Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Durextraordinary

No description
by

Ray Wen Lim

on 6 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Durextraordinary

Political
Chanyapak Napombejara (Thailand)
Eileen Kamtawijoyo (Indonesia)
Long Hin Tam (Hong Kong)
Qun Zhang (Canada)
Ray Wen Lim (Singapore)
Wei-Li Lee (Taiwan)

Anglo-Dutch multinational consumer goods company
Headquartered in Slough, Berkshire, UK
Popular brands
Dettol (the world's largest-selling antiseptic)
Strepsils (the world's largest-selling sore throat medicine)
Veet (the world's largest-selling depilatory brand)
Air Wick (the world's second-largest-selling air freshener)
Strengths
Weaknesses
Opportunities
Threats
Innovation
Established brand with excellent reputation
R&D
In touch with consumers
Widely and conveniently available
Various products
Relatively high price with little differentiation
High spending on social market may benefit major competitors
Bold advertising often leads to controversies
Condoms may be more inconvenient than alternatives
Unpleasant experience (to some)
People become more educated
Large untapped US market
Less restriction on advertisements
Advancing in technology
Increasing number of competitors
Market saturation in developed countries
Other contraceptive measures
Increasing difficulty to innovate
Social discomfiture
Masturbation and sex toys
Du
rability,
R
eliability and
Ex
cellence
> 80 years of experience
World’s best-selling condom brand (34.2% of the world market share)
Contributed significantly to the modern evolution of condoms
first lubricated condom
first anatomically shaped condom
first non-latex condom
Produces non-condom products for those interested in spicing up their sex lives
lubricants, massagers, oils
C
ompetition within Condom Industry
The US domestic condoms market is highly competitive and highly concentrated with few key players that compete in differentiations on quality, price and innovation.
Durex is the market leader in the UK with over 83% market share. Durex also has a 35% global market share.
Strengths
Weaknesses
Opportunities
Threats
Preference Matters!
Cha-ame's preference
Eileen's preference
Wei-Li's preference
Ada's preference
Desmond
Ray
Strict regulations governing condom manufacturing
Government public service announcements
Restrictions on advertising
PEST
Analysis
Economic
Economic growth affect sexual desire
Rise and decline of rubber price (Industry wide increase in condom price)
Social
Technological
Lifestyle of people
Educational level
Religious beliefs
Culture
Gender roles
Influence of friends and family
Condom breakage
Alternative contraceptive methods
Adult toys
Distribution channels
"Hi-tech" condoms
Solving premature ejaculation
Protection against yeast infection
Condoms for firmer erections
C
ompetition in Other Contraception Market
Main driver for condom industry: the need for a safe and cost-effective method of contraception
Other contraceptive methods are available
Alternatives
C
ustomer Analysis
C
ollaborators
Geographic
Global reach
Main markets
European (69.5%)
American (18.6%)
Asian (11.9%)
Countries with more acceptance of sexual promiscuity
Market Segmentation
Demographic
Age:
Younger population (16 – 35 years old)
Older age groups are also engaged
Income:
Higher income
Brand conscious adults in need of convenience
Psychographic
Fun
“Carpe Diem”
Lives on the edge
Open minded, extravert
Worried
Easily Influenced
Behaviouristic
Brand loyalty
Product often purchased in stressed situations
-> Limited brand consciousness
Market research has shown that, once recruited,
brand loyalty
among users is
extremely strong
-> Heuristics
User status
New users (e.g. teens)
Regular users
Ex-users (no longer fertile)
Social Media
Each tweet #1share1condom or each share of World AIDS Day image or video on Facebook is worth one condom
Durex will donate the condoms to global and local charities to prevent the spread of HIV
Sponsorship
Print Advertisement
Guerrilla Marketing
Global Sex Survey
Since 1995, covering 41 countries and more than 317,000 people (in 2005)
Used by governments and health organisations
Gives Durex an official image of condoms provider that is committed to social responsibility
Enhances Durex’s public image
P
romotions
Television
Social Media
Sponsorship
Website
Global Sex Survey
Guerrilla Marketing
Print Advertising
Vending Machines
Positioning
Highly
innovative
Different types of condoms
Non-condom products
Premium
quality
products
More
fun
and
enjoyable
sex
Experts
in sexual well-being
Good brand
experience
that suits the lifestyles and characteristics of users
P
roduct
2 Independent Brands
:
Durex (condoms)
Durex Play (lubes, toys and massage gels)

Durex produces
15 different condoms
with 7 different themes: Last Longer, Feel More, Latex Free, Extra Fun, Extra Large, Extra Safe, Fruity

Packaging
Name of the condom,
features of the condom and
an image relating to the feature
of the condom
P
lace
Or order online
Supermarkets, Pharmacies & Drug Stores
for all types of products


In Dubai only
via Durex SOS condoms application
Less than an hour delivery
Vending Machines
Widely used for instant facility
On bus stands, malls and road corners

P
rice
General Pricing
Volume Discount (3 for $5, 20 for $25)
Combo Set: condoms + vibrator + lady condoms
Seasonal Discount: Valentine’s Day, New Year's Eve

Product line pricing strategy
Three different pricing categories depending on their usage, target market and cost of production
Classic Condoms
Durex Classic, Extra Safe, Select
Condoms with extra attributes
Durex Sensation, Arouser, Performa, Ultra Thin
Exclusive Condoms
Durex Tingle, Avanti, Pleasure Max

Needs:
Wants: Condoms!
Sexual gratification
Protection from
Sexually transmitted diseases
Unwanted pregnancy
Maslow’s Hierarchy of Needs
Determine location
Choose product
Delivery
Primary target
Young people between ages 16 – 35

Secondary market
People that are sexually active
(>35 years old)

Target Market
5
C
s

C
ontext
C
ompany
Analysis
4
P
s

SWOT
Analysis
Challenges faced in the
US Market
Foreign brand
Low brand awareness of Durex Play
Competing with established home brand
Objectives
Increase

brand awareness
Reposition

in the US market
Inform customers of the shift in
brand position

Increase
distribution channels

Emphasize the idea of ‘Love Sex’
Bright colours are used
Differentiation:
Safe sex
to
Fun sex
Target customer: Couples in committed relationships looking for ways to spice up their love lives
Increase 'Durex Play' brand awareness by
product placements
, advertisements and
sponsoring events

Low Condom Usage Rates in the U.S. only 15.1% of US adults use condoms!

Recommendations
MTV Staying Alive Foundation
Revolutionise sex education
Encourage 16-24 to have a positive sexual attitudes and behaviors
Engage directly to millennial across all platforms (social media, ...)
First time since 1976, Durex has backed an F1 team
Sponsors Hispania Racing Team
Gives a dynamic image to the brand - not necessarily linked to sex
Go after
untapped marke
t
and
build up brand loyalty
from younger generation
Target customer:
Students
Partner with universities/youth clinics
to give out free Durex condoms
Sponsor educational institutions for
sex education
and promote the importance of using condoms
Target customer:
Females
Produce new
female-friendly designed condom packs
Partner with retailers
to tactically locate these condoms
2. Inspire Brand Loyalty

1.
Durex Play
3. Target female customers
Vanberlo (strategic design partner)
Develop sensual pleasure gels (Durex embrace)
Reduce stigmas related to the use of lubricants by making it more fun & friendly
Packaging reflects the visual brand language (excitement)
Snepo Technologies & Billie Whitehouse (Fashion Designer)
Creation of
Fundawear

Currently being developed for mass production to create a truly viral campaign that would reaffirm Durex as an innovative brand
Named by Wired as 'need to know' tech trend for 2014
Political
Q & A
Primary Target
Secondary Target
Full transcript