SOCIAL MAR RKETING OF CO

０ sample pricing scheme ０ FP product samples ０ sample promotionalinformation, education, communication IEC materials ０ maps showing locations of PHE CBD ｸ Refer to the information contained in the ‘Facts to Know’ in Module 5 for the different FP products to be discussed. Instructions: 1. Introduce the topic of social marketing. State the purpose of the exercise. 2. Ask the group to state their understanding of ‘social marketing.’ 3. List their inputs on newsprint. 4. After all have contributed, review the list. 5. Discuss the definition of social marketing as defined in the ’Facts to Know.’ 6. If no other clarification is needed, proceed to the next step. 7. Explain the relevance of social marketing’s four Ps place, product, price, promotion to a CBD. 8. Emphasize that the four Ps are relevant and important in accomplishing the tasks of the PHE CBDs as they allow the development of a good marketing strategy. The Four Ps of Social Marketing Place: 1. Emphasize the relevance of knowing the place. Point out that it is important to identify a place that is strategically located and very accessible to the community, i.e., marketplace, near transportation area, etc. 2. It is important to show the map of locations of the PHE CBDs. Point to each site on the map, emphasizing those areas where the participants are assigned. 3. Clarify the target audience for pills, condoms and emergency contraceptive pills ECPs. 4. After discussing these, proceed to a discussion of the next ’P.’ PHE CBD and PHE Adult Peer Education System: Train-the-Trainer Guide 186 Product: 1. Emphasize why it is important to know the product. 2. Mention that the products that will be promoted are the following: ｸ condoms ｸ combined oral contraceptive COC pills ｸ progestin-only pills POP ｸ ECPs 3. Discuss the following products available from PHE CBDs: condoms, COCs POPs, and ECPs. Refer to “Facts to Know” regarding the specific methods in Module 5: Contraceptive Methods and Prevention of Pregnancy. Cover the following points for each contraceptive method ｸ What the method is ｸ How the method works ｸ Effectiveness of the method ｸ Advantages of the method ｸ Disadvantages of the method ｸ When the method is not advised 4. During the lecture on condoms, demonstrate proper use and have participants practice putting the condom on a penis model. 5. Clarify myths, misconceptions and inquiries for each product. Price: 1. Emphasize the importance of price. 2. Show and explain to the participants the proposed pricing scheme for COCs, POPs, condoms and ECPs and their corresponding incentives. 3. When all clarifications have been made, proceed to a discussion of the next ’P’. PHE CBD and PHE Adult Peer Education System: Train-the-Trainer Guide 187 Promotion: 1. Emphasize why promotion is necessary. 2. At this point, emphasize the role of an Adult PHE PE and discuss with participants the plan for the PHE CBD. 3. Show some point-of-sale and PHE IEC materials, if available. 4. If no further clarifications are required, proceed to the next session. PHE CBD and PHE Adult Peer Education System: Train-the-Trainer Guide 188 FACTS TO KNOW ｸ Social marketing is the use of commercial marketing principles and techniques to advance a social issue, idea or behavior. ｸ Marketing involves more than just selling a product. It refers to a much larger set of activities that must occur from the time a product is conceived to the time it is consumed. For example, social marketing is the principle used in selling the message “plan your families and help conserve your natural resources.” The set of activities includes identifying and train population, health and environment PHE Adult Peer Educators PEs as “agents” who promotedeliver the PHE message and train and establish PHE CBD as “outlets” where family planning FP commodities are easily accessible, affordable and of good quality. ｸ Four P’s of Social Marketing: 1. Place 2. Product 3. Price 4. Promotion ｸ Knowing where PHE CBDs are located is important for a number of reasons; a it may indicate how best to reach the clients and gain their trust and eventually counsel effectively; and b it can help in understanding people’s problems, needs and preferences. ｸ Knowledge of the product features can facilitate use; knowledge regarding resistance is helpful in changing attitudes. ｸ Price is a strong selling point; incentives will attract outlets to participate. PHE CBD and PHE Adult Peer Education System: Train-the-Trainer Guide 189 SAMPLE PRICING SCHEME Contraceptive Product Actual Cost in the Commercial Market Cost for Clients PHE CBD Suggested Retail Price given to FP Clients COC POP CONDOM ECP ｸ Having a plan for the promotion of the products can attract FP acceptors to try the product, and effective use of point-of-sales materials can attract buyers. PHE CBD and PHE Adult Peer Education System: Train-the-Trainer Guide 190 MOD DULE 14

4: COMM MUNICAT

TING IN TEGRAT TED POPULATION, HEA ALTH AND ENV VIRONMENT AN ND FAMILY PL LANNING G INFOR RMATIO ON TO PH HE COM MMUNITY Y-BASE ED D DISTRIBU UTION C CLIENTS S Exerc cise 14: Ro ole Playing g on How t o Provide Integrated d Populatio on, Health and Envirronment P PHE and F Family Plan nning FP Informatio on to PHE Communitty- Base ed Distributtion CBD ClientsSu ummary an nd Feedba ack Purpo ose: ｸ To practicee providing inntegrated PH HE and FP information tto PHE CBD D clients Time:: 1 hour and d 30 minutes s Learn ning Objectiive: After tthis exercise e, the particip pants will be e able to: ｸ Provide infformation onn the PHE linnks and the different FPP commoditiees available at the PHE CBD outlets to o their clientts Prepa aration: ｸ Prepare alll the lecture and trainingg materials. ｸ Collect the materials neeeded: ０ marker pens ０ flipchaart paper neewsprint ０ maskinng tape scissors ０ cases for role play ying Append dix G ０ observvers guide AAppendix H PHE CBD D and PHE A Adult Peer E ducation Sy ystem: Train--the-Trainer Guide 191 Instructions: 1. Introduce the session. Start by saying that one of the tasksroles of PHE CBDs is to discuss PHE linkages between natural resources and family health, provide integrated PHE messages, including FP information and ways to protect the community’s natural resources, and provide FP products pills andor condoms to eligible clients. 2. Review the eight steps in providing integated PHE and FP information to CBD clients, using the oral contraceptives pills example. Step 1: Ask client if she is referred. Follow the chart below: If: And client is: Then do this: No First time user Refer to health center for screening Continuing user Give FP product Yes and referred by PHE PE First time user Refer to health center for screening Continuing user Give FP product Yes and referred by health center First time user and not yet screened Refer to appropriate person at health center for screening First time user and screened Give FP product Step 2: Ask client if she knows about the product. Step 3: Explain to the client: ｸ What the method is and how it works ｸ How effective it is ｸ Advantages ｸ Disadvantages ｸ When the method is not advised ｸ How to use the method Step 4: Ask the client if she has questions; answer these questions; and clarify myths and misconceptions. Step 5: Discuss other FP options. PHE CBD and PHE Adult Peer Education System: Train-the-Trainer Guide 192