Dume is a high quality, mid-priced condom brand that delivers protection from HIV and other sexually transmitted diseases as well as unwanted pregnancies. Dume is supported by the American people through the United States Agency for International Development (USAID).
T-MARC’s goal in marketing Dume under TSMP is to help reduce the prevalence of HIV from 5.7% to 4.0% by September 2015.
Dume’s target market includes those who are most at risk of HIV infection, thereby maximizing its public health impact. These high-risk populations include mobile populations, sex workers and their clients. Specifically, Dume targets urban and peri-urban men aged 15 to 49 in the more affluent 4th and 5th SES (socioeconomic status). Surveys have shown that HIV prevalence among more affluent men is higher than that of less affluent men.
Dume sales are supported using mass media communications including television, radio, print and outdoor advertising. In addition, the brand is promoted at events and through interpersonal communications at truck stops, mining sites and other high risk areas.
Dume condoms can be purchased from a wide range of outlets including duka la dawa, bars and kiosks. Brand distribution will prioritize visibility and penetration of locations where its target market frequents including urban outlets and those located in local hot spots where high risk activities take place.
For more info http://www.dume.or.tz/