Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Humayun Ansari

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas, Salma Mirza

Project Coordinator (External)

Dr. Naveed Ahmed


Maire Stopes Pakistan

Committee Member 1

Humayun Ansari, Assistant Professor, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

2011- 2012 MSSP Reproductive Health Marketing Strategy provides the broad framework within which communication should serve as a strategic input into the implementation of The MSSP Strategy 2010 - 2015. The MSSP Marketing Strategy provides the tactical approaches to guide the implementation of the objectives of enhancing the reproductive health status of all Pakistanis by improving MSS services and getting more of the target market to avail the services. The development of this Strategy is informed by a rapid situation analysis based on primary research conducted during the project. The situation analysis included review of relevant documents on reproductive health, interviews with key persons at decision making levels and a focus group and survey of the target market. The key findings of the situational analysis are that: 1. The public sector is losing focus on demand creation for reproductive health services; 2. There is increasing recognition that communication is an important input for achievement of program’s goals and objectives; 3. Despite the MSS earlier efforts at communication through various media and a lot of budget given to the programs, the results have not been very promising, as the number of people availing the services has decreased The vision and goals of the Reproductive Health Marketing Strategy is to achieve MSSP reproductive health goals by: a. Identifying and giving suggestions to remove any gaps in perceived and expected services marketing mix by the customers to improve the services. b. Making a communication strategy to increase the awareness of MSS brands and to influence more people to avail the MSS services. The Communication Strategy objectives are to: 1. Increase awareness of the MSS brands Behtar Zindagi and its importance in safe motherhood and family planning services in target market as well as general public 2. Persuade the target audience to utilize Behtar Zindagi services for a better reproductive health. 3. Introduce and persuade target audience to use long term family planning product Femplant 4. To introduce to teens as an authentic source of their private gender related queries and issues. It will employ the following strategies towards realizing the outlined objectives: 1. Effective communication programs to reposition reproductive health as a national problem. 2. Targeted evidence based strategic communication campaigns on all key reproductive health themes (safe motherhood, family planning and adolescent and youth) designed using innovative techniques to improve knowledge, create demand and utilization of available services by target market, especially the rural population. A phased-in approach will be adopted in implementation of the strategy over a two year period. The coordination of planning and implementation of the Strategy at national, provincial and district levels will be the responsibility of the MSS RH Communication Technical Working groups. It is expected that the communication activities will be integrated into the overall planning frameworks at all these levels. Other implementation arrangements recommended by this Strategy include the assignment of a communication expert to oversee its implementation and monitoring, production and dissemination of communication materials. MSS strategy implementation teams will be responsible for the overall monitoring of this Strategy.

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