Goal is to reduce STD infection in African American female adolescents through normalizing
condom use behavior as a result of increased awareness and information. (As Dr. Nordhielm
would say, I may need to "unpack" this...)
STD Prevention in (i'm not the category leader in STD prevention so I need to make this
smaller, so that I can be the "leader". Would "STD prevention in non-sexually active African American female adolescents" be a better category?)
Customer Definition
African American female adolescents age 14-18 who have not yet engaged in sexual
behavior and as a result, haven't thought about condom use.
Marketing Objective
Acquisition
Source of Volume
Stimulate Demand
African American female adolescents age 14-18 who are not currently sexually active, but
contemplating engaging in sexual behavior in the future. (Per advice of class mate, i'm
looking up Census data to find out how many AA adolescent females there are)
Beliefs
I am not aware of condoms
Condoms symbolize lack of trust in a relationship
Condoms are difficult to access and expensive to purchase
Women who use condoms are promiscuous
Only men can use condoms, so there is no need for me as a female to be concerned with them
Behaviors
Before Behaviors
Not aware condoms should be used during sexual intercourse to prevent STD
Do not consider condoms an important component of sexual behavior
After Behaviors
Aware of condoms as a method of STD prevention
Understand importance of using condoms to prevent STDs
Benefits
Avoid stigma associated with having an STD
Preservation of health
Increased quality of life
Reduction in health care costs (costs associated screening and treatment)
STP:
Main Variable
Need for Sex (Thank you to Dr. Nordhielm for this advice!)
Key Competitors
Unprotected Sex
Target Audience Description
Keisha is 15 year old sophomore at Ypsilanti High School. While she is a fairly good student,
her main interest is wearing the latest fashions and keeping up with all the latest trends in
music and pop culture. She also enjoys spending time with a young gentleman from the
basketball team who has recently shown interest in her. Keisha recently heard about a local
organization, Delta Sigma Theta Sorority, Inc through her best friend and not waning to be left
out, decided to apply for the Delta GEMS program out of curiosity.
Keisha (along with her best friend Monique) were accepted into the program and enjoy the
weekly activities. Keisha was particularly intrigued by the most recent session
on“Responsible Dating”, as Keisha and her special friend have been spending more time
together. Her friends haven’t mentioned using condoms but since the women in the program
talked about it, it may be something for Keisha to ask her friends at school about.
Communications Plan
Communications Objective: Awareness & Information
(Goal is to normalize condom use behavior through increasing awareness and information)
Increase % agreement with “condoms are important” from 5% to 50%
Communication Media
Print and Broadcast
Online
Website
Social Networks
Text Messaging
Word of Mouth
Product
Condoms as a normal (and important) component of sexual behavior
Service
Product Attributes (Could use some assistance with this part...)
Search
Time
Cost
Experience
Feeling of being "in the know"
Autonomy to make informed decisions
Collaborators
Other Sororities and Fraternity
Schools
Local Organizations involved with adolescents and teens
Price
In being aware of importance of condoms, people may automatically assume one
is sexually active
People may assume you are promiscuous if aware of importance of condoms
Pricing Strategy
Trial
Not sure how you "try" awareness...Any suggestions?
Value
By being aware and informed, you have the ability to influence peers and set trends
No STD
Place
Schools
Clinics
Hangout Spots
Community Events
Metrics
Survey of Attitudes and Beliefs
Increased self-report of condom use
Increase in incidence (note: amount of new STD cases may increase as testing and
screening rates go up) but reduction in prevalence rate of STD as people are
properly diagnosed and treated
Sorry about the formatting, my blog never cooperates. But if you have any last minute tips or
suggestions I would greatly appreciate it!
Janaiya, you're up and doing hard core thinking so early! Impressive.
ReplyDeleteI think your core competence is good. You can clearly see the skill what benefit would come out of it.
Another benefit might be increase in self efficacy of condom use or control of sexual situations. Also, if your consumer proposition is about being cool, would one of the perceived benefits be, "being cool"?
For your product attribute, I'm not sure experience is a search attribute. Others might be efficiency, comfort, accessibility. Time and cost are good ones, and cost financially but also in terms of reputation or the extent to which it changes the relationship with a mother or father.
Looks really good though! Good luck!
Another thought. If you're going to stimulate demand, I don't think you have to be the category leader.
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