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Results Between 20, the universal need for condoms decreased from 112.9 to 98.2 million while condom use increased from 32 to 46%.

Free and socially marketed condoms dominated the market (94%) in 2009–11 with an increase in the proportion of free condoms over time.

The retail price of socially marketed condoms was artificially low at 44 kyats (

Results Between 20, the universal need for condoms decreased from 112.9 to 98.2 million while condom use increased from 32 to 46%.

.05 USD) in 2011 while the price for commercial condoms was 119–399 kyats (

Results Between 20, the universal need for condoms decreased from 112.9 to 98.2 million while condom use increased from 32 to 46%.

.15–

Results Between 20, the universal need for condoms decreased from 112.9 to 98.2 million while condom use increased from 32 to 46%.

.49 USD).

Social marketing applies marketing principles and techniques to change the behaviours of target audiences for social good.

It is often used to encourage healthy behaviours, such as condom use for human immunodeficiency virus (HIV) prevention.

More than 2 billion socially marketed condoms are distributed each year, and condom social marketing is present in 66 countries across the globe (DKT International 2012).

Background Concerns about appropriate pricing strategies and the high market share of subsidized condoms prompted Population Services International (PSI)/Myanmar to adopt a total market approach (TMA).

This article presents data on the size and composition of the Myanmar condom market, identifies inefficiencies and recommends methods for better targeting public subsidy.

Methodology Data on condom need and condom use came from PSI/Myanmar’s (PSI/M’s) behavioural surveys; data for key populations’ socioeconomic status profiles came from the same surveys and the National Tuberculosis Prevalence Survey.

Data on market share, volumes, value and number of condoms were from PSI/M’s quarterly retail audits and Joint United Nations Programme on HIV/AIDS (UNAIDS).

Donor subsidies for condoms increased over time; from 4 000 USD in 2009 to 7 000 USD in 2011.

Conclusion The market for male condoms was stagnant in Myanmar due to: limited demand for condoms among key populations, the dominance of free and socially marketed condoms on the market and a neglected commercial sector.

Subsidies for socially marketed and free condoms have prevented the growth of the private sector, an unintended consequence.

A TMA is needed to grow and sustain the condom market in Myanmar, which requires close co-ordination between the public, socially marketed and commercial sectors.

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