Population Services International (PSI) was not-for-profit agency is created for the dissemination of information on family planning and on the market control products the birth rate, above all to less developed countries, aspiring curb the of their explosions of the population. In 1976, the PSI entered into the agreement with the Government of Bangladesh to conduct social marketing programs, with the aim of use of modern methods of marketing sell subsidized contraceptives through trading point. Seven years later, three managers PSI was the meeting in Washington PSI, DC headquarters, to discuss the 1984-86 marketing strategy for two products: Raja condoms and Maya the contraceptive pill. Particular concern causes that fact, that the marketing approach, which has proved extremely successful for the Raja, brings bad results sales the Maya. PSI managers need to develop a plan of actions to improve Maya sales. «Hide
by James E. Austin Source: Harvard Business School 13 pages. Publish date: April 17 1990. Prod. #: 590 061-PDF-ENG
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