Durex Condoms 5d674o

THE FOLLOWING PRESENTATION IS NOT RATED. IT CONTAINS SCENES OF FULL FRONTAL NUDITY, EXTREME VIOLENCE INVOLVING WHIPS, HANDCUFFS AND WHIP CREAM, AND COARSE LANGUAGE. IF YOU ARE EASILY OFFENDED YOU NEED TO LEAVE THE ROOM NOW.

Durex Condoms A Marketing Analysis Luke Carlson Jason Swann

Trevor Johnstone Lorna Ingram Brenda Redekopp

Overview • • • • • • • • •

Corporate History Brand Overview Situation Analysis Market Target Product Message Media Recommendations

Company Overview SSL International • • • •

Major global healthcare company Headquarters in London, UK Operations in 30 countries Durex brand condoms is the major product offering in North America • Also offer medical products: – Surgical gloves – Wound management

• And consumer health products: – Footcare/footwear (Dr. Scholl) – Many various OTC goods in Europe & UK

Missionary Statement • SSL International plc is a major global healthcare organization committed to developing, manufacturing and marketing healthcare brands in our core business areas. We are committed to ensuring our activities will benefit consumers, healthcare professionals, and employees worldwide, as well as maximize shareholder value.

Brand

•Available in 140 countries

•22% Global market share of branded condoms •Highly recognized and respected brand

Brand • Started in 1915 in London, UK as London Rubber Company • Durex name ed in 1929 meaning “Durability, Reliability, Excellence” • Focuses on innovation – Manufacturing process – Testing process – First anatomically shaped condom

• In 1999 LRC parent merged with another company to form SSL International

SWOT ANALysis • Strengths – Innovation • Product features • Quality

– Distribution channels • Pervasive in stores • Available in wide variety of places

– Research and Development • GSS

– In touch with the consumer – Brand Awareness & Respect

SWOT ANALysis • Weaknesses – Large efforts put on promotion of sexual health, which may benefit competitors – Product is often purchased in high stress immediate situations (ex. When your hot date is buck naked, spread eagle & waiting for you to slip her the big greaser and you need to get a condom NOW, brand becomes of less importance.)

SWOT ANALysis • Opportunities – People are becoming more educated in the need to protect themselves against STIs which represents an increased number of consumers – Society is becoming more accepting of sexual promiscuity – Rapidly advancing technology makes manufacturing more efficient, less costly, more effort can be placed on distribution

SWOT ANALysis • Threats – Limited brand loyalty – Government restrictions on advertising – Other products with similar function: • • • •

Oral contraception Dams IUDs Excessive masturbation

Market

• What business is the Durex brand in? – Keeping sex healthy and enjoyable business

Competing Brands • Armkel Company – Trojan

• Ansell Company – Lifestyles – Condom Discs – Contempo

• Johnson & Johnson – Shields

 Each hold relatively similar market share  These are the major competitors, each offer a wide product line which compares to that of Durex  Durex is positioned as higher quality, more innovative, more fun

Product • Features o Tubular sheath made of latex or similar material with one end open, and the other end closed with a reservoir tip. It is rolled up and packaged in a small metallic or similar casing.

• Functions o Prevents pregnancy o Prevents Sexually Transmitted Infections

• Benefits o o o o o o

Have sex more often Be ired by peers Peace of mind Increased Hap-PENIS Increased pleasure, just go to town with the lube Increased chance of parking the beef bus in tuna town

Product Portfolio • Durex condoms are available with many different features as a way of staying competitive and increasing distribution effectiveness • Priced slightly higher than other brands – positioned as higher quality – $7.19 - $13.99 for a BOX of 12

Product Portfolio

Product Portfolio Comfort Focused

•Avanti •Enhanced Pleasure •Comfort •Her Sensation •Extra Sensitive •High Sensation •Natural Feeling •Intense Sensation •Sheik Sensi-Thin •Maximum •XXL •Performax Fun Focused •Sheik Ribbed •Colors and Scents •Gold •Tropical

Pleasure Focused

Penis Size Distribution Chart BRENDA’S PREFERENCE TREVOR LUKE JASON

LORNA’S PREFERENCE

: SIZE IS EVERYTHING

HOW DO YOU MEASURE UP??

Packaging • Durex packaging is typically more eyecatching and creative compared to other brands • Durex attempts to emphasize their innovative nature via their packaging

Packaging

-bold feature description

Target • Primary Target = Males aged 16-24 • Secondary Target = Sexually active people

Target • Where does the target obtain Durex condoms? – – – – – – – – –

Pharmacies Grocery Stores Convenience Stores/Gas Stations Mega stores like Wal-Mart Adult Stores Brenda’s Purse Vending machines Health Clinics Bars/Nightclubs

Distribution and Placement • Strength in distribution is a key element to Durex’ success, as this is a product that relies on POS availability. If the Durex brand is not available, then suddenly your competition becomes: – Ziploc bags – Bread bags w/o twist-tie for the well endowed consumers – Saran Wrap – Socks

Message • • • • •

Durability, Reliability, Excellence Sex is good with a condom Condoms are essential Condoms are fun Condom quality is important – Durex is the strongest, most reliable, and the world’s #1 choice

Message • “For a hundred million reasons” • “The energy created during sexual intercourse is roughly equivalent to climbing two flights of stairs. Get ready to walk up the Empire State Building in a Durex condom."

Media • Education of consumers – Durex conducts surveys and reports data on sexual behavior, cooperate with governments and health agencies in the promotion of sexual health • POS – – – –

Placed in stores at eye level Placed vertically in relation to other brands Eye catching displays and more educational material Packaging

Media •Internet – one of the main communication methods is the Durex website •Sexual health information •Product information •Games •Global Sex Survey •Links

Media • Durex Website – More fun – Trendier – Colorful – Informative (GSS)

Media • Print advertising – Magazines

• Television advertising promoting the brand and not the product due to government restrictions • Promotion of events – Formula 1 Racing, BLACK & BLUE • Radio Commercials

Magazine Advertising

Magazine Advertising

Television Advertising • Television Advertising Restrictions in Canada – Are totally prudish and made by people who have never scored – Condom ads must ONLY focus on disease prevention – MUST NOT make mention of contraception – MUST NOT condone casual sex – MUST NOT make comparative claims – YET products like BAILEYS or BEER are allowed to have a girl rubbing her nipples and getting all hot and wet and dripping and raunchy and nasty in a bar

Television Advertising

• http://www.visit4info.com/details.cfm?adid =13756

Recommendations • Explore expansion of advertising opportunities while abiding by government regulations • Increased distribution through: – Vending machines in washrooms – Availability in nightclubs/bars – free

• Sponsorship in educational institutions • Greater involvement in educating young people about sex – Put together information packages designed for 7th grade classes for example

Recommendations • Really focus on Global Sex Survey – use it as a more powerful marketing tool rather than a novelty

THANKS THAT WAS GREAT Anyone for a cigarette now?

QUESTIONS?