PSI/Cambodia’s programmatic approach included: developing and branding the DTK (product), setting the retail (price), ensur- ing the availability of the product through mobilizing the private sector distribution networks (place), and conducting commu- nication campaigns (promotion) – the four P’s of social marketing. An additional “P” was partnerships, which were critical to the project’s implementation. Primary target group was caregivers of children under five in rural areas of Pursat and Siem Reap, with secondary targets as public and pri- vate health providers and retailers
