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  • Title: Sri Lanka capitalizes on three and three sales.
    Journal: Soc Mark Forum; 1983; 1(1):4-5. PubMed ID: 12267249.
    Abstract:
    In 1981 Sri Lanka's Family Planning Association began expanding its product line in a unique drive to capture multiple market segments, and the project now sells 3 color-coded varieties of oral contraceptives (OCs) and 3 condom brands. OCs vary primarily in dosage; condoms differ in design, pricing, and number of pieces per package. The project's 3 Mithuri OC brands have captured 2/3 of Sri Lanka's OC sales. Each brand sells in single cycle packs wrapped in instructional leaflets. The 3 OC brands averaged monthly sales of 32,740 cycles from 1980-82. Sales rose about 30% in 1981 to 365,040 cycles, falling slightly in 1982 to 339,073 cycles. The projects's manager blames a Mithuri Red price hike late in 1981 for the sales disruption. The introduction of the Blue and Green brands during this period produced a gradual sales rebound. All OCs sell through chemists and over-the-counter pharmaceutical outlets. Preethi, Moonbeam, and Panther condoms account for over 90% of all Sri Lankan condom sales. Approximately 7.53 million, 6.80 million, and 6.23 million Preethi condoms were sold in 1980, 1981, and 1982, respectively. Combined 1982 Moonbean and Panther sales totaled about 630,000 condoms. The project evenly divided a $46,000 US 3-year advertising budget between condom and OC promotions. Mithuri brands are advertised mostly in newspapers, while condom promotions also utilize point-of-purchase displays and a propaganda van delivering sales pitches at village fairs around the island. Project condoms and OCs are donated by the International Planned Parenthood Federation. To help subsidize its social marketing activities, the project also sells Rough Rider and Stimula condoms at regular commercial prices.
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