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Durex Marketing Analaysis
Transcript of Durex Marketing Analaysis
Durex Marketing Analysis
Sells different physical and tangible products like condoms, gels & lubes and sex toys
Even if they sell a product they finally try to sell a feeling
Condoms fulfill a need as well as an intangible added value
To stay competitive and to satisfy customers rising expectations, new products are constantly developed to offer customers an even better experience and reach as many customer groups as possible.
Wide range of customers
Products are mainly basic and convenient
Although figures vary from product to product and company to company, roughly companies spend a fifth of the cost of product cost in getting it to the customer
Four Cs of Marketing Mix ..... Convenience (instead of place). Customers want the product and services to be as convenient to purchase as possible (Kotler, Armstrong, Cunningham 2005)
Methods of transporting, storing and making goods available to customers
Getting right product to the right place at the right time
What is Durex?
Founded in 1915
Owned by Reckitt Benckiser (2010)
The leading condom manufacturer in the UK
Macro & Micro
Over 80% market share in the UK
Over a quarter of the world wide condom sales
Variety of product
Embracing unique strategies
1. Sex Toys
Long lasting Vibrations
- different price categories for different intensity of fun
- lasts generally about 30 min and batteries cannot be exchanged
2. Gels, Massages & Lubes
Different feelings and functions
Condoms with which offer different feelings and functions are available
Examples: real feel, thin feel, extra safe, extra big, extended pleasure or latex free
4. Sexlection Box
Box includes different gels, a sex toy and condoms
Adult Stores/ Sex Shops
Mega stores/ leading supermarkets
Find the best deals today
Compare baskets across 11 stores
Save up to 20% on every shop!
Innovation causes increase in demand
Adoption of inexpensive marketing strategy
Ansoff´s portfolio Matrix
Product line pricing
- separating goods into cost categories in order to create various quality levels in the minds of consumers.
Market based pricing
- EVC Analysis - Estimating value to customer and comparing with competitor offers.
- maintaining higher prices to encourage favourable perceptions of the brand.
Placed in stored at eye level
Placed vertically in relation to other brands
Eye catching displays
Online distribution channels
"Electronic commerce is a single greatest change in business since the invention of money.......on the internet there is perfect information.......location doesn't protect you anymore.it's a truly global economy" (
National Public Radio Business News
Durex online shop
Higher VAT rate in UK reflected in price differentiation
increase awareness of STD has boosted the popularity of condoms
Advances in technology help to expand product range and improve quality
CE certification is very stringent and cost to meet the requirements is expensive
Target Market: 16 - 35 years old
Contraception more about avoiding pregnancy than sexually transmitted diseases (STD).
78% - Prevent pregnancy
34% - Prevent STD's
Source: Nielsen Media research/Mintel
Olympic in London
Sponsor 10,000 athletes condoms
Also, guide of safe sex, healthy sex and education of STD
Participated in olympic in Athens and Beijing
Someone like me
in cooperation with MTV
Promote healthy sex via phone conversation
Targeted Young adult
encourage to spread the words via social media
Creating buzz on
Vote on Facebook
Batman, city of eastern Turkey was chosen
However, it was prevented by government
Example of social media disaster
1. Focus on older demographic
Source: indexmundi 2014
Sexual Health – UK, August 2013
The brand image help consumers to reduce the performance risk as well as social risk Durex stands for Durability, Reliability and excellence
They changed the brand image from `safe sex` to `better sex`
The slogan "love sex" is focusing on the fun people get by using their products more than on the security aspects of using condoms – it includes other products as well and not just condoms anymore
Dark purple as the companies representing colour in the UK expresses luxury, royalty elegance and magic
Groucutt, J. (2005). Foundations of marketing. New York: Palgrave Macmillan.
Kotler P; Armstrong G; Cunningham. M.H (2005) Principles of Marketing 5th ed, Pearson Education, Toronto.
Academic.mintel.com, (2014). Login to Mintel Reports - Mintel Group Ltd.. [online] Available at: http://academic.mintel.com/display/674931/?highlight#hit1 [Accessed 26 Nov. 2014].
Indexmundi.com, (2014). United Kingdom Demographics Profile 2014. [online] Available at: http://www.indexmundi.com/united_kingdom/demographics_profile.html [Accessed 2 Dec. 2014].
Smith, P. (2014). Durex are condomed to procurement and supply chain problems (sorry...). [online] Spend Matters. Available at: http://spendmatters.com/uk/another-monday-treat-durex-condomed-supply-chain-problems-sorry/ [Accessed 22 Nov. 2014].
Financial Times, (2014). Durex condoms suffer global supply shortage - FT.com. [online] Available at: http://www.ft.com/cms/s/0/0d4bbaba-b469-11e0-9eb8-00144feabdc0.html#axzz3LEgTS7ea [Accessed 29 Nov. 2014].
Anon, (2014). [online] Available at: http://2010.effectivedesign.org.uk/2009/pdf/corporate_brand/durex.pdf [Accessed 28 Nov. 2014].
Elmwood — The world's most effective brand design consultancy, (2014). Durex - Elmwood — The world's most effective brand design consultancy. [online] Available at: http://www.elmwood.com/home/case-studies/all-case-studies/durex-case-study/ [Accessed 28 Nov. 2014].
Ukessays.com, (2014). How Diseconomies Of Scale Affect Durex Marketing Essay. [online] Available at: http://www.ukessays.com/essays/marketing/how-diseconomies-of-scale-affect-durex-marketing-essay.php [Accessed 2 Dec. 2014].
Durex.co.uk, (1915). History | Durex - Love Sex. [online] Available at: http://www.durex.co.uk/about-durex/history-of-durex/ [Accessed 23 Nov. 2014].
BBC News, (2010). UK has 480,000 new sex infections. [online] Available at: http://www.bbc.co.uk/news/health-11072853 [Accessed 5 Dec. 2014].
KD Web, (2014). The Meaning of Colours in Design. [online] Available at: http://www.kdweb.co.uk/blog/meaning-colours-design [Accessed 28 Nov. 2014].
Karenhaller.co.uk, (2014). business branding colour … meaning of purple | Karen Haller | Blog | Karen Haller Colour & Design Consultancy is based in West London, UK, working with businesses and private clients on their branding, personal and interior colours & design, specialising in Applied Colour Psychology. [online] Available at: http://karenhaller.co.uk/blog/business-branding-colour-%E2%80%A6-meaning-of-purple/ [Accessed 1 Dec. 2014].
Smartinsights.com, (2014). [online] Available at: http://www.smartinsights.com/wp-content/uploads/2013/10/Ansoff-matrix.png [Accessed 2 Dec. 2014].
Form of Messages
The most 3rd view
3 million views
2. Focus on Younger Generation Entering the Market
According to Social Care Information Centre (HSCIC), Oral Contraceptive > Condoms with 15 year-old girls attending NHS community contraceptive clinics for the first time.
Suggests changing attitudes in younger generation.
Contraception more about pregnancy than STD's
1 in 10 of 15-24 year olds with an STI become infected again within a year.
Raise awareness - SBTV. TeenNow, Sugar.
Advertising - TV, Online, Magazines.
Campaigns for older demographic - Be more inclusive
Market leader in UK (83%)
Innovative branding and promotion
Strong distribution channels
Wide range of products
High price - Young people
Durex Expenditure by Media Types
Expenditure by Media Types in UK
Source: Smartinsight 2014
Hybrid Pricing Strategy