Semester 1 (M5. Midterm Examination)

Development of Family Planning in Thailand

Over the past 4 decades, Thailand’s population policy to reduce the birthrate has been remarkably successful. This success is a result of the hard work by and collaborations between organisiations, governmental and non-governmental as well as United Nations Population Fund (UNFPA).

However, new social and economic developments also bring a new challenge to the country; with increasing life expectancy and low birth rates, Thailand faces a prospect of rapid population ageing and a shrinking workforce. While the size of the working-age group is declining, the demand for labour is still high, thus migrant workers (the population of which is rapidly increasing)provide needed flexibility to the local labour market. This follows the trend seen in other developed Asian societies like Japan and Singapore.

Moreover, after the AEC starts in 2015. It is predicted that Thai society will soon have to deal with an increased diversity of ethnic, cultural, educational, social and health related backgrounds along with the changing population structure due to the ageing population and shrinking workforce.(source-UNFPA)

Mechai, in his TED talk clearly laid out his Marketing Strategy using awareness, slogans as well as involving many avenues of thought as the sample below shows:

• National Research Council
• National Economic and Social Development Board
• United Nations Population Fund
• Planned Parenthood Association
• HRH Princess Srinagarindra, the Princess Mother
• HRH Princess Galyani Vadhana

Slogans:

• No wonder we have no side-effects. It’S been blessed
• Sick staff don’t work and dead customers don’t buy
• Weapon of mass protection
• In rubber we trust
• Cops and rubbers

Examination Questions(20%): DEADLINE JULY 31^ST 2013: write your answers in your books.

You must give your reasons for questions 1 & 2

1. Marketing is based on the 4 fundamental principles of product, price, place & promotion you can choose any family planning product that is currently available and create a marketing strategy that does not use any of the places that Mechai used. Carefully read the script from this talk before attempting this question so no TV or radio or what happened in schools 10%
2. If you were the Minister of Health what five policies would you suggest for implementation in the school curriculum to not only raise awareness but stop the current rate of school teenage pregnancies.- 5%
3. Create 5 slogans for your product- 5%