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258 CHAPTER 11 ■ Socialism Meets Social Marketing

STR ATE G I E S

The “Red Apple” brand was created to provide an overall identity to the
SOMARC social marketing effort in Kazakhstan and to associate with that
identity a level of standard of product quality and customer service not previ-
ously seen in the former Soviet Union. The brand also served as a focal point
around which a variety of contraceptive products and services from a number
of different manufacturers, suppliers, and commercial retail pharmacies could
be supported.
Beneath the “umbrella” of the Red Apple was a comprehensive subset of
campaigns targeted to the specific elements of each of the two major program
components, consumers and suppliers. These campaigns included mass media
(broadcast and print) advertising and public relations efforts, trade promotions,
and training for key constituents that ranged from physician and pharmacist
training in modern contraceptive technology to study tours to Western high-
tech pharmaceutical plants for Kazakhstani drug manufacturers and distribu-
tors (see Figure 11-3).

Product
Physical Product
Initially, partnerships were brokered between four western and eastern European
pharmaceutical manufacturers—Pharmacia/UpJohn, Schering, Organon, Gideon
Richter—and local (Kazakhstani) distributors for the supply on a commercial ba-
sis at their best terms, of the following physical products:

• Oral contraceptive brands: Diane, Microgynon, and Triquilar from
Schering; Marvelon from Organon; Rigevidon and Tri-Regol from
Gideon Richter.
• Injectable contraceptive brand: DepoProvera from Pharmacia/
UpJohn.

Each product included/imported under the Red Apple umbrella was labeled as
such either by the manufacturer at the factory (as was the case with
DepoProvera) or stickered with the Red Apple logo by the distributor.
Core and Actual Products

The core product was the benefit of dramatically improved reproductive
health. The actual product was the choice of contraception over abortion—