Brazilian and Indian Marketing of Condoms
The Brazilian and Indian governments use a strategic targeted approach to market the prevention of aids and encourage the use of condoms. The Brazilian government distributed over 250 million condoms to raise awareness about the treatment and prevention of AIDS. The country’s Aids Awareness program targets the country’s high risk areas. In Brazil married women have become increasingly infected with the disease, in response the government has begun promoting female condoms. While in India barber shops have become the medium of the government’s condom distribution and Aids awareness programming. The country’s strict cultural practices create a taboo around the topic of sex education and Aids prevention.
AIDS in the United States Compared to Brazil and India
In comparison to Brazil and India the United States has the resources to provide higher levels of health care, preventative programs and a different social cultural atmosphere. The social cultural differences increase the popularity of condom use in the U.S. In Brazil, the Catholic religion discourages contraceptives. Condoms are also more expensive in Brazil than anywhere else in the world. In India the strict traditions and cultural practices create a taboo around sex education and condom distribution.
The Approaches Described in Brazil and India are Similar to Those of United States
The approaches in Brazil and India could work in American micro-environments but there are more effective distribution mediums in the U.S. The U.S. already focuses their free sexual health clinics towards high risk areas and populations similar to Brazil. The concept of using a barber to distribute condoms and provide supplementary sex education could be a viable idea to target Muslim American men in the United States. However the most effective Aids awareness mediums to target the American demographics are social media, television and the school system. The United States has similar programs to distribute condoms in areas where high risk populations congregate similar to those used in both Brazil and India.
London International Group AIDS and Condom Promotions
There are two additional concepts the London International Group could explore to promote Aids education and distribute condoms – user generated social media and feminine hygiene distribution channels. A user generated content contest to create hype about condom usage around the world similar to Doritos “Crash the Super Bowl” (Schultz, 2016).The contest would target young adults to create funny social media films and pics promoting condom use. The use of user generated content create double the awareness as the targeted audience first competes to complete contest entries then the winning entries are promoted to further extend the reach of the message. Meanwhile, targeting women to promote the use of female condoms can be done easily and discretely by including samples and brochures in the packages of feminine hygiene products. Women using the hygiene products are of child baring age and are in a discrete location where they are less likely to be embarrassed by the condom sample and Aids literature.
Coke and Pepsi Distributing Condoms in India, Brazil, and the United States
If executed with respect to the targeted audience Coke and Pepsi could create a world changing condom distribution program in India, Brazil, and the United States. The two companies have immense resources they could leverage to distribute condoms around the globe and change the perceptions about condom usage. The perception of condoms could shift with the endorsement of the massive companies. The two companies have the capacity, the resources and the reach to distribute a massive supply of condoms and provide their consumers with Aids prevention education.
References
Cateora, P., Gilly, M., & Graham, J. (2013). International marketing. New York: McGraw-Hill Irwin.
Schultz, E. (2016). THE FINAL 'CRASH'; How Doritos' 'Crash the Super Bowl' contest changed advertising and what's next for the snack brand. Advertising Age, (1).
