The group conducted a survey with over 400 respondents to analyze Durex's brand awareness and market share in the US compared to its main competitor Trojan. They found that while Durex is the top condom brand worldwide, it only has 15% of the US market due to significantly less advertising spending than Trojan. Trojan outspends Durex on US advertising by 26 times. The group concluded that Durex is not top of mind for US consumers due to being a foreign brand, limited advertising, and competing against the established Trojan brand. They recommended Durex utilize its global brand equity, increase US advertising, expand product offerings, and tailor messaging to different audiences.

1. Luisa Contaifer, Michelle Darnell, Nima
Khalilian, Khuyen Le

2. !
• Task: Choose a brand, come up with a hypothesis for a
supposed problem and conduct qualitative research to
provide recommendations!
!
• Implementation: We conducted at 31-quesiton survey that had
over 400 respondents and then analyzed the research to come
to our final conclusions
Tast & Implementation

3. !
• Founded in 1915!
• Called the London Rubber Company !
• Founded by LA Jackson!
• Sold imported condoms and barber shop supplies!
• Today Durex is the #1 condom seller in the world !
• Recently bought by Reckitt Benckiser !
• Market share = 35% in world but 15% in USA!
• Product lines: Condoms, Lubricants, Vibrator

4. !
• Strict testing!
• Three ways to be tested:!
• Electronic testing!
• Water leak testing!
• Air inflation test!
• In fact, if one sample doesn't pass any of our tests, the whole
batch of up to 432,000 condoms doesn't leave the factory.!
• Advertisements are aligned with the companies products/
company brand perception
Why is Durex so popular?

5. !
• First in the World, 2nd in USA !
• Popular abroad!
• As a group, we don’t recall many advertisements for Durex in
comparison to it’s competitors !
• Traditional or online !
• Only for special events (Super Bowl)
Background Research

6. • Is there high brand loyalty among condom users?!
• How relevant are condoms with the increase in birth control pills?!
• Do consumers buy condoms based on brand awareness?!
• How involved are consumers in their selection of condoms?!
• What role does advertising play in consumers selection of
condoms?
Research Questions

7. Problems we were expecting
Privacy Maturity
“Let it spray”
“Make it rain” !
“Babies were scary. Not no mo tho.” !
“No babies, no wrapper.” !
“YOLO”!
How private is this information? !
Will my parents find out?!
Will my current partner(s) find out?!
Will you know who answered what?
• Majority of participants took this survey seriously!
• Answers were very honest… too honest!
• Once privacy was no longer an issue, participants had no problems filling out the survey
Most people took it seriously:

8. In the United State, Trojan heavily advertises to it’s target market
and Durex does not; therefore, Durex has a perceived image of
being inferior in the consumers mind. !
Hypothesis

9. Survey Information
Groups'
Female' Male'
0" 1"
205" 62"
38" 46"
5" 10"
6" 3"
6" 0"
2" 2"
7" 9"
269' 133'
402'
Under"18"
18"1"24"
25"1"29"
30"1"34"
35"1"39"
40"1"44"
45"1"49"
50"or"order"

10. People who Purchase Durex
They buy it for the same reason that you buy any condoms !
Reliable
Durable
Cheap
Brand
Experience
Partner

11. Trojan
3 packs
Trojan
10-12 packs
Trojan
10-12 packs
Trojan
3 packs
Lifestyle
3 packs
Other brands
10-12 packs
Store check: 7Eleven, Walgreen, Rite Ad (New York and Richmond)
Lifestyle/ Durex
10-12 packs
Trojan
26-36 packs
Other brands
10-12 packs
Other brands
26-26packs
Trojan
3 packs
Other brands
10-12 packs
Distribution

12. Oral Contraceptive vs. Condoms
• “Trust in relationship- pill allows
security from pregnancy, then after
trust/knowledge of clean bill of
health (no STIs/STDs) condoms
are optional.”!
!
• “I only use condoms when my
girlfriend is off her birth control”!
!
• “I believe it is important when it
comes to preventing STDs. But
because my partner and I are
serious, were both tested, and
were each other's firsts, our main
priority is preventing pregnancy.”!
!
• “STDs are a threat, but pregnancy
is a threat with every partner.”

13. Condom Loyalty

14. Focus on:

15. Who uses Durex the most?
Asians!
Caucasians!
Hispanics!
African Americans

16. So why does Durex own only 15% of the USA
market while Trojan owns 69%?

17. DUREX
80.38% of them (209) noticed condom
advertisement from TV
Brand Awareness
Brand Awareness?!
Product Accessibility?

18. When asked about “When do you
think about bringing condom? Only
132/269 females stated that they
actually buy condoms (before/after
of during the night out
Guys are still the person who is responsible
of buying condoms.
Condom Decision Maker

19. 68.29% the respondents said that the advertisement is play no
role in consumer’s purchasing decision.
Advertisement Effect

20. Advertising
Durex spends 1.3 million on Advertising !
Trojan Spends 33.6 Million on Advertising
26 times more advertising
USA Legal restraints vs. Other countries restraints

22. In the United State, Trojan heavily advertises to it’s target market
and Durex does not; therefore, Durex has a perceived image of
being inferior in the consumers mind. !
Hypothesis
Durex is simply not first in the consumers’ minds
Conclusion:

23. WHY isn’t Durex top of mind?
!
• Foreign brand!
• Competing against established home brand!
• USA doesn’t like offensive TV commercials!
• Limited shelf space!
• Doesn’t feature all the products!
• Condom purchases are low involvement

24. Recommendations
• Utilize its worldwide brand equity to attract more U.S consumers.!
• Gain further exposure on the store shelves!
• Increase advertising budget for the USA !
• Change communication channels !
• More frequent mass market approach!
• Increase awareness in other products categories!
• Segmentation of messaging to various audiences !