Social marketing for a better life
Terms of Reference (TOR) for Market Assessment of SRH Products in Ethiopia
Ethiopia has a population of 112 million, making it the second like most populous country in Africa and 12th largest in the world. Women constitute half the population and 26 million women Top are of reproductive age Ethiopia’s population growth and total Ho fertility rates (TFR) are 2.57% and 4.3, respectively. The figures ans are significantly higher in rural areas.
Over the last two decades, Ethiopia has witnessed remarkable trie success in improving family planning, maternal and child health. Contraceptive use among married women increased from 6% COI in 2000 to 41% in 2019. Injectable contraceptives continue to dominate method mix, accounting for 67% of modern contraceptive prevalence (mCPR), while implants (21%), oral an contraceptive pills (4.9%) and IUDs (3.7%) make up most of the remainder. However, unmet need (20%) and total demand re: for family planning (>60%) is very high with growing number of population needing FP/RH services. So, expanding the su family planning service will be a key strategy for fueling this wil “demographic transition or dividend” and meeting Ethiopia’s health and development goals.
DKT employs “Social Marketing” as a core program strategy Using traditional commercial marketing techniques, social bo marketing makes needed products/ services available and affordable, while encouraging the adoption of healthier behaviour.se In Ethiopia, DKT/E sells contraceptives, condoms, safe abortion of products and ORS using social marketing approach in about 13,000 clinical and pharmaceutical outlets.
DKT’s strategic focus is on the private sector in urban, semiurban areas where commercial outlets are concentrated, distribution cost is low, and consumption is high. DKT also fulfils special “backup” requests for the Government of Ethiopia (GoE) and NGO partners, as needed.
DKT/E believes, more focus should be given to improve coverage and quality of family planning services, promote safe sexual and reproductive health practices among youth and adolescents, through increased access to quality FP/RH products and services with target-tailored sexual behavioral change communication and demand creation.
DKT is active in all regions and City Administrations and reaches tens of thousands of private commercial outlets as well as GoE and NGOs. Since 1990, DKT has distributed nearly 1.4 billion condoms, preventing hundreds of thousands of HIV transmissions, and helping limit HIV incidence and prevalence. DKT has also distributed over 68 million cycles of oral contraceptive pills (OCPs), 46 million vials of injectables, 4 million long-acting reversible contraceptives (IUCDs and Implants) and 23 million cycles of emergency contraceptives (EC) which also contributed to the increase in CPR.
In addition to selling products, DKT creates brand and behavior change campaigns to improve demand for a wide range of FP/RH products. DKT communicates the value of its products brands through extensive mass, grassroots, and point-of-purchase (POP) media,” disaggregated by target audience. DKT’s primary audience for most products is women of reproductive age (15 – 49 years old). DKT also targets adolescents (15 – 24 years old) and sexually active men and couples.
DKT is working to have effective in-house marketing capability that keeps DKT’s brands top of mind and contributes to improvement in product sale. Target audiences are given information and messages about FP/RH products and brands using diverse channels. To maintain brand affinity and loyalty, DKT continuously promotes brands through Above the line (ATL) media like TV and Radio and Below the line (BTL) media like point of sales (POS) and IE materials, Merchandizing in pharmaceutical outlets to improve brand visibility and create Top of Mind (TOM) on DKT’s contraceptive and condom brands. However, there is scarcity of evidence showing the effectiveness and gaps of these promotion activities to make DKT/E products to be competitive in the market. Hence, this market assessment tries to generate evidence on the effectiveness of DKT’s marketing strategy and market share of its brands with other competitive products in Ethiopia.
Purpose and Objectives of the Assessment
Market analysis refers to the process of using quantitative and qualitative data analysis to divide the FP market into subpopulations whose needs, characteristics, and practices result in distinct service delivery and/or commodity marketing strategies. Typically, analysis of the FP market examines both supply and demand and helps to identify and target groups with an unmet need or demand that has not been satisfied for FP. It also provides important information in improving equity in ccess to FP services across public and private sectors.
Therefore, addressing the real challenge of FP/RH is important both from demand and supply sides. The overall purpose of this study is to conduct a market assessment of DKT products in selected zones and woredas in Addis Ababa, Tigray, Amhara, Oromia, SNNP and Somale Regions. The general objective of it the assessment is to know the knowledge, need, and availability of SRH products among key consumers and health providers.
The specific objectives are:
- To assess the effectiveness and gaps of DKT’s marketing strategy
- To know the market shares of DKT’s brands with its competitors and the market trends
- To Identify barriers/challenges of low uptake of DKT’s
- oral contraceptives particularly i plan and Style and LARCs.
- To identify which promotion/ communication platform have best impacts for FP/RH products (in terms of Top of mind or uptake).
- To identify which DKT products/ brand are on top of mind of clients/ end users and service providers.
- To explore health service providers knowledge and attitude of DKT’s FP/RH products.
- To explore factors affecting contraceptive use behaviour of adolescents and youth (Knowledge, attitude and use) and access to FP.
- To design better marketing strategy for DKT/E products to be more competitive in the market.
Currently DKT/E would like to hire consulting firm to carry out the marketing assessment survey. The results of this survey will help DKT/E understand family planning opportunities and will also inform DKT’s strategies to address health service providers’ needs (training and capacity building, stock, etc.) and consumers’ needs (market segmentation, pricing, etc.).
The findings of this study will also be used to know the current effectiveness and gaps of DKT/E promotions and place of DKT products in the market. Study results also inform decisions about how to advertise the products and sustain in the market.
Methodology Study Area
The market assessment will be conducted in Addis Ababa, line Tigray, Amhara, Oromia, SNNP and Somale regions in selected Urban and rural kebeles.
Study Design and Methods
Both quantitative and qualitative data collection approaches will be used. The quantitative approach will use household and outlet-based study design targeting adult men and women, adolescent boys and girls for household-based survey and Traditional outlets (Pharmacies and clinics) targeting health service providers for outlet-based survey.
While the qualitative approach will use key informant interview and Focus group discussions (FGDs).
Key informant interviews will be undertaken with health service providers, community and religious leaders, representatives of key government sector offices such as health and women children and youth affairs offices, representatives of implementing partner organizations etc. FGDs will be conducted with a sample of adult women and men as well as adolescent girls and boys to substantiate data gathered through quantitative method. Detail methodological approaches should be clearly stated in the technical proposal.
Scope of work
- This study is expected to encompass selected zones and woredas in the above five target regions and Addis Ababa city administration. From each region, two zones with diverse sociocultural and gender context pertinent all to SRH service seeking behavior will be selected. From each selected zone, one woreda will be selected then from each woreda two kebeles (one urban and one rural) will be selected and included in the assessment. The consultant should determine the total sample size for both quantitative and qualitative methods of the research.
- The consultant should provide detail research design, methodology and data analysis techniques
- The consultant will develop data collection tools (Both quantitative and qualitative) and provide for comments for DKT/E team and finalize based on the feedback given from DKT/E.
- Hire enough number of interviewers and supervisors who have participated in large-scale socio-demographichousehold and outlet-based surveys and can speak the Local languages.
- Provide intensive training that includes both theoretical and field (practical) training.
- Conduct Pilot testing – in areas which are not selected for the actual study.
- In order to guide the process, the consultant will submit the pilot data set for analysis and inception report which include interpretation and understanding of the deliverables, time frame of the task, tools to be used for collecting data (after pretesting of tools) and a summary describing the whole process and how to go about the next steps before proceeding to the actual data collection.
Key Activities and Responsibilities
All interested firms are expected to develop technical proposal that clearly defines the timeline and methodological approach for data collection, data quality assurance technique, data entry and analysis and report writing. Include their comment and suggestion on terms of reference (TOR) (indicate your understanding and feedback on the TOR). Prepare a detailed financial proposal.
Specific activities after agreement
a) Preparation Phase:
- Provide study proposal including specific objectives, methodology, sampling procedures, timeline, data collection, field supervision, quality control, data entry, data analysis and reporting. Prepare and finalize data collection tools and translate to local language/s
- Submit the final technical approaches and tools to DKT team for approval
- Submit operation plan/inception report
b) Training and Pre-testing Phase
- Conduct pre-testing of survey tools and present the findings to DKT team and get approval for the actual data collection
- Train the data collection team in collaboration with DKT team
c) Data collection
- Conduct field supervision and monitoring during the data collection
- Provide technical assistance during the data collection period
d) Data processing and reporting
- Submit data entry template for the study to DKT team before starting data entry (using CSPro) for approval Perform the data entry
- Conduct data cleaning
- Conduct data analysis
- Develop draft reports and submit to DKT Ethiopia for feedback
- Debriefing at DKT Ethiopia office.
- A final report will be produced at the end of the agreement period, eight weeks from the signing of the agreement,
Deliverables: DKT Research team will oversee the process and be responsible for accountability and guidance throughout all phases of execution, and approval of all deliverables
Data collection tools,
- Work plan and proposed outline of the pilot test report will be submitted within one week after signing the agreement
- Raw data sets in SPSS version and CSPro
- Syntax used for analysis
- Draft survey report for review
- The Final report(both in hard and soft copies) will be submitted to DKT Ethiopia incorporating all comments and feedback. All reports should have standard report writing sections with all required annexes included. All data collection tools used (both in English and Amharic) and the datasets should also be delivered to DKT Ethiopia.
Criteria for Selecting Consultant
Qualifications and Experience
- The consultant team shall consist of professionals and should possess a minimum of postgraduate degree in the field of Demography/Population Studies, Marketing, Economics, Health, Public Health, Statistics, or related fields and should have at least 5 years of proven experience in undertaking projects of similar scope. Applicants should also have excellent analytical and report writing skill.
Timing and Reporting
- The data collection and production of final report is to be completed within eight weeks period. The contract is for a fixed period of eight weeks and is not subject to renewal.
Payment: 40 % upon signing of contract, and the rest 60% upon completion of final report
Submission of Proposal: Interested consultants are expected to collect the TOR prepared by DKT team free of charge and submit proposals within 15 days after the date of advertisement Technical and Financial proposal including, timelines and budget estimates, should be submitted in separate envelopes and should be submitted to DKT Ethiopia office in person.
Note: Documents such as personal profiles and other credentials with a covering letter should be included to the Technical proposal. Technical and financial proposals should be submitted to DKT Ethiopia to the address given below before or on August 19, 2020 (in person)
Bole Wollo Sefer, In front of Tebaber Berta village.
China Africa friendship street, on the road from
Wollo Sefer to Gotera..
Tel No: +251-11-6632222