PILLARS OF SOCIAL MARKETING
DKT Ethiopia’s 28 sales teams routinely service 9,000 clinical and 7,000 pharmaceutical outlets across Ethiopia’s 11 regions. This is effectively all outlets in the country. DKT’s partnership with 90 youth and anti-AIDS clubs, Young Marketers, enables the organization to distribute condoms to tens of thousands more outlets like souks, hotels, pensions, and supermarkets. Unlike most NGOs, DKT generates revenue, which is wholly reinvested into the project. As Ethiopia continues to develop economically, the country’s ability to sustain a commercial FP/RH program, like DKT’s, grows.
DKT Ethiopia adheres to DKT International’s affordability guidance, which requires at least one brand in any category to cost a couple no more than 0.25% of annual per-capita gross national income (GNI) adjusted for purchasing power parity (PPP). To meet this standard while also generating revenue, DKT markets multiple brands of similar products at different price points.