QUESTION ONE (20 MARKS)

Five years ago Afya bora plc, a leading player in the preventive health care services, introduced a new product jikinge a female condom, to the Kenyan Market. The product was a big flop. The product whose main theme was take control, targeted young Kenyan females who often reported that their partners lied to them about using condom only for them to discover belatedly they had not worn any.

Preliminary results on a study on challenges of adopting the female condom by Kenyan females, revealed that many thought that the business of condoms is a male thing. Others detested the idea of wearing it. The few that actually tried it found it cumbersome.

However when asked if they conducted any study of the acceptability of the new product, Management at AfyaBora insisted they followed every step of the new product development process.

Required.

a) If indeed they employed the new product development process, explain the stages where they could have erred. [6 Marks]

b) A majority of the target market who rejected the product can be classified into FIVE categories. Briefly describe each of the Five Categories. [5 Marks]

c) By reviewing the characteristics of a good brand name, comment on the appropriateness of AfyaBoras choice of brand name. [ 3 Marks]

d) Explain three promotion tools Afya Bora should have employed while introducing the product. [6 Marks]