Condom Social Marketing
Country of Operation
- Society for Family HealthNot-for-profit
SummaryThe Society for Family Health, through its Condom Social Marketing program, produces, promotes and sells two condom brands in South Africa: Lovers' Plus and Trust. Lovers' Plus is an affordable, aspirational brand with three product lines.
Key program components
Trust is a low-cost brand, with two product lines. Lovers Plus retails for approximately R8-R10 ($1.10 - $1.35) for a three-pack. Trust sells for approximately R3 - R3.50 (less than $0.50) for a three-pack. The Condom Social Marketing program is run very much like a for-profit fast moving consumer goods business.
A well-trained trade marketing group negotiates with wholesalers and retailers. In the formal sector, the brands are carried in petrol station convenience shops, grocery stores, and pharmacies including several of the country's leading retail outlets. The program also reaches out to the informal sector (from which approximately 40% of sales are generated), recruiting and training free-lance agents to service townships, informal settlements, and rural areas.
Lovers Plus is a self-sustaining business. It generates sufficient revenue to completely cover costs and contribute to other organizational initiatives, including running the Trust brand and a partnership with government for distribution of free condoms in high-risk areas. The Trust brand is also supported in part by donor contributions. In 2009, the program sold fifty million condoms; the target for 2010 is 64 million condoms sold. Together, Lovers Plus and Trust have market share in South Africa of 80% by volume and 48% by value, according to internal analysis based on data from Nielson Research.