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Strategies 259

SOMARC-CAR's The Futures Group International, SOMARC Project—Central Asian Republics
Framework for the strategic approach to the development of a sustainable private/commercial market for contraceptive.
STRATEGIC COMPONENT TACTICS ACTIVITIES (TYPICAL) Kazakhstan
PROJECT ENVIRONMENT 93 94 95 96 97 98
Creation/encouragement/maintenance of a Identification of key individuals as Exposure to other models of
receptive environment. (Policy level) advocates. government/private cooperation—
study tours Buy-in FY '96 FY '97
Creation/Training of advisory
boards
Direct advocacy training for
both public and private sectors
Identification of information and Training of healthcare providers:
service provision gatekeepers. doctors and pharmacists.
MARKET INFRASTRUCTURE
Enlistment of western pharmaceutical Survey/identification of national-level Facilitation of commercial
manufactures and private distributors as pharmaceutical distributors positioned distribution agreements.
project partners. to procure contraceptives from
western manufacturers.
Enlistment of private marketing service
companies as project partners. Survey/identification of marketing Contracts for marketing services:
services resources. research, advertising, and PR.
Creation/dissemination of Direct SOMARC creation of
communications materials. research-based, integrated
communications campaign.
Technical assistance targeted to
the creation of materials.
Direct SOMARC purchase of media Contracts for media buying.
time/space.
SUSTAINABILITY
Facilitation of transition/assumption of Build in-house marketing, research, Technical assistance and training
marketing responsibilities to/by private, and communications capacities of (including media training) for
commercial organizations. distribution companies. personnel.
Build and expand the capabilities of
marketing service companies. Leverage/match SOMARC contract
Encourage/facilitate co-op advertising/ funds with distributor/manufacturer
communications campaigns. resources.
Develop franchise models. Technical assistance for
distributor personnel.
Contracts for design and
construction.
FIGURE 11-3 Red Apple Strategic/Tactical Framework
and all the information and access necessary to make that choice an informed
and easy one.

Price
Monetary Costs

A key and integral part of the Red Apple strategy was the absolute requirement
for the program to transition entirely to the private sector as a commercially
viable effort. Prior to the deployment of SOMARC to Central Asia, exploratory
research concluded that commercially profitable pricing of the contraceptive
products SOMARC expected to offer would be reasonably affordable by the tar-
get market. Pricing for Red Apple–branded oral contraceptives ranged from