Evaluating the Total Market for Condoms: A Competitive Analysis of Socially Marketed and Commercial Brands in Central America 2nd World Non-Profit & Social Marketing Conference Megan Kays

Brand Equity Brand equity is the overarching construct that characterizes brands and brand identification among target audiences

Vive Background

Research Background Conjoint study (head-to-head comparisons) to evaluate brand equity in Vive compared to commercial brands Nationally representative random sample 600 low income and 600 middle income 18-49 years old sexually active men used one of the main Guatemalan condom brands in past 3 months Questions about: brand awareness brand equity behavioral intentions willingness to pay

Comparison of Brand Equity – Lower Tier Amor Escudo Original Odds Ratio p-value Satisfaction/Loyalty 2.537 0.001 2.447 <0.001 1.339 0.112 Perceived Quality 0.803 0.307 0.950 1.597 0.023 Leadership/Popularity 2.127 0.002 1.413 0.16 1.363 0.084 Perceived Value 1.167 0.484 2.014 0.007 1.393 0.073 Brand Personality 1.523 0.016 1.255 0.192 0.757 0.063 Age 0.833 0.083 1.211 0.076 0.985 0.876 Socioeconomic Strata 1.861 0.008 0.625 0.044 0.895 0.588 Education Level 0.980 0.864 1.342 0.020 0.942 0.572

Comparison of brands used with occasional, regular, and FSW partners Vive Amore Other Occasional 92.2% 7.8% Regular 89.7% 10.3% FSW 86.4% 13.6% Escudo 91.2% 8.8% 93.3% 6.7% 78.6% 21.4% Vive Original 93.1% 6.9% 95.1% 4.9%

Willingness to buy brands at specific price points

CONCLUSIONS Low-tier consumers have high brand equity in Amore Amore brand equity is similar to that of competitor Escudo Escudo appears to be the ‘premium’ brand in the low-tier category Men are willing to pay a higher price for Escudo Escudo users were more likely to use another brand with FSW Men who are primary users of one line of condoms but sometimes use another, may be potential switchers