Somaliland (2013): Pneumonia treatment (PPT) package and brand name pretesting

This study is required to identify the most appealing and understandable package, brand name and tagline for PSI's pneumonia treatment product. Four package designs, two brand names, and one tagline have been developed, with the intention of determining the one package design and brand name that will be used in the final product. To aid in this decision, PSI conducted this pre-testing to get feedback from the target audience. The objectives of pre-testing were to: - Identify which packaging design and brand identity is most appealing /appropriate to the target group as a pneumonia treatment package; - Select the most appropriate brand name and tagline that is most appealing to the target group; - Identify potential revisions for the selected package design, brand name and tagline. 8 women of reproductive age were selected from the IPC session in Sheikh Nur site, 5 of them were literate, whereas the other 3 were illiterate. 7 pharmacies were also selected for taking part in this study (four were Bulsho-Kaab members- PSI supported network of private pharmacies- and the rest three were non-Bulsho-Kaab members).Quote sampling was used for the focus group discussions. PSI's IPC agents and MDs were used to help for the selection of participants.