they are totally new to most people here in Vietnam Thus, the

idea of this communication is to non-distinguish the introduction of female

condom in general and SHE brand female condom In Vietnam, when new products were introduced first ta the people, the brand name of the very first

product, or sometimes the most popular brand name of’ a type of products got

to be taken as the name For example, in Vietnam, most people call motorbike

“HIONDA”, even when the bike is produced by YAMAIIA, or they call

“Lavic” for any mineral water The idea of the communication plan is to unify

the concept of female condom with SHE brand female condom

Also, since the product should be of non-profitable aim, communication for

the product has to be unilicd or in-distinguishcd with communication for STDS including HIV/AIDS prevention among SWS ‘Thus, female condoms

should be compared to other methods of STDS prevention as male condoms

but not to fight for victory with them Instead the idea should be that female

SWS now can feel safer and even more equal when they can be more active to

use condoms (female condoms)

In conclusion, I focus on social marketing, and particularly the social

marketing mix of female condoms, as a key strategy m the fight against the

iv

global IITV/AIDS pandemic In Vietnam, the population will find it difficult,

frequently impossible, to avail of the new products and increased protection

The lessons to be learned from the past experience and experiments in male

condom social marketing in Vicinam and female condom in other countrics

can help in making female condom campaign efficiency in future

TOM TAT

PHIÁT TRIỄN CIIƯƠNG TRÌNH TIẾP THỊ XÃ IIỌI CHO SẢN PHIẢM

BAO CAO SU NỮ, ĐÓI TƯỢNG GÁI MẠI DAM O VIET NAM

Nguyễn Thị lan Hương Trường Đại Học Quốc Gia Hà Nội

Khoa Quan ‘Iti Kinh Doanh

Hướng dẫn: Tiến sỹ Trần Đoàn Kim

'Tháng 12, 2012, 122 trang

Từ giữa thập niên 1980 , marketing xã hội về bao cao su (TSM) nổi lên như

một công cụ hiệu quả trong việc phòng và chéng lại sự lây lan của

HIV/AIDS Thông qua các

chương trình markcling xã hội vả các dự án ở

nhiều quốc gia bị ảnh hưởng bởi địch bénh HIV/AIDS, bao cao su da tré nên phổ biến, dễ dàng mua với giá cả phải chăng đối với những những có hành vi quan hệ tình dục như đản ông, phụ nữ và thanh thiểu niễn nói chưng cũng như

những người trong nhóm có nguy cơ cao, bao gồm cả những người hành nghề

xmại dâm Tại Việt Nam, mại dâm không an toàn lả một trong các nguyên nhân chính của dại dịch HIV/AH23 Ước tính khoảng 9,3% gái mại dâm ở 'Việt Nam sẽ sống chung” với IITV vào năm 2012 Như vậy, với việc sử dụng

bao cao su của những người hành nghề mại đâm (SWS), marketing xã hội có

thể là một cách cung cấp các sản phẩm và thông tin cho ho, những người có

thể là không muốn hoặc không thể sử dụng các dịch vụ y tế oông oộng,

Nghiên cứu về gái mại dâm được tiến hành dựa trên khuôn khổ lý thuyết về marketing x4 hdi tich hop, đặc biệt tập trung vào P4: truyền thông/khuyến mãi

- các công cụ tiếp thị truyền thông tích hợp vả thực hiện theo mô hình hiệu

vi

quả cho tiếp thị xã hội (mô hình PERTForM - Chapman va Patel , 2004), Thực

hiện viễc phân tích các yếu tố quyết định chính của hành vi ảnh hưởng tới sức

khỏe bằng cách phân loại chúng về khả năng, cơ hội và các yếu tổ động lực Bing cách phân chia các đối tượng vả tiến hành nghiên øửu, tối sẽ xác định chính xác nhu cầu và xây dựng chương trình marketing xã hội về bao cao su

phủ hợp vả hiệu quả

Tóm nghiên cứu của công ty phi chính phủ CäDs (Công ty Nghiên cứu và Truyền thông vi Sự phát triển bền vững) tập trung vào gái mại dâm ở sáu tinh

thành trên cả nước: Hà Nội, Hải Phòng, Quảng Ninh, Thành phô H6 Chi

Minh, Cần Thơ và An Giang Chúng tôi sứ dụng cách tip can sing lao va mới mẻ dé tién hanh đo đạc định lượng định tỉnh, nghiên cửu thăm dò về các phượng pháp phủ hợp nhất để có thể thay đổi hành vị sử dụng bao cao su

trong các nhóm só nguy cơ lây bệnh khác nhau trong số những người hành

nghề mại đâm (SWS) Dữ liệu được thu thập thông qua các cuộc phỏng van trực tiếp, rigéng tư với từng cá nhân, bằng cách sử dụng một bảng câu hỏi về

các vấn dễ chúng tôi quan tâm

Tảo cáo chỉ ra rằng gái mại dâm sứ dụng bao cao su với khách hàng trong lần

quan hệ tình đục cuối cùng là cao (91%), nhưng sử dụng bao cao su phủ hợp

trong tháng trước (thời điểm phỏng vấn) lả thấp hơn (66%) Trong thang dé, 83% gái mại đâm được phỏng vấn trả lời rằng họ có khách hàng thường xuyên và chỉ có 71% số đó luôn luôn sử dụng bao cao su với các khách hàng 56% gái mại dam duoc phỏng vấn thừa nhận rằng họ có hạn tinh (chông phải

khách hàng) thường xuyên trong ít nhất 3 tháng trước Và với nhóm bạn tỉnh

đó, họ ít sử dụng bao cao su hơn là khi quan hệ với khách hàng Trong lần

quan hệ gần nhất, chỉ 39% số pái mại dâm được hỏi là có sử dụng bao cao su

với bạn tỉnh, và chỉ có 25% là sử đụng bao cao su phủ hợp Nguy cơ ở đây la,

gái mại đầm sẽ dễ dàng bị lây nhiễm IITV/AIDS nếu họ không sử dụng, hoặc

vi

sử dựng bao cao su không đúng cách, không phủ hợp với “đối tác” khách

hàng va ban tinh)

Trong bối cảnh đó, với những kiến thức và hiểu biết tôi thu nhận được qua

quá trình đào tạo tại IISD, tôi xây đựng một chiến dịch marketing xã hội cho

sân phẩm bao cao su dành riêng cho nữ giới, đối tượng mục liêu là gái mại

dam vi “SHE” “SHE” mang y nghia 14 danh cho phy ni, bao vé phu nif, la

người bạn của phụ nữ Chiến dịch của tôi tập trung chủ yếu vào việc hướng

dẫn, mang dến cho gái mại đâm diều kiện tiếp cận với một loại bao cao su

phù hợp cho hợ, có thê sử dụng với cả khách hàng và bạn tỉnh

Chiến dịch nảy được xây dựng bởi những phân tích thị trường đã được tiến

hành Luận án đưa ra các yếu tổ khác nhau cần được xem xét trong việc đưa

ra sản phẩm trên và những ích lợi khác nhau mả nó mang lại cho xã hôi lôi

nong muốn tạo được độ nhận biết về sản phẩm bao cao su đành cho nữ giới

“SHE” , nang cao hiểu biết cũng như thúc đấy gái mại dâm mua và sử dụng

sản phẩm nảy

Hiệu quá của dự án nảy không chi nằm ở việc đo lường doanh thu của sẵn phẩm Bao cao su nữ chưa từng xuất hiện ở Việt Nam và là một sản phẩm hết sức mới mè Vì thể, ý tưởng của chiến địch nảy là tạo r4 sự nhất quản trong

tâm trí người tiêu dùng về bao cao su nữ và thương hiệu SHE Ở Việt Nam,

khi một sản phẩm được tiếp cận với thị trường đầu tiên, thì tôn cúa săn phẩm

tiên phong đó, đôi khi sẽ trở thành tên gọi của cả một dòng sắn phẩm Ví dụ,

đa phần mọi người gọi xe máy là “Honda”, kế cá đó là xe máy của Yamaha,

hoặc họ gọi “I.avie” thay cho tên nhãn hiệu của mọi loại nước linh khiết dóng

chai khác Chiến dịch nay, theo dé, mong muốn tạo ra được một xu hướng

tương tự.

Ngoài ra, từ khi sản phẩm được xác định bán với mục đích phi lợi nhuận „

việc truyễn thông cho sản phẩm đã được đồng nhất với việc tuyên truyễn về

các bệnh lây truyền qua đường tình đục (STDs) bao gém cd HIV/AIDS cho

gái mại dâm Theo đó, bao cao su nữ có thể được so sánh với các phương

pháp phòng chồng lây lan S's khác như bao cao su nam nhưng không phải

để loại bỏ những phương pháp đó Thay vào đó, có thể nghĩ rằng, gái mại đâm có thể cảm thấy an toàn hơn, và thậm chí con công bằng hơn khi họ có

thể chủ động bảo vệ mình nhiều hơn khi sử dụng bao cao su nữ

Ở phần kết luận, tôi tập trung vào marketing xã hội, đặc biệt là marketing xã

hội về bao cao su nữ, như là một chiến lược then chốt để chẳng lại đại dich

toàn cau HIV/AIDS G Viét nam, người dân thường khó tiếp cận sân phẩm,

để biết về những lợi ích của sản phẩm mới và nâng cao khả năng bảo vệ bản

thân trước những căn bệnh có thể lây lan Những bài học dược rút ra tử kinh

nghiệm quá khử vả thử nghiệm trong marketing xã hội về bao cao su nam ở

Việt Nam và về bao cao su nữ ở các nước khác có thể có ích cho việc thực

hiện hiệu quả chiến dịch này trong tương lai

1.1 Social Markeling - Social Markeling MEX cscs 12

1.1.2 Social Marketing Vs Commercial Marketing, - - 13

2.2.1 How did L process to get in touch with SWe ta survey? 29

CHAPTER 3: MARKETING MIX FOR FEMALE CONDOM - 43

3.4 Social Markeling Mix

3.4.1 Product

343 Place

3.4.4 Promolion - Inegraled Marketing Communication

CHAPTER 4: INTEGRATED MARKETING COMMUNICATIONSIRATLGY (IMC)

4.3 The Virel ‘Three Years Marketing Strategy 35

4.3.2 Year 2013 — Da you have a SITE inside your handbag? - 5s 4.3.3 Year 2014 — Da you have a.friend named SHE? - 36

4 AA Year 2012— The new protected partner for women: SHE - Carexy - 36

442 Year 2013 — Da you have a SHE inside your handbag? - đã 4.43 Year 2014: —TDo yon have a friend named SITR? rz 4.5 This if some promotional materials in points of sales of SHE Female Condom: 6

Acquired immuncdeficiency syndrome

Behavior Change Communication

Community agent Community-based distributor

Community-based organization

Community-based social marketing

Condom Social Marketing

District [lealth Management Team

Entertainment Hstablishments

Female Condom

TIuman Immunodeficiency Virus

Information, Education and Communication

Scxually Transmitted Disease

Sexually Transmitted Infections

Sex Workers

Voluntary Counseling and Testing

INTRODUCTION This part is beginning of this thesis It will provide the overview about social

marketing, condom social marketing and our target customer, female sex

workers in Vietnam This is necessary information to develop next chapters

1 What is social marketing?

Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that Ire being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors Kotler and Andreasen define social marketing as "differing from

other areas of marketing only with respect to the objectives of the marketer

and his or her organization Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society."

“Social marketing” may be defined as the adaptation of commercial marketing and sales concepts and techniques to the attainment of social goals

It seeks to make health-related information, products and services easily

available and affordable to low- income populations and those at risk while at the same time promoting the adoption of healthier behavior In fact, it may be said that the ultimate goal of social marketing is to effect healthy and sustainable behavior change

Social marketing has become increasingly popular among governments,

donors and NGOs (non-government organization) as an efficient and effective

means of addressing serious health issues in developing countries It has its

roots in family planning but the concept is now applied across many fields in

public life and health, in both developed and developing countries, including such areas as protection of the environment, campaigns against smoking and

alcohol abuse, and the prevention and care of HIV/AIDS The use of social

marketing in response to the challenge of improving the sexual and reproductive health of women and men in developing countries has attracted

particular attention

The social marketing program appeared in Vietnam recently Vietnam

Government also has an interest in this program The non-governmental

organizations work together with many partners to make social marketing program effectiveness, and profitable for Vietnamese citizens,

2 How the social marketing change the behavior of their customers?

This part presents an overview of the way social marketing change the

behavior of their customer through PERForM framework Therefore, I will have an overview of study design that provides the necessary background for the research

Theoretical PERForM Framework

The female Sex workers study design is based on PERForM framework for social Marketing (Chapman and Patel, 2004) PERForM analyzes the major

determinants of health behaviors by categorizing them in terms of

opportunity, ability and motivational factors

The framework has four levels that mirror the logical framework The top level consists of the goal of social marketing for any health promotion intervention, namely improved health status and /or, for interventions relating

to coping with sickness or disability, quality of life

The second level consists of the objectives of social marketing stated as

product or service use on the left side and or other risk-reducing behaviors that do not involve the use of a product or service on the right side The

ie)

adoption or maintenance of these behaviors in the presence of a given risk or

need for health services is causally antecedent to improving or maintaining

health and or quality of life

The third level consists of the determinants of behavior summarized in terms

of opportunity, ability and motivation that may differ by population

characteristics such as age and sex

The fourth level consists of the characteristics of the social marketing

intervention

PERForM “PERformance Framework for social Marketing”

PRODUCT | price | piace | PROMOTION

The framework describes the applications of market research survey in the

social marketing process

*¢ Segmentation: At this stage of the social marketing process, the

omnibus survey measures opportunity, ability, and motivational

conslructs thai are Lheorelically and empirically associated with

behaviors known to be positively associated with health status and quality of life among those with risk

Opportunity is institutional or structural factors that influence an

individual's chance to perform a promoted behavior Opportunity

behavioral determinants are mutable by the social marketing agency, outside the control of the individual, and can be measured

objectively (i.e measured responses typically not elicited from the larget individual) and subjectively (ic measured responses cliciled from the target individual) ‘hese behavioral determinants are:

availability, brand appeal, brand attributes, quality of care, and social

norm

Ability is an individual’s skills or proficiencies needed to perform a

promoted behavior Ability bchavioral determinants are mutable by

the social marketing agency, are controllable by the individual, and can be demonstrated (or have the potential to be seen) through some

action Those behavioral determinants can be measured objectively

(ie measured responses not elicited from the target mdividual) or subjectively (ie measured responses elicited from the target

individual), or bath They are: knowledge; self cfficacy; and social

support

Molivation is an individual’s arousal or desire to perform a promoted

behavier Motivation factors are mutable by the social marketing agency, are wholly within the control of the dividual, and are not

demonstrable Motivation behavioral determinants can only be

measured subjectively (i.e measured responses elicited from the

target individual), and they are: allitude, belief, intention, locus of

control, outcome expectation, subjective norm, threat (risk), and

willingness to pay

Segmentation can be done at one or more levels At a minimum,

populations are segmented using risk and behavioral measures,

permilling comparisons of those who behave healthily by thuse who

do not conditional upon expertly defined categories of risk, such as

sexual risk behavior In addition, segmentation can be extended to

include cross tabulations by measures of opportunity, ability and motivation Statistical models that permit the identification of opportunity, ability and motivational differences between those who

behave and those who do nol, given a sot of population

characteristics, provide the most information for strategic, project and marketing planning

Monitoring: Quantitatrve research strategies are used to monitor

exposure to the social marketing intervention, changes in the known

determinants of behavior in terms of opportunily, ability and

motivation

Evaluation:

Lffectiveness is defined as a casual association between the activities

level (social marketing interventions) and changes at outputs

(opportunity, ability and motivation), purpose (behavior) and or goal lovel (health status and or qualily of life), grvon need, and adjusting

for other influencers of behavior

“

- Cost effectiveness is defined as the cost at the social marketing

interventions of producing a marginal change at goal, purpose and

outputs

- A substitution effect is a negative, unintended impact in which one behavior is increased, but use of an equally beneficial behavior is

decreased In this CP, for example, policy makers seek to monitor a

specific type of substitution effect known as dis-inhibition in which

potentially a campaign aimed at increasing the use of condoms may

be found effective, but also results in a decrease in risk reducing behavior such as abstinence or fidelity to one sexual partner

A halo effect is a positive, unintended impact in which efforts to increase one behavior also results in increases in other, positive behaviors

3 Condom Social Marketing

In the mid-1980s, condom social marketing (CSM) emerged as an effective tool in combating the spread of HIV/AIDS Through social marketing

programs and projects in many countries are affected by the epidemic

condoms have become more easily available, affordable and acceptable to sexually active men, women and young people in general as IIl as to those in high-risk groups Although the programs have generally focused on the product, Behavior Change Communications (BCC) and Information,

Education and Communication (IEC) activities have significantly contributed

to raise awareness of the risks of infection and the means of prevention,

reaching people, governments and institutions in all sectors of public and private life

Condom social marketing programs have made condoms more accessible, affordable and acceptable in many of the world’s poorest countries.

It has been said that in the case of condoms social marketing has acted as a

“normalize” of the product, reducing the stigmas popularly attached to it Until recently in many developing countries, public access to condoms was difficult as

the product was often available only in pharmacies and health clinics and

generally thought to be more appropriate for use by and with commercial sex

workers Now, thanks to years of persistent social marketing activities, condoms

in many countries are widely available from a variety of outlets, openly discussed

in public and in the media, and are seen by many, including many of those at high

tisk of HIV infection, to be common household items

The “de-stigmatization” of condoms in many countries illustrates how social marketing can help populations to overcome social and cultural resistance to practicing effective prevention of STDs and HIV/AIDS

4 About Sex worker

The term 'sex worker' refers to a wide array of people who sell sex, and who

work in a variety of environments They include women, men and transgender

people and people who may work either full time or part time, in brothels, or

bars, on the street or from home for example In this thesis, I only study about female sex workers (referred to as SWs) SWs, along with other marginalized

groups such as men who have sex with men and injecting drug users, are

often labeled a ‘high risk group’ in the context of HIV and AIDS, Sex workers

are a marginalized and often criminalized population, and are therefore very difficult to track and monitor They can therefore be hard to reach with HIV

prevention programs

It is clear that sex workers are at high risk of becoming infected with HIV

Improving the situation will require greater efforts by governments, groups, and individual members of society to help sex workers It is particularly

important thai sex workers gain access to II[V prevention and treatment

programs Such programs not only save sex workers’ lives; they can also help

to stem the wider impact that HIV is having on societies around the world

In Vietnam, unsafe commercial sex is one of the primary drivers of the IUV

cpidemic It is ostimated that 9.3% of all fomale sex workers in Viet Nam will

be living with HIV in 2012 Although sex work is illegal and labeled as a

“social evil”, there are about 31,000 sex workers operating throughout the

country Rescarch by the UN in 2009 shows the HIV epidemic in Vict Nam is

still in a concentrated phase, with a high prevalence among most-at-risk populations Female sex workers have the third lughesl HIV prevalence as 4 group, after injecting drug users, and men who have sex with men Among sex workers, HIV prevalence ranges from 5% and 20% (Source: IBBS 2009)

Thai ratc is 20 limes highor among sex workers who injoct drugs, since they

face the dual risk of unsafe sexual practices and injecting drug use

Sex workers are still facing many barriers in accessing the essential social and

health services they need Some of these barriers are due to cost,

unavailability of services and lack of knowledge, but the biggest barriers arc

stigma, discrimination and fear They are often blamed, labeled and are discriminated against Many health workers olicn have a hostile altilude

towards sex workers, not respecting the confidentiality of their HIV status

This makes many sex workers reluctant to seek health care services In

addition, the concept of “social evils” and the campaigns to “clean the streets

of sex workers” have created an atmosphere in which HIV and AIDS

prevention activities have become difficult and sex work has been driven further underground.

In addition, and particularly in the case of condoms with sex workers, social

marketing can be an alternative source of products and information for them who may be unable or unwilling to access locations where privacy is too often

impaired For instance, through social marketing condoms are widely

available in places where they routinely go, as opposed to reproductive health

clinics I use condom social marketing as a sustainable and effective means to

empower the most at-risk populations to lead healthier lives, through

consistent condom use and safer sexual behaviors It is able to engage private sector channels for targeted condom distribution thereby diversifying

channels for HIV prevention and creating elements of sustainability in HIV

programs Through social marketing programs and projects in Vietnam are affected by the epidemic condoms have become more easily available, affordable and acceptable to sexually active men and young people in general

as Ill as to those in high-risk groups

The purpose of this study among sex workers (SWs, particular in women) was

to provide evidence to guide programming and for monitoring and implementation of HIV Prevention Program This survey among female sex workers aimed to: 1) identify and describe segments of the population in terms of condom use with male clients and non-commercial partners, 2) identify behavioral determinants of the aforementioned behaviors, 3) apply

study findings to design the female condom social marketing

5 Why Female Condoms?

For many years, experts and advocates called for a means of preventing transmission which is under the power of women, especially with sex

workers The female condom is the only new method of HIV protection to be

introduced since the epidemic began, and to date it is the only method of

protection that can be female- or receplive partner-inilialed It is an

empowering option for women and receptive partners and has direct and

indirect effects on the psychology of risk reduction Researchers at Harvard’s

Program on Negotiation have shown that onc of the major obstacles to

successful negotiation is a perceived lack of options ‘The female condom

provides an allernalive which van improve the likelihood of protecting against

STIs and enhance the ahility of receptive partners to reach an agreement

acceptable to both partners Often in these situations the client will ultimately

choose to use a male condom, bul il is the nature of the negotiation which has changed for the hetter It was also noted that the availability of the female

condom has actually increased the income of sex workers, as they do not have

to tum away clicnts who refuse a male condom

The female condom has been shown to increase overall rates of protceted sex

One of the major benefits is that it can be used in high risk situations when using a male condom is not possible Peer worker participants expressed this

advantage as critical to scx workers because the femals condom can be used

with clients who are inebriated and unable or unwilling to use a male condom

Studies have shown that the female condom is a cost-effective intervention, both mm terms of averling HIV infeclion and the need lor treatment and care,

and when compared to other prevention alternatives Keonomic modeling

research found that a well-designed female condom program can be very cost- effective and even save money in the public sector

The [cmale condom is a perevived

sa sale, fun choice This novelty makes

it more appealing as a product and easier to market and promote Many participants articulated this factor as highly attractive to users and facilitating

advocacy with those who may decline to use male condoms, such as clients

and regular partners of sex workers

6 About our organizer:

From January 2012, I've been working as Marketing Executive for the

Vietnamese Non-Governmental Organization, called Research and

Communication Centre for Sustainable Development (here in after referred to as

CSD) under the auspices of the Vietnam Union of Science and Technology

Associations (VUSTA) CSD specializes in the activities of social marketing

consultant, researches and operates communication projects, provides behavioral

education in order to improve the perception of community In particular, I provide distinguished solutions and aim for a great number of beneficiaries

7 Objectives of the the

This study aims at analyzing the situation, as much as possible information

were collected from interviews, survey with SWs to find out how to increase

aware of female condom in Vietnam especially in SWs use, then drawing IMC campaign for improvement of the using female condom, as a key strategy in the fight against the global HIV/AIDS pandemic in Vietnam

8 Scopes of the thesis:

This study is written about social marketing mix, but in my opinion, the P4

Promotion - Integrated Marketing Communication is the most important

factor so I almost focus on analyzing P4-IMC

In this thesis, I propose research activities are conducted with the PSI, an

International Non-Governmental Organizations in Vietnam Then I create the

female condom social marketing mix, focus on communication for SWs in

Vietnam with brand “SHE Condom”.

CHAPTER 1; THEORETICAL FRAMEWORK This chapter presents an overview of the social marketing mix, especially P4 - Promotion - Integrated Marketing Communication I will have an overview of study design that provides the necessary background for the research in

chapter 2

1.1 Social Marketing - Social Marketing Mix

1.1.1 What is Social Marketing?

Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that Ire being

used to sell products to consumers could be used to "sell" ideas, attitudes and

behaviors Kotler and Andreasen define social marketing as "differing from

other areas of marketing only with respect to the objectives of the marketer

and his or her organization Social marketing seeks to influence social

behaviors not to benefit the marketer, but to benefit the target audience and

the general society." Social marketing is the application of commercial marketing concepts and techniques to target populations to achieve the goal of positive social change

Social marketing uses commercial marketing tools to “sell” products and ideas for the public good The key to a successful social marketing campaign

is learning what will work with the target population This is far more effective than simply telling people what they “should do” The target

population is more likely to adopt a desired behavior if I assess and

subsequently try to change their attitudes toward the behavior, their

perceptions of benefits of the new behavior, and their perceptions of how they

think their peers will view their behavior.

Social marketing relies on commercial marketing's conceptual framework to

guide program development and implementation This framework places consumers at the center of an exchange process in which they act primarily

out of self-interest attempting to maximize the ability to satisfy wants and

needs and minimize the cost to do so Social marketing identifies consumer

wants and needs and then develops ways to satisfy them Social marketing

may be used to get people to adopt new protective behaviors such as healthful

diets or exercise, or to stop practicing risky behaviors such as smoking The product may also be a service such as prenatal care or immunization, with the

objective being to increase people's utilization of the service A commodity,

such as a condom, may also be promoted, but again the focus is on the

behavior associated with the commodity

1.1.2 Social Marketing Vs Commercial Marketing

The primaries aim of “social marketing” is “social good”, while in

“commercial marketing” the aim is “financial” Consumer marketing may aim

to influence the brand choice of an individual (e.g a brand of toothpaste)

while social marketing aims to influence the behavior of the individual in relation to oral hygiene (e.g increase the frequency of teeth cleaning)

(Kotler&Andreasen, 1987),

It is important not to confuse “social marketing” with other types of

“commercial marketing” where there is a contribution to a social good involved but not the primary aim For example “societal marketing”, “cause- related marketing” or “pro-social marketing”, each of these are aspects of commercial marketing that can contribute in different ways to “social good”

but the distinction between these and “social marketing” is that in their case

“social good” is not the primary goal, but a related goal in order to support the

company’s commercial and fimancial aims In “social marketing” the

distinguishing feature is therefore its “primary” focuses on “social good”, and

it is not a secondary outcome Public sector bodies can use standard

marketing approaches to improve the promotion ol thoir relevant sorvives and

organizational aims, this can be very important, but should not be confused

with 'social marketing’ where the focus in on achieving specific behavioral

goals with specific audiences in relation to different topies relevant to social

good (e.g.: health, sustainability, recycling, etc) Also, whereas commercial

marketing ollen aims at a comparatively simple influence over its target market, social marketing goals can be far more subtle and complex A

commercial marketer selling a product may only seek to influence a buyer to

make a product purchase Social marketers, dealing with goals such as reducing cigarette smoking or encouraging condom usage, have more difficult

goals: to make potentially difficult and long-term behavioral change in target

populations

It is sometimes felt that social markcting is restricted to a particular spcctram

of client - the nonprofit organization, the health services group, the government agency Indeed, these often are the clients of social marketing

agencies, but the goal of inducing social change is not restricted to

governmental or non-profit charitable organizations; it may be argued that

corporate public relations offorts such as funding for the arls arc an cxample

of social marketing

Consumer marketing approach is organization-centered By contrast the social

marketer’s approach is to “adopt a customer centered approach and recognize

that change will only come about if one starts with the customer’s reality and

adapts messages and other program elements to the customers’ perceptions,

needs, and wants” (Andreasen, 1995 p.11) Both commercial and social

marketing uses a combination of influence factors to bring about change

1.1.3 The Social Marketing Approach

Social marketing is distinguished from other management approaches by six basic principles

(1) The marketing conceptual framework is used to design behavior change

interventions,

(2) There is recognition of competition;

(3) There is a consumer orientation;

(4) Formative research is used to understand consumers! desires and needs; (5) There is a segmentation of populations and careful selection of target

® Predisposing factors—knowledge, attitudes, behavior, beliefs, and values prior to intervention that affect their willingness to change

¢ Enabling factors—the structure of the environment or community and the individual's situation that facilitate or present obstacles to change

* Reinforcing factors—the positive or negative effects of adopting the

behavior that influences continuing the behavior.

1.1.4 Diffusion of Innovation

Diffusion of innovation (idea/service in case of social marketing) is a process outlined by Rogers (1983) by which an innovation (e.g., new idea, approach, strategy) is communicated through certain channels over time among

members of a social system In other words, diffusion is concerned with

spreading new ideas The characteristics of an innovation as perceived by

members of a social system determine its rate of adoption Whether the

message is accepted (or the behavior adopted) depends upon whether the recipients

© perceive it as beneficial;

see it as in accordance with their needs and values;

© find it easy or difficult to understand or adopt;

® can try the behavior,

© Feel that the results of the trial or acceptance are viewed positively by

their peers

1.1.5 Social Marketing Model

For Social Marketing, there has to be a consumer centric approach People

must perceive their real needs and identify their real problems This is only

possible through proper participation and communication.

‘Meets Asseronent of C-0zEstRDer

The key components of the Social Marketing Model are:

a Needs Assessment of Consumer

Needs Assessment - Gaps Analysis is mmportant Le,

» What the audience should know/vould like to know?

» What the audience actually does know?

» What is the GAP?

A central principle m the social marketing mindsct is a commitment to understand the consumer and to design products to satisfy consumers’ wants

and needs Those applying social marketing methods need ta know about the

people whose behavior they want to change their aspirations and values; their

relevant beliefs and attitudes; and their current behavioral patterns They also

look at the broader social and cultural laclors that influence consumer

behavior, recognizing that behavioral change is influenced by a combination

of environmental as IH as personal and interpersonal factors

Unfortunalely, many people still incorrectly equale marketing with sales and

advertising Marketing's consumer oricnlation is actually the antithesis of a sales orientation In contrast to the belief that sales-stimulating devices are needed lo bring resulls, a consumer orientation requires program planners to understand and respond to consumers’ desires and needs ‘lhe social marketing approach seeks ways to design services and develop behavioral

recommendations thal are compatible with consumers’ valucs and belicls In

contrast to top-down, expert-driven approaches, social marketing attempts to create interventions that enable the target audience to solve problems and realize the droams that pcople consider important

Social marketers believe that the bchaviors being promoted should contribute

to the consumers' and society's Il-being

b Consumer Research

A consumer orientation requires an examination of consumer perceptions of product benefits, product price, the competition's benefits and costs, and other

factors that influence consumer behavior Marketing healthful behavior relies

on the social and behavioral sciences to guide formative research and

subscquenl program design

Program planers use consumer rescarch Lindings lo adentily the factors to address in promoting behavior change to the people they hope to reach

c Audience Segmentation

Another distinguishing feature of social marketing is audience segmentation

Audience segmentation is the process of dividing a population into distinct

groups based on characteristics that influence their responsiveness to

interventions Segmentation may be used to identify subgroups They can

realistically be reached with available resources or to determine the best way

to reach particular groups Segments may differ in terms of the benefits they

find most attractive, the price they arc willing Ws pay, the best place to

communicate with them or to locate services, or their differential

responsiveness to promotional tactics

Use combination of behavioral, attitudinal, and demographic data

d Social Marketing Mix (Marketing & Communication)

The Four P’s of marketing i.e Product, Price, Place, and Promotion are very much relevant in case of Social marketing Besides, four more P’s can be

added i Partnership, Policy, Politics and Participation by audience

(communicalion) Besides, it is also important to gauge the Competition If

this Marketing and Communication mix is followed by a positive approach,

goals can be met effectively and behavior change is bound to occur

i Product

Product is the knowledge, aititudes, or behavior you want the target

audience to adopt The product can be an idea such as not using

alcohol, tobacco, or other drugs The product could also be an actual

related commodity such as seeds for a substitute cash crop such as

wheat or corn, or a nicotine substitute to help smokers quit

The cxchange for such program benefts is “costs” which may be intangible (e.g., changes in beliefs or habits) or tangible (eg, money,

time, or travel)

Product Must Be:

* Congruent with the recipicnt’s values, belicts, practices & nceds

(lt is important to make the participants understand the

importance of message or service being talked about so that they

realize its need.)

Price is what audience members must give up to receive the program's

benefits This price is usually somethig more abstract than money

‘The perceived benefits must outweigh the price ‘lhe key is to

determine the appropriate price, with the help of your target audience (ic participation)

The cost of adupting the product cuuld be:

«Physical trauma

* Others

ui Place or Channels

Place describes the way the product reaches the consumer ‘lhe place

could be Langible im terms of a retail oullel or intangible im terms of information delivered through a communication channel Research is

conducted to identify the places that consumer's frequent so that products and information can be placed there Social marketing also identifies when and where a target audience will be most receptive to

promotional messages Le

«© Where is the behavior practiced?

© Where are the decisions made?

* Where people will act?

Important Considerations for Place:

Some of the important considerations for place include:

* Will the product be available at the place you have imstructed people to go/call? Will there be enough to meet the demand?

® Is the place easy to use/access?

* Is the channel you have chosen for your message appropriate for

that audience?

* Have you chosen the right time for your message to be

delivered?

iv Promotion - Integrated Marketing Communications

Promotion is the means for persuading the target audience that the product is worth this price It may include a publicity campaign through

the mass media but it can also invalve leaching life skills or communily

activities (Bureau of International Narcotics Matters, 1988)

lo be effective, promotional strategies must be carefully coordinated

with other components of the marketing mix Promotional efforts

cannot suceced if the product's benefits, price, and placement are nol

also in line with the people's wants and needs

Promotion creates and sustams demand and may use a combination of advertising, public relations, promotions, media advocacy, personal

selling, etc

But in modem marketing, just use promotional campaign cannot help

the marketer archive the goal, so now we have another tool It’s Inlegraled Marketing Communication (IMC) This involves various

activities including: Advertisement, sale promotion, public relations,

personal selling and direct marketing

Advertisement: Follow American Marketing Association (AMA): “The placement of ammouncements and persuasive messages in lime or space

purchased in any of the mass media by business firms, non-profit

organizations, goverment agencies, and individuals who seek to

inform and/ or persuade members of a particular target market or

audience about their products, services, organizations, or ideas.”

An advertising campaign includes components as:

= Advertiser: the individual or organization that tries lo sell the

products or influence on people's purchasing behaviors by means

of advertisement Advertising agent or firm: an independent and specialized fim in developing and carrying wut advertising campaigns for the advertiser;

= Communication media: medias used to communicate the

advertising messages,

= Advertising services: individuals or organizations who supply

specialized scrvices such as printing, photocopy, video production,

etc;

Jn commercial area, advertisement plays the role like a guidance,

informer, and salesman lo sell more products and satisfy the needs of

purchasers: making consumplion oricnialion; customer suppurl; development and promotion of product demands; introduction to

matters in relalion to the produeis, supporl for sales aclivilics

A decision on advertisement is made on basis of 5 "M” of an

advertising strategy, which are Mission, Message, Media, Money, and Measurement

Sale Promotion: Promotion is marketing activity that is different from

direct sales, advertisement and disscminatien, which is conducted to

motivate the consumers to buy the products and enhance efficiency of

agents Nevertheless of the diversily of promotional activities, they are

classified into two main categories by targol customers and specific

objectives, specifically: to motivate and promote the efforts of sales

foree; and to molivale intermediarics to try thei best efforts Lo assist in

sclling products of a company to consumers for trial purpose or for

continue use of a certain product of the Company

Public Relations: PR is a broad and diversified area involving many

activities in addition to communicating information to potential

customers and factors affecting on the purchase of products Public relation is a behavior of a company that closely relates to the benefits

for the society in which it is operating ‘This notion implies that the

company has a clear accountability to increase social welfare

PR plays the role as a tool to develop and improve a positive image of

the company in the opinion of related parties, and to persuade related

parlics thal the company is a very aliraclive organizalion, that they

should do a transaction with the company ‘his role of PR is different

from the roles of other marketing factors that it tries to establish and

enhance the brand image of products by which, persuading the

customers to buy the products Certainly, a positive image of the company in cusiomors' opinion will be very helpful al a greater level in affecting on their final purchase decision-making In fact, this is clearly one of the ultimate objectives of any relation campaign

Personal selling: Personal selling is a direct promotional method

belweon the salesman and customers with purpose lo persuade the

customers to buy products ‘his method is carried out on face-to-face basis In recent time, direct sale being carried out on phone call has

become common in many countries Personal selling is a bighly

selective communication means allowing the marketers to

communicalc messages lo specific needs of the purchasers or the people affecting on someone's purchase decision It may adapt to

changes of circumstances of both the sellers and purchasers motivate

the interaction between both sides to lead to ctfective solutions and

save time for the purchasers Hasically, Personal selling is a centralized

marketing activity focusing on individual purchaser in a target market,

then fostering relationship and motivating the person to change from

awareness of situation to purchase decision Many marketers have

recognized Lhe important role of direct sales on their business It is the

24

effort lo communicate direclly with capable customers and potential

purchasers Salesperson becomes the main source of information

communicated to those customers that are intending to buy a product

In industrial marketing, salesperson is considered as a robable

information source to provide the back office with information for their

design or production process Even the customers may rely largely on

salesperson for provision of fumdamental information for their purchase

decision-making,

Integrated Marketing Communication tools:

Print, broadcast, on-linc ads Prizes (contests, games, _| Press kits Sales presentations Catalogs

Samples

Cash Relund Offers

(rebates)

‘le-in Promotions

POP Displays &

Demonstrations Community relations

Lobbying Identity media Special events