Project: Technical Assistance for the Contraceptive Social Marketing Project: Importadora de Productos Farmace├║ticos, S.A. (IPROFASA)

Client: USAID/Guatemala


Marketing: Guatemala

Juárez & Associates provided technical assistance services through long- and short-term consultants to the contraceptive social marketing (CSM) project in Guatemala. The five-year assistance program focused on marketing, marketing management, strategic planning, advertising, and new product development for family and child health care products, including contraceptive products. For example, J&A provided a television ad for LIRIO in 1989, which received an award for the best sound track for an advertisement in Guatemala.

The final effort involved assisting IPROFASA develop strategies for marketing pharmaceutical products to the indigenous sectors of the country. This latter venture included market planning efforts as well as market research endeavors in developing strategies for identifying appropriate product mix and packaging, distribution channels, pricing policies, and promotional strategies. J&A provided a market plan for this sub-project as well as for the overall CSM program.