Presentation for Marketing Strategy

Prepared by: Name:

Md. Mashud Hossain Talukder Leuza Nashrin Nipa Md. Manoj Mallik Md. Iqbal Hossain Prepared for: Md. Mizanur Rahman (MBA, Ph D) Professor of Marketing Dhaka University

ID:
MBA-047-13630 MBA-047-13740 MBA-047-13697 MBA-047-13672

Introduction:
Human immunodeficiency virus infection / acquired immunodeficiency syndrome (HIV/AIDS) is a disease of the human immune system caused by the human immunodeficiency virus (HIV). During the initial infection a person may experience a brief period of influenza-like illness.

Background of the case:

Pilar Quinones, vice president of Mexicos largest advertising agency, was assigned by Dr Perez Bustamante, the director of the Centro Nacional Para la Prevention y Control de VIH/SIDA (CENSIDA), to design a national AIDS awareness campaign. HIV/AIDS cases were estimated in Mexico at 177,000, the 16th leading cause of death in Mexico and fourth leading cause of death among young men. In this circumstance, Quinones is assigned to design a communication campaign to build awareness to reduce HIV/AIDS infections.

Objective/ Problem statement:

To undertake and implement the social marketing strategy which can be effective in building awareness to reduce HIV infections. To meet the objective, the followings will get priority To find out the most effective segment to reach target audiences. To find out the problems/barriers to meet the targeted segment. To find out the effective media to meet the targeted segment. To select the social marketing tools to build awareness about HIV/AIDS. To separate the issues of awareness and to be treated lawfully.

To whom we are trying to reach?

Our main concern is to build awareness to reduce infection, not to prevent those who are liable for getting others infected.

Awareness through Communications VS Prevent by Legal Actions:

Those rural Mexicans who never heard 2 millions of street childrens used for of this dieses prostitutions and pornography

Woman comprised 1/6 of AIDS cases, 30% of HIV/AIDS cases are temporary whereas in 1980s, they comprised 1/20 migrant workers returning home from USA Rural woman comprised 21.3% of those About 90% of street childrens beside with HIV/AIDS, whereas in cities 14% US border are addicted to glue and solvents

Disease is spreading much faster in rural areas then in cities

Inefficient and corrupted health recording system

Possible alternative solutions:

1. Need to improve knowledge, acceptability, and demand for male and female condom, 2. Biomedical interventions for prevention of sexual transmission, 3. Male and female condoms use, 4. Increased access to ART creates the need and the opportunity for accelerated condom promotion, 5. Implementation of the comprehensive HIV package, 6. HIV testing and counselling, 7. Diagnosis and treatment of sexually transmitted infections.

Design & implementation plan:

These interventions are those that act directly on the biological systems through which the virus infects a new host. It should be noted that other forms of biomedical prevention that do not address sexual transmission and thus are beyond the scope of this guidance (but for which details are available in other PEPFAR guidance) include: Prevention-of-mother-to-child-transmission (PMTCT) to prevent vertical transmission of HIV from infected mothers to their infants during either labour and delivery or breastfeeding Comprehensive programs to prevent transmission among PWID.

Conclusion:
Condoms are an integral and essential part of comprehensive prevention, treatment, and care programs, and condom promotion to increase use must be accelerated. Prevention, treatment and care programs should seek to ensure that high-quality condoms are accessible to those who need them, when they need them, and that people have the knowledge and skills to use them correctly.