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Marketing Objectives 255

TA RG E T P ROF I L ES

Consumer Targets
• Primary targets: Women aged 18 to 36 with long-term partners who wish
to limit or postpone future pregnancies. This group comprises between
60% and 80% of the married women in the age group.
• Secondary targets: Reproductive health/medical professionals, primary
targets’ partners, and primary targets’ key influentials. This group
represents those individuals most likely to influence the primary
targets’ decision to use contraception instead of abortion as a method
of fertility control.

Supplier Targets

• Newly privatized pharmaceutical distributors and retailers.
• Western pharmaceutical manufacturers and distributors.

MAR KETI N G O B J E C TIVE S

Consumers

• Behavior objectives: Encourage trial and continued use of contraceptives
as the primary means of fertility regulation by women of the target
group.
• Knowledge objectives: Women of the primary target, as well as the
individuals comprising the secondary target, should understand that
contraceptives are a safe and reliable alternative to abortion.
• Belief objectives: Targeted women and the secondary targets should come
to believe that hormones are not the dangerous substances old-style
Soviet medicine depicted and modern, lower-dose contraceptives pose
fewer health risks than the old formulas and much less risk than
abortion.

Suppliers

• Behavior objectives: Conclude agreements for the purchase distribution
and regular/consistent stocking in commercial/retail pharmacies of
modern formulation contraceptives.