phát triển chương trình tiếp thị xã hội cho sản phẩm bao cao su nữ, đối tượng gái mại dâm ở việt nam

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 Adminis

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

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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

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

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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

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 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 sex is one of the primary drivers of the HIV epidemic 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 alternative 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 Social Marketing Mix specially focus on P4: Promotion - Integrated Marketing Communication; and the perform framework for social marketing

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(Chapman and Patel, 2004) Perform analyzes the major determinants 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 effective 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, exploratory research on the most relevant methods of changing behavior among the various at-risk groups within the SWS population Data was collected via individual face-to-face interviews, using a structured questionnaire

Reported that SWS use condom with clients during the last sex was high (91%), but consistent condom use in the past month was lower (66%) In the past month, 83% 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, I create the female condom social marketing 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

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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 creating awareness about the product ―SHE female 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 achieved 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 to 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

―HONDA‖, even when the bike is produced by YAMAHA; or they call

―Lavie‖ 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 unified or in-distinguished 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 in the fight against the

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global HIV/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 Vietnam and female condom in other countries can help in making female condom campaign efficiency in future

Hướng dẫn: Tiến sỹ Trần Đoàn Kim

Tháng 12 , 2012, 122 trang

Từ giữa thập niên 1980 , marketing xã hội về bao cao su (CSM) nổi lên như một công cụ hiệu quả trong việc phòng và chống lại sự lây lan của HIV/AIDS Thông qua các chương trình marketing xã hội và các dự án ở nhiều quốc gia bị ảnh hưởng bởi dịch bệnh HIV/AIDS, bao cao su đã trở nên phổ biến, dễ dàng mua với giá cả phải chăng đối với những những có hành vi quan hệ tình dục như đàn ông, phụ nữ và thanh thiếu niên nói chung cũng như những người trong nhóm có nguy cơ cao, bao gồm cả những người hành nghề mại dâm Tại Việt Nam, mại dâm không an toàn là một trong các nguyên nhân chính của đại dịch HIV/AIDS Ước tính khoảng 9,3% gái mại dâm ở Việt Nam sẽ ―sống chung‖ với HIV vào năm 2012 Như vậy, với việc sử dụng bao cao su của những người hành nghề mại dâm (SWs), marketing xã hội có thể là một cách cung cấp các sản phẩm và thông tin cho họ, những người có thể là không muốn hoặc không thể sử dụng các dịch vụ y tế công cộng

Nghiên cứu về gái mại dâm được tiến hành dựa trên khuôn khổ lý thuyết về marketing xã hội tích hợp, đặc biệt tập trung vào P4: truyền thông/khuyến mãi

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

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quả cho tiếp thị xã hội (mô hình PERForM - Chapman và Patel , 2004) Thực hiện việc 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 tố động lực Bằng cách phân chia các đối tượng và tiến hành nghiên cứu, tôi sẽ xác định chính xác nhu cầu và xây dựng chương trình marketing xã hội về bao cao su phù hợp và hiệu quả

Nhóm nghiên cứu của công ty phi chính phủ CSD‘s (Công ty Nghiên cứu và Truyền thông vì Sự phát triển bền vững) tập trung vào gái mại dâm ở sáu tỉnh thành trên cả nước: Hà Nội, Hải Phòng, Quảng Ninh, Thành phố Hồ Chí Minh, Cần Thơ và An Giang Chúng tôi sử dụng cách tiếp cận sáng tạo và mới mẻ để tiến hành đo đạc định lượng, định tính, nghiên cứu thăm dò về các phương pháp phù hợp nhất để có thể thay đổi hành vi sử dụng bao cao su trong các nhóm có nguy cơ lây bệnh khác nhau trong số những người hành nghề mại dâm (SWS) Dữ liệu được thu thập thông qua các cuộc phỏng vấn trực tiếp, riêng tư với từng cá nhân, bằng cách sử dụng một bảng câu hỏi về các vấn đề chúng tôi quan tâm

Báo cáo chỉ ra rằng gái mại dâm sử dụng bao cao su với khách hàng trong lần quan hệ tình dục cuối cùng là cao (91%), nhưng sử dụng bao cao su phù hợp trong tháng trước (thời điểm phỏng vấn) là thấp hơn (66%) Trong tháng đó, 83% gái mại dâm 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 dâm đươc phỏng vấn thừa nhận rằng họ có bạn tình (không phải khách hàng) thường xuyên trong ít nhất 3 tháng trước Và với nhóm bạn tình

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 gái mại dâm được hỏi là có sử dụng bao cao su với bạn tình, và chỉ có 25% là sử dụng bao cao su phù hợp Nguy cơ ở đây là, gái mại dâm sẽ dễ dàng bị lây nhiễm HIV/AIDS nếu họ không sử dụng, hoặc

Chiến dịch này được xây dựng bởi những phân tích thị trường đã được tiến hành Luận án đưa ra các yếu tố khác nhau cần được xem xét trong việc đưa

ra sản phẩm trên và những ích lợi khác nhau mà nó mang lại cho xã hội Tôi mong muốn tạo được độ nhận biết về sản phẩm bao cao su dành cho nữ giới

―SHE‖ , nâng cao hiểu biết cũng như thúc đẩy gái mại dâm mua và sử dụng sản phẩm này

Hiệu quả của dự án này không chỉ nằm ở việc đo lường doanh thu của sản phẩm Bao cao su nữ chưa từng xuất hiện ở Việt Nam và là một sản phẩm hết sức mới mẻ Vì thế, ý tưởng của chiến dịch này là tạo ra sự nhất quán 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 tên của sản phẩm tiên phong đó, đôi khi sẽ trở thành tên gọi của cả một dòng sản phẩm Ví dụ,

đa phần mọi người gọi xe máy là ―Honda‖, kể cả đó là xe máy của Yamaha; hoặc họ gọi ―Lavie‖ thay cho tên nhãn hiệu của mọi loại nước tinh khiết đóng chai khác Chiến dịch này, theo đó, mong muốn tạo ra được một xu hướng tương tự

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Ngoài ra, từ khi sản phẩm được xác định bán với mục đích phi lợi nhuận , viêc truyền thông cho sản phẩm đã được đồng nhất với việc tuyên truyền về các bệnh lây truyền qua đường tình dục (STDs) bao gồm cả HIV/AIDS cho gái mại dâm Theo đó, bao cao su nữ có thể được so sánh với các phương pháp phòng chống lây lan STDs 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 dâm có thể cảm thấy an toàn hơn, và thậm chí còn 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 chống lại đại dịch toàn cầu HIV/AIDS Ở Việt nam, người dân thường khó tiếp cận sản 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 được rút ra từ kinh nghiệm quá khứ và 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

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

ABSTRACT ii

TÓM TẮT vi

TABLE OF CONTENTS x

LIST OF ABBREVIATIONS xii

INTRODUCTION 1

1 What is social marketing? 1

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

3 Condom Social Marketing 6

4 About Sex worker 7

5 Why Female Condoms? 9

6 About our organizer: 11

7 Objectives of the thesis: 11

8 Scopes of the thesis: 11

CHAPTER 1: THEORETICAL FRAMEWORK 12

1.1 Social Marketing - Social Marketing Mix 12

1.1.1 What is Social Marketing? 12

1.1.2 Social Marketing Vs Commercial Marketing 13

1.1.3 The Social Marketing Approach 15

1.1.4 Diffusion of Innovation 16

1.1.5 Social Marketing Model 16

CHAPTER 2: RESEARCH METHODOLOGY AND FINDINGS 28

2.1 About CSD 28

2.2 Problem Statement/Hypothesis: 29

2.2.1 How did I process to get in touch with SWs to survey? 29

2.2.2 Research Question and Result 30

CHAPTER 3: MARKETING MIX FOR FEMALE CONDOM 42

3.1 Formulation of thesis proposition: 42

3.2 About Female condom (FC) 44

3.3 SWOT Analysis 44

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3.4 Social Marketing Mix 46

3.4.1 Product 47

3.4.3 Place 49

3.4.4 Promotion - Integrated Marketing Communication 51

CHAPTER 4: INTEGRATED MARKETING COMMUNICATIONSTRATEGY (IMC) 53

4.1 Communication Purpose/Targets /Objectives of the Campaign 53

4.1.1 Communication Purpose of the Campaign 53

4.1.2 Communication Targets of the Campaign 53

4.2 Communication Concept: 54

4.3 The First Three Years Marketing Strategy 55

4.3.1 Year 2012 – The new protected partner for women 55

4.3.2 Year 2013 – Do you have a SHE inside your handbag? 55

4.3.3 Year 2014 – Do you have a friend named SHE? 56

4.4 Marketing tools: 56

4.4.1 Year 2012 – The new protected partner for women: SHE - Carexy 56

4.4.2 Year 2013 – Do you have a SHE inside your handbag? 63

4.4.3 Year 2014: – Do you have a friend named SHE? 64

4.5 This is some promotional materials in points of sales of SHE Female Condom: 64

CONCLUSION & RECOMMENDATION 68

REFERENCES 71

APPENDIX: RESEARCH QUESTION AND RESULT 72

CBO Community-based organization

CBSM Community-based social marketing

CSM Condom Social Marketing

DHMT District Health Management Team

EEs Entertainment Establishments

KAP Knowledge, Attitude and Practice

NGO Non-Governmental Organization

PSI Population Services International

xiii

SM Social Marketing

STD Sexually Transmitted Disease STIs Sexually Transmitted Infections SWs Sex Workers

VCT Voluntary Counseling and Testing

1

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

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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

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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

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

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constructs that are theoretically 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 target individual) and subjectively (i.e measured responses elicited from the target individual) These 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 behavioral 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 These behavioral determinants can be measured objectively (i.e measured responses not elicited from the target individual) or subjectively (i.e measured responses elicited from the target individual), or both They are: knowledge; self efficacy; and social support

 Motivation is an individual‘s arousal or desire to perform a promoted behavior Motivation factors are mutable by the social marketing agency, are wholly within the control of the individual, and are not demonstrable Motivation behavioral determinants can only be measured subjectively (i.e measured responses elicited from the

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target individual), and they are: attitude, 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, permitting comparisons of those who behave healthily by those 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 not, given a set of population characteristics, provide the most information for strategic, project and marketing planning

 Monitoring: Quantitative research strategies are used to monitor exposure to the social marketing intervention, changes in the known determinants of behavior in terms of opportunity, ability and motivation

 Evaluation:

- Effectiveness 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 level (health status and or quality of life), given need, and adjusting for other influencers of behavior

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- 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 Ill 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

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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 risk 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

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important that sex workers gain access to HIV 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 HIV epidemic It is estimated that 9.3% of all female 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 Research by the UN in 2009 shows the HIV epidemic in Viet Nam is still in a concentrated phase, with a high prevalence among most-at-risk populations Female sex workers have the third highest HIV prevalence as a 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) That rate is 20 times higher among sex workers who inject 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 are stigma, discrimination and fear They are often blamed, labeled and are discriminated against Many health workers often have a hostile attitude 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

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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

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protection that can be female- or receptive partner-initiated 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 one of the major obstacles to successful negotiation is a perceived lack of options The female condom provides an alternative which can improve the likelihood of protecting against STIs and enhance the ability 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, but it is the nature of the negotiation which has changed for the better 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 turn away clients who refuse a male condom

The female condom has been shown to increase overall rates of protected 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 sex workers because the female 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 in terms of averting HIV infection and the need for treatment and care, and when compared to other prevention alternatives Economic modeling research found that a well-designed female condom program can be very cost-effective and even save money in the public sector

The female condom is a perceived as a safe, 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

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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 thesis:

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‖

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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

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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

It is sometimes felt that social marketing is restricted to a particular spectrum

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 efforts such as funding for the arts are an example

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,

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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 audiences; and

(6) Continuous monitoring and revision of program tactics help to achieve desired outcomes

The PRECEDE Module, developed by Green and Kreuter (1991), suggests

that individuals need to be considered in the context of their community and society as a whole when social marketing strategies are developed Individuals are influenced by:

 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

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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

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The key components of the Social Marketing Model are:

a Needs Assessment of Consumer

Needs Assessment - Gaps Analysis is important i.e

• What the audience should know/would like to know?

• What the audience actually does know?

• What is the GAP?

A central principle in the social marketing mindset is a commitment to understand the consumer and to design products to satisfy consumers' wants

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and needs Those applying social marketing methods need to 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 factors that influence consumer behavior, recognizing that behavioral change is influenced by a combination

of environmental as Ill as personal and interpersonal factors

Unfortunately, many people still incorrectly equate marketing with sales and advertising Marketing's consumer orientation is actually the antithesis of a sales orientation In contrast to the belief that sales-stimulating devices are needed to bring results, a consumer orientation requires program planners to understand and respond to consumers' desires and needs The social marketing approach seeks ways to design services and develop behavioral recommendations that are compatible with consumers' values and beliefs 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 dreams that people consider important

Social marketers believe that the behaviors being promoted should contribute

to the consumers' and society's Ill-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 subsequent program design

Program planners use consumer research findings to identify the factors to address in promoting behavior change to the people they hope to reach

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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 are willing to 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.e Partnership, Policy, Politics and Participation by audience (communication) 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, attitudes, 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

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The exchange for such program benefits is ―costs‖ which may be intangible (e.g., changes in beliefs or habits) or tangible (e.g., money, time, or travel)

Product Must Be:

 Congruent with the recipient‘s values, beliefs, practices & needs (It is important to make the participants understand the importance of message or service being talked about so that they realize its need.)

The cost of adopting the product could be:

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 Physical trauma

 Others

iii Place or Channels

Place describes the way the product reaches the consumer The place could be tangible in terms of a retail outlet or intangible in 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 i.e

 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 instructed 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

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

But in modern marketing, just use promotional campaign cannot help the marketer archive the goal, so now we have another tool It‘s Integrated 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 announcements and persuasive messages in time or space purchased in any of the mass media by business firms, non-profit organizations, government 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 to sell the products or influence on people's purchasing behaviors by means

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

In commercial area, advertisement plays the role like a guidance, informer, and salesman to sell more products and satisfy the needs of purchasers: making consumption orientation; customer support; development and promotion of product demands; introduction to matters in relation to the products, support for sales activities

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 dissemination, which is conducted to motivate the consumers to buy the products and enhance efficiency of agents Nevertheless of the diversity of promotional activities, they are classified into two main categories by target customers and specific objectives, specifically: to motivate and promote the efforts of sales force; and to motivate intermediaries to try their best efforts to assist in selling 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

Personal selling: Personal selling is a direct promotional method

between the salesman and customers with purpose to persuade the customers to buy products This 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 highly selective communication means allowing the marketers to communicate messages to 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 effective solutions and save time for the purchasers Basically, 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 the important role of direct sales on their business It is the

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effort to communicate directly 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 reliable 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 fundamental information for their purchase decision-making

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Integrated Marketing Communication tools:

Print, broadcast, on-line ads

Web sites and banners

Prizes (contests, games, sweepstakes)

Premiums (gifts ) Samples

Coupons Cash Refund Offers (rebates)

Price Packs (cents-off deals)

Patronage Awards Free Trials

Product Warranties Tie-in Promotions POP Displays &

Demonstrations

Press kits Video news releases Speeches

Seminars Annual reports Charitable donations Sponsorships

Publications Community relations Lobbying

Identity media Special events

Sales presentations Sales meetings Incentive programs Fairs and trade shows

Catalogs Mailings Telemarketing Electronic shopping

TV shopping Fax mail E-mail Voice mail