Marketing contraceptives in Nigeria


Final Paper Guidelines


The project requires each team to select a country and a product, develop a marketing plan for the selected country and product, and report your results with a final paper.


Final Paper


The report should include four components. The first is a general survey of the country’s culture. The second covers the economy of the country including a thorough analysis of the distribution and marketing systems. The third is a market audit and competitive analysis of a country market for a specific product. The fourth is a preliminary marketing plan for a product under consideration for marketing in the country your team has selected.


The Country and Product Selection

  1. You should post the country and the product you selected on your team thread on the discussion board. You are NOT allowed to select a country that had already been selected by other teams. Therefore, it’s important to announce your selected country and product as soon as possible on the Blackboard.
  2. I suggest you select a country in which you have some specific interest or knowledge. However, I will not allow two teams to select the same country.
  3. You are encouraged to select a consumer product to market to your selected country. Some good choices include baby food, disposable diapers, powdered milk, contraceptive pills, high-protein diet supplements, prepared foods such as dry soups, portable washing machines, soft drink mix, children’s toys, instant noodles, franchise outlets and early pregnancy tests.


The Country Notebook

A detailed guide on how to develop the marketing plan is discussed in the textbook – The Country Notebook – A Guide for Developing a Marketing Plan. There is also a country notebook writing guide in the course documents section of the Blackboard course website.


Format Requirements

  1. Font Size – 12 points
  2. All Margins – 1 inch
  3. Double Space
  4. No blank line is allowed between paragraphs.


Grading Criteria:

  1. Comprehensiveness – Have you covered most of the areas described in “The Country Notebook?
  2. Credibility of the materials (The first three components of the paper) – Is your survey/analysis solid, credible, and useful?
  3. Pragmatism – Is your marketing plan pragmatic and implementable?
  4. Creativity – Is your marketing plan innovative and interesting?




The number of people using contraception in the world has increased at a tremendous rate. Since they were introduced as a way to control the burgeoning population, they have become a tool at hand for governments and families to plan the population to a manageable level. Indeed, the effectiveness of contraceptives in helping the world manage the population has been acknowledged in  a number of studies. However, a recent Global Mail report on a world survey on the use of contraceptives that was carried out in 2009 shows that African countries and some in Middle East lag behind in use of contraceptives (Thomson 1). The report showed that Nigeria, together with other African countries has less than 25% average use of contraceptives.  This makes Nigeria an ideal target market for contraceptives.  A recent report by Monjok, Smesny, Ekabua et al. (17) documented that the current rate of use of contraceptives in Nigeria is 11% to 13%. This was reported to be quite low when compared to the high rate of sexual activity and increased awareness of the different forms of contraception in the population.  This has resulted in a high number of unwanted pregnancies and illegal abortions. This report concluded that the use of community-oriented approaches and political will can go a long way to increase contraceptive use in the country.  Although this has been attributed to different factors like cultural barriers (Odimwengu 90), the report identifies the lack of access to contraceptives as a major factor leading to their reduced use. The average distance that a person in developing countries walks to access a contraceptive is considerably longer than an average distance that a person walks in developed countries.  The major factor contributing to inadequacy of contraceptives in developing countries can be attributed to distribution systems that do not reach the interior towns.  As a result, different methods of marketing, including social marketing, have been explored in other studies with results showing remarkable improvement in the use of contraceptives.