Family Planning Research Paper
Introduction: One of the prime targets of social marketing program has been family planning program.Ever since the broadening of the Marketing concept ,resulted in the programmatic marketing elements like plans, research techniques,methods,strategies being applied to fields outside core business domains (Kotler and Zaltman 1971), including family planning. In developing countires during the early years, family planning had been synonymous with birth control with particular focus on condom. Demographic changes around the world necessitated a broader view (Dholakia and Dholakia 2000; Kumcu and Firat 1989) and social marketing agencies began to emphasize the key concepts of ‘family’ and ‘planning’ rather than focusing only on birth contro.l
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As recounted in Dholakia (1984), the traveling mass ‘family planning camps’ in India utilized market research, multiple communications media, as well as individual and group incentives to mobilize large numbers of men to undergo vasectomies in rural India. Use of condoms was promoted through the use of advertising agencies and the distribution channels of established, private sector consumer goods companies.Family planning programs in Sri Lanka (Fox and Kotler 1980), Bangladesh (Brown, Waszak and Childers 1989) and other countries relied on similar K-A-P models: to increase ‘knowledge’ (K), reshape ‘attitudes’ (A), and promote birth control
According to USAID (2013), the population control measures have been largely successful and many developing countries have ‘graduated’ from the family planning assistance programs provided by the United States government. These countries have ‘reached high levels of modern contraceptives use (ranging between 51 and 70%) and low levels of fertility (ranging between 2.3 and 3.1 children per woman)’; and are no longer in need of family planning aid and assistance from agencies such as
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India, one of the first countries to actively formulate a policy for family planning, moved away from the late 1970s from a bureaucratic approach to a social marketing approach. It adopted an integrated approach to plan the 4Ps – product, price, place and promotion to bring contraceptive services to its population. This approach has been widely followed by other emerging countries, with financial and technical support from governmental aid agencies in the advanced countries such as USAID in the United States and CIDA in
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