Population Services International

An examination of the birth control firm’s marketing challenges in Bangladesh.

Introduction
Population Services International is a non-profit agency which distributes family planning information and products in Bangladesh. Although the organization has had considerable success with its distribution of condoms (marketed under the Raja brand name), its success with birth control pills has been markedly less successful. The contraceptive pills were initially well received, but market share has fallen to the point that after five years on the market, only slight gains have been realized. This research examines the key issues that Population Services International has faced from a marketing standpoint, and considers the next steps the company should take in order to be successful.

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