Marketing a Taboo Product: Tackling the Consumer Mind-set in Pakistan

Abstract

The case focuses on the marketing and promotional activities of contraceptives in an emerging market that is also culturally conservative—such as that of Pakistan. The case will explore the cultural and the societal barriers faced by the brand team during the process of designing marketing activities for contraceptives in a country where anything related to the topic of sex is a taboo and is seen as disrespectful and religiously controversial. The case highlights the challenges of marketing a contraceptive brand in such a situation, and the strategies and steps that could be employed to overcome these barriers. Moreover, the case also explores how a controversial brand/product may be established strongly in such a society using strategic marketing. Overall, the case explores marketing and branding challenges and strategies through influencing and changing consumer perceptions and behaviours regarding contraceptives in conservative societies.