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DUREX

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by

Thanh Melody

on 23 August 2013

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Transcript of DUREX

MARKETING PLAN PRESENTATION
- INTRODUCTION
- CURRENT ANALYSIS
- MARKETING OBJECTIVE
- RECOMMENDATION
- CONCLUSION

INTRODUCTION
CURRENT ANALYSIS
MARKETING
OBJECTIVE
1. Corporate Objective:

- Maintain DUREX images
- Continue corporate with local business and build strong relationship to local government
- Continue invest in Research & Development
TEAM MEMBERS:
- Thanh Tran - s3373576
-
Phuong Vo - s3358244
-
Van Huynh - s3344185
- Loan Van - s3358233
- Duy Tran - s3393971
- Tien Nguyen - s3344017
CURRENT TARGET CUSTOMER
- Durex uses differentiated marketing
- 4 types of product for different group products for different group customers.
STRATEGIES ANALYZE : PRICING
Product classification -> convenience product
Three level of product:
- Core benefits
- Actual product
- Augmented product
Branding Strategy
Product life-cycle strategies
Growth and Maturity region on product life-cycle map.
STRATEGIES ANALYZE : PRODUCT
STRATEGIES ANALYZE : PRODUCT
Current price and
main competitors
STRATEGIES ANALYZE : PROMOTION
1. Advertising:
on billboard, internet and commercial video
2. Public relation
: special events to provide free Durex condoms to improve customer awareness about Durex
STRATEGIES ANALYZE : PROMOTION
3. Sale Promotion:
Display: Easily to see and buy on the Super market or Convenience shop.
STRATEGIES ANALYZE : PLACE
http://www.durex.com/vn-VI/Products/Condoms/pages/CondomHomepage.aspx
4. Direct marketing:
Online selling website, that is also the official website of them in Vietnam.
Advertising on internet :

http://www.tin247.com/bao_cao_su_kieu_moi_giup_tang_kha_nang_dan_ong-10-21875013.html

Billboard on Dinh Tien Hoang Street . Taken by Thanh Tran
Durex providing 100,000 free condoms at London Olympic 2012

http://m.f1.img.vnexpress.net/2012/07/18/durex-1342597740_480x0.jpg

`
Durex was first introduced in the UK, in 1915 by LA Jackson
Most of the Durex products in Vietnam are imported from nearby factories in Thailand
1. Product:
- Import more types Durex condoms
- Brand extension
- Try to produce Dams, IUDs and excessive masturbation
Recommendation
3. Place:
- Establish new factory in VN
- Maintain the distributions of DUREX in VN
- Put convent machine of DUREX in public place
Recommendation
Recommendation
- Enhance public affair by corporate with sport activities and musical events.
- Enhance lobbying , investor relationship, development to HIV/AIDS prevention organization, Red Cross organization
Recommendation
- Durex was established in UK in 1915
- Vietnam has imported Durex products since1990s
from Durex' s manufacture in Thailand.
- International market-share : 30%
- Market share in Asia, specially in Thailand is 70%
- Sale figures:
1.Extra safe product :
traditional customers groups
2.Fun + fruity product : young customers groups
3.Extra lagre : special physical customers group

Pricing strategy compared to the competitor : Durex uses Market Penetration Pricing
Pricing strategy : Durex has product line pricing.
Taken by Thanh Tran
- Use PR tools.
- Maintain catalog direct marketing, online marketing.
- Give membership card that valid over the city.
- Giving sample to customers in crowd places.
4. Promotion:

- Using comparative and persuasive advertising
- Developing advertising by using billboard and the Internet
- Do the flash mob in parks, giving free T-shirt with famous quotation about sex, trust and love with DUREX logo
CONCLUSION
QUESTIONS

REFERENCES
MARKET SHARE and SALE FIGURES:
-Georjon, A 2003, “ Durex brand analysis” Munich, GRIN Publishing GmbH, no.V21798, p.p 5, viewed 17 July 2013 http://www.grin.com/en/e-book/21798/durex-brand-analysis
- Durex vietnam n.d, ‘Durex Viet Nam: Bền, đáng tin cậy và xuất sắc’, Durexvietnam, viewed 5 July 2013, <http://www.durexvietnam.com/about.html>


2. Price:
- Introduce new product that have lower price but still ensure quality
- Give bundle pricing
- Discount pricing
- Decrease the price of normal products to reach the market faster
Successful PR Tools
http://wallblog.co.uk/2011/05/13/top-5-innovative-pr-tools-that-really-work/
Commercial Flashmob in Spain
http://jedblogk.blogspot.com/2010/05/durex-etudiants-poil-contre-le-sida.html
Auto Machine
http://yume.vn/news/cong-nghe-xe/thiet-bi-so/chuyen-ve-bao-cao-su-va-gioi-tre.35A67953.html
New Products and new appearance in UK
http://www.durex.co.uk/products/condoms/

- Multichannel Distribution Systems
- Existing Product
Distribution Strategies
- New Product
Distribution Strategies
2. Market Objective:
- Increase overall market share by 5% and sales by 20%
- Increase DUREX’s brand awareness
among 70% of younger customers segment
-Brand extension and import new product can provide more choices for customers.
- Good price and marketing strategies, Durex can improve sales and market shares.
- Special activities and others strategies, Durex could improve brand awareness and raise knowledge of young customer.
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