Evaluation of the Pakistan Social Marketing of Contraceptives Project (391-0484).

A team of experts sponsored by the US Agency for International Development (USAID) evaluated the Social Marketing of Contraceptives (SMC) project in Pakistan. The purpose of the project was to do an interim process evaluation of the project. The team interviewed officials of the major agencies and studied supporting documents and visited over a 100 urban and semiurban retail centers. The condom has reached such a high level of distribution and is so visible in the market that it has become an everyday consumer product. The initial project strategies have been focused on distribution and sales and the goals of the project have been met. Product promotion and advertising strategy has been the development of a consistent message and a phased plan for its introduction. There has been a full mix of all available media used including radio and television. A number of research projects have been completed and others are underway with the focus of these projects on distribution. The price was set very low to aid the distribution especially for low-income people and will not be changed until a tripling of sales from current levels. Although oral contraceptives are not popular with proper training and advertising their use could be increased significantly. Expansion of the condom distribution network to an additional 150 towns is possible. Research should be done on consumer attitude and usage. Other recommendations include the formation of an operating group of the main agencies and manufacturers to increase communication on project activities; and analysis of ex-distributor sales; and an expansion of the distribution network. Also there should be promotional and advertising activities for the current and expanded distribution network. A research plan should be made on an annual basis. The project should add an oral contraceptive component immediately. Additional recommendations include increasing the number of salesmen the development of a budget by the operating group and the implementation of a program sustainability study when sales reach 100 million condoms annually.