Global Marketing Management Case Study: AIDS, Condoms & Carnival. MKTG 3231-001 Spring 2014 Mrs. Tamara L. Cohen. Class # 24. REMINDER. Wednesday, April 16 = PROJECT WORK DAY. BACKGROUND. AIDS spread very quickly in Brazil, becoming 2 nd highest incidence of HIV/AIDS in Americas.
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Global Marketing ManagementCase Study:AIDS, Condoms & Carnival
Mrs. Tamara L. Cohen
Class # 24
Wednesday, April 16
= PROJECT WORK DAY
BRAZIL Health Ministry continue:
BRAZIL managed to halve its incidence of AIDS compared to the World Bank’s prediction for 2000. They are on the right track, and should vigorously pursue their initiatives: “don’t be squeamish”, treat freely, encourage volunteer action, early treatment is less expensive than later treatment. Continue to face down drug companies.
INDIA needs commitment and a national plan. The government needs to extend education, and vigorously promote avoidance via condom distribution. All available channels should be used, bolster strong barber network and leverage multinationals’ distribution networks.
SSL International should use its unique global brand to foster global education about AIDS. Use Durex packaging, and sponsor grass roots education programs in hard-hit parts of the world.
According to the Economist magazine (May 2007), echoing a United Nations position, “no developing country has had more success in tackling AIDS than Brazil”.
Brazil's multi-pronged attack is a model for other countries, especially India. With national (government) commitment, India can tap into effective networks like the iconic barber shops and multinational companies’ consumer goods distribution networks to promote education, prevention and treatment.
SSL International’s business is booming (20% growth in revenue this year). SSL must demonstrate good corporate citizenship by leveraging its strength, which is global brand (Durex) presence.
AIDS has been devastating in every country, but the developing world has struggled extra hard to contain the scourge.
Brazil’s multi-faceted approach has been successful against tough odds. It may be regarded as a model for other hard-hit countries like India.
SSL International, owner of the only global brand of condoms, Durex, can leverage its unique market position to extend education programs and encourage use of condoms to stop the spread of the disease. Experience with the new Durex Avanti brand in Japan may be instructive in pursuing solutions for remaining issues in Brazil.
Next class: Exam # 3
Preparation: Review PPTs & your class notes