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Presentation for Marketing Strategy

Prepared by: Name:

Md. Mashud Hossain Talukder Leuza Nashrin Nipa Md. Manoj Mallik Md. Iqbal Hossai
n Prepared for: Md. Mizanur Rahman (MBA, Ph D) Professor of Marketing Dhaka Univ
MBA-047-13630 MBA-047-13740 MBA-047-13697 MBA-047-13672
Human immunodeficiency virus infection / acquired immunodeficiency syndrome (HIV
/AIDS) is a disease of the human immune system caused by the human immunodeficie
ncy virus (HIV). During the initial infection a person may experience a brief pe
riod of influenza-like illness.
Background of the case:
Pilar Quinones, vice president of Mexicos largest advertising agency, was assigne
d by Dr Perez Bustamante, the director of the Centro Nacional Para la Prevention
y Control de VIH/SIDA (CENSIDA), to design a national AIDS awareness campaign.
HIV/AIDS cases were estimated in Mexico at 177,000, the 16th leading cause of de
ath in Mexico and fourth leading cause of death among young men. In this circums
tance, Quinones is assigned to design a communication campaign to build awarenes
s to reduce HIV/AIDS infections.
Objective/ Problem statement:
To undertake and implement the social marketing strategy which can be effective
in building awareness to reduce HIV infections. To meet the objective, the follo
wings will get priority To find out the most effective segment to reach target a
udiences. To find out the problems/barriers to meet the targeted segment. To fin
d out the effective media to meet the targeted segment. To select the social mar
keting tools to build awareness about HIV/AIDS. To separate the issues of awaren
ess and to be treated lawfully.
To whom we are trying to reach?
Our main concern is to build awareness to reduce infection, not to prevent those
who are liable for getting others infected.
Awareness through Communications VS Prevent by Legal Actions:
Those rural Mexicans who never heard 2 millions of street childrens used for of t
his dieses prostitutions and pornography
Woman comprised 1/6 of AIDS cases, 30% of HIV/AIDS cases are temporary whereas i
n 1980s, they comprised 1/20 migrant workers returning home from USA Rural woman
comprised 21.3% of those About 90% of street childrens beside with HIV/AIDS, whe
reas in cities 14% US border are addicted to glue and solvents
Disease is spreading much faster in rural areas then in cities
Inefficient and corrupted health recording system
Possible alternative solutions:
1. Need to improve knowledge, acceptability, and demand for male and female cond
om, 2. Biomedical interventions for prevention of sexual transmission, 3. Male a
nd female condoms use, 4. Increased access to ART creates the need and the oppor
tunity for accelerated condom promotion, 5. Implementation of the comprehensive
HIV package, 6. HIV testing and counselling, 7. Diagnosis and treatment of sexua
lly transmitted infections.
Design & implementation plan:
These interventions are those that act directly on the biological systems throug
h which the virus infects a new host. It should be noted that other forms of bio
medical prevention that do not address sexual transmission and thus are beyond t
he scope of this guidance (but for which details are available in other PEPFAR g
uidance) include: Prevention-of-mother-to-child-transmission (PMTCT) to prevent
vertical transmission of HIV from infected mothers to their infants during eithe
r labour and delivery or breastfeeding Comprehensive programs to prevent transmi
ssion among PWID.
Condoms are an integral and essential part of comprehensive prevention, treatmen
t, and care programs, and condom promotion to increase use must be accelerated.
Prevention, treatment and care programs should seek to ensure that high-quality
condoms are accessible to those who need them, when they need them, and that peo
ple have the knowledge and skills to use them correctly.