phát triển chương trình tiếp thị xã hội cho sản phẩm bao cao su nữ, đối tượng gái mại dâm ở việt nam

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS NGUYEN THI LAN HUONG DEVELOPING SOCIAL MARKETING MIX FOR FEMALE CONDOM TARGETING SEX WORKERS IN VIETNAM Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Dr Tran Doan Kim Hanoi, 2012 ACKNOWLEDGEMENTS I gratefully acknowledge the members of the target groups, who participated in this study, And especially surveyors, peer educators and project coordinators, who helped to draft and carry out the interviews I am very grateful for the advice and comments of Dr Tran Doan Kim, who have whole-heartedly supervised and guided me to complete this thesis i ABSTRACT DEVELOPING SOCIAL MARKETING MIX FOR FEMALE CONDOM TARGETING SEX WORKERS IN VIETNAM Nguyen Thi Lan Huong MBA Candidate, 2008 - 2010 Hanoi School of business, Vietnam National University Supervisor: Dr Tran Doan Kim December, 2012, 122 pages In the mid-1980s, Condom Social Marketing (CSM) emerged as an effective tool in combating the spread of HIV/AIDS Through Social Marketing programs and projects in many countries affected by the epidemic, condoms have become more easily available, affordable and acceptable to sexually active men, women and young people in general as well as to those in highrisk groups, including female sex workers In Vietnam, unsafe commercial sex is one of the primary drivers of the HIV epidemic It is estimated that 9.3% of all female sex workers in Vietnam will be living with HIV in 2012 In addition, and particularly in the case of condoms with Sex Workers (SWS), social marketing can be an alternative source of products and information for them who may be unable or unwilling to access public health services The female sex workers study design is based on theoretical framework of Social Marketing Mix specially focus on P4: Promotion - Integrated Marketing Communication; and the perform framework for social marketing ii (Chapman and Patel, 2004) Perform analyzes the major determinants of health behaviors by categorizing them in terms of opportunity, ability and motivational factors By segmenting the customer and conducting formative research, we will determine the exact needs and suitable and effective condom social marketing CSD‘s team target SWS in six provinces: Hanoi, Haiphong, Quang Ninh, Ho Chi Minh, Can Tho and An Giang We use an innovative approach to conduct qualitative, exploratory research on the most relevant methods of changing behavior among the various at-risk groups within the SWS population Data was collected via individual face-to-face interviews, using a structured questionnaire Reported that SWS use condom with clients during the last sex was high (91%), but consistent condom use in the past month was lower (66%) In the past month, 83% of SWS report having regular clients and 71% report always using a condom with these clients 56% of SWS reported having noncommercial regular partners in the past three months Reported condom usage is much lower with non-commercial partners than with commercial partners At last sex, 39% of SWS report using a condom with regular partners and 25% report consistent condom use The risk factor here is the risks of HIV/AIDS with SWS though not consistent use any condom with their partners (commercial and non-commercial clients) In this situation with my knowledge had studied specialize in marketing at HSB, I create the female condom social marketing communication campaign for SWS in Vietnam with brand ―SHE female condom‖ My campaign focus on SWS consistent use female condom with both their partners: commercial clients and non-commercial sex partners iii The marketing plan that has been prepared for the market analysis followed The thesis outlines the various factors that need to be considered in bringing out such a product and the various advantages that it carries for the society I am interested in creating awareness about the product ―SHE female condom‖ and create enough interest in the mind of SWS to facilitate purchase of the product The measure of success of this social marketing program is much more than the volume of product sales achieved Female condoms have never come to Vietnam and they are totally new to most people here in Vietnam Thus, the idea of this communication is to non-distinguish the introduction of female condom in general and SHE brand female condom In Vietnam, when new products were introduced first to the people, the brand name of the very first product, or sometimes the most popular brand name of a type of products got to be taken as the name For example, in Vietnam, most people call motorbike ―HONDA‖, even when the bike is produced by YAMAHA; or they call ―Lavie‖ for any mineral water The idea of the communication plan is to unify the concept of female condom with SHE brand female condom Also, since the product should be of non-profitable aim, communication for the product has to be unified or in-distinguished with communication for STDS including HIV/AIDS prevention among SWS Thus, female condoms should be compared to other methods of STDS prevention as male condoms but not to fight for victory with them Instead the idea should be that female SWS now can feel safer and even more equal when they can be more active to use condoms (female condoms) In conclusion, I focus on social marketing, and particularly the social marketing mix of female condoms, as a key strategy in the fight against the iv global HIV/AIDS pandemic In Vietnam, the population will find it difficult, frequently impossible, to avail of the new products and increased protection The lessons to be learned from the past experience and experiments in male condom social marketing in Vietnam and female condom in other countries can help in making female condom campaign efficiency in future v TÓM TẮT PHÁT TRIỂN CHƯƠNG TRÌNH TIẾP THỊ XÃ HỘI CHO SẢN PHẨM BAO CAO SU NỮ, ĐỐI TƯỢNG GÁI MẠI DÂM Ở VIỆT NAM Nguyễn Thị Lan Hương Trường Đại Học Quốc Gia Hà Nội Khoa Quản Trị Kinh Doanh Hướng dẫn: Tiến sỹ Trần Đoàn Kim Tháng 12 , 2012, 122 trang Từ thập niên 1980 , marketing xã hội bao cao su (CSM) lên công cụ hiệu việc phòng chống lại lây lan HIV/AIDS Thơng qua chương trình marketing xã hội dự án nhiều quốc gia bị ảnh hưởng dịch bệnh HIV/AIDS, bao cao su trở nên phổ biến, dễ dàng mua với giá phải những có hành vi quan hệ tình dục đàn ơng, phụ nữ thiếu niên nói chung người nhóm có nguy cao, bao gồm người hành nghề mại dâm Tại Việt Nam, mại dâm không an tồn ngun nhân đại dịch HIV/AIDS Ước tính khoảng 9,3% gái mại dâm Việt Nam ―sống chung‖ với HIV vào năm 2012 Như vậy, với việc sử dụng bao cao su người hành nghề mại dâm (SWs), marketing xã hội cách cung cấp sản phẩm thơng tin cho họ, người không muốn sử dụng dịch vụ y tế công cộng Nghiên cứu gái mại dâm tiến hành dựa khuôn khổ lý thuyết marketing xã hội tích hợp, đặc biệt tập trung vào P4: truyền thông/khuyến - công cụ tiếp thị truyền thơng tích hợp thực theo mơ hình hiệu vi cho tiếp thị xã hội (mơ hình PERForM - Chapman Patel , 2004) Thực việc phân tích yếu tố định hành vi ảnh hưởng tới sức khỏe cách phân loại chúng khả năng, hội yếu tố động lực Bằng cách phân chia đối tượng tiến hành nghiên cứu, tơi xác định xác nhu cầu xây dựng chương trình marketing xã hội bao cao su phù hợp hiệu Nhóm nghiên cứu cơng ty phi phủ CSD‘s (Cơng ty Nghiên cứu Truyền thơng Sự phát triển bền vững) tập trung vào gái mại dâm sáu tỉnh thành nước: Hà Nội, Hải Phòng, Quảng Ninh, Thành phố Hồ Chí Minh, Cần Thơ An Giang Chúng sử dụng cách tiếp cận sáng tạo mẻ để tiến hành đo đạc định lượng, định tính, nghiên cứu thăm dò phương pháp phù hợp để thay đổi hành vi sử dụng bao cao su nhóm có nguy lây bệnh khác số người hành nghề mại dâm (SWS) Dữ liệu thu thập thông qua vấn trực tiếp, riêng tư với cá nhân, cách sử dụng bảng câu hỏi vấn đề quan tâm Báo cáo gái mại dâm sử dụng bao cao su với khách hàng lần quan hệ tình dục cuối cao (91%), sử dụng bao cao su phù hợp tháng trước (thời điểm vấn) thấp (66%) Trong tháng đó, 83% gái mại dâm vấn trả lời họ có khách hàng thường xuyên có 71% số ln ln sử dụng bao cao su với khách hàng 56% gái mại dâm đươc vấn thừa nhận họ có bạn tình (khơng phải khách hàng) thường xuyên tháng trước Và với nhóm bạn tình đó, họ sử dụng bao cao su quan hệ với khách hàng Trong lần quan hệ gần nhất, 39% số gái mại dâm hỏi có sử dụng bao cao su với bạn tình, có 25% sử dụng bao cao su phù hợp Nguy là, gái mại dâm dễ dàng bị lây nhiễm HIV/AIDS họ không sử dụng, vii sử dụng bao cao su không cách, không phù hợp với ―đối tác‖ (khách hàng bạn tình) Trong bối cảnh đó, với kiến thức hiểu biết thu nhận qua q trình đào tạo HSB, tơi xây dựng chiến dịch marketing xã hội cho sản phẩm bao cao su dành riêng cho nữ giới, đối tượng mục tiêu gái mại dâm với ―SHE‖ ―SHE‖ mang ý nghĩa dành cho phụ nữ, bảo vệ phụ nữ, người bạn phụ nữ Chiến dịch tập trung chủ yếu vào việc hướng dẫn, mang đến cho gái mại dâm điều kiện tiếp cận với loại bao cao su phù hợp cho họ, sử dụng với khách hàng bạn tình Chiến dịch xây dựng phân tích thị trường tiến hành Luận án đưa yếu tố khác cần xem xét việc đưa sản phẩm ích lợi khác mà mang lại cho xã hội Tơi mong muốn tạo độ nhận biết sản phẩm bao cao su dành cho nữ giới ―SHE‖ , nâng cao hiểu biết thúc đẩy gái mại dâm mua sử dụng sản phẩm Hiệu dự án không nằm việc đo lường doanh thu sản phẩm Bao cao su nữ chưa xuất Việt Nam sản phẩm mẻ Vì thế, ý tưởng chiến dịch tạo quán tâm trí người tiêu dùng bao cao su nữ thương hiệu SHE Ở Việt Nam, sản phẩm tiếp cận với thị trường đầu tiên, tên sản phẩm tiên phong đó, đơi trở thành tên gọi dòng sản phẩm Ví dụ, đa phần người gọi xe máy ―Honda‖, kể xe máy Yamaha; họ gọi ―Lavie‖ thay cho tên nhãn hiệu loại nước tinh khiết đóng chai khác Chiến dịch này, theo đó, mong muốn tạo xu hướng tương tự viii Ngoài ra, từ sản phẩm xác định bán với mục đích phi lợi nhuận , viêc truyền thông cho sản phẩm đồng với việc tuyên truyền bệnh lây truyền qua đường tình dục (STDs) bao gồm HIV/AIDS cho gái mại dâm Theo đó, bao cao su nữ so sánh với phương pháp phòng chống lây lan STDs khác bao cao su nam để loại bỏ phương pháp Thay vào đó, nghĩ rằng, gái mại dâm cảm thấy an tồn hơn, chí cơng họ chủ động bảo vệ nhiều sử dụng bao cao su nữ Ở phần kết luận, tập trung vào marketing xã hội, đặc biệt marketing xã hội bao cao su nữ, chiến lược then chốt để chống lại đại dịch toàn cầu HIV/AIDS Ở Việt nam, người dân thường khó tiếp cận sản phẩm, để biết lợi ích sản phẩm nâng cao khả bảo vệ thân trước bệnh lây lan Những học rút từ kinh nghiệm khứ thử nghiệm marketing xã hội bao cao su nam Việt Nam bao cao su nữ nước khác có ích cho việc thực hiệu chiến dịch tương lai ix 16 I can persuade my regular non-commercial partner to use condoms 17 I would still insist on using a condom, even if a client offered more money 18 I am less likely to use condoms if I am drunk or high MOTIVATION Attitude 19 Money is more important than my health 20 With my regular non-commercial partners, love is more important than safe sex 21 With my regular non-commercial partners, sexual pleasure is more important than the risk of HIV infection Belief 22 Condoms often break during sex 23 Condoms often slip off during sex 24 I not need to use condom with regular clients 25 I not need to use condom with cleanlooking clients 26 I not need to use condom with welldressed clients 27 Condom are not needed with a client who does not have physical symptoms on his penis 94 28 People with HIV can look healthy 29 Clients who refuse to use condom may already have HIV 30 Married clients are less likely to be infected with HIV 31 Clients at a high social position are less likely to be infected with HIV 32 If my clients look attractive, it is not necessary to use condoms with him 33 Old clients are less likely to be infected with HIV 34 I can‘t get HIV if I have sex just once or twice without condoms with clients 35 Using condoms with my regular noncommercial partners show that I don‘t trust them Locus of control 36 Clients make decision on condom use during sex 37 My EE owners/ madams/ pimps decide if I use condoms with clients during sex 4 Outcome Expectations 38 I will not get any STIs if always use condoms with clients 95 39 Using condoms makes me enjoy the sex with my regular non-commercial partner because I am not worried about getting diseases 40 Using condom protect both my boyfriend/husband and myself 4 42 If the clients say that he use condoms with others, I am less likely to use condoms with them 43 If my regular non-commercial partner says he uses condoms with others, I am less likely to use a condom with them Threat – Personal risk perception 41 I am at high risk of HIV if I never use condoms Intention This is data analysis and interpretation: Consistent condom use Inconsistent condom use N= 506 N =259 66.1 % 33.9 % Mean Mean Condoms are always available at places where I meet or have sex with my clients 3.14 3.05 Condoms are generally affordable 3.09 3.15 INDICATORS OPPORTUNITY Availability 96 Mean Mean 3.36 3.41 2.52 2.55 2.33 2.43 in a shop 2.51 2.49 I can easily put on condoms for my clients even when we are in hurry to have sex 2.94 2.91 I can persuade clients to use condoms 3.13 3.13 I‘m afraid that clients will leave and not buy sex from me if I ask them to use a condom 2.78 2.64 3.01 2.79 2.85 2.71 2.93 2.95 ABILITY Knowledge Consistent condom use reduces risk of getting HIV Social Support My clients often ask me not to use condoms Self-efficacy I am worried about the police if I carry I am embarrassed to ask for condoms I would still insist on using a condom even if a client offered more money I am less likely to use condoms if I am drunk or high MOTIVATION Attitude Money is more important than my health 97 3.10 2.90 during sex 2.73 2.61 People with HIV can look healthy 2.90 2.85 2.90 2.66 3.27 3.13 3.22 3.23 Belief 1) I not need to use condoms with regular clients 2) I not need to use condoms with a clean client 3) I not need to use condoms with a Well-dressed client 4) I not need to use condoms with a client who not have physical symptoms on his penis 5) I not need to use condoms with a clients who looks attractive In my opinion In my opinion, condoms often slip off Locus of control The client makes the decision if We use condoms during sex Outcome Expectations I will not get any STIs through sexual intercourse with clients if I always use condoms Threat – Personal risk perception I am at high risk of HIV if I never use condoms 98 Population Characteristics Mean Mean Average age (years) 26.90 26.79 Average monthly income (million VND) 4.62 4.80 Amount money borrow (million VND) 2.13 2.82 % % 31.8 31.0 Street-based SWs 35.2 31.3 EE-based SWs 64.8 68.7 % % 80.5 88.3 19.0 40.6 12.7 12.1 30.8 44.3 Completed up to secondary school only Type of SWs: Other Characteristics Sex behavior Had any regular clients in the last 1month Symptoms related to STI Had or suspected having any STIs in the last 12 months HIV testing Received VCT services in the last months Other Used any contraceptive methods apart from condoms in the last months 99 Motivational constructs correlated with consistent condom use were belief, locus of control, and outcome expectation A scaled construct measured a SW‘s belief she could visually assess a client to determine if she should use a condom SWs who believed they could determine with which clients they should use a condom during sex were 7.32 times less likely to be consistent condom users In addition, SWs who believed condoms slipped off during sex were less likely to be consistent condom users (x=2.73 vs 2.61) In addition to belief factors, locus of control was found to be a significant determinant SWs that were inconsistent condom users were more likely to agree that the client makes the decision whether a condom is used during sex (x=2.90 vs x=2.66) Under Outcome Expectations, SWs who agreed they would not get STIs through sexual intercourse with clients if they always used condoms were more likely to be consistent condom users (x = 3.27 vs x = 3.13) Step 4: The information that can learn about 4Ps to launch our product: “female condom” Questionnaire 4: No Questions and filters Get from madams, guest houses, karaoke, etc without paying money directly will be considered as free In the last months, did you buy condoms or get them for free? Coding categories Codes I buy condom all of the time I buy condom most of the time Half buying, half for free I get condom for free most of the time I get condom for free all of the 100 No Questions and filters Coding categories Codes time Please tell me all the places where you bought condoms in the past month Hotels/Guest houses Karaoke Massage parlor How often did you buy condom from those places? Barbershop Coffee shop Tea stall Pharmacy Health facility Supermarket Grocery Bar Restaurant 10 Beer hall/ popular restaurant 11 Discotheque 12 Brothel 13 Others (specify): _ If you could buy condoms anywhere, what are your preferred locations? 14 Hotels/Guest houses Brothel Karaoke Massage parlor Barbershop Discotheque Restaurant 101 No Questions and filters Coding categories Codes Beer hall/Popular restaurant Coffee shop Bar 10 Tea stall 11 Pharmacy 12 Health facility 13 Supermarket 14 Grocery 15 Others 16 specify): In the last months, where did you get free condoms? Peer educator/Outreach worker Drop-in center HIV testing/VCT centers Your EE‘s owner/pimp/madam Guesthouse/hotel Clients Your husband, boyfriend Friend Other (specify): _ Which brands of condoms you know? NUMBER ONE OK BEAUTIFUL DREAM SUZUYA ROMAX 102 No Questions and filters Coding categories Codes DUREX VIVA ROCK LONG SHOCK HERMAN SUPERMAN 10 Other (specify): _ Don‘t know/remember any brand Why you use those brands of condom? Good price Free distributed Easy to get Clients prefer Don‘t break More lubricant Good quality Fashionable Got colors Got flavors/scents 10 Got exciting attributes (textured, 11 ribbed etc.) Other 12 (specify): 99 Don‘t know Do you know about female condom? 103 Yes No No Questions and filters Coding categories Codes If it has female condom in Vietnam market, will you use it? Yes No If a seller comes and offers you this pack of SHE female condoms, with condoms inside Would you be willing to pay 3,000 VND for this pack of condoms? Yes No This is data analysis and interpretation: No Questions Coding categories N= 156 % Get from madams, guest houses, karaoke, etc without paying money directly will be considered as free In the last months, did you buy condoms or get them for free? Please tell me all the places where you bought condoms in the past month 104 I buy condom all of the time 10 I buy condom most of the time 22 Half buying, half for free 38 I get condom for free most of the time 19 I get condom for free all of the time 11 Hotels/Guest houses How often did you buy condom from those places? If you could buy condoms anywhere, what are your preferred locations? 105 Karaoke Massage parlor Barbershop Coffee shop Tea stall Pharmacy 15 Health facility Supermarket Grocery Bar Restaurant Beer hall/ popular restaurant 10 Discotheque 13 Brothel 11 Others (specify): _ Hotels/Guest houses 14 Brothel 12 Karaoke Massage parlor 4 In the last months, where did you get free condoms? 106 Barbershop Discotheque 11 Restaurant Beer hall/Popular restaurant Coffee shop Bar Tea stall Pharmacy Health facility 10 Supermarket Grocery Others specify): Peer educator/Outreach worker 18 Drop-in center HIV testing/VCT centers 14 Your EE‘s owner/pimp/madam 18 Guesthouse/hotel 15 Clients Which brands of condoms you know? Why you use those brands of condom? 107 Your husband, boyfriend 12 Friend Other (specify): _ NUMBER ONE OK 19 BEAUTIFUL DREAM SUZUYA ROMAX DUREX 22 VIVA 13 ROCK LONG SHOCK HERMAN SUPERMAN Don‘t know/remember any brand Good price Free distributed 12 Easy to get Clients prefer Don‘t break 16 Do you know about female condom? If it has female condom in Vietnam market, will you use it? If a seller comes and offers you this pack of SHE female condoms, with condoms inside Would you be willing to pay 3,000 VND for this pack of condoms? 108 More lubricant 13 Good quality Fashionable 18 Got colors Got flavors/scents Got exciting attributes (textured, ribbed etc.) Other (specify): Yes 19 No 81 Yes 58 No 42 Yes 88 No 12 ... doanh thu sản phẩm Bao cao su nữ chưa xuất Việt Nam sản phẩm mẻ Vì thế, ý tưởng chiến dịch tạo quán tâm trí người tiêu dùng bao cao su nữ thương hiệu SHE Ở Việt Nam, sản phẩm tiếp cận với thị trường... Vietnam and female condom in other countries can help in making female condom campaign efficiency in future v TÓM TẮT PHÁT TRIỂN CHƯƠNG TRÌNH TIẾP THỊ XÃ HỘI CHO SẢN PHẨM BAO CAO SU NỮ, ĐỐI TƯỢNG... thường khó tiếp cận sản phẩm, để biết lợi ích sản phẩm nâng cao khả bảo vệ thân trước bệnh lây lan Những học rút từ kinh nghiệm khứ thử nghiệm marketing xã hội bao cao su nam Việt Nam bao cao su nữ