WIN CUSTOMERS FOR LIFE SPECIAL READING MATERIAL FOR YOU BY VHS-APAC AND NIS-SPARTA, CHENNAI
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WIN
CUSTOMERS
FOR LIFE
SPECIAL READING MATERIAL FOR YOU
BY VHS-APAC AND NIS-SPARTA, CHENNAI - extracted text
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WIN
CUSTOMERS
FOR LIFE
SPECIAL READING MATERIAL FOR YOU
BY VHS-APAC AND NIS-SPARTA, CHENNAI
APAC project Is administered by Voluntary Health Services, Chennai
with financial assistance Irom United States Agency for International
Development under bilateral agreement with the Government of India.
USAID
--------------- <
FOREWORD
The spread of the HIV has posed a grave challenge to the social and
economic development of the country.
The Voluntary Health
Services - AIDS Prevention And Control Project (APAC) has initiated
innovative and multi-pronged strategies to prevent the spread of
HIV/AIDS. One of the strategies is to train the retailer on condom
promotion.
This training programme aims to train different types of retailers
(medical, general, grocers and petty-shop keepers dealing in
cigarettes) on condom promotion. The retail outlets are spread over
the nook and corner of the state and almost every individual is likely
to shop in any one of these outlets for his day to day purchase. The
uniqueness of this training programme is that it not only provides the
retailer an idea on his role in society, it also provides him tips on
improving his retail business and retaining customer satisfaction in
addition to promoting condoms.
The training programme for retailers on condom promotion is the first
of its kind globally and has been prepared with professional help.
I am sure this retailer training programme will be well-received by the
retailers and look forward for their active association with us in
preventing the spread of the dreaded virus.
Dr. P. Krishnamurthy
Project Director
APAC Project
inakkam
This special reading material is presented to you by AIDS
i revet sot. And Control Project ’.APAC). VHS, Chennai, sponsored
I .’led States Agency ‘or International Development (USAID)
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tkills by professional customer handling
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■. s ially beneficial products at your outlet
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the ' ?... '.'k.- '.ilan’' who is socially responsible and earns
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You can be a protector
How?
You can save lives by being a knowledgeable and skilled retailer.
What knowledge?
The knowledge about your social importance. You have a responsibility.
You can prevent deadly diseases in the society. You can prevent AIDS.
You can help build a happy family. You can be a Padukavalan.
What are these diseases?
The Sexually Transmitted Diseases (STD), including HIV/AIDS. All these
diseases are passed on from one person to another mainly by sexual
intercourse. They are also called Venereal Diseases (VD). While most of
the STD are curable, HIV/AIDS is not curable.
Though faithful partnerships definitely will prevent STD / HIV for some
people the only saviour that can protect them from the sexually
transmitted diseases (STD) and HIV/AIDS is a Condom.
What is the population of India?
The population of India today is about 98 crores. The population has
grown very fast over the years. The size of the population has a direct
impact on employment, economic development, social welfare, etc.
Population Growth
With the population growth, the density is also inert.: ..„
Density
1971: 177 per sq. km
1981: 277 per sq. km
Population is not the only thing that grows. With it diseases are spreading
faster. STD and HIV infections are also growing every day.
What is ATOS?
When the HIV virus inactivates the immune system completely, the
condition is known as AIDS. Other common diseases then kill the
person
How can AIDS spread?
How big is the problem?
Very big. In fact, out of every 100 adults (particularly in the age group of
15 - 45) in Tamil Nadu, 10 have STD. And one is affected by HIV.
• STD affected
• HIV infected
What will happen if this continues?
• Many adult men and women will die
• Many children will become orphans
• Burden will be on older people and
• Economy will be affected
What should be done now?
• Prevent these diseases from spreading.
• Plan the size of each family.
How is that possible?
• By using condoms during each and every sexual act. Condoms prevent
both unwanted pregnancy and transmission of STD and H1V/A1DS..
• By promoting condoms and handling customers effectively, you
become the padukavalan of the society.
Which products do you sell?
Products that give you:
Goodwill
Social
recognition
Products which are:
Not very big
Fast moving
Offering
good margin
Relation
building
There are many products in the market which can give you one or two
of these.. But stocking and selling condoms give you all the above.
What is a condom?
A condom is a little piece of rubber that saves
millions of lives.
• In the year 1564, Italian anatomist Fallopian
designed a sheath manufactured of linen
and was tied to the tip of the penis by a
pink ribbon.
• In the year 1630, Dr.Conton, the court physician
of King Charles II developed an oiled sheath made
of sheep intestine.
• In 1930, with the vulcanization of rubber, today's latex (rubber)
condoms were developed.
Types of condoms available:
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Ribbed
Smooth
Dotted
Other varieties like thin, ultra thin, contoured and spermicidal are also
available.
Colours:
PACK SIZES:
3
6
10
12
15
20
PRICE RANGE: 25 p - Rs. 6 Per piece
MARGIN: 20% Onwards
Quality: Indian condoms are of international quality. All condoms go
through tough quality control by manufacturers. Different tests conducted
on condoms are:
• Electronic testing for pin-hole detection
• Air inflation test
• Water leakage test and
• Tensile strength test.
Every single piece of condom produced is
tested for pinholes before it reaches the
user.
Who makes what condoms?
Government
Nirodh
JK Ansell Ltd
Kamasutra
Midnight cowboy
Saajan
Hindustan
Latex Ltd
Moods
Moods Supreme
Ustaad
TTK - LIG
Ltd
Durex
Fiesta
Kohinoor
____ ..... .... . ... ....
Adam
Kenzo
Sheera
Polar
Latex
• There are also many other brands - Indian and foreign - available in
the market.
Where does India stand in condom manufacture and sales?
• India is one of the largest producers of condoms in the world
° India exports condoms to more than 150 countries
• Indian condoms are made as per international quality norms
• 58 Crore condoms were sold in India in the year 1998.
• The condom market has grown by 40%. About 6 crore condoms
were distributed in Tamil Nadu.
Why should anyone buy condoms?
♦ Condoms prevent the user from contracting STD and HIV infections
• Condoms prevent unwanted pregnancy'
• Condoms add fun and pleasure
Tips on condom storage:
• Store in a cool, dry place, away from direct sunlight. Otherwise, the
lubrication may dry off.
• Keep away from moisture, as fungus can attack the pack
• Don’t stack heavy articles over the condom packs
How do you handle customers?
Why some customers don’t buy from an outlet?
The customer thinks :
• The product from the outlet is inferior
in quality
• The retailer is not keeping the right
measures
• The retailer / staff are arrogant /
misbehaving
• Immediate attention is not provided
• Certain products are not available.
So, if a customer were to buy from your shop, what
should you do?
• Stock all products that the customer will buy. Keep varieties and
different brands for sale.
• Keep quality products
• Gain confidence by proper measurement
• Attend to the customer immediately
• Be warm and friendly with the customer
• Display the products in an attractive way
• Display POPs (stickers, danglers etc)
If the customers are not handled properly, what
happens?
• The buyer may not make the purchase
• He/she may not buy any more from your shop
• The customer may bad-mouth your shop thus stopping other customers
also from visiting your shop.
• In case of condoms, some customers may go without buying them and
thus could be susceptible to infections.
What types of customers buy products from you?
A variety of customers buy from various outlets. For the purchase of
condoms, the following classification will be relevant:
• Educated
• Indulgent
• Adolescent
• Shy
• Woman
How do they behave and how they should be handled?
EDUCATED BUYER:
• Does not hesitate
• Asks for a brand
• Knows about product features
and brand names
• Would like to complete the
transaction smoothly and fast
Role of the retailer:
• Keep stock of generally preferred brands
• Tell about latest products/brands
• Advise to read instructions
INDULGENT BUYER:
• Does not bother much about brands
» Likes to be informed discreetly about products and brands
• Open to advises only if the issue is serious
Role of retailer:
• Be friendly
• Do not take a moralistic stance
• Could talk about STD/AIDS
• Clarify myths associated with
condom usage
• Inform about different features
• Advise to read instructions
ADOLESCENTS:
• Hesitant
• Curious and adventurous
• Would like to make a quick purchase
Role of retailer:
• Do not drive them away, for they
may end up with a risky behaviour
• Be friendly
• Inform them on dual protection
role of condoms
• Advise to read instructions
SHY CUSTOMER:
• Would be hesitant when others are around / not around
• Would like prominent display of products
•
If confident, will ask for brands and
details in a husky tone
Role of retailer:
• Make them comfortable by welcoming
them warmly and being friendly
• Tell them about the different varieties
available and help them make a
purchase
• Highlight that a condom is a
commonly used product and there is
no need for embarrassment
•
Can suggest codes to make the purchase easy and fast (sign language
/ writing on a paper)
Advise them to read the instructions
WOMAN BUYER:
• Would prefer silent purchase of condoms
• Require POP’s and product visibility to
make the purchase
• Prefers woman seller
Role of retailer:
• POP should be in place
• Product should be kept at a visible
location
• Can suggest codes to make the purchase
easy and fast (sign language / writing in
a paper)
• Camouflage if required
• Advise to read instructions
Why don’t some people use condoms?
• They don't use condoms because they think it may not give the
natural feel
• Condoms may not be available when they need it
• Confidence on the product and quality perceptions may
not be high, due to prior bad experience
• Condom usage may be associated with immorality
• Myths that the partner looks clean and healthy and may not be
affected by any disease
• They may hesitate to buy condoms due to the feeling: that the
retailer / staff might think bad of them
• They may not buy if the brand / variety / pack size is not
available
How can these issues be addressed?
ISSUE
HOW TO ADDRESS?
• It is psychological. Condoms are very ■
thin to allow natural feeling.
• Experiment by putting the condom in
the finger and touch the covered finger
with a small piece of paper. The
sensation will not be lost.
Absence of natural feeling
• Many features are available in condoms
to increase pleasure.
• Continuous use can increase the
confidence about condoms.
• Condoms reduce mental tension about
the risk of pregnancy, contracting STD,
HIV etc.
• Condoms are widely available today.
Availability
• Different types of outlets stock
condoms.
POPs are prominently placed in shops
where condoms are available.
_. ------------------------ .
.....
. ....
• May be due to prior bad experiences.
Confidence about the
product
• Highlight difference between improper
use and product failure
• Stress on the stringent quality tests
conducted on condoms
.
ISSUE
HOW TO ADDRESS?
• It is a perception, and the retailer does
not know the purpose
Association with
immorality/
What will the retailer think
• Majority of the condom users use it for
preventing unwanted pregnancies
• Avoid funny looks, giggles etc. which
may put off the purchase.
Myths associated with
condoms
• It is a wrong notion that a healthy
person cannot contract STD or HIV. It
is always safe to use condoms
• Need to visit the shops many times may
influence the individuals/ user to buy
large pack sizes.
Pack size
• Need for keeping it away from children
may influence the user for smaller
packs.
• Different pack sizes are kept at the
retail outlet for the convenience of the
user
Price
• Condoms are available at different price
ranges to meet individual requirements
(from 25 p to Rs. 6 per piece).
Merchandisin
Importance of merchandising
Merchandising is a silent salesperson. The customer decides to buy
from a shop that:
• Looks neat and clean
• Is attractive with window displays and POPs
• Has interiors which are spacious, comfortable and elegant
• Has all products displayed in proper arrangements
• POPs and literature available for the customer to decide on products,
brands and offers.
How should you merchandise to attract a customer?
• Keep the shop and products clean and neat. Because a customer likes
to buy products from a neat-looking shop.
• Put POPs on the exterior. POPs help customer to be informed of the
product and brand. They also let the customer know that a product is
available in the shop. Customer may also make impulse purchases by
seeing the POPs.
• Display products prominently at eye-level. The chances of the
customer buying a product is high.
• Keep products in attractive patterns
• Use the air space effectively, by placing products throughout
the shop.
What gets you loyal customers?
• Merchandise the shop well
• Sell only quality goods
• Train the shop people to handle
customers well and not to give
embarrassing looks, giggles
Thank You.
Let us build a happy and healthy family!
AIDS Prevention
And Control Project
Voluntary Health Services
Adyar, Chennai 600 113. INDIA
Phone: 2352965, 2355048, Fax: 91-44-2355018.
e-mail: apacvhs@giasmd01 .vsnl.net.in
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