A marketer named Amy Lockwood was wondering; why didn't people in the Democratic Republic of Congo buy condoms even though donor agencies provided them cheaply?
In the DRC, the HIV prevalence rate is 1.3%, it means there are 930,000 people that are infected. To improve this situation, donor agencies provided condoms at low or no cost. However, people didn't buy them. Instead, they prefered the generics. Curious as she got, she started to look over the reason for that. Then she figured out donor agencies made a big mistake in their way of marketing; failure of understanding customers.
In the first place, donor agencies named their condoms like "TRUST" or "VIVE(LIVE)". Besides, the packages of them were filled with a lot of decent pictures, like red ribbon or ones of a husband and a wife, which reminded people to behave prudently. Who buy these things before they are about to sex? These things are not likely what people think when they buy them. On the other hand, generic condoms showed the pictures like sexy girls or things to tempt people. In short, these private companies understood the customers better than donor agencies did.
Her conclusion was that; to move or affect people, what we should understand is who the customers are and how they are likely to feel. I was totally convinced by her explanation and her insight.
In the DRC, the HIV prevalence rate is 1.3%, it means there are 930,000 people that are infected. To improve this situation, donor agencies provided condoms at low or no cost. However, people didn't buy them. Instead, they prefered the generics. Curious as she got, she started to look over the reason for that. Then she figured out donor agencies made a big mistake in their way of marketing; failure of understanding customers.
In the first place, donor agencies named their condoms like "TRUST" or "VIVE(LIVE)". Besides, the packages of them were filled with a lot of decent pictures, like red ribbon or ones of a husband and a wife, which reminded people to behave prudently. Who buy these things before they are about to sex? These things are not likely what people think when they buy them. On the other hand, generic condoms showed the pictures like sexy girls or things to tempt people. In short, these private companies understood the customers better than donor agencies did.
Her conclusion was that; to move or affect people, what we should understand is who the customers are and how they are likely to feel. I was totally convinced by her explanation and her insight.
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