The document discusses Durex's market presence in Thailand, its product range, and pricing strategies while identifying competitors like One Touch and Okamoto. It highlights the challenges Durex faces, including market saturation and consumer education regarding safe sex, along with proposed strategies for increasing market share and awareness. Key recommendations include enhancing brand positioning, expanding distribution channels, and improving consumer relationships through marketing initiatives.

2. About Durex
• Since 1915
• In Thailand since 1985
• Global research
• Sexual Well being
• Quality is trusted

3. Segmentation
Sexual Active
37%
Fun &
Adventure
26%
Performance
9%
Feeling
28%

4. Positioning
Condom for
LOVERS

5. Product & Price -Sexual
Active-
Durex Love Kingtex Durex Comfort
(45฿) 40% (50฿) 50% (91฿)10%

6. Product & Price - Fun&Adventure -
Pleasuremak
(75฿)
Sensation
(75฿)
Excita
(75฿)
Strawberry
(69฿)

7. Product & Price - Performance -
Performa
(66฿)

8. Product & Price - Feeling
-
Fetherlite
(69฿)
Fetherlite Warm
(69฿)
M-11
(69฿)
Fetherlite Ultima
(75฿)

9. Various Products
for all segments
Product & Price

11. Not working
No CRM
Inconsonant with Positioning

12. • 7-11 (50%)
• Hyper market
• Supermarket
• Pharmacy
• Boots, Watsons

13. -Market Share-
Market Value:
1,200 million Baht

14. -Market Growth-
• 2-digit growth for 3 years
2010 > 10%
2011 > 11%
2012 > 13%

15. -Why aren’t they
successful?-
Competitor Analysis
One touch 2nd
Market share 17%
Position: mass product
Strength: 1. Low Cost
2. Experience (10 years in Thailand)
Weakness: 1. Distrustful quality
2. Distribution

16. Mass market is saturated
Cheap = Bad quality
We won’t go in price war

17. -Why are they successful?-
Competitor Analysis
Okamoto 3rd
Market share 4.5%
Position: High-end
Strength: 1. Image (Made in Japan)
2. Strong Positioning
3. Technology (Thinnest)
- Guinness Book Record
4. Growth 80%
Weakness: 1. Cost (Import)
2. Brand Awareness

18. Competitor Analysis Framework
Okamoto
Current and
future objectives
Current strategy Resource profile
Future strategy
• Top of their
target awareness
• Expand distribution
• Not much IMC
• Strong R&D
• Strong financial
resource
More IMC

19. Image & Positioning
are important
We’ve to do more IMC

20. -Other Industry-
Competitor Analysis
Eucerine
Educate consumer & Create relationship
- Doctor live chat

21. Safe ,
60%
Unsafe,
18%
Excite,
2%
Unsure,
22%
Counting day works
Consumer Analysis
• Condom = durex
• Low brand loyalty
• Not educated
about safe sex
• Misunderstand
brand’s message
• Need high quality
than functional
DUREX,
89%
One
touch,
5%
Okamoto
, 5% Etc., 1%
Switch,
58%
Never
switch,
42%
, 0
, 0
Formal/
Medical,
25%
Night
life, 32%
Playboy,
28%
Love,
15%
Quality,
85%
Price,
13%
Excite,
2%
, 0

22. Non-User
Shy
Feelings
Consumer Analysis
User
Trusted quality
Familiar
Available
Competitors
(Okamoto) user
Image
Thin

23. Consumer Insight
“Customer want the
feeling of love more,
not only sex”

24. *average price (Baht/piece)
Customer Value Analysis
Relatively High Price
Relatively Low Price
Superior
Perceived
Quality
Inferior
Perceived
Quality

25. PESTEL
• Political
- “Stop teen mom”
• Social
- Tend to have sex in younger age
- Sex during the festival
- Sex = secret
- Uncomfortable with buying condom
• Legal
- FDA (Condom is a medical device)
2012; 68% of people who
go to Loy kra tong ,go with
their lover
1996; Average age = 18-19
2012; Average age = 15

26. Five forces
• New Entry
- Hard to be come successful
- Hard to access
distribution
- Hard to differentiated
• Buyer
- Usually switch brand
- Low price-sensitive
• Substitution
- No complete substitution

27. Balance forces
Balance power
of buyer
Decrease switching
brand by Improve brand
identity and image
Balance rivals
 Maintain & Strengthen
Brand positioning
 Expanding channel to
customer
and monopoly channel

28. O1: Decreasing in average age
having sex
O2: Increasing sex during festival
ex. Full moon, valentine
O3: Thai health organization
support condom using
O4: Customer want the feeling of
love more
T1: FDA
T2: People uncomfortable with
buying at P.O.P.
T3: Bias in condom education ,
Unopened-mind
Strength Weakness Opportunity Threat
S1: Brand reputation
S2: Trusted quality
S3: Financial resources
W1: Ambiguous packaging
W2: Positioning is not
communicated
W3: Poor relationship with
customer

29. Objective
• Maintaining the market share (65%)
• Increase growth to 17% in 1 years

30. TOWS
Strength
S1: Brand reputation
S2: Trusted quality
S3: Financial resources
Weakness
W1: Ambiguous packaging
W2: Positioning is not
communicated
W3: Poor relationship with customer
Opportunity
O1: Average age having
sex decreasing
O2: Sex during festival
O3: Thai health org.
support condom using
O4: Customer want the
feeling of love more
(S1+S3+O2) Experience
marketing
(S1+O1+O3) Educate student
in high-school
(W2+O4) Attest brand positioning
Threat
T1: FDA
T2: People uncomfortable
with buying at P.O.P.
T3: Bias in condom
education , Unopened-
mind
(S2+S3+T2) Vending Machine
(W1+T2) Develop the packaging
(W3+T1+T3) Improve CRM in digital
marketing

31. • Event in festivals and love
song concert
Put positioning ‘lovers’ in
every activities
Doctor live chat
Experience marketing
 Educate student in
high-school
 Attest brand positioning
 Vending Machine
 Develop the packaging
 Improve CRM in digital
marketing

32. Maintaining the market share (65%)
Increase growth to 17% in 1 years

33. Thank you for your attention