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Manager,
Contraceptive Marketing Project,
Hindustan Latex Limited (June 98 - September
2000)
As
team leader (135 members) conceptualized and managed the
USAID supported “incremental retail off-take” based
project for Contraceptive Marketing in Uttar Pradesh,
a North Indian state.
The project has direct coverage of 37,731 locations and is the single largest initiative in the area of social marketing. |
Achievements:
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Secured
a USD 2.9 million project for Contraceptive
Marketing from USAID |
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Developed
largest contraceptive network (replenishment model)
catering to 120,700 delivery points |
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Increased
market share of ‘Rakshak‘ brand of condoms from
1.7% in 1998 to 16.1% (quarter
Jan 2000 - March 2000 - ORG-MARG retail audit).
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Developed
sales tracking software to measure project performance
i.e., “retail offtake”. |
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Institutionalized
‘Performance Appraisal System’ based on secondary
sales and market coverage. |
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The project at USD 2.3 per CYP is the least cost initiative globally. |
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