Trojan Brand Condoms (Consumer Behavior)
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Trojan Brand Condoms (Consumer Behavior)

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This is the PowerPoint presentation for my Consumer Behavior project. We were to select a brand and provide a complete analysis of the consumer behavior

This is the PowerPoint presentation for my Consumer Behavior project. We were to select a brand and provide a complete analysis of the consumer behavior

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  • Femalerespondentsshowed a preference for product information availability as an influence of their brand decision. As with the males, the second mostpopular influence was a free sampleoffer.
  • Instrumental performance It either works or breaks
  • http://www.evolveoneevolveall.com/#/artist-showcase/124

Trojan Brand Condoms (Consumer Behavior) Trojan Brand Condoms (Consumer Behavior) Presentation Transcript

  • Trojan Brand Condoms
    Presented by:
    Josh Leiker
    Michael Hamling
    CharlineBoccara
    Lyles Armour
  • 2
    PresentationDirection
    Presenters Covered Items
    Lyles Armour 1. Brief History
    Michael Hamling 2. Primary Research
    Michael Hamling4. Internal Factors, Problem Recognition & Information
    CharlineBoccara 3. Situational Factors & External Factors
    Search
    Lyles Armour5. Alternative Evaluation and Selection & Outlet selection
    Josh Leiker6. Post-Purchase process & E-Commerce
  • 3
    Brief History
    Facts
    • American’s # 1 Condom Brand
    • Expiration date Oct-2005 2340U
    • 234 – Day of year
    • 0 – Year manufactured
    • Avoid storing condoms in the wallet
    • 6 steps to manufacturing Trojan Brand Condoms
    Building Strength with vulcanization,
    A quick dip, on to the oven, then a bath
    On the dry side
    • Dried in batches of about 50,000 in large dryers for two hours
    Electronic testing
    Foiled
    Hitting the shelves
    Created by Carter Medicine Company
    • 1937: Carter-Wallace
    • 1965: Production of Trojan Brand Condoms Began
    • 2001: Church & Dwight CO., Inc acquired Carter-Wallace $610.5 deal
  • Primary Research
    Results from a survey of 52 business students
    4
  • Primary Research, continued
    5
    Recommendation:
    • More product information on packages
    • Kiosks in stores with informational panels
    • Dispensers next to Trojan condoms with health information and details about new and unique product features
  • Problematic
    6
    Global trend: According to a CDC (Center for Disease Control) study, condom use rate is decreasing
    So we might wonder what are the causes of this tendency?
    We researched the consumer decision process to try to answer this question.
    We have made recommendations which we hope will help boost sales for Trojan brand condoms.
  • 7
    Situational Factors
    Communications situation – Sexeducation
    “Sex education is the process of acquiring information and forming attitudes and beliefs about sex, sexual identity, relationships and intimacy”
    Developing young people's skills so that they make informed choices about their behavior
    Sex education remains a controversial issue in the United States
    Purchase Situation – In advance or as needed
    According to our survey, a large majority of people purchase condom in advance which means that marketers have a real opportunity to influence consumers’ purchase
    But the purchase situation remains embarrassing for a large part of the population
    Usage situations – Health, pregnancy prevention or both
    Most of the people who used a condom reported a combination of reasons for doing so. Both disease prevention and contraception are their motivation. But, the reasons vary if we consider those within ongoing relationships versus those outside of an ongoing relationship.
  • 8
    External Influences
    Cultural variations
    “Cultural values are widely held beliefs that affirm what is desirable. These values affect behaviors through norms, which specify an acceptable range of responses to specific situations”
    There are numerous factors which have to be taken into account in purchasing and using condoms, and these ones change across different cultures.
    Example: “Condom use among young Latino males and females has more to do with preventing unwanted pregnancies than with preventing infection with sexually-transmitted diseases”
    Values
    Conservative value of the American society plays a huge role in choosing to purchase/use condoms
    Example: Under the Bush Administration, scientific evidence on the effectiveness of condoms has been suppressed or distorted, the administration has chosen to teach abstinence as the only way to prevent the spread of AIDS
  • External Influences
    Demographics
    Behavior patterns appear to differ according to gender, age, and education level
    Age: The likelihood of condom use decreases as youth become older and stabilizes
    Gender: “Historically, sexually risky behaviors have more often been found in boys than in girls”
    Education: Education is a key determinant for condom use. For both men and women, condom use is positively associated with higher levels of education
    Group Influence
    Reference group –standard of reference against which oneself is compared. Group influence is even more important among teens, because most of them are looking for a behavior to adopt
    Example: approximately 81% of adolescents who perceive referent-group norms as supporting condom use during sexual intercourse were frequent condom users
    RECOMMENDATION
    Commercials targeting women – A large majority of condoms ads are addressed to men. Usually the scenario is made as the condom make them attractive to women. But in a value-changing society, men are not anymore the only one to take the decision of using a condom. And women play a huge role in the “negotiation” of condom use.
    9
  • 10
    Internal Influences
    • Perception: Attention is first step, can be increased through advertising and product placement in kiosks
    • Humorous ads from Trojan decrease the likelihood of ad avoidance
    • High-risk product, but low cost, leads to high involvement for non-brand loyal consumers
    • Brand familiarity may cause consumers to ignore ads for products with which they are very familiar
    • This can be an issue with Trojan
    • Interpretation: Price-perceived quality may lead consumers to believe that inexpensive condoms will be of lower quality
    • Consumers generally expect well-known brands to be of higher quality (benefit to Trojan)
  • Social Stigmas
    Vice President of Marketing for Trojan, James Daniels:
    “while most sexually active people know that they should use them [condoms], they don’t bother. Unlike selling other things people should use—like toothpaste or car insurance—condoms carry a stigma. Some see them as dirty while others are affected physically as using a condom interrupts ‘the act.’
  • Destigmatising the condom
    Despite high levels of knowledge about sexual health, condoms are only used for 24% of sex acts (1 billion sex acts per year unprotected)
    Daniels performed a study with the following results: Most consumers still view sex as shameful and dirty, and hence condoms are perceived as a shameful product
    More surprisingly, it was found that men really dislike condoms because of the emasculating effect of preventing procreation. Using a condom actually disrupts the male brain
    RECOMMENDATION:
    Use hyper-masculinity in commercials to reduce the perception of condoms as emasculating products. Describe the pleasure-enhancing features, not just the health benefits of Trojan condoms
  • Motives
    Pregnancy prevention is a manifest motive because it is freely known and admitted
    STD prevention is a latent motive because consumers are hesitant to admit that the are concerned that their partner might be diseased
  • 14
    Problem Recognition
    • The desire to solve a problem is largely dependent on the magnitude of the difference between one’s desired and actual states
    • In the case of pregnancy prevention, this magnitude is extremely significant
    • The consumer is very aware of the problem, making it an Active Problem
    • Another form of problem recognition is called variety seeking
    • A consumer may become bored with one type of condom and search for an alternative
    RECOMMENDATION: Trojan must work to retain these customers within the brand. Marketing strategies should be geared towards increasing awareness of unique features that Trojan offers exclusively, such as their new pleasure-enhancing lubricated “Climax” condom.
  • 15
    Information Search
    • Consumers will conduct an internal search, and often an external search, based on personal evaluative criteria
    • Evaluative criteria for condoms could be perceived reliability, price, or size.
    The consumer might use the following sources of information:
    -Memory:
    The consumer could use past experiences, such as a bad experience with a defective condom or a good experience with a lubricated condom, to make a decision
    -Personal sources:
    The consumer could ask for a recommendation from a friend or recall previous advice
    -Independent sources:
    The consumer may have read a study on the effectiveness of a certain type of condom, and uses this to evaluate his or her options
    -Marketing sources:
    The consumer may base their decision on a previously viewed advertisement
    -Experiential sources:
    The consumer could request a sample for product trial
  • Information Search, cont’d
    Condoms are generally similar in variety and price across brands
    This limits the chance that a consumer will put much effort into an external search
    As a result, detailed descriptions on packaging is very important because that’s where the consumer will look if an external search is needed
    A consumer who views condoms negatively will also be less likely to put effort into an external search
  • 17
    Alternative Evaluation and Selection
    Attribute
    Material
    Latex
    Non-latex
    Lube
    Climax Control
    Lubricated
    Non-lubricated
    Spermicidal
    Warming
    Size
    Extra Large
    Large
    Regular
    Designs
    Extra sensitive
    Extra sensitive
    Mutual stimulation
    Roomier
    Standard design
    Textured
    Transmit body heat
    Competitors
    Durex
    Pleasures Plus
    LifeStyles
    Trustex
    Inspiral
    Other Methods
    Birth Control
    Abstinence
  • 18
    Outlet Selection & Point Of Purchase Displays
    Recommendation
    Coupons
    63% surveyed said free samples
    Multiple-Item Discounts
    Outlet vs. Product Choice
    • Convenience
    • Financial Cost
    • Time Cost
    Point Of Purchase Display
    • Social Effect
    • Fear Factor
  • 19
    Post-Purchase Process
    • Affective performance
    • Repeat purchaser
    • Instrumental performance
    • Minimal post-purchase dissonance
    • Positive experience…?
  • 20
    E-Commerce
    Recommendation
    Direct order
    Channels already present
    www.trojancondoms.com
    • Order condoms
    • View and research styles
    • Free samples
    http://www.evolveoneevolveall.com
    • Largest ad campaign
    • Social networking
  • 21
    E-Commerce
    http://www.trojancondoms.com
    http://www.evolveoneevolveall.com
  • 22
    Q & A