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
Exhibit 1. Brand equity conceptual model
Brand
Exposure
Social, cultural & physical
environment moderate each pathway
Reactions/
receptivity
Brand
Equity
Mediators
(attitudes/beliefs,
efficacy, norms)
Product/category
purchase/use
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
Odds
Ratio
Escudo
p-value
Original
p-value
Odds
Ratio
Odds
Ratio
p-value
Satisfaction/Loyalt 2.537
y
0.001
2.447 <0.00
1
1.339 0.112
Perceived Quality
0.803
0.307
0.950 0.803
1.597 0.023
Leadership/Popul
arity
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
Partners
Occasional
Regular
FSW
Vive Amore
Other
Partners
Occasional
Regular
FSW
Escudo
Partners
Occasional
Regular
FSW
Vive Original
Other
93.1%
95.1%
89.7%
92.2%
89.7%
86.4%
7.8%
10.3%
13.6%
Other
91.2%
93.3%
78.6%
8.8%
6.7%
21.4%
6.9%
4.9%
10.3%
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 lowtier 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