MARKET SURVEY REPORT OF ECON INTRODUCTION

Nepal CRS Company (CRS) a pioneer social marketing organization that has been working in the health sector in Nepal since 1978. The major components of CRS include the social marketing of condoms, family planning and health products. In addition, CRS implements various behavior change communication programs all across the country. The company markets and promotes two brands of condoms, Dhaal Deluxe and Panther Premium; two brands of pills, Nilocon White and Sunaulo Gulaf; Depo provera, Sangini three-month injectable; long term temporary methods, intra-uterine device and contraceptive implants (Jadelle); emergency contraceptive pills econ to avoid unwanted pregnancies. Apart from the family planning, CRS is involved in health products also like; viral decontamination powder, Virex; point-of-use water chlorination solution (Piyush). Similarly it has been also focused in Maternal and Child Health Through clean delivery kit, Sutkeri Samagri and Misoprostol (Pilot Initiative Project) for the prevention of Post Partum Haemorrhage and orange-flavored oral rehydration salts, Nava Jeevan.

OBJECTIVE OF THE SURVEY

econ has observed sudden plunge in sales after having huge sales record after its launch. It was essential to know the status of emergency contraceptive pill's market in Kathmandu the market as it might help make changes in marketing activities as well as other aspects if necessary The specific objectives for this survey are;

to understand the reason for decreasing sales of econ to know the highest selling brand of Emergency Contraceptive Pills (ECP) to understand the type of consumer that buys ECP to understand the retailers perception about econ and his/her views regarding econs low selling to understand the competitors current marketing strategies for the ECP brands

LIMITATIONS
In one or two of the outlets, the no ECP brands were found while one of the outlets had only econ as ECP brand. Similarly, some of the outlets were unsure about their own replies.

RESEARCH METHODS

Sampling

Altogether 21 outlets were surveyed through pre-set questionnaire in different locations of Kathmandu. The location were Gongabu , Nayabazaar, Thamel, Chhetrapati, Lagankhel and Bhaktapur

Data Collection

Individually administered questionnaire was used to collect data from the respondents.

MARKET SURVEY OF ECON

The market survey included the types of brands of Emergency Contraceptive Pills, the type of consumers that purchased ECP, highest selling brands, the no of consumer pack sold in a month and marketing strategies used by competitors and suggestions/recommendation for econ and other CRS products/services.

AVAILABILITY OF FAMILY PLANNING PRODUCTS:

Among 21 outlets being survey, 2 outlets didnt have ECP brands. The first outlet expressed that there was no demand for ECPs while the other outlet had been open just a week ago, while other 19 outlets had ECPs. This finding revealed that ECPs are accessible to the target market and target group can easily get it from medical outlets.

FINDINGS RELATED TO ECPS

Types of Brands Available in the market:
11 medical outlets being surveyed were found to have been selling econ, I-pill and unwanted followed by 5 outlets selling econ and I-pill,1 outlet selling econ and unwanted and 2 outlets selling econ only.

Highest Selling Brand of Condoms:

13 of the outlets reported I-Pill being the highest selling brand in ECP, 5 of the outlets reported econ (1 outlet sold only econ and 2 outlets did not sell I-pill) being the highest selling brand of ECP and 1 of the outlets reported econ and I-pill both being the highest selling brand.

No of Consumer Pack sold in a month

The retailers were not very much sure about the no of consumer pack sold in a month. The pharmacies around Gongabu had 60 consumer pack selling at maximum and minimum of 30 consumer pack, pharmacies around Nayabazar, Chhetrapati and Thamel had 80 consumer pack

at maximum to 20 consumer pack at minimum, pharmacies around lagankhel sold 10 consumer pack at maximum to 3-4 consumer pack at minimum while wholesaler sold 4-5 dispenser per month and outlets around Bhaktapur sold 50 consumer pack at maximum to 10 consumer pack at minimum.

Brand Preferences
The retailer usually found brand preferences among buyer as they asked for certain brand. And, if the buyer had no preferences then they asked for what type: expensive or cheap, one tablet or two tablet. The highest selling brand I-pill was the most preferred and recognized brand in the market while econ was second preferred and its two tablets were not much liked by consumers.

Marketing Strategies used by Competitors Brand

Competitor brands as I-pill and Unwanted have been using trade schemes to promote their products sales against competitors.

Trade Scheme for Unwanted Brand:

Buy 1 get 1 free. Unwanted provides 100% on scheme along with the high margin. Retailer gets unwanted at Rs. 90 while the consumer price is Rs. 150/

Trade Scheme for I-pill:

I-pill provides 3-consumer pack free with every buy of 10-consumer pack and it increases with the same ratio. If the retailer even buys 5-consumer pack they get 1 consumer pack free. I-pill also provides 5% cash discount along with the bonus. Similarly, I-pill retailers price is Rs.140 while its consumer price is Rs. 165

Type of Consumers
The consumers, the retailers observed were teenagers; college students. And, there were middle aged and married as well but less in comparison to teenagers. In Lagankhel area, males were found to be active buyers of ECPs while in Nayabazaar, Chhetrapati and Thamel, 4 outlets reported males and females were equally found to be active buyers of ECPs followed by 3 outlets reported females and 1 outlet reported males as active buyers and in Bhaktapur both sex were found to be active buyers while 1 outlet reported male being active buyers of ECPs.

Suggestions for improvement of CRS Products and Services

Some of the suggestions given by Retailers: The below were the suggestions given by respective outlets;

Sangini outlets mentioned that Sangini ID cards were not available when needed and were given in lesser number and some also requested for Sangini Brochures Some outlets mentioned shortage of Nava jeevan and also shortage of econ in the past

A outlet in Lagankhel requested for Sangini training and also for wall painting More awareness ads on misuse of ECP is necessary Less margin in CRS products and one outlet in Gongabu expressed that disbributor dont bring CRS products to them, they need to search for it due to low margin

Retailers reasons for I-pill being highest selling

These were some of the insights and views the retailer wanted Nepal CRS Company to consider;

Unanimously, every retailer expressed I-pill is highest selling brand because it is one tablet
and as main consumers are college going teenagers who preferred one easy solution

Retailer also expressed the exposure to Indian media has made I-pill popular among target
group besides being one tablet form. And, I-pill has strong brand preference and also it came to the market before other brands

Even though they didnt express that trade schemes had anything to do with the sales of Ipill, they seemed more pushing I-pills in case if consumers were not aware of brands. Only those who wanted cheaper ECP were sold econ.

Amazingly, with 100% on scheme, Unwanted was found to be not preferred brand while
some retailers sold unwanted in case of unavailability I-pill as it had attractive scheme plus higher margin.

Few of the retailers also warned us of the misuse of econ by college goers (from +2
colleges); they expressed their concern regarding buying econ as a substitute for condom. The retailers advised to increase more awareness about econ being emergency pill and it does not protect from HIV and other STIs

RECOMMENDATIONS
Based on the survey above, we have following recommendations:

For brand loyal consumers of I-pill it is difficult to shift their brand preference. However, we
can certainly increase econs brand presence through ATL (TVCs, Jingles, and Prints in urban oriented magazines) and BTL (increase POP materials at retail outlets, promotional items for retailers and billboards at strategic locations of the Valley).

As we know I-pill is offering 10+3 to the trade channels. At the moments CRS being the
second top contender to I-pill should also offer trade discounts for at least 3-4 months.

As for the cash discount is concerned the policy of CRS does not allow for it. Last but not the least CRS should seriously consider revising the product feature of econ
from a two tablet to one tablet solution. The survey has shown that most of the consumers preferring I-pill are also the ones that prefer a single dose pill.