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Published by Sujit

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Published by: Sujit on Aug 18, 2010
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Balbir Pasha CaseAnalysis
Individual Assignment
Submitted ToDr. Paromita Goswami
Submitted By
Balbir Pasha Case Analysis
Sujit Kumar SahooRoll No u108111
Question No 1.
Do you think it is wise for PSI India to shift gears from itsprevious communication strategy and develop a mass media campaign in itsfight against AIDS?Answer: Yes it is very wise move for PSI India to shift gears from its previouscommunication strategy and develop a mass media campaign. Let me usesome data to justify my statement. Let’s have a look at Exhibit 9 of the case
Table 1
TargetGroup NoSTI/HIV High/Medium Risk Status Target GroupsTargetSegment SizeAccessibilityChannels
 1Truck Drivers200,000Medium toHigh Through the Petrol-Filling stationsTermini rest shops  Transport CompanyOffices2Casual or Informallyemployed Port workers100,000-200,000Medium Through Employersand Unions3Sailors20000MediumBeer Bars/Hotels etc4Sex Workers70000Medium Through NGOs
 Table 1, shows the Target segments that have high or medium risk of contracting AIDS. It also shows the ease of accessibility (that is reaching outto them). It also indicates the preferred channels of reaching out to them.For the past ten years, PSI had used the technique of personal selling. TheIPCs (Inter Personal Communicators) have been used to sell their knowledgeand awareness about AIDS to a small section of TG 4 (Sex Workers). Theyhave basically used door to door selling of knowledge and information aboutsafe sex and other preventive measures (like use of condoms) to the sexworkers (Mumbai only) They have tried to reach out to approximately
43% (30000/70000)
of theestimated size of TG 4 (since 30000 sex workers are there in Mumbai, wherethe PSI had concentrated its efforts from the past 10 years) This strategy had major flaws in it
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
14.28 %
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.

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