1.

Customer Base : Since Raja Condoms was for men and

due to the conservative nature of the society it was men
who were buying the contraceptives for the couple. Exhibit
9(80% of men buy products).
2. Availability : People associated condoms with sex and an
over -the- counter product which is easy to acquire . i.e
3. Men were not afraid to use condoms but as literacy rate of
men was about 27% there was lack of awareness and
education which restricted them from purchasing pills
which was perceived as a powerfull drug and was
associated with birth control.
4. Product Efficiency : it was easy to use without any
hassles . Also It was sold singlets in the paan shops.
5. Overall image of the Contraceptive :
6. Price: It was not available for free, retail had a motivation
to sell.
7. Advertisement expenditure : Allocation of funds to various
media was more focussed towards newpaper , print media
& radio which was effective.
8. Brand Name : High level of illiteracy they chose brand
name which people understood pictorically. High
recognition among men. Associated with
masculinity,bravery and power.
Question 2.
NO.
1. Both Catered to different customer base.
2. Product : Product category were different. Medicinal
and generic.
3. Marketing and retail strategy for both should be
different. Engaging directly with customers was working
fine for Raja whereas in case of Maya it required help of
intermediaries people(Medical reps and rmp).RMP also
required incentives for promotion of their product.
4. Price :. The pricing strategy was similar for both the
products, i.e they were priced low in order to attract

5.

6.

7.

8.

9.

customers. Raja`s competitors were priced similary ,

hence it worked for Raja.
But in the case of Maya, since it was priced cheaply,
people associated less price with cheap products.
Place : Rural areas. Even though both the products were
available over the counter, Maya was perceived as drug
which required prescription from the consultant.
Raja and Maya followed similar campaigning strategy. a
medical product is generally sold by medical reps. The
product awareness is to be created separately among
men & women for these different products respectively.
Conservative & economically poor population didn`t
believe in family planning. Using maya meant that the
family was engaged in the idea offamily planning. If the
family is planning for birth control, then the marketers
should pitch for this specific idea & target the right
audience.
Media: The allocation of advertising expenditure for
Raja in cinema was 10% while the same for Maya was
3% of the overall expenditure.
Product name: 80% purchases were done by men.
Considering this fact, the name Raja was appealing to
men. Whereas the name maya was interpreted as
beauty which was deceiving and failed to convince the
people to purchase it.

Question 2