Durex is the world's largest producer and marketer of condoms. It has over 29% share of the global condom market and is the market leader in more than 40 countries. Young people aged 16-24 represent a key target market as condom use is becoming more common and accepted among teens. While condoms are effective for preventing pregnancy and STDs, some people are dissatisfied with reduced sensation or are embarrassed to purchase them. Durex aims to promote condoms as a way to enhance pleasure and spice up users' sex lives through innovative product designs and lighthearted advertising. The company faces competition from Trojan, Lifestyles, and Kimono but maintains its leadership through quality control testing that exceeds global standards.
Durex is a condom manufacturer founded in 1915 in London. It has grown to be the world's top condom brand with a 26% global market share and distributing over 1 billion products annually. Durex introduced important innovations like electronically testing condoms for breaks in 1953 and creating the world's first anatomically shaped condom in 1969. While condoms face some cultural taboos in discussing sex openly, increased awareness of health issues like HIV/AIDS and education on safe sex have expanded the market potential for Durex. The company aims to ensure consumers' first sexual experiences are safe and enjoyable through innovative, high-quality products.
Business Projects Durex company analysisAdvaldo CM
Durex is a global leader in condom manufacturing with over 80 years of experience. It is based in the UK and sells condoms in over 150 countries. Durex aims to provide protection and education about sexual health and well-being. It has a diverse product line including condoms, lubricants, and educational books. Durex is organized divisionally and has established various committees to improve profitability and coordination across divisions. It emphasizes serving all stakeholders, including customers, employees, business partners, shareholders, and society. Durex's vision is to inspire responsibility for sexual health by providing knowledge that leads people to take action.
The document discusses Durex's new media marketing strategies in India. It outlines Durex's social media initiatives like their Facebook page and YaariDosti campaign. It also discusses their mobile marketing campaign using SMS and initiatives like Durex Jeans. The document proposes strategies to re-launch Durex's non-condom products like their PLAY range through new media like a sex expert on their website, online games, and passion groups. It discusses challenges of marketing condoms in India's conservative society and proposes expanding into female condoms.
An Agency Brief made by my class mates and I on role playing Durex as our Client and hence, giving an agency brief to our prospective Agency. Check it out!
The document provides an overview of the global condom industry, including its history, key players, market size and growth trends. It discusses the industry's products and innovations over time. Major players like Durex and Trojan dominate the market, which is estimated at billions of condoms distributed annually worldwide. The industry faces some barriers to entry but also benefits from economies of scale in large-scale condom manufacturing.
Durex is a condom manufacturer founded in 1915 in London. It has grown to be the world's top condom brand with a 26% global market share and distributing over 1 billion products annually. Durex introduced important innovations like electronically testing condoms for breaks in 1953 and creating the world's first anatomically shaped condom in 1969. While condoms face some cultural taboos in discussing sex openly, increased awareness of health issues like HIV/AIDS and education on safe sex have expanded the market potential for Durex. The company aims to ensure consumers' first sexual experiences are safe and enjoyable through innovative, high-quality products.
Business Projects Durex company analysisAdvaldo CM
Durex is a global leader in condom manufacturing with over 80 years of experience. It is based in the UK and sells condoms in over 150 countries. Durex aims to provide protection and education about sexual health and well-being. It has a diverse product line including condoms, lubricants, and educational books. Durex is organized divisionally and has established various committees to improve profitability and coordination across divisions. It emphasizes serving all stakeholders, including customers, employees, business partners, shareholders, and society. Durex's vision is to inspire responsibility for sexual health by providing knowledge that leads people to take action.
The document discusses Durex's new media marketing strategies in India. It outlines Durex's social media initiatives like their Facebook page and YaariDosti campaign. It also discusses their mobile marketing campaign using SMS and initiatives like Durex Jeans. The document proposes strategies to re-launch Durex's non-condom products like their PLAY range through new media like a sex expert on their website, online games, and passion groups. It discusses challenges of marketing condoms in India's conservative society and proposes expanding into female condoms.
An Agency Brief made by my class mates and I on role playing Durex as our Client and hence, giving an agency brief to our prospective Agency. Check it out!
The document provides an overview of the global condom industry, including its history, key players, market size and growth trends. It discusses the industry's products and innovations over time. Major players like Durex and Trojan dominate the market, which is estimated at billions of condoms distributed annually worldwide. The industry faces some barriers to entry but also benefits from economies of scale in large-scale condom manufacturing.
DUREX in India: Sex - A Social Stigma & Taboo in IndiaHarsh Bohra
The content of this presentation analyses Indian condom market, challenges face by Durex - a number one condom brand in the world, in India due to the industry challenges which includes perception of Indian consumer regarding condoms, communication issues in the distribution system and modern retail channels, role of government in the industry and on the other hand, company challenges which includes Durex market share with comparison to Manforce - a market leader in India, Skore, Kamasutra, Moods and Kohinoor, pricing strategy of the company and the solutions to overcome these challenges in future over a period of time.
Link to Youtube Videos used in this presentation:
Slide 13: https://www.youtube.com/watch?v=kNBNwvnYRwE
Slide 16: https://www.youtube.com/watch?v=tWAzt-eyiwc
Slide 24: https://www.youtube.com/watch?v=_MaO6yIIJVY
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
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.
FASHION & BEAUTY TECH: 20 STARTUPS THAT ARE REINVENTING CUSTOMER EXPERIENCEiVentures Consulting
Startups are reinventing customer experience in fashion and beauty through personalized products and services based on customer data, new direct-to-consumer brands meeting community needs, and new services combatting counterfeiting. The document highlights 20 startups including those offering custom-formulated cosmetics, color-matching makeup recommendations using selfies, custom shoe design, and authentication services to verify product authenticity. Several startups are already partnering with major brands and retailers or are potential acquisition targets.
This document provides information about H&M, a large global clothing retailer. It discusses H&M's history and founders, vision, mission, brands offered, target customers, and 4P marketing analysis. Key details include:
- H&M was founded in Sweden in 1947 and has expanded globally, becoming one of the largest fashion retailers.
- Their vision is for sustainable business operations that meet needs of present and future generations.
- Their mission is to increase store numbers and comparable sales by 10-15% annually.
- H&M offers clothing, accessories, and home goods for men, women, children and babies.
This document provides an overview of the company Caminar and its new product Flateel. Some key points:
- Caminar was established in 2015 and produces the shoe Flateel, which allows the wearer to have both flat and heel functionality in one shoe.
- The document outlines the problem Flateel solves, its target customers as professionals and college students, and proposes a positioning statement emphasizing its dual comfort.
- Marketing strategies are proposed, including distribution channels, integrated marketing communications with various advertising approaches, and a 1.5 lac rupee budget focused on brand awareness.
- Finally, market analysis is provided on the size and growth of the Indian footwear industry, with
The document outlines a marketing plan for OYO, a new kidswear brand from Spykar Lifestyle. The plan details the company profile, market objectives to gain market share and be seen as innovative leaders. It analyzes the large but untapped kidswear market and defines the STP (segmentation, targeting, positioning). The plan also covers forecasting, consumer behavior analysis, competition, pricing strategy, promotion strategy, SWOT analysis, product lifecycle stages, and a 12-month implementation schedule.
Gillette is the global leader in male toiletry products. It has a global presence with 61 facilities in 25 countries and 40,000 employees. Gillette's strategy focuses on maintaining market leadership through innovation, research and development, and brand building. Gillette's razor business generates over half of its profits and continues to grow through new products like Mach3. Gillette faces threats from competitors and changing consumer preferences but remains well positioned through its strong brands and innovation.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
The document provides an analysis of Colgate's global rollout of its new toothpaste brand Colgate Max Fresh (CMF) in China and Mexico. It finds that Mexico better adapted the launch to local consumer needs compared to China, resulting in higher profits for Mexico. Specifically, Mexico's marketing strategies were more aligned with the US strategies with minimal additional advertising costs. This led to substantial operating profits in Mexico. For long term global success, Colgate should standardize adaptations where possible across countries with similar cultures to reduce complexity. Overall, localized adaptations are necessary for success but added complexity can be good or bad depending on how it is managed from a global perspective.
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when Garnier was launched. Nielsen used various methods like category typology, brand equity modeling, perceptual mapping, and analysis of purchase triggers. They found that while Pantene had strong brand equity and emotive loyalty, Garnier was seen as younger and more fashionable. Many Pantene customers were on "autopilot" while Garnier attracted more through packaging and promotions. Nielsen recommended that Pantene offer more promotions to trigger customers to switch brands, change to an opaque bottle that stands up, and offer more competitive pricing.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
The document outlines 10 key principles for marketing success based on an analysis of 996 campaigns across 700 brands and 83 categories. The principles emphasize balancing short-term sales effects with long-term brand building to drive both efficiency and growth. Specifically, they recommend supporting both volume and price; integrating rational and emotional messaging; balancing share of voice between brand and activation channels; and measuring both short and long-term metrics like sales, share of voice, and price elasticity.
It's a B2B and a B2C case where revenue comes from advertising and also from people. Case analysis of fashion channel with the interpretation of Demographic and attitudinal cluster analysis, problems pertaining to TFC, studying the solutions to the problems and answered to why "Dual targeting" ?
This document summarizes information about Manforce condoms, including an introduction to the company providing medicines and FMCG products, strategies used such as social media campaigns promoting safe sex and new flavored condoms, consumer sentiments about the campaigns receiving engagement, and top performing Instagram posts targeting events like Father's Day and an India vs. Pakistan cricket match that connected well with audiences.
This document summarizes a study conducted on consumer buyer behavior for Titan Eye + showrooms in India. The study used questionnaires and interviews to understand customers' purchase decision-making process and the external and internal influences affecting their choices. Key findings included that customers go through stages of need, information search, alternative evaluation, purchase and post-purchase evaluation. External influences like culture, household and social groups impact decisions, while internal factors relate to individual psychology. The small sample size limited quantitative analysis, but qualitative responses provided insights into improving brand perception and store performance to maximize customer reach and sales.
DUREX in India: Sex - A Social Stigma & Taboo in IndiaHarsh Bohra
The content of this presentation analyses Indian condom market, challenges face by Durex - a number one condom brand in the world, in India due to the industry challenges which includes perception of Indian consumer regarding condoms, communication issues in the distribution system and modern retail channels, role of government in the industry and on the other hand, company challenges which includes Durex market share with comparison to Manforce - a market leader in India, Skore, Kamasutra, Moods and Kohinoor, pricing strategy of the company and the solutions to overcome these challenges in future over a period of time.
Link to Youtube Videos used in this presentation:
Slide 13: https://www.youtube.com/watch?v=kNBNwvnYRwE
Slide 16: https://www.youtube.com/watch?v=tWAzt-eyiwc
Slide 24: https://www.youtube.com/watch?v=_MaO6yIIJVY
segmentation , targeting and positioning of collgateParas bagde
Colgate targets urban youth, urban wealthy classes, and wealthy rural customers in India. It positions itself as a high-quality brand with premium prices compared to competitors. Colgate Sensitive Pro-Relief is positioned as the most effective toothpaste for sensitive teeth. Colgate also positions itself as offering extra benefits like its Pro-Argin technology, which provides long-term oral health protection by removing problems at their root. Colgate's target market for its Sensitive Pro-Relief product is people aged 20-40 who suffer from tooth sensitivity, as evidenced by its advertisements showing people of all ages in this range.
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.
FASHION & BEAUTY TECH: 20 STARTUPS THAT ARE REINVENTING CUSTOMER EXPERIENCEiVentures Consulting
Startups are reinventing customer experience in fashion and beauty through personalized products and services based on customer data, new direct-to-consumer brands meeting community needs, and new services combatting counterfeiting. The document highlights 20 startups including those offering custom-formulated cosmetics, color-matching makeup recommendations using selfies, custom shoe design, and authentication services to verify product authenticity. Several startups are already partnering with major brands and retailers or are potential acquisition targets.
This document provides information about H&M, a large global clothing retailer. It discusses H&M's history and founders, vision, mission, brands offered, target customers, and 4P marketing analysis. Key details include:
- H&M was founded in Sweden in 1947 and has expanded globally, becoming one of the largest fashion retailers.
- Their vision is for sustainable business operations that meet needs of present and future generations.
- Their mission is to increase store numbers and comparable sales by 10-15% annually.
- H&M offers clothing, accessories, and home goods for men, women, children and babies.
This document provides an overview of the company Caminar and its new product Flateel. Some key points:
- Caminar was established in 2015 and produces the shoe Flateel, which allows the wearer to have both flat and heel functionality in one shoe.
- The document outlines the problem Flateel solves, its target customers as professionals and college students, and proposes a positioning statement emphasizing its dual comfort.
- Marketing strategies are proposed, including distribution channels, integrated marketing communications with various advertising approaches, and a 1.5 lac rupee budget focused on brand awareness.
- Finally, market analysis is provided on the size and growth of the Indian footwear industry, with
The document outlines a marketing plan for OYO, a new kidswear brand from Spykar Lifestyle. The plan details the company profile, market objectives to gain market share and be seen as innovative leaders. It analyzes the large but untapped kidswear market and defines the STP (segmentation, targeting, positioning). The plan also covers forecasting, consumer behavior analysis, competition, pricing strategy, promotion strategy, SWOT analysis, product lifecycle stages, and a 12-month implementation schedule.
Gillette is the global leader in male toiletry products. It has a global presence with 61 facilities in 25 countries and 40,000 employees. Gillette's strategy focuses on maintaining market leadership through innovation, research and development, and brand building. Gillette's razor business generates over half of its profits and continues to grow through new products like Mach3. Gillette faces threats from competitors and changing consumer preferences but remains well positioned through its strong brands and innovation.
- L'Oreal introduced their Plenitude skincare line in 1982 in France targeting modern women. It aimed to provide technologically advanced, high-end products at an accessible price point.
- When introduced in the US, Plenitude launched with 14 SKUs across 3 categories to recreate a department store experience in mass retail channels. However, after 9 years sales plateaued despite not being profitable.
- Acceptor/rejector studies in the US found that the L'Oreal brand attracted trial but Plenitude was unknown. Younger consumers found the formulas too heavy. The large product line was seen as overwhelming versus traditional brands like Oil of Olay.
The document provides an analysis of Colgate's global rollout of its new toothpaste brand Colgate Max Fresh (CMF) in China and Mexico. It finds that Mexico better adapted the launch to local consumer needs compared to China, resulting in higher profits for Mexico. Specifically, Mexico's marketing strategies were more aligned with the US strategies with minimal additional advertising costs. This led to substantial operating profits in Mexico. For long term global success, Colgate should standardize adaptations where possible across countries with similar cultures to reduce complexity. Overall, localized adaptations are necessary for success but added complexity can be good or bad depending on how it is managed from a global perspective.
Nielsen was hired to analyze why Pantene's market share fell from 22.5% to 20% when Garnier was launched. Nielsen used various methods like category typology, brand equity modeling, perceptual mapping, and analysis of purchase triggers. They found that while Pantene had strong brand equity and emotive loyalty, Garnier was seen as younger and more fashionable. Many Pantene customers were on "autopilot" while Garnier attracted more through packaging and promotions. Nielsen recommended that Pantene offer more promotions to trigger customers to switch brands, change to an opaque bottle that stands up, and offer more competitive pricing.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
The document outlines 10 key principles for marketing success based on an analysis of 996 campaigns across 700 brands and 83 categories. The principles emphasize balancing short-term sales effects with long-term brand building to drive both efficiency and growth. Specifically, they recommend supporting both volume and price; integrating rational and emotional messaging; balancing share of voice between brand and activation channels; and measuring both short and long-term metrics like sales, share of voice, and price elasticity.
It's a B2B and a B2C case where revenue comes from advertising and also from people. Case analysis of fashion channel with the interpretation of Demographic and attitudinal cluster analysis, problems pertaining to TFC, studying the solutions to the problems and answered to why "Dual targeting" ?
This document summarizes information about Manforce condoms, including an introduction to the company providing medicines and FMCG products, strategies used such as social media campaigns promoting safe sex and new flavored condoms, consumer sentiments about the campaigns receiving engagement, and top performing Instagram posts targeting events like Father's Day and an India vs. Pakistan cricket match that connected well with audiences.
This document summarizes a study conducted on consumer buyer behavior for Titan Eye + showrooms in India. The study used questionnaires and interviews to understand customers' purchase decision-making process and the external and internal influences affecting their choices. Key findings included that customers go through stages of need, information search, alternative evaluation, purchase and post-purchase evaluation. External influences like culture, household and social groups impact decisions, while internal factors relate to individual psychology. The small sample size limited quantitative analysis, but qualitative responses provided insights into improving brand perception and store performance to maximize customer reach and sales.
Cross-channel free-riding consumer behavior in a multi-channel environmentAudrey Portes
Cross-channel free-riding consumer behavior in a multi-channel environment.
Parcours client et comportement des consommateurs lors du processus de décision d'achat
McDonald's uses the Ansoff Matrix to guide its business strategy. The company focuses on market penetration through low pricing and convenience. It develops new products tailored to local tastes, like offering vegetarian options in India. McDonald's also expands into new markets by opening outlets in countries like Nigeria and Tunisia. While the company diversified into hotels and cafes, its hotel venture in Switzerland failed to match McDonald's brand image and was ultimately unsuccessful.
The document summarizes the key findings of the "Face of Global Sex 2012" report, which surveyed adults aged 18-64 in 37 countries about their first sexual experience. Some main points:
1. Condom use during first sex was associated with greater satisfaction later in life, knowledge of pregnancy prevention, and lower rates of STIs and unplanned pregnancies. Early sex education can help promote informed choices like condom use.
2. Country averages for age at first sex ranged from about 17 years old in Colombia and Brazil to 23 years old in Malaysia and Indonesia. Condom use during first sex varied widely between countries, from over two-thirds of people in Brazil and Greece reporting use to under one-third
This document analyzes Durex's integrated marketing communications strategy in the US market according to the Schultz model. It finds that Durex has a small market share compared to Trojan and identifies two key target audiences for growth: 1) Heterosexual, college-educated females aged 25-34 with multiple partners and 2) Heterosexual females aged 18-25. It recommends increasing spending on mass media advertising like TV and improving packaging to appeal to female consumers. A return on consumer investment analysis shows targeted communications for each group could yield annual revenue increases of $492k, $1.4M, and $3.2M respectively.
Theory Section Of A Research Paper. The Structure Of AnAmber Wheeler
This document discusses whether teens should be allowed to purchase violent video games. It provides background on the history of violence in video games dating back to 1976. It then presents the problem statement around debates on whether violent video games can lead to increased aggression in teens. Both sides of the argument are presented, with some believing it could increase violence while others see benefits like stress relief. The document concludes by resolving that sales would increase if teens could purchase these games legally and that violent games can act as a stress reliever for teens.
The document discusses how corporate social responsibility involves businesses conducting their operations in an environmentally and socially responsible way, such as by avoiding pollution and resource depletion. It argues that CSR can benefit companies in the long run through improved public image and avoiding pressure from activists. Addressing serious social issues like poverty through CSR strategies could help reduce economic and social risks while allowing for more harmonious living on the planet.
This document provides information on preventing the transmission of HIV through various methods. It begins by outlining learning objectives about explaining different prevention measures, demonstrating correct condom use, explaining dual protection, and demonstrating counseling for prevention. It then describes preventing HIV transmission through blood by screening blood products, avoiding sharing sharp objects, and proper handling of blood and fluids. It also discusses preventing mother-to-child transmission through counseling and testing, antiretroviral treatment, Caesarean sections, and adjusted breastfeeding practices. Finally, it outlines preventing sexual transmission through abstinence, faithfulness, condom use, and addresses barriers to condom use like stigma, lack of awareness, and lack of availability.
This document seeks to debunk common myths about condoms by presenting evidence-based facts. It addresses six common myths: that you must be a certain age to buy condoms; that condoms break easily; that condoms provide 100% protection; that condoms do not fit well and smell bad; that condoms protect against all STDs; and that those with latex allergies cannot use condoms. Each myth is presented and then refuted with data showing condoms are widely available, break less than 2% of the time when used correctly, are 98% effective against pregnancy and 85% effective "under usual conditions," come in sizes that fit most males, and that polyurethane condoms can be used by those with latex allergies.
Gen z’s views on LGBTQ+ rights and acceptanceGenZandu
Gen Z, born roughly between the late 1990s and early 2010s, exhibits strong support for LGBTQ+ rights and acceptance. This generation tends to be more progressive and inclusive, advocating for equality regardless of sexual orientation or gender identity. With widespread access to information and diverse social networks, Gen Z is more likely to challenge traditional norms and embrace diversity, fostering a more accepting environment for LGBTQ+ individuals in society. Their attitudes reflect a growing trend towards greater tolerance and understanding.
Running head PROJECT TOPIC PROPOSAL 1Run.docxtodd581
Running head: PROJECT TOPIC PROPOSAL
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Running head: PROJECT TOPIC PROPOSAL
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Assignment 1: Project Topic Proposal
Britney B. Hassan
SOCI 498
American Public University System
Assignment 1: Project Topic Proposal
Teen pregnancy as a social problem
Introduction
Teen pregnancy is a case whereby a teenage girl, between the ages of 13 and 19 can become pregnant. Typically, a girl within this age range cannot be considered to be an adult and thus considered too young to conceive and bear a child. Besides this, childbearing comes with many other responsibilities in which case a teenage girl may not be able to address.
Background
Thesis: This research seeks to investigate significant facts and factors surrounding teen pregnancy, which identifies it to be a social problem.
The issue of teen pregnancies have has been a matter of concern to religious leaders, policymaker, social scientists, and the communities due to the threats posed on the lives of the young mothers and their children. The life of a teen girl changes the instant that she bears a child at such as young age. The life of the child is also affected in multiple ways, and so is society. Already, the topic of teen pregnancy has attracted the attention of parents, social communities, and leaders who wish to take various initiatives to reduce its incidence. However, the social perception of teen pregnancy continues to challenge these efforts due to media influences, which continue to portray teen pregnancy positively.
According to analysis by Edwards (2015), persons who are below 25 years comprise half of the world’s population with 1.8 billion making up those aged between 10 and 25 years. Evidently, most people become sexually active before they are 20 years old. Besides this more, 49 percent of girls in the least developed countries get into marriage before they reach 18 years. This set of data shows that the risk of having teenage pregnancies is still high. There are fewer cases of teenage pregnancies in the world today as compared to how the situation was in the early days before the 1970s. However, this is no reason to justify the current rate of teenage pregnancies nor is it a claim that the situation has been exaggerated. The truth of the matter is that most of the teenage pregnancies in the earlier days were to married couples; besides this, early childbearing was considered to be a social norm. Current situations are completely different from what existed in the past, especially since many women, who choose to postpone childbearing, have socially adopted methods such as the use of contraceptives and legal abortion. This topic is important in comparing the past and present experiences of teen pregnancy with the aim of projecting what the situation will be like in the future.
Statement of the problem
Importance of the study
Teen pregnancies affect different parts of the world differently. The situation experienced in developed countries is defini.
This poster aims to influence people to vote for the Conservative party rather than Labour in an election. It uses techniques like patriotic red, white, and blue colors and an image of a strong family partnership to portray the Conservatives as trustworthy and patriotic. The minimal text is intended to drive home the message to vote Conservative. The main purposes are to change voting behavior and attitudes on a national scale through campaigning for the Conservative party.
The poster aims to raise awareness about child abuse and stop it from happening. Its main techniques are using a large, central image of a crying abused child to shock viewers, and printing the word "STOP" in bold red letters to clearly convey the message. Statistics presented show that despite ongoing campaigns, rates of child abuse deaths have risen to 5 per day in the US, indicating campaigns have not fully achieved their goal of reducing abuse. More efforts may be needed to help curb the ongoing problem.
The document summarizes the various phases of research conducted by a team to understand factors influencing medicine compliance among Generation X individuals. The research included background research, an initial survey distributed to pharmacies and personal contacts, 8 in-depth interviews with Generation X individuals, analysis of a medicine compliance app, development of scenarios and images to represent their findings, cultural probes and co-design activities, and usability testing of an app prototype. The research uncovered that busy schedules, forgetting, and concerns about side effects were key reasons for non-compliance. Personas were also developed to represent typical Generation X individuals.
This document discusses a study on knowledge, attitude, and practices regarding condom use among secondary school pupils in Choma District, Zambia to prevent STIs/HIV. The study found:
1) There was a significant relationship between knowledge and attitude, and between knowledge and practice regarding condom use.
2) There was also a significant relationship between attitude and practice of condom use.
3) However, there was no significant relationship found between attitude and traditional or religious factors regarding condom use.
The study recommends improving education around proper condom use through various media and seminars to promote positive behavior changes among youth.
The document discusses potential topics for an individual documentary presentation. It considers documentaries about addiction to new technology, defining beauty, and abortion. For the abortion topic, it outlines the key issues including: different views on abortion being legal up to 24 weeks; risks of abortion procedures; pro-choice and pro-life positions; and religious perspectives on terminating a pregnancy. The document develops the abortion topic into a 3-part documentary series exploring whether abortion is right, religious views on the issue, and whether the legal time limit for abortions should be decreased.
Similar to Etude Marketing complète Durex (Anglais) (13)
2. I. Introduction
Nowadays, condoms are considered one of the best birth control methods out in the
market. Unlike other contraceptives, they’ve been proven to be effective in the use of
STD and HIV/AIDS prevention. We talk about it, but do we know exactly what a condom
is? A condom is a thin, flexible pouch impervious to blood as well as penile and vaginal
secretions. It is the only contraceptive that also protects against STIs (sexually
transmitted). In this case study we will focus on the company which is the biggest
producer of condoms around the world: Durex. It has the most important market share
in the world. Durex company has also sold condoms in over 150 countries all over the
world and is the market leader in more than 40 markets. The Durex brand accounts for
29% of the world's four billion condom market, making it the Number one of condom
brand in the world.
II. Situation Analysis
a. The Situational Environs
i. Demand and demand trends
The first question that come in mind when you are
going to market a product is : « Who is actually going to buy my product ?” We have to
figure out what kind of customer they are in terms of behavior and also we have to
approximately evaluate the importance of the market. As the result, if we focus on the
market of condoms, we have to think about everybody: young, less young, mature people,
single person or married couples and so on.A survey realized in 2005 on teens aged 15 to 17
by The Kaiser Family Foundation and Seventeen magazine found that:“More than one-third
2 Marketing project : Durex
3. of teens surveyed (38 percent) said they had had sexual intercourse. Nine out of 10 teens
who've had sex said they use birth control all, some, or part of the time. Virtually all teens
who have had intercourse (98 percent) have used condoms. But half also admitted they'd
had sex without a condom. Also, a Massachusetts statewide survey in 2005 among 3,500
high school students showed condom use is increasing among teens in that state. “About 45
percent of teens surveyed said they'd had sex at least once.” First of all, the results of this
experience show that people have sex younger than in the past and apparently they are
more educated about sexuality. Also, that demonstrates the fact that a lot of people still
don’t use a condom each time they are having sex or a lot are not satisfied by the use of a
condom because it is said that “they would have sex without a condom.”Consequently,
there is a huge opportunity for developing the market of condoms.To sum up, more and
more persons have sex early in their life. The majority of persons lose their virginity in high
school or the beginning of college. Also, a lot of teenagers have intercourses before the age
of 15. And as all we know, intercourses need also to be practiced with a condom. Moreover,
at the age of 15, sometimes, people are not enough mature to take the decision to wear a
condom during a sexual relationship. On another hand, these last years, another important
fact is that more and more people have a lot of different partners in their life. The number of
sexual partners is an important indicator of sexual risk behavior. The more you have
partners, the more you are exposed to the fact of contracting a STI. Also, it has been
demonstrated that men have more partners than a woman has.
According to the “The Journal of Sexual Medicine” containing a report on the National
Survey of Sexual Health and Behavior (NSSHB) thanks to a study group of nearly 6,000
participants between the ages of 14 and 94, we can understand what the trend about the
use of condoms is. The fact is that condom use is now becominga trend for young people.
3 Marketing project : Durex
4. Indeed, nearly 80% of boys and 60% of girls under the age of 18 said that they had used
condoms during sex. That’s nearly twice the rate at which young adults used condoms, and
nearly four times that of adults over 40.These results have a huge implication for global
public health policy and current efforts to promote condom use, and show that young
people are not reckless and careless when it comes to sex. They are educated by different
ways like school or particular programs.
Moreover, condoms are usually used by people who are not married but these past months
in some regions where there is a lot of advertisements against AIDS and in favor of the
condom use, even married couples use them as a new trend.
Another observation is that in developing countries only 3% of questioned people say that
they use frequently condoms. But condoms are more widely used in countries. For example,
in Japan, half of the population who use a contraceptive use condoms.
When we focus on young people, the problem is the access to condoms. In fact, it is for
some young people a shame to go to buy condoms and even if they want to buy some, the
price is another issue they have to face. Indeed, condom’s price increased these past years.
Consequently, who are we going to target to sell Durex condoms? Who represent the target
market?
After finding out previously what are the trends and thoughts about condoms we can now
say that the target market will be young people between 16 and 24 years old. In fact, if we
success in making young people using condoms for their first sexual relationship, they will be
more aware after and will still use condoms in their everyday life. Also, since more and more
people are infected by AIDS and STDs, we could focus on selling condoms to these people. In
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5. fact, it is the only way they can have a sexual life without infecting their partner. To finish,
we could focus on the people who can’t or don’t want to use another kind of contraceptive.
Moreover, the brand Durex, leader on the condoms market wants to focus on another side
of the condom and want to promote a strategy of pleasure and sexual fulfillment. As the
result, the brand creates new products with colors, textures, vibrations… Consequently,
besides focusing only on young people, Durex focus also on older customers (between 30
and 55 years old) who want to spice their sexual life.
Customer profile. Obviously, because we are studying in this case the male condom, the
customer profile is composed of men. But also, with the development of our society, women
take more and more responsibilities and as the result they buy male condoms in order to
cover unexpected situations and in order to do not be in a risky situation.
ii. Social and cultural factors
All over the world, the fact to use condoms is also dictated by our thinking, our socio-cultural
environment and our religion. In fact, for example, some Protestant or catholic people don’t
want to use any condom because it is against what God says. Also, sometimes, if the family is
not used to talk about sexuality or to use condoms, the future generation will not have the
“idea” to use them. At the same time, our social environment has a big influence on our
behaviors. Nowadays, preventing people about sex start with teenagers. In fact, educate
people about this topic is very important but also friends and relatives can influence our
opinion. Moreover, the sensation a condom creates is not natural, so people were at the
beginning not agree to use it. In another hand, it still exists a lot of reasons why people don’t
like to use a condom. They say that there is a lack of sensation if they use it, or they are
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6. afraid that the condom breaks. Also, women are still afraid to ask men to use a condom if
they don’t use it naturally.
As the result, a lot of factors culturals and socials are important to take into account if we
want to success in selling in this marketing process.
iii. Economic and business conditions
With the crash of the economy these past years, the price of the latex increased a lot. We
can see on the graphic that since 2006 the price of it rises from117,8 cents per pound to
262,9 cents per pound. The price is twice higher. That explains a lot the price of the condoms
which is becoming really expensive. Also, the business conditions are not really favorable to
have a good return on investissment (ROI) since the raw materials are expensive. In fact, the
company cannot increase the final price of the product too much because the consumer is
not going to buy it, but it also needs to keep a good profit from the production of its
condoms. The big trend is also that since the price of a condom has increased, young people
or students can’t afford it or prefer to spend money in something else.
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7. iv. Politics
This part cannot be traited because politics don’t influence the way the population use
condoms in the USA. But an example of politic that influences the behavior of people is in
China where couples cannot have more than one child. As the result they are obliged to use
a contraceptive and use condoms.
v. Laws and regulations
A condom is subject of a lot of reglementations and standards in order to insure security and
hygiene to the customer. First, all the condoms are tested with an Electronic Testing
machine in order to provide a good quality product. This machine checks for holes and
imperfections. Then, the next test is the “water leak testing” realized on a sample of
2,000,000 condoms per month. That means that the condoms is filled with mater and
suspended for a minute to check for leaks. To finish, the last test realized on the condoms is
the “air inflation test”. It is to check for burst strength and elasticity and it is realized on a
sample of about 500,000 condoms per month. If the condoms fail on any of the tests, the
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8. entire batch (432,000 condoms) is discarded. The standards size for a condom are : 18 liters
but Durex minimum latex standard is 22 liters and typically, Durex condoms will expand to
40 liters before to break. All condom types are also dermatologically tested. As the result,
Durex enjoys a good reputation about its product quality. In fact, Durex has over 75 years of
experience of manufacturing condoms. The company also doesn’t want just to meet
worldwide safety quality standards, but wants to exceed them and be the best on the
market. Durex company is also looking for new ways to improve their products or spotting
new trends in sexual behavior that may lead to whole new product areas. They want to be a
really innovative company. That is why millions of people across the world trust Durex every
day.
b. The Neutral Environs
i. Financial environment
As economic crisis has happened in recent years, investors don’t have strong interests in
financial product. However, the daily product market is still beneficial for them. Condom as
one kind of necessity in people’s lives, makes the demand side keep constant or even has
slightly growth. There are still lots of funds out there in the market. Large companies are
interested in developing their markets. They have cash in their pocket, and desire to invest
new things to cover their lost in this economic crisis. Condom can be one type of investment
to increase profit, and still has many rooms to catch in the future.
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9. ii. Government environment
The government has a small but not insignificant importance in the fact of selling condoms.
In fact, even if the government doesn’t promote any brands in particular, it invites people to
use them by creating advertisements about AIDS. As the result, condoms brands benefit of
these advertisements.
iii. Media environment
The media environment include everything
that has a relationship with communication
about the product : the logo,
The Logo :
Communication realized by the brand starts first of all by the logo.
Durex logo is a blue horizontal rectangle. That makes us think about a condom pattern.
Moreover, the edges of the rectangle are straights and curved which symbolize strength and
softness. Exactly what the customer expects from a condom. Then, the blue color of the logo
symbolizes dreams and peace. The rectangular form and the color of the Durex logo are
ideally chosen to be easily remembered by the customer. Moreover the name of the brand is
easy to say, easy to spell, easy to remember and easy to read.
The communication about condoms in general.
Durex has a panel of products available to anybody but the topic concerned is sex. As the
result, the hard thing about communicating about condoms is to realize a good
communication on the product without being vulgar. In fact, generally, the products related
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10. to sex are taboo. The objective for the brand is to communicate with tact, delicacy and with
being trickiness.
The Media and Out of Home Media Communication.
The company Durex chose to focus its communication on originality and humor. The brand
uses a lot of implied and not direct ideas in its communication. The communication is also
adapted to teenagers because the advertisements are humoristic but also respect the fact
that young people think sexual relationships are private and don’t want to share about it.
Consequently, Durex realiaze a good communication focused on its principal target which is :
young people between 16 and 24. The brand wants also to show that a condom is not
necessarily a constraint but can also be an essential accessorie for pleasure.
We can also see that Durex is focused on the fact to procure pleasure to its customers
because they use a lot of slogans related to pleasure.
Durex. Made to make you last longer.
Better Shape, Better Sex.
Once you try it you would never do without it.
Good news for your sex life, bad news for beds.
Durex. Crowdstopper.
• On TV :
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11. Advertisements for Durex on TV are each
time well recognized by the audience even if
they are not diffused a lot. The audience
remembers them because they are original
and funny. One of the last advertisements
Durex realized in the USA in 2009 by
Fitzerald and co was the one about two and
then then three rabbits made of condoms. They are having a human comportment and
having sex in different positions. The funny part is the noises resulting of it
(http://www.youtube.com/watch?v=DMqjiny-xa4). A lot of advertisements for Durex are
censured and as the result are not diffused on TV. For the most part, they are available on
the internet.
• Oninternet :
A lot of advertisements for Durex are viral advertisements and for the most part of the time
realize a buzz commercial. The one about rabbits having sex described previously was only
available on internet because it was admitted this video would shocked the audience.
Moreover, on the internet we can find other advertisements from other countries. Also, the
brand Durex realizes a lot of contests on internet where the winners receive condoms but
also new products.
On another hand, the brand Durex doesn’t really exist in magazines, newspapers, etc.
Durex, not only use widely TV, intenet, contests for its advertisement, but also is the partner
of a lot of events and distributes free condoms. For example, the brand distributes condoms
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12. during the Gaypride and also in the partner of a lot of organizations fighting against AIDS. In
Europe, the brand also sends a lot of sets to shools for preventing AIDS and pregnancy.
iv. Specialinterestenvironment
When we talk about condoms, it first comes in our mind that some people or groups of
people use condoms more than others. For example, we know that students or gay people
will have a special interest in the fact to use a condom. Married couple will have less interest
for this type of contraceptive. As the result, our marketing strategy need to be focused on
these groups of people.
c. The Competitor Environs
The three biggest competitors of Durex in America are Trojan, Lifestyles and Kimono. Durex
is focused on the pleasure a condom can bring to the user. Kimono is focused on creating
condoms thinner than its competitors in order to allow the users to feel all the sensations
without thinking they are using a condom. The brand Trojan is focusing its advertisements
and mission statement on the fact they are the most trusted and secure condoms existing on
the market. The brand is really present on the condom market and 60,5% of the sells of
condoms in America are realized by Trojan. Lifestyles company is focused on the health
aspect of using a condom. Moreover the name of the brand shows that the company wants
to adapt itself to every types of lifestyles and wants to be available to everybody. The brand
also recruited Miley Cyrus as an advertising spokesperson
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13. d. The Company Environs
The Durex products are really trusted by customers since the brand represents one of the
leaders in the world. Customers think that the brand procures a safe and secure product.
The company has a lot of experience on that kind of production. The resources of Durex are
human but also the company needs a lot of machines in its production process. The
strengths of the company are the fact that the brand is well recognized all over the world
and it is known for a long time. The weaknesses are the fact that Durex is not the company
leader in the sale of condoms in the United States. Also, because the communication of the
brand is humoristic old people or married couples don’t feel included and recognized. This
kind of communication target principally young people who have a lot of sexual partners and
want pleasure and safety at the same time.
III. The Target Market and Problems and Opportunities
Undoubtedly, young people are the most important sources of condom users in the U.S.
The increasing consumer awareness of risks of sex has led to an increase in the use of the
product. Especially in colleges, there is a huge demand for condoms among young students.
With the influence of social media and the change in gender roles, males are no longer the
only ones who are interested in buying condoms. Young females are more and more
concerned about unexpected pregnancy and sexually transmitted diseases such as HIV, a
deadly disease which attacks and disables the immunity system of a human body. Some
colleges and universities in the United States offer free condoms for their young students.
However, most students in those colleges are not quite satisfied with the quality of free
condoms. Some college students are more fun-seeking while some of the others are more
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14. like pleasure-pursuing, which means we have a huge market to sell different condoms to
different people with different needs.
However, college students is not the only market we are targeting to. Wide as the range
seems to be, our core condom users are those who age from 18 to 32. Nowadays, many
couples choose to put off their plans of having a baby because of the financial crisis. Birth
control becomes more and more prevailing at this
point. Compared with many other contraceptive
methods such as oral contraceptive drugs and
NuvaRing, condom using is relatively harmless and
time-saving. Among young marrieds, there is an
increasing demand for condoms. Given that young
couples focus more on the quality and pleasure of
sex and birth control, we will provide more lubricated condoms made of unbreakable
material. Considering that most young couples are two-income family, the price of this kind
of condoms will be higher than other products.
Social media has contributed a lot to the universal use of condoms, but there is still a lack
of concern among young people in rural areas where social media has limited influence on.
Different lifestyles are also considered as a critical factor to this result. Compared with urban
and suburban condom users, people who are low-literate in rural area usually put less
emphasis on birth control and diseases protection. The low condom usage rate reminds us of
a huge potential market for our products.
Although our potential profits from the target markets are huge, we still have some
barriers to overcome. One of the problems we are facing is promotion. Compared with our
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15. consumers in urban or suburban areas, those who live in rural areas are more difficult to
reach because they are relatively geographically spread out. In order to remind them of the
importance to use condoms and promote our products to them, we must use mass media as
well as sales people more often and intensively, which maybe a little costly.
Another problem we are dealing with is the price condition. It is true that compared with
other competitors, we provide condoms with better quality and multiple advantages.
However, other condom producers have lower prices than we do. For example, Trojan has a
lower market share than ours but they keep using the “low-price” strategy to attractive
young college consumers. On some campuses they even provide free condoms to college
students.
Besides, there may be religious, cultural and social restrictions among certain groups in
the United States that oppose to using birth control methods. Although most Protestant
groups begin to accept the use of modern contraception methods, it is still opposed by some
Catholics in the United States.
IV. Marketing objectives and goals
To make every customer satisfied. Product: suit every male’s needs perfectly. Making
research on people’s attitude toward Condom depends on favor of color, smell and shape.
Divide color, smell and size in different groups. Then, set those groups on the basis of
personal identity. The goal to sell is to maximize the profit in these different sectors. Color,
smell and shape. Design unique characters on these terms. The main purpose is to divide
product in different factors to increase sale. We can set an organization to create subdivision
on these three factors. Each one increase sale 10% in every year, and in order to compete
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16. with other companies, we can lower price by 2% in each condom. In 5 years, our product
should place on the shelf of every corner of world, and it need to bring 60% profit proportion
to investment. 30% share of market is the main target in the following 10 years. Also, make
sure everyone has a positive attitude on our product. Let them have awareness of our
product, and become the first condom brand they want to buy in their mind. We can build
Condom dealers in every big city. These dealers need to be professional sales center, and let
them become representatives of our company. In these dealers, show our latest products,
and teach customer how to use these new products. Our goal is to build 3 dealers in each
year.
Marketing strategies: invite mechanical engineer to create the fictional condom. It can be
flash in night and have functions of increasing hormone level. Also, hire Biophysics experts to
create natural-like material, make the condom feel like human body. Packaging is another
important factor. To dazzle consumer by making it powerful, and this can be done by
showing natural phenomena on its package, like volcanoes, earthquake, or tsunami. Let
people to observe these scenes and make them want to engage in an “intensive” behavior.
Lower price can be used in sale, but since the cost of production rises, price need to
increase. In reality, we can do the opposite way, which can absorb new customer and keep
the loyalty of our old customer, However, it apply only in a short run, and we can increase
price as our customer and their loyalty increase. We can expand to new market like elder
consumer. They are potential buyers of condom, and can offer them special service. For
younger generation, create new way of using condemn. Hi-tech condom need to be
produced to increase sale. In existing market, increasing spending on ads. Because the Hi-
tech products are always charming and fascinating, and the most important is teenagers like
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17. it. In low-consumption area, like religious group, quite the market as soon as possible, and
spend money on the more prosperous area.
V. Marketing tactics.
We decide to stick onto the current product mix
since it is broad enough to satisfy different needs
for different target markets and segments of
population. We want to reduce the costs so we
could offer a lower price. Therefore, we could attract new groups of consumers from our
main competitor, Trojan. At this point, our products are widely-available almost everywhere
such as supermarkets, pharmacies, corner stores, vender machines, online shopping
websites, etc. However, we want our products to be more well-known among colleges and
universities so that we can build up our brand loyalty. If people’s needs and desires are
satisfied, they will keep using our products in the near future.
For promotion, since our brand is usually associated with pleasure and passion. We want to
keep the existing brand culture and way of considering our brand by creating humorous but
less explicit advertisement. As a result, it will not be censured and more people will be
targeted.
VI. Implementation and control
The price of latex in 2011 April is about $2.70 cents/lbs. In the United States, the annual
sale of condoms is $10,000,000. Durex has a market share of about 30% in the United
States market which means the annual production of Durex condoms is $3,000,000. The
cost of raw material for producing those condoms is $41,035.24. According to the data
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18. provided by marketing reports, the cost of machine maintenance is about 200,000
dollars each year. The cost of employees is about $500,000. In addition
to that, the cost of advertising and distribution is about $400,000. The
total costs of production are $1,141,035.24. The average cost of
producing a Durex condom is around $0.38 cents. This is the breakeven
point of our production. We can make a economic profit by setting the price higher than
this point.
VII. Summary
Compared to our major competitors, we have a broader variety of product mix. For example,
we have Durex PleasureMax for our young customers. This product will maximize their
pleasure and satisfaction. Besides, our products are off better quality. Our latex is imported
from South America which has been tested a lot on their durability and quality.
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19. VIII. Appendices
Marketing Mix
Product :
It exists 16 different kinds of male condoms in Durex line product. They all have different
characteristics. Durex Love, Durex Jean and Durex Natural represent the basic ones. Every
Durex condom is made with latex beside Durex Avanti.
The size of the Durex condoms are standards but it also exists some other condoms with
different size like “XS” or “XL” and “XXL”.
Three particulate condoms are made in order to replicate the natural sensations and are
really thin: Durex Contour, Durex Feeling extra and Durex Elite.
Durex Performa is the only condom designed to prolong sexual excitement as long as
possible
Durex Excita, Durex Pleasuremax are condoms with a different texture : ribbed, with beads…
To finish, there are Durex select, colorful condoms with different flavors of fruits.
All the condoms have an « easy-on » system that allows the user to set the condom faster
and easier than any other types of condoms. Moreover, each condoms have lubrification.
The price :
Price are really different and depending on what kind of condom you want. The most basic
onescost around $ 0.30 (Natural, Love and Jean) and the, the prices are around $0.60 or
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20. $0.70 which is kind of expensive for only one condom. The condom Avanti Ultima is the most
expensive of all.
The distribution :
Durex condoms are available almost everywhere: supermarkets, pharmacies, internet… They
are sold one by one or by 3-pack, 4-pack, 6-pack, 10-pack, 12-pack. These past years, the
distribution networks are more and more diversified and as the result, customers can buy
them where they are doing their food purchases. It is becoming easy to buy condoms. We
are not necessarily oblige to go to a pharmacy to buy some.Moreover, Durex condoms can
be purchased like sodas or snacks in some machines available in train stations, airports…
They are also available in clubs and are free in any kind of preventing places like
associations, Gay Pride…
Communication :
Durex uses almost every type of media to communicate about its products. (Refer to the
part above)
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21. SWOT Analysis
Our products are made of high quality materials, and have markets overseas. The brand
name of our product is easy to remember, easy to write, easy to say and easy to spell.
Mostly, people live in every corner of the world knows Durex, which helps our customs to be
more familiar with the latest information about our condom and the advantage over other
brands. High technology is the symbol for our products. Durex Deluxe, Durex RealFeel and
Durex Fetherlite Ultra all use the latest methods and materials to give clients enhanced
sensation and pleasure. The new Durex Deluxe condom is made from a special, crystal clear
material which is so light the wearer feels like they're wearing nothing at all. Durex RealFeel
condoms are made from a revolutionary material which is softer than latex and gives a skin-
on-skin feeling. Durex Fetherlite Ultra is our thinnest latex condom yet, providing a new level
of heightened sensitivity at the tip of the penis. However, our weakness is obviously.
Condoms cannot advertise directly, and also, it has social, cultural and traditional
hindrances. Durex as one of famous condom brands, it is prevented by these barriers. In
addition, people buy condom randomly. They simply choose what can be convenient for
them. In fact, we don’t have big markets in college, or some other dense population areas.
As people become more aware and conscious about use of condom, the total sales of
condom could rise in near future. Therefore, there will be many new users in market; they
haven’t decided which condom they will choose in future. These new consumers give us
opportunity to help them build loyalty, and meanwhile, we can expand our markets in these
new users. People are still shy to ask for condom. Hence, the increasing of vending machines
will be necessary in future. We can create Durex vending machine to improve the sales of
condom in this situation. The biggest threat is from our competitors, especially Trojan -it has
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22. bigger market share than ours in U.S. They have similar product strategy and advance
technology as ours. According to their bigger market share, they are more likely to be
success of introducing new product. The intense competition between Trojan’s product and
ours will be a big issue in our future market.
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23. Work Cited
Durex Official website.N.p., n.d. Web. 29 Apr 2011. <http://www.durex.com/en-
US/Pages/default.aspx>.
Finger, William R. "Family Health International." Condom use increases. N.p., n.d. Web. 29
Apr 2011. <http://www.reproline.jhu.edu/english/6read/6issues/6network/v18-
3/nt1836.html>.
Rotermann, Michelle. " Trends in teen sexual behaviour and condom use." N.p., Sep 2008.
Web. 29 Apr 2011. <http://www.statcan.gc.ca/pub/82-003-x/2008003/article/10664-
eng.pdf>.
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