Our Objective Changing of the mindset of the Indian consumers Lifting the taboo towards condoms among youth, with themessage on „love, fun and safe sex‟ Increasing the number of sales in our various categories ofcondoms Focusing on „sex‟ being about emotional connection betweena couple, rather than it being a physical act“Durex firmly stands for love and togetherness…” – Mr.Chander Sethi, Senior Vice-President, South-East Asia-Reckitt Benckiser18th February, 2013
Typical Prospectus Male Influencer: Female Lower---middle---upper class young adults (18 years – 30 years)
Marketing Objective Maintain largest market share. Ansel- 2nd best competitor with15% market share Existence of over 75 years in India 42% global condom market share. Ensure brand loyalty remains. India supplies 50% - 60% Durex condoms globally. Fall of supply in mid 2011- tussle in JV 20% contraceptives affected worldwide
Preferences andTastes Odorless Safe-100% sure? Protection? As good as a no condom experience Flavors, variety, odors Durex Jeans cool blue condoms- 2009 Maximum pleasure Easily opening access Easy availability Subjective needs
Category which has the highestsales in India:Superthin Ultima
Role of Brand inProspectus’ Life Assurance of protection Hygienic Guarantee of no transmission of STD‟s “ feeling is everything” Consumer is assured he will get maximum pleasurewith maximum safety measures at the same time ifhe uses Durex
influenced Encouraged buying by packaging more number of single packs in onepacket Encouraged use of condoms 100% of the times when there is nointention of pregnancy. “ SAFE SEX , BEST SEX” As there is a large variety of DUREX condoms available, we need ourconsumers to know there is a type of condom by DUREX availablefor all kinds of pleasure and needs. People should be proud of having sex but only safe sex DUREX synonymous to condoms already Encourage the number times people use condoms Using condoms is cool as its responsible for sustainable development.
Legacy Values We Wantto Preserve Increase of visibility in the market Focus on maximum pleasure – “feeling is everything” We provide an extreme range of variety Durex – DURability, RELiability and EXcellence
Brand needed to beChanged Bad breath created by the tussle bet: Reckit Benckister andIndia‟sTTK group regarding many issues. No more future loss of supply chains and lack of productavailability.
from your agency1. “Lend a Condom” Campaign New Brand Ambassadors:Alia BhattVarun DhavanSiddharth Malhotra2. Durex Condom posters displayed in allretail/medical stores mentioning the variety of theDurex condoms that are available + their variouspackage deals3. Creating more awareness of our Durex E-Store, thiscould tap the shy audience segmentActors of the new Karan Joharmovie “Student of the Year”