We Team FinLost presented the idea of new Durex Condom in front of the Judges at RB Global Challenge 2019 and became 1st Runner Up of the year

1. Finale

2. Problem Insight
Years needed for a
regular condom to
degrade
1000
Source: https://www.bustle.com/p/are-condoms-biodegradable-you-probably-shouldnt-put-them-in-the-compost-9860961

3. Problem Insight
13
million
9%
Per day condom
usage globally
Rate of increasing
condom usage
Source: www.timesofindia.indiatimes.com, www.prnewswire.com, https://abcnews.go.com/Health/condom-facts-

4. Challenger 1: Shahidul Alam Robi Year: 4th
Challenger 2: Md. Ariful Islam Year: 4th
Challenger 3: Imtiaz Chowdhury Year: 4th
Team Name: Team FINLOST
Round 2

5. Our
Chosen brand

6. Problem Insight
Source: www.plasticfacts.com, www.nationalgeographic.com/environment/habitats/plastic-pollution/
The thrown away
condoms become
wastage
Wastage condom
doesn’t mix up with
soil
(non-biodegradable)
Soil is polluted
for the
plasticity
Finally, soil
becomes
infertile
 Less crop
production
 Non-
sustainable
future
 Environment
pollution
Traditional Condom Cycle And Its Social Impact
Current condoms take 1000 years to be degrade!!!

7. CURRENT OFFERINGS
Source:
Available 4 types of condoms
1 2LATEX condom Polyurethane condom
Natural rubber based
Combined with chemicals like glycerin,
parabens etc.
Protects from STD,
pregnancy
Non-biodegradable
Allergic reaction
BIG ISSUES
Non-biodegradable
Very expensive
BIG ISSUES
Plastic made item
No allergic reaction; thinner & easier
heat transfer than Latex
Protects from STD,
pregnancy

8. CURRENT OFFERINGS
Source:
3 4Polyisoprene condom Lambskin condom
Made of synthetic form of Latex
No allergic reaction
Cheaper; more stretchable feature
makes more comfortable
Non-biodegradable
BIG ISSUES Non-protective from STD, STIs
Non-vegan
BIG ISSUES
Intensive of sheep made
Bio-degradable with natural feeling
Protects from pregnancy
Protects from STD, pregnancy
Available 4 types of condoms

9. BIG IDEA
Source:
Innovating Anti-Allergic Biodegradable Condom
based on Polyisoprene and PHB mixture

10. THE INNOVATION
Source:
1 2Why chosen Polyisoprene Why chosen PHB
No allergic reaction
Cheaper than polyurethane
Highly biodegradable plastic
Mechanical characteristics can be improved
Member of polyhydroxyalkanoate (PHA)
Protects from STD, pregnancy
Why chosen polyisoprene & PHB
Highly brittle in nature
BIG
ISSUES

11. THE INNOVATION
Source:
Improves
Biodegradability
of polyisoprene
The Innovation Process
Step 1
Blend poly(cis-1,4-
isoprene)(PIP) with
poly (3-
hydroxybutyrate)(PHB)
at 10% & 30% weight
Step 2
Blend the cross-
linked PIP/ PHB
with polylactic
acid (PLA)
Step 3
After processing of
structure, add
silicon based
lubricant
Step 3
Package the
condoms in a
PHB/PLA made
packet
Reduce the
brittleness
nature of PHB
Reduce the
friction and
breakage
Improve
biodegradability
of packaging

12. BIG IDEA
Source: www.rb.com/brands/durex
Justifications
PHB ensures
Biodegradability
Doesn’t pollute water
and soil
Protects allergic
reaction
Silicon based lubricant
protects breakage
Fully vegan not a single
animal substance
Protect against STDs
unlike Lambskin condoms
Consistent with durex
purposes
To enhance experience and protect
adults in their pursuit of pleasure
Durex Mission
Innovating Anti-Allergic Biodegradable Condom
based on Polyisoprene and PHB mixture

13. Problem Insight
Source: UNEP, Bangladesh Plastic Goods Manufacturers and Exporters' Association (BPGMEA)
Current situation
Latex and Non-latex condoms
Non biodegradable condom
Use of cow milk casein and protein
Allergy spreadable and congested condom
Expectations
Natural and Organic condoms
Biodegradable condom
No use of animal ingredients, completely
vegans
Allergy free and wild feel based condom
GAP

14. TARGET GROUP INSIGHT
Source:
Target group
insight
Health
concern
Sexually Pleasure
concern
Pregnancy
concern
Environment
concern
Sexual experience
seeker
(They want the
environment to be
saved at any costs)
(They want to be safe
from any sort of
unhealthiness and
diseases from sex life)
(They don’t want
pregnancy from their
sex life)
(They want satisfaction,
pleasure from sex)
(They want to have durable sex experience
or sex life – before or after marriage)
88.4% of our surveyed
expresses they are
Health concern
Environment concern
70.9% of our surveyed
expresses they are
Surveyregardingthepreferenceofcondom
95% Pregnancy concern
32% Pleasure concern
Source: Our team research

15. SEGMENTATION AND TARGETING
Source:
Segmentation:
Age 15 to 25, 26 to 40, 40+
Gender Male and female
Socio economic group Higher class, high-middle class, middle class, lower middle
class and lower class
Location/ area City, suburban & rural
Attitude (towards the
usage of condom)
Should use, should seldom use, intent to use, shouldn’t use
Using partner Wife, prostitute, other
Loyalty Loyal, non-loyal
Rate of usage Frequently, Seldom, non user
Benefits sought Health concern, smooth sex life, Pleasure
Demographic
Geographic
Psychographic
Behavioral

16. SEGMENTATION AND TARGETING
Source:
Targeting:
Higher and Higher Middle Class people
aging between 15-45+ who are health &
environment conscious and seek pleasure in their
sex life
Higher and higher- middle class
• Targeting towards the current TG of durex
• Purchasing power suitable to buy this
15 to 45+ age group
• 15 to 25 is influenced by social media
promotions to use in future
• The real user range is concentrated 25
to 40+
Urban and sub-urban people
• Mainly condom users (rural has very low rate)
• Expected buying power

17. POSITIONING
Source: UNEP, Bangladesh Plastic Goods Manufacturers and Exporters' Association (BPGMEA)
We want to position DUREX as health and
environment friendly condom in the mind of
the people
1. Allergy prevented
2. Diseases and bacteria
transmission prevented
3. Sexually transmitted diseases
prevented
1. Biodegradable condom
2. Natural element based raw
materials

18. EXECUTION PLAN

19. THE PRODUCT
Source:
Proposing DUREX condom will be addressing the below 5 issues:
Biodegradability Pregnancy
protection
Sexually
transmitted
disease protection
Allergy
prevention
Higher intimacy
between
partners
Polyisoprene
PHB
PLA
Feel the Nature
Measurement
Length Width Thickness Weight
5.8-7.8 Inches 1.8-2.1 Inches
0.001-0.003
Inches
0.07
Ounces
Product:

20. Prototype
Source:
Durex
Feel The Nature
Biodegradable and Specially Designed for Allergy Sensitive Users
Feature
Polyisoprene, PHP and PLA blend
Material
Silicon
Lubricant Base

21. PRICING METHOD
Source:
BDT 90/Packet
1 2
3
Based on
Current product
prices and
comparable prices
Based on
Purchasing power of
target group
Connective with
The target people
3 pieces per packet
4
Coherent with
Current premium
brand proposition of
durex

22. Place
Source:
Distribution to the
Urban, Suburban
pharmacy through
distributor
Facebook and Online sales
through difference E-
commerce site and
delivering house door
Distribution to the
pharmacy segment of
Superstore like Meena
bazar, Agora etc.
Pharmacy store in the
popular gathering
Place like Cox’s Bazar,
Sylhet etc.
1 2 3 4Online sales Pharmacies Pharmacies at
tourist areas
Superstores
keeping full privacy Mostly sold touch point An emerging area
More concentrated with
our TG
Online focused sales-
the recent trend
Close to the doorstep
of people
The recent tour tendency
is the key focus
Core buyer: Youth Core buyer: Adults Core buyer: Tourist
couples
Core buyer: Higher class
people

23. PROMOTION
Source:
Online Awareness Campaign through
Facebook and Instagram pages (Posts,
gifs etc. on regular basis)
1 Promotions through social media platforms
Promoting the usage through the
country or global trend

34. PROMOTION
Source:
Awareness
campaign at the
popular
Honeymoon
places like Cox’s
Bazar, Sylhet
Health conscious
Short film series in
YouTube casting
Rasel Rana winner
of “Ke Hobe Masud
Rana”
2 3 4
TVCs focusing on health
and environment
friendly pleasure as well
as protection against
any diseases and
pregnancy
Offline
awareness
NewspaperShort film series Allergy Day
Campaign
5
Awareness
campaigns in
world allergy day
and world allergy
week in crowded
areas

35. FINANCIAL PLAN

36. Source: https://abcnews.go.com/Health/condom-facts-things/story?id=12869404
FINDING OPPORTUNITY GAP
Geography Age Group Male Population Penetration Rate Potential Consumer Packet Used/year Market Size
15-24 5,972,750 35% 2,090,463 4 8,361,850
25-44 13,240,893 65% 8,606,580 30 258,197,412
45-54 2,223,513 20% 444,703 10 4,447,026
15-24 1,886,132 25% 471,533 2 943,066
25-44 4,181,335 45% 1,881,601 22 41,395,213
45-54 702,162 10% 70,216 8 561,730
313,906,296
3,139,063
156,9535% Volume Contribution for New product
1% Market Share for Durex
Total Market Size
Urbans
Suburbans

37. Source:
FINANCIAL FEASIBILITY
Particulars 2,019 2,020 2,021 2,022 2,023 2,024
NPAT 718,930 1,415,638 2,365,779 3,182,003 3,907,926
Add: Depreciation 847,500 847,500 847,500 847,500 847,500
Add: Interest 678,000 542,400 433,920 347,136 277,709
OCF 2,244,430 2,805,538 3,647,199 4,376,639 5,033,134
Capex (8,475,000)
NWC 1,958,775 2,448,469 3,183,010 3,819,612 4,392,554
Changes in NWC (1,958,775) (489,694) (734,541) (636,602) (572,942) 4,392,554
Salvage Value(1-Tax) 2,966,250
PCF (10,433,775) 1,754,736 2,070,997 3,010,597 3,803,697 12,391,938
PV Factor @ 13.43% 1.00 0.88 0.78 0.69 0.60 0.53
PV of PCF (10,433,775) 1,546,977 1,609,621 2,062,855 2,297,704 6,599,326
Cumulative PCF (10,433,775) (8,886,798) (7,277,177) (5,214,322) (2,916,617) 3,682,708
NPV
3,682,708
IRR
23%
ROI
24%

38. Source:
SENSITIVITY & SCENARIO ANALYSIS
##### 10.43% 11.43% 12.43% 13.43% 14.43% 15.43% 16.43% 17.43%
44% 7,664,163 7,075,724 6,514,300 5,978,374 5,466,530 4,977,443 4,509,872 4,062,656
46% 6,428,382 5,870,459 5,338,330 4,830,541 4,345,734 3,882,637 3,440,063 3,016,898
48% 5,192,601 4,665,194 4,162,361 3,682,708 3,224,937 2,787,831 2,370,254 1,971,141
50% 3,956,819 3,459,929 2,986,391 2,534,875 2,104,140 1,693,026 1,300,446 925,384
52% 2,721,038 2,254,664 1,810,422 1,387,042 983,344 598,220 230,637 (120,373)
54% 1,485,257 1,049,399 634,452 239,210 (137,453) (496,586) (839,172) (1,166,130)
Sensitivity Analysis
WACC
COGS
##### 10.43% 11.43% 12.43% 13.43% 14.43% 15.43% 16.43% 17.43%
26% 7,565,179 6,970,333 6,402,900 5,861,338 5,344,206 4,850,156 4,377,927 3,926,339
28% 6,378,890 5,817,764 5,282,630 4,772,023 4,284,571 3,818,994 3,374,091 2,948,740
30% 5,192,601 4,665,194 4,162,361 3,682,708 3,224,937 2,787,831 2,370,254 1,971,141
32% 4,006,311 3,512,625 3,042,091 2,593,393 2,165,303 1,756,669 1,366,418 993,542
34% 2,820,022 2,360,055 1,921,821 1,504,078 1,105,668 725,507 362,581 15,943
36% 1,633,733 1,207,486 801,551 414,764 46,034 (305,656) (641,256) (961,656)
Sensitivity Analysis
WACC
Opex
Stress Case Base Case Best Case
16% 13.43% 10%
10% 25.00% 40%
60% 48% 30%
35% 30% 20%
(6,610,729) 3,682,708 25,175,431
-4% 23% 68%
-3% 24% 82%ROI
NPV
IRR
Particulars
Result Cells
WACC
COGS/Sales
Opex/Sales
Revenue Growth rate

39. SOLUTION IN A BRIEF
Nonbiodegradable condoms
with 4 sorts of raw materials
Innovating condom with
Polyisoprene and PHP
New condom will ensure
biodegradability and non-
allergic condition
Ensuring strategic,
financial feasibility
Promotions and selling
through online and offline
platform

40. Source: UNEP, Bangladesh Plastic Goods Manufacturers and Exporters' Association (BPGMEA)
STRATEGIC FIT
Coherent with Company and Brand purpose
Profitable
Sustainable
Scalable
Social issue solving Biodegradability ensuring with anti-allergic solution
Having increasing demand for condoms with accelerating
population create a scalable demand
(1% target in 1st year with 3 million people)
Using Polyisoprene and PHP will ensure sustainability as they
are low costly and have enough availability
Sales addition for durex and positive NPV, convenient PBP,
IRR

41. THANK YOU
TEAM FINLOST