Social Marketing
Topic Overview
Programs that aim to change consumer care-seeking behaviors through marketing/advertising techniques. These are often used to encourage patients to seek and purchase particular products or to promote quality networks or franchises.
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Jayaashree Industries
Millions of women around the world cannot afford sanitary napkins, mainly because they’re manufactured using expensive machinery and thus priced at a premium. Such women resort to an older and cheaper alternative – a piece of cloth or rag. This is an unhygienic alternative and can cause infections, leading to a greater risk of complications in childbirth, and even cancer. Jayashree Industries produces affordable sanitary napkins using low-cost machinery with local actors. Women in India can afford to purchase the sterilized sanitary napkins without compromising on quality. The business model of Jayashree Industries assures sustainability and targets local social entrepreneurs.
