FEMALE CONDOM MARKET private sector review 02/12/2015 1
FC2 Path Cupid Origami Phoenurse VA W.O.W Panty Velvet Product Overview Several Female condom products are available on the world market today and additional in development and clinical trials 2
Market Info Population: middle to high earning brackets purchase from private sector Product: Currently two brands are sold on the private sector with a possible two more brands to be introduced Place strategy: Currently the two brands are placed in living standards measure groups 6-9. Price: Prices are higher than most leading brands of Male condoms 3
Product Registration Currently all products sold on the private market in South Africa have to be registered with SABS. Lot/batch samples should be retained by approved supplier/manufacturer for traceability. No Inspection Testing carried out on each lot/batch supplied to private market. Only yearly product tests are carried out or in the case of recall or customer dispute 4
Type a quote here. Johnny Appleseed
Supply Chain Cost: with the higher manufacturing costs the cost to market entry already higher Distribution: With the higher cost per piece, distribution agencies increase their price for distribution and warehousing Wholesale Cost: Wholesalers work on a minimum of 55-65% mark up to promote and sell the product Listing Fees: Certain retail groups and pharmacy groups charge a listing fee for new product to be listed and advertised nationally 6
Entry Barriers Product cost: Female condoms are approximately 2-3 time more expensive than average male condoms Marketing: No large scale private market advertising and marketing campainges Customer Perception: General public are unfamiliar or have no understanding of the female condom as most of the education is carried out in lower to middle income groups,and not with the private sector consumers. A lot of misconception and negative bias carried forward 7
8
Pro s of Female Condoms if used correctly and consistently, can be a reliable protective tool against most sexual transmitted diseases and unintended pregnancies. Empowers women to take control of their own sexual wellbeing provides an alternative if her partner is unwilling to use male condoms due to personal,cultural or religious reasons Latex allergy option is offered 9
Initial use may be complicated Cons of FC s May not be aesthetically pleasing to some people Expensive Availability Size and Appearance Sound effects - old product myths, or poor lubrication 10
Marketing Strategy Marketing of female condoms should be directed at both males and females Think outside the box. Provide creative concepts for the product Promote the additional options for couples besides the norm. i.e male condoms or female condoms Create brand awareness to displace previous misconceptions around female condoms Drive the Empowerment of women but involve men in the drive Product placements and packaging should be attractive and not one dimension with similarities to donor funded or free issue products. Manufacturers and distribution agents along with retail sectors have to collaborate on models and drive the cost of the product to a more lucrative placing in order to attract a wider consumer spend option - UNFPA 20/20 meeting and goals. resulting in a dynamic/effective pricing for the female condom market segments. Marketing campaigns should be stepped up globally across the private sectors in order to build the brands as done in the male condom market. e.g Durex, Rough Rider, Trojan Packaging is KING!! 11
12
Lessons Learnt : Marketing of female condom brands should cover both the Male and Female consumers Awareness of female condoms should possibly be a joint effort by all the manufacturers to ensure the product knowledge is spread further. Once product knowledge is increased of course the consumer then has a choice and price bracket to explore as per male condom market Female condom brands offered on the private market should be differently branded to NGO or Government issue - create perceptions/ Brands Condom varieties should be explored to give the consumer options and to want to try it out.i.e Packaging Cost should be considered and Value for money should be justified by consumer through correct product placement and marketing tools. Private and public sectors need to invest in development and increase the social support at local and international levels to create complete product awareness amongst all demographic spheres Price reduction through joint purchasing and commercialisation of private brands on private sector markets in order to develop innovative ways to market and distribute products to all consumers on the private market 13
14