Condoms Marketing for Safer Sex
CONDOMANIA
Marketing Safer Sex
REPORT 1: Marketing Background
MRK 317 UU
Mary Louise Huebner
Monday, November 1, 2004
GROUP MEMBERS Botbol, Debbie Ditloff, Nicholas Dominutti, Marisa Fenuta, Sonia Fillion, Alexis Malfa, Michael Nehme, Chantel 036 036 036 033 754 037 070 205 026 031 292 030 024 252 033 033 046 038 037 458 031
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1. EXTERNAL INFLUENCES
A. Objectives and Resources of the Vancouver Health Department Objectives: Condomania’s objectives for campaigns one through six were as follows: Create awareness. Encourage condom use and sexual relationship discussions amongst the target audience. Educate bar managers about condom use. Make condom use more socially acceptable within the target audience. Create positive associations with condoms. Resources: Condomania has a wide range of resources to communicate their messages to their target audience and they are as follows: A wide variety of volunteer sources from universities, community colleges, local AIDS organizations and the Vancouver Health Department. Well-qualified committee, which includes a chairperson, volunteer coordinator, media coordination specialist, program material coordinator and a creativity coordinator. Outdoor parks. Vancouver pharmacies. Universities campus cafeterias. Fitness clubs. Nightclubs. Bars.
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B. Economic and Technological Environment/Trends
Economic Environment/Trends: Unfortunately, Condomania consistently encounters funding issues and this can potentially create problems for future campaigns. Funding Issues such as: Where will the future funding come from? How will Condomania be able to secure the sources and for how long? Funding has been inconsistent in the past, which makes it difficult to plan for the future. Technological Environment/ Trends: Due to some technological trends listed below, Condomania must reinforce their messages to their target audience. The pill and the patch are two contraceptives that are commonly used instead of condoms. There
Marketing Safer Sex
REPORT 1: Marketing Background
MRK 317 UU
Mary Louise Huebner
Monday, November 1, 2004
GROUP MEMBERS Botbol, Debbie Ditloff, Nicholas Dominutti, Marisa Fenuta, Sonia Fillion, Alexis Malfa, Michael Nehme, Chantel 036 036 036 033 754 037 070 205 026 031 292 030 024 252 033 033 046 038 037 458 031
1
1. EXTERNAL INFLUENCES
A. Objectives and Resources of the Vancouver Health Department Objectives: Condomania’s objectives for campaigns one through six were as follows: Create awareness. Encourage condom use and sexual relationship discussions amongst the target audience. Educate bar managers about condom use. Make condom use more socially acceptable within the target audience. Create positive associations with condoms. Resources: Condomania has a wide range of resources to communicate their messages to their target audience and they are as follows: A wide variety of volunteer sources from universities, community colleges, local AIDS organizations and the Vancouver Health Department. Well-qualified committee, which includes a chairperson, volunteer coordinator, media coordination specialist, program material coordinator and a creativity coordinator. Outdoor parks. Vancouver pharmacies. Universities campus cafeterias. Fitness clubs. Nightclubs. Bars.
2
B. Economic and Technological Environment/Trends
Economic Environment/Trends: Unfortunately, Condomania consistently encounters funding issues and this can potentially create problems for future campaigns. Funding Issues such as: Where will the future funding come from? How will Condomania be able to secure the sources and for how long? Funding has been inconsistent in the past, which makes it difficult to plan for the future. Technological Environment/ Trends: Due to some technological trends listed below, Condomania must reinforce their messages to their target audience. The pill and the patch are two contraceptives that are commonly used instead of condoms. There
Cited: Brown, Dahl, Gorn, and Weinberg. CONDOMANIA: Marketing Safer Sex. Ontario, Canada: McGraw-Hill Ryerson Ltd. 1997. Pages 91-107. 11