An analysis of brand positioning of male condoms among students of the University of KwaZulu-Natal.

Abstract

HIV/AIDS is a global pandemic; and for South African Authorities it is still a huge concern. 17 per cent of the population aged 15 to 49 live with the HIV virus and KwaZulu-Natal remains the area most affected by the pandemic. In order to prevent the disease’s expansion among university students, the health authorities have make available across all campuses and for free Choice and Love condoms.This study explores the perception of the positioning of these government brands compared to the other commercial condoms available among students at the University of KwaZulu-Natal. The study is in part a survey, using research questionnaire administered to more than 200 students at the Westville and Howard College and Nelson Mandela Medical School campuses to determine their perceptions of the competing condom brands. The study primarily makes use of the marketing theory of brand positioning to address the issue; a perceptual map is designed indicating the respective positions of the competing brands. The survey revealed that the Love brand is not very well known by students, and confirmed that the Choice brand is perceived as poor. One reason provided is the negative association of the South African government with the brand. Many students complained of experiencing a bad smell after using Choice. That led to the variant of scent being used in the study as an essential component for condom preference.