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Soc Mark Forum. 1985 Winter;2(1):3.

Costa Rica regroups for sales kick-off.

[No authors listed]



Cost Rica's contraceptive social marketing project is scheduled to be launched in March 1985. The project is run through a for-profit corporation, Asdecosta, which is owned by the Costa Rican International Planned Parenthood affiliate. Asdecosta was formed as a for-profit entity because Costa Rican law prohibits product sales by nonprofit groups. The US Agency for International Development (AID) will allocate US$1.2 million over a 5-year period, 1983-88. The project manager, Jorge Lopez, is an economist with considerable experience in marketing. The project has lined up a top national distributor, a packaging company, and an advertising agency for its 1st product, a condom manufactured in the US by Ansell. Asdecost's target market is projected to include 50,000-75,000 couples at its peak operating capacity. An estimated 65% of Costa Rican women have used a contraceptive method at some time. The condom, pill, and IUD are the most popular methods. Eventually, Asdecosta expects to expand its product line to include oral contraceptives. Another goal is to counter the high drop out rate among users of government and other family planning services.

[Indexed for MEDLINE]

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