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Durex

MKTG 304
by

Dinethri Aluwihare

on 23 July 2013

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Transcript of Durex

Don't Stop Me Now
Getting to zero
Our Target Example - Max

School Sex Education
Web
Social Media sites
Mobile Apps
Peers groups
POME
Top 3 Sources of Sexual Information
First timer - condom type and package design
Existing user-brand and package design
Consumer perspective…
Buyer Utility Matrix
15 Years Old
High school student
First Tier Non-customer
Spends a lot of times on Web
Mobile apps
Needs to be connected
Vine
Pulse
app
Candy Crush Saga
Buyer Utility
Reaching consumers - distribution
Reckitt Benckiser, 2013 Lecture 1, Slide 8
Durex condom sales have been decreasing in grocery stores by 4.3%.
New entrants such as playboy and four seasons have also captured some of the market.
Groceries now also have self-serve checkouts for customers.
Another reason to shop for sexual wellbeing products at groceries
Grocery Sector
Condom sales from pharmacies within Australia have decreased.

Sold over the counter either in the personal hygiene section or the family planning
Durex may supply to wholesalers which then deliver to pharmacy groups to sell to the consumer
Source: Internationalcare.com.au
Pharmacy Sector
Euromonitor 2009, Condoms A Review of the Condom Market in the DR, viewed 3rd of May 2013, <http://www.carisma-pancap.org/attachments/175_euromonitor_dr_condoms_preliminary_deliverable_sept09.pdf>
Push to implement in high schools by Education Departments
Low percentage of sales compared to other outlets
Distribution at schools not supported by the Federal Government
In 2008 research suggested only a small number of suppliers used vending machine accounting for only 2%, this figure is expected to grow (Euromonitor International, 2009).
Vending Machines
Highly popular amongst everyday consumers
Provides convenience for customers to purchase at home.
May lower the “embarrassment factor”

Requires more resources for delivery logistics and customer support
Online store allows for integration with other media such as video and Smartphone applications
Online Distribution
Implementation
Point of Market Entry
and Normalisation
Proposed Strategy and Implementation
Competitive Analysis
and Strategic Pricing
Intermediaries
Proposed Strategy
Increase distribution:
Online store and App
Increase Brand Equity:
App and PR event
POME
Normalisation
Education through PR event
Product
Size (introduce 3 pack)
To-Be Strategy Canvas
Key Statistics and Trends:
51% of singles have unprotected sex in Australia
43.2% of 18 - 24yr use condoms when having sex for the first time

(Launch in wk3)
Digital Media
Facebook and Twitter
App Prizes
1. Download the app
2. Scan QR code from the inside of each box
3. collect points
4. win prizes, samples, free products.
* Schoolies related prizes are available to coincide with event as well as tickets to Big Day Out to coincide with the PR event.
OOH: Building Projections
November-January
#Durexdontstopmenow
Facebook , Twitter, Youtube
Vine
banner ad on app
OOH
Print & Radio
Candy Crush Saga
1st Dec
Measurement
cid=other-eml-alt-mkq-mck-oth-1304Fitzpatrick, A. (2013, March 24). Bill Gates Will
Give You $100,000 to Build a Better Condom. Retrieved March 25, 2013, from Mashable:
http://mashable.com/2013/03/23/bill-gates-condom/Reckitt Benckiser. (2013). Durex
Durex Presentation 1.Reckitt Benckiser. (2013). Durex Presentation 2.Reckitt Benckiser, Benton, Kelly. (2013). Durex Client Presentation 1. Reckitt Benckiser.Thomas, C. (n.d.).
Durex Presentation 1.Reckitt Benckiser. (2013). Durex Presentation 2.Reckitt Benckiser, Benton, Kelly. (2013). Durex Client Presentation 1. Reckitt Benckiser.Thomas, C. (n.d.).
How much does it cost to develop an app? Retrieved May 11, 2013, from Bluecloud Solutions: http://www.bluecloudsolutions.com/blog/cost-develop-app/WebpageFX. (n.d.). How Much Should a
Web Site Cost? Retrieved May 11, 2013, from WebpageFx: http://www.webpagefx.com/Howmuch-should-web-site-cost.html
Packaging
Online store
Pulse app -Mobile purchases
-Win prizes
-Mobile forum
World AIDS Day campaign
Summary
4 Action Framework
ERRC Durex
Eliminate
Raise
Reduce
Create
Complex Packaging Design
Size (introduce 3 pack)
Brand Equity
Distribution Platforms
Consumer Engagement
Online Distribution
Fun-app
New Perspective-normalisation
Endless Canvas
3D layer one
powerpoint slides
Whatsapp, Blinkfeed, Augmented Reality Games/Apps
Social Mobile- Facebook home, Google Hangout
Full transcript