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

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Trojan Brand Condoms (Consumer Behavior)

  1. 1. Trojan Brand Condoms<br />Presented by:<br />Josh Leiker<br />Michael Hamling<br />CharlineBoccara<br />Lyles Armour<br />
  2. 2. 2<br />PresentationDirection<br /> Presenters Covered Items <br />Lyles Armour 1. Brief History <br />Michael Hamling 2. Primary Research <br />Michael Hamling4. Internal Factors, Problem Recognition & Information<br />CharlineBoccara 3. Situational Factors & External Factors<br />Search<br />Lyles Armour5. Alternative Evaluation and Selection & Outlet selection <br />Josh Leiker6. Post-Purchase process & E-Commerce <br />
  3. 3. 3<br />Brief History<br />Facts<br /><ul><li>American’s # 1 Condom Brand
  4. 4. Expiration date Oct-2005 2340U
  5. 5. 234 – Day of year
  6. 6. 0 – Year manufactured
  7. 7. Avoid storing condoms in the wallet
  8. 8. 6 steps to manufacturing Trojan Brand Condoms</li></ul>Building Strength with vulcanization, <br />A quick dip, on to the oven, then a bath<br />On the dry side<br /><ul><li>Dried in batches of about 50,000 in large dryers for two hours</li></ul>Electronic testing<br />Foiled<br />Hitting the shelves<br />Created by Carter Medicine Company<br /><ul><li>1937: Carter-Wallace
  9. 9. 1965: Production of Trojan Brand Condoms Began
  10. 10. 2001: Church & Dwight CO., Inc acquired Carter-Wallace $610.5 deal</li></li></ul><li>Primary Research<br />Results from a survey of 52 business students<br />4<br />
  11. 11. Primary Research, continued<br />5<br />Recommendation:<br /><ul><li>More product information on packages
  12. 12. Kiosks in stores with informational panels
  13. 13. Dispensers next to Trojan condoms with health information and details about new and unique product features</li></li></ul><li>Problematic <br />6<br />Global trend: According to a CDC (Center for Disease Control) study, condom use rate is decreasing<br />So we might wonder what are the causes of this tendency?<br />We researched the consumer decision process to try to answer this question. <br />We have made recommendations which we hope will help boost sales for Trojan brand condoms. <br />
  14. 14. 7<br />Situational Factors<br />Communications situation – Sexeducation<br />“Sex education is the process of acquiring information and forming attitudes and beliefs about sex, sexual identity, relationships and intimacy”<br />Developing young people&apos;s skills so that they make informed choices about their behavior<br />Sex education remains a controversial issue in the United States<br />Purchase Situation – In advance or as needed<br />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<br />But the purchase situation remains embarrassing for a large part of the population<br />Usage situations – Health, pregnancy prevention or both<br />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. <br />
  15. 15. 8<br />External Influences<br />Cultural variations <br />“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” <br />There are numerous factors which have to be taken into account in purchasing and using condoms, and these ones change across different cultures.<br />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”<br />Values<br />Conservative value of the American society plays a huge role in choosing to purchase/use condoms<br />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<br />
  16. 16. External Influences<br />Demographics<br />Behavior patterns appear to differ according to gender, age, and education level <br />Age: The likelihood of condom use decreases as youth become older and stabilizes<br />Gender: “Historically, sexually risky behaviors have more often been found in boys than in girls”<br />Education: Education is a key determinant for condom use. For both men and women, condom use is positively associated with higher levels of education<br />Group Influence<br />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<br />Example: approximately 81% of adolescents who perceive referent-group norms as supporting condom use during sexual intercourse were frequent condom users<br />RECOMMENDATION<br />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. <br />9<br />
  17. 17. 10<br />Internal Influences<br /><ul><li>Perception: Attention is first step, can be increased through advertising and product placement in kiosks
  18. 18. Humorous ads from Trojan decrease the likelihood of ad avoidance
  19. 19. High-risk product, but low cost, leads to high involvement for non-brand loyal consumers
  20. 20. Brand familiarity may cause consumers to ignore ads for products with which they are very familiar
  21. 21. This can be an issue with Trojan
  22. 22. Interpretation: Price-perceived quality may lead consumers to believe that inexpensive condoms will be of lower quality
  23. 23. Consumers generally expect well-known brands to be of higher quality (benefit to Trojan)</li></li></ul><li>Social Stigmas<br />Vice President of Marketing for Trojan, James Daniels:<br /> “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.’ <br />
  24. 24. Destigmatising the condom <br />Despite high levels of knowledge about sexual health, condoms are only used for 24% of sex acts (1 billion sex acts per year unprotected)<br />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<br />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<br />RECOMMENDATION:<br />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<br />
  25. 25. Motives<br />Pregnancy prevention is a manifest motive because it is freely known and admitted<br />STD prevention is a latent motive because consumers are hesitant to admit that the are concerned that their partner might be diseased<br />
  26. 26. 14<br />Problem Recognition <br /><ul><li>The desire to solve a problem is largely dependent on the magnitude of the difference between one’s desired and actual states
  27. 27. In the case of pregnancy prevention, this magnitude is extremely significant
  28. 28. The consumer is very aware of the problem, making it an Active Problem
  29. 29. Another form of problem recognition is called variety seeking
  30. 30. A consumer may become bored with one type of condom and search for an alternative</li></ul>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. <br />
  31. 31. 15<br />Information Search<br /><ul><li>Consumers will conduct an internal search, and often an external search, based on personal evaluative criteria
  32. 32. Evaluative criteria for condoms could be perceived reliability, price, or size.</li></ul>The consumer might use the following sources of information:<br />-Memory: <br />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<br />-Personal sources: <br />The consumer could ask for a recommendation from a friend or recall previous advice<br />-Independent sources:<br />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<br />-Marketing sources:<br />The consumer may base their decision on a previously viewed advertisement<br />-Experiential sources:<br />The consumer could request a sample for product trial<br />
  33. 33. Information Search, cont’d<br />Condoms are generally similar in variety and price across brands<br />This limits the chance that a consumer will put much effort into an external search<br />As a result, detailed descriptions on packaging is very important because that’s where the consumer will look if an external search is needed<br />A consumer who views condoms negatively will also be less likely to put effort into an external search<br />
  34. 34. 17<br />Alternative Evaluation and Selection<br />Attribute<br />Material <br />Latex<br />Non-latex<br />Lube<br />Climax Control<br />Lubricated <br />Non-lubricated<br />Spermicidal <br />Warming <br />Size<br />Extra Large<br />Large<br />Regular <br />Designs <br />Extra sensitive <br />Extra sensitive <br />Mutual stimulation<br />Roomier<br />Standard design<br />Textured<br />Transmit body heat <br />Competitors<br />Durex <br />Pleasures Plus<br />LifeStyles <br />Trustex<br />Inspiral <br />Other Methods<br />Birth Control <br />Abstinence<br />
  35. 35. 18<br />Outlet Selection & Point Of Purchase Displays<br />Recommendation<br />Coupons <br />63% surveyed said free samples<br />Multiple-Item Discounts <br />Outlet vs. Product Choice<br /><ul><li>Convenience
  36. 36. Financial Cost
  37. 37. Time Cost</li></ul>Point Of Purchase Display<br /><ul><li>Social Effect
  38. 38. Fear Factor</li></li></ul><li>19<br />Post-Purchase Process<br /><ul><li>Affective performance
  39. 39. Repeat purchaser
  40. 40. Instrumental performance
  41. 41. Minimal post-purchase dissonance
  42. 42. Positive experience…?</li></li></ul><li>20<br />E-Commerce<br />Recommendation<br />Direct order<br />Channels already present<br /><br /><ul><li>Order condoms
  43. 43. View and research styles
  44. 44. Free samples</li></ul><br /><ul><li>Largest ad campaign
  45. 45. Social networking</li></li></ul><li>21<br />E-Commerce<br /><br /><br />
  46. 46. 22<br />Q & A<br />