Balbir Pasha Case Analysis
Even if the sex workers become an informed customer (that is theyknow of the dangers of unprotected sex, they have received thatknowledge), their customers who were a major fraction of (TG 1, TG 2and TG 3, refer to Table 1) were not prepared to dilute their pleasure of having sex and enjoying a service. The competition for flesh trade is sointense, that a customer can easily shift to the next sex worker (sincein the case of TG1 and TG 2 particularly, it is a low involvement issue). Thus it becomes very difficult for sex workers to deny their service atthe pretext of safe protected sex. Thus hard selling efforts of PSI’s agents is not channelized to the righttarget segment.
1)The Ratio of ( TG1+TG2+TG3)/(TG4)= 6
(Target Segment 1)+(Target Segment 2)+(TargetSegment 3)/ Target Segment 46
Derived from Table 1, aboveFor every 1 customer of TG4 I need to sell, my information and awareness, Ineed to sell the same information and knowledge to 6 customers from other(considered) target groups.By the present strategy of reaching out to sex workers, my present servicelevel is
No of people I am currently able to sellinformation( TG4)1No of people I need to sell information( TG1+TG2+TG3+TG4)7Service level14.29%
This is just an optimistic estimate of service level for PSI- India, as I have notincluded other target groups which have low risk of contracting AIDS, or area smaller target segment.3) Again sex is a taboo in India, talking about sex is even a bigger challengeand hence selling the information about sex is even a bigger marketingchallenge if done through direct selling channels.