Example helps us to understand the importance of who is our customer! （Condoms Example）

Selling Condoms in the Congo

In this video, Amy Lockwood (the deputy director of Stanford's Center for Innovation in Global Health, where she looks at new solutions to big problems) find out the the HIV issue in Congo can potentially associated with the marketing theories.

1.3% of adult population in Congo face the HIV issue, which is about 930 thousands people are affected. And in local area, people are provided with low price and free condoms. But why this country still facing HIV issue???

There are only 3% of adults use condoms for contraception, and people there do not prefer branded condoms.

Let look at how their condom package looks like. 

Tell people to live better!

Remind pople about HIV!

To trust 

Tell people to protect their family

All those packages diffuse the information about to live better. But is is not the initial objectives of the condoms! Lets look at the condoms packages we normally see!!

Due to the difference of marketing strategy in different countries, their condom package is totally different! 

People think about SEX while they wanna buy a condom, and they are not thinking about live better or protect their family. Thus, the reason of why HIV issue in Congo is hard to prevent is clear obvious. 

Their marketing strategy is wrong! 

It is very important to marketers to know who are their consumers, and what they are thinking!

And this could also apply to Emarketing, for those marketers to understand the initial objectives of their products and customers real needs! 

Thank you~ 

Hope this is interesting!