ABSTRACT

Quote:

The best advertising is done by satisfied customers

Philip Kotler

Research/Case Problem:

In this case study, we will be discussing problems related to the marketing of sensitive products like oral contraceptives in the context of sex education and solutions to create and reach socially responsible consumers. A discussion on problems relating to lack of sexual education among the youth, choosing the right contraception method, and existing communication is done.

Chapter Overview:

These days, socially responsible customers prefer to be much more informed and tend to research products before purchasing. In this chapter, we will be looking at Saheli, a nonsteroidal alternative to oral contraceptives. Our key focus will be on the decision-making process, marketing interventions, and how rightful communication of sexual education can create opportunities for safer alternatives to contraception. This chapter is a real-life case study conducted on 112 consumers of the pill, their partners, and doctors’ expert knowledge in gynecology.