Durex Condoms: A curious case of Marketing
•Download as PPTX, PDF•
2 likes•787 views
The presentation is a case of direct insight gathered through detailed interviews with consumers.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Durex Condoms: A curious case of Marketing
Similar to Durex Condoms: A curious case of Marketing (20)
Recently uploaded
Recently uploaded (20)
Durex Condoms: A curious case of Marketing
- 2. Comfort and Satisfaction Quality Ease of availability Economical Pricing Durex offers a wide range of variants and flavours Durex offers condom which meets stringent international standards and each condom is electronically tested Durex condom are not easily available at local chemist shops Durex projects itself as a premium brand. Needs Offerings Love Sex Durex
- 3. Fear appeal 1 Indian market share: 32% 2 Priced at Rs 25 for a pack of 3 3 Sunny Leone 4 Humour appeal 1 Indian Market share: 4% Global : 26% 2 Durex is priced at Rs 55 for 3 condoms 3 Ranveer Singh 4 Advertising Market share Price Brand Ambassador Feeling is everything
- 4. Inexpensive brand 1 Safety of its consumers is important to them2 Focuses on sex as a fun interesting element. 1 Moving away from traditional mind-set 2 Seal of quality, global standards set by durex 3 Overall One ring to rule them all
- 5. Price • Customer needs: An Average price product that ensures safety and durability • Company Perspective : Price is inelastic, as the awareness increases and people get conscious about sexual well being, Condoms will be used even if the prices go high Distribution • Customer needs: Easy availability. • Company Perspective : Intensive distribution One-Level Consumer distribution channel. Go out with a bang
- 6. 01 02 05 04 03 Demographic Durex :- Age is comparatively younger. 18-35 year olds Man force :- A wider audience range. Generation Durex :- GenY Man Force :- Gen X Socio-Economic Class Durex :- Urban working class, Upper middle class Man Force :- Lower middle class, Rural market Geographic Durex :- Metropolitan cities Man Force :- Pan India Psychographic Durex :- These are young, urban, middle upper youth individuals. They don’t mind purchasing a quality product, even if it comes at a higher price. Man Force :-A brand for the Indian masses. Isko laga dala toh life jingalala
- 7. Economies of scale Durex can leverage Reckitt Benckiser’s network to expand into newer markets Transporting cost Durex has no manufacturing plant in India. Transportation is from China Relatability Durex’s advertising stance is not relatable to the Indian masses. Target Marketing The target market is too niche for this product. They need to expand into other demographics if they want to improve their market share. Distributor Relations Durex is not an actively promoted brand at the grass root level like Man force Price The Product is expensive as compared to its competitor. Feel Good, look good and get more out of life..