MARKETING MANAGEMENT

MGT1110 SEC 5

THE CONDOM CASE

SUBMITTED BY:
REYTA, ACE GERALD F.
SIY, JONHLYN ERIKA N.
CAMARADOR, NEIL A.
CHAN, GONZALO F.
FERRER, RAYN NILLE D.

SUBMITTED TO:
MR. RHOMEO NUQUI
Case Facts:
The said case explained that there is a need to prepare plans for the social marketing of condoms
starting within the Metro Manila area, wherein there are in-store observation study of supermarket shoppers
including their step by step purchase of condoms. The supermarket was one of the largest and catered to a
cross-section of the Metro Manila Socio-economic classes. Thus, this case wants to know ways in order to
increase the growth of customers of condoms in the supermarket and solve the problem regarding consumers
being hesitant and embarrassed to be seen purchasing condoms.
Case Objectives/Questions
The group were tasked to answer the following questions that would probably help in solving the case.
1. Find out what are supermarket shoppers “step by step” purchasing of condoms?
2. Why are supermarket shoppers embarrassed to be seen with condoms in their shopping carts or in
buying condoms in the usual way that they buy other supermarket items?
3. What is their genuine interest in buying condoms or their irresistible curiosity buying them in
“convenient stores than in supermarkets?
4. Comment on the fact that close to 80% of the shoppers are women and how does it impact on mood of
buying condoms along supermarkets.
5. Recommend a solution on the obvious need in finding a way of protecting the shopper's sense of
personal privacy and shielding her from embarrassment.
6. Proposed a way to meet the shopper’s need to retail merchandising strategy for condoms especially
along supermarkets.

Guide Questions/ Survey Questionnaire

● Demographic Profile
-Age
-Sex
● Have you ever bought a condom?
If yes:
■ How often do you buy condoms?
■ What affects your decision in buying condoms?
■ Where do you usually purchase condoms?
■ Why do you prefer to buy condoms at Convenience Stores?
Are you embarrassed to be seen buying condoms?
● Why do you think people are embarrassed to be seen buying condoms especially in groceries?

These questions above are used by the group in order to draw insights and statistics that would help in
analyzing the case and answering the objectives of the case. The survey was random sampling and it was
conducted through Google Docs wherein the group had sent the links of the questionnaire into 40 respondents.
The survey questionnaire was divided into two parts first part is the demographics and second part include
questions about purchasing patterns and recommendation of the respondents.
Insight and Results of the Survey
PART I. Demographics:

Out of 40 respondents, A total of 25 (62.5%) are male while 15 (37.5%) are female. When it comes to
age, ages from 18 to 20 are 20 (50%), 21 to 24 years old are 5 (12.5%), 25-28 are 10 (25%), and for 29 and
above are composed of 5 (12.5%).
PART II. Summary of results

1.) Purchase of condoms. In the 40 respondents only 35 (87.5%) respondents had ever bought a
condom and the remaining 5 (12.5%) had tried to purchase condoms but never bought one.
2.) When it comes to place where the consumer usually purchase condom 100% of them answered
convenience store, wherein most of them preferred to buy condoms in there because of the following
reason; 20 (57.14) of them answered that it has less number of people or the presence of people inside
in the store, 10 (28.57) of them said that it is near their place, another 10 (28.57) answered that
because it is more convenient and has more sense of privacy, and the last 5 (14.29) explained that they
buy condoms in convenience store because it is more likely to be purchase in the middle of the night
where mostly convenience stores are only open.
3.) When it comes to “What affects their decision in buying condoms”, 18 out of 35 (51.43%) said
that their decision making factor when it comes to buying condom is the brand, while 10 (28.57%) of
them answered that it is about more their comfortability (size and preferences), and lastly, 7
respondents (20%) it has something to do with the price of the condom.
 4.) “What changed their mind in buying condoms” For those 5 who had answered that did not
purchase condom but had picked and returned the product, 3 of them were too shy to buy the products
and was pressured because there are lot of people inside the store, while 2 of them said that they
changed their mind because they are only curios about the product.
5.) “Are you embarrassed to be seen buying condoms?” 27 out of 35 (77.14%) had said “Yes” they
were embarrassed to be seen buying condoms, while 8 (22.86%) of them said “No” that they were not
shy when seen buying condom.
6.) Reason why they are embarrassed when seen buying condom. The respondents have answered
different reasons why they are embarrassed but were categorize by the group and most of the reason
are external factors, 10 (28.57%) of them answered that buying condom would affect their image, 13
(37%) of them were scared to be judged by other people, while 4 (11.43%) of them was categorized
into internal factors wherein most of their reason is that it is something that should be private and other
people should not be nosy about it.
Analysis of the Case Questions

1.) Find out what are supermarket shoppers “step by step” purchasing of condoms?
Answer: Based on the following survey from the case and result of the case most of the customer
and consumers are somehow hesitant in buying condoms wherein most of them (77.14%) were
embarrassed to be seen buying condoms and try to put it in the underneath of other items (95%).
Based on this survey the market usually buys condoms every midnight where it is more likely that
stores do not have a lot of customers.
2.) Why are supermarket shoppers embarrassed to be seen with condoms in their shopping carts
or in buying condoms in the usual way that they buy other supermarket items?
Answer: The survey conducted was able to draw insights from the respondents wherein it is said
that most of them were embarrassed to be seen buying condoms because of external factors such as it
might affect their own image (10,28.57%), (13, 37%)were scared to be judged by other people, and
internal factor (4,11.43%) such as it is something that they wanted to be private. Overall, the group had
also summarized this wherein it is believed by the group that the culture and religion are most likely to
affect their decision in buying condoms. Mostly of the population are religious wherein most of it are
Catholics who does not allow premarital sex or sex before marriage. These cultural factors greatly
affect the purchasing pattern of the market of the condom companies.
3.) What is their genuine interest in buying condoms or their irresistible curiosity buying them in
“convenient stores than in supermarkets?
Answer: Basing this to the answers of the respondents, almost all the consumer buys condom in
convenience store, wherein they are more likely to buy condom in convenience store where it has less
presence of people, near to their place, and it is open 24 hours. There are two factors seen in which is
the presence of people or the atmosphere and the availability of condoms in convenience store. The
atmosphere of convenience store wherein there are only time that the people are crowded but has
different times wherein no one is staying inside the store. The availability of condoms in convenience
store wherein it is open 24 hours wherein most of the consumer buys condoms middle of the night or
early morning.
The consumer has more chance of looking and checking condoms in convenience store than
supermarkets wherein it has a smaller number of people when it is not their peaked hour. In that case
consumers tend to be more observant when it comes to the product. Unlike to the grocery consumers
usually had a list of what to buy wherein convenience store is made to buy necessities or products that
should be bought immediately with less hassle.
 4.) Comment on the fact that close to 80% of the shoppers are women and how does it impact on
mood of buying condoms along supermarkets.
Answer: Knowing that 80% of the shoppers are women it does impact on their mood of buying
condoms along supermarkets. The usual target market consumer of condoms in the Philippines are
male but it is sometimes forgotten that women are the often buyer of condoms especially when it comes
to the supermarket. It affects the mood of buying condoms wherein they usually hide or often
embarrassed to be seen condoms in their own cart. On other hand it also affects the sales of condoms
because the usual target market is males wherein its packaging and preferences goes along with males
but often opposite to the women who are the buyers of condoms. The preferences of the consumers
and buyers affects the purchasing pattern because of the two different preferences.

Recommendations:

Recommend a solution on the obvious need in finding a way of protecting the shopper's sense of
personal privacy and shielding her from embarrassment.
The group had thought of three solution wherein the consumer and buyer itself would not be embarrassed and
their sense of personal privacy would be protected:

 Design of packaging and paper bags

The consumers personal privacy would be protected if it in the supermarket if the condoms were
placed in the cashier wherein it is displayed in the cashier but the moment a consumer would like to buy
condoms that person would say it in the cashier and would be given a paper bag and inside it is the condom
wherein it would not be obvious to other customers in the supermarket. In convenience store they could also
redesign the packaging wherein it has minimalist design and could not easily be identify as a condom by other
customers. The displays of condoms in every cashier in the supermarkets would increase the likelihood that
consumers would be curious and buy the product.

 Condom App/ Voucher

The company could have an app wherein the consumer could purchase vouchers online wherein the
buyer could pay in the supermarket and claim the product inside their store. The condom app could also be
used for the consumers to choose their own preferences when it comes to condom and would not be hurry on
deciding what condom to purchase. The consumer would choose their preferred condom, the bar code will
appear, and the consumer would show it in the counter. Once the cashier had seen the bar code, she already
has an idea that the condom should be discreetly placed inside a paper bag before giving it to the customer.

 Increase Health Awareness (Promotion/Pull)

The company could create a promotional picture or slogans that would be seen inside the supermarket
wherein it would promote “safe sex” and that it would probably much matter than one’s religious belief about
premarital sex. It could also create awareness about the number of HIV cases and that the market should
prioritize their own health and safety rather than the opinion of other people around them. Increasing the health
awareness and advertising the condom of one’s company would beneficial to them since it would increase the
likelihood of the market recognizing their brand because of their care for the customer or using emotional
appeal to increase customer experience and lessen the toxic mentality of the market about the product which
is the condom itself.