Challenges of entering South African market for a condom brand

1. DUREX
in South Africa

2. South Africa
800 Million condom market
Durex worldwide production is 1000 Million
Subsidies
reputation
cultural
fragmentation
low income

3. Hierarchical
order
Traditional
Society
Conspiracy
Beliefs
High
Inequality

4. First
Time18.5
y.o.
she is
19.2
y.o.
he is
Source: US NLM [Link]

5. Universe of need

6. 6times
PRICE-TAG
average
WHITE
explicitly targets
populations
LEADER
2%of
market
segment

7. YEAR ONE YEAR TWO YEAR THREE
condom RnD
Hotel promotion
Launch
Initial Marketing
Selected areas
condom launch
Fan out through
new areas
condom RnD
Midwifes
condom launch
Educational
programme
Sustain
marketing
pressure

8. YEAR ONE
hotel PartnershipLAUNCH of sub-brand

9. Smaller portions
For intense experiences
Lubricant & Condom Distribution

10. PRICE
QUALITY
PUBLIC
SECTOR
SOCIAL
MARKETING
COMMERCIAL
TARGET

11. Quality
Perfect condom
Affordable
Hedonistic
Recommended
in South Africa

12. buy a condom factory
300 million condoms
Unmet need
FDI
custom Taxes
Logistics
+
-
-

13. CONDOM
Dispensers
in rural areas

15. SOAP OPERA
can
SAVE LIVES

16. All these guys can promote
COMDOM USE

17. of 13-17
watch porn
81%years old
of all
do it regularly
45%age groups
Source: Sowetan [Link]

20. YEAR two
LAUNCH of female condom
in urban areas

21. Launch of female condom
EASY TO USE
Practical
COMFORTABLE
SHARED RESPONSIBILITY
“He’ll love it when you take control”“He’ll love it when you take control”
“Responsibility has never been so sexy!”“Responsibility has never been so sexy!”

22. YEAR three
LAUNCH of female condom
in rural areas

23. ENGAGE
midwifes
In partnership
with

24. THANK YOU
Got any questions?