Durex.

HISTORY OF DUREX COMPANY

1929

1970s

1960s

1953

1996

2010

1915

Founded

The world's first anatomically shaped condom is released by Durex.

Durex is the first brand to develop and use electronic testing.

Durex is the world's first condom brand to advertise in many countries.

Durex is the first condom brand to launch a website.

Durex is bought by Reckitt Benckiser.

The London Rubber Company (LRC) registers Durex brand.

Coutries where official site Durex exists.

Mission

The Durex Network's mission is to develop and support key initiatives that harness sexual health expertise globally to raise awareness of the safe sex message, communicate a ''prevention not cure '' ethos and encourage consistent condom use

The Durex Network's core vision is to inspire people to take responsibility for their sexual health, based on the principle that information leads to knowledge which, in turn, leads to actions

Vision

Strengths

1. RB has been ranked as one of the Most Innovative Companies in the World by leading business magazine Forbes.

2. Durex is available in various varieties (14 different).

3. Durex is one of the most popular and good quality male contraceptive brands (22% global market share of branded condoms, available in 140 countries).

4. Brand presence by advertisements and prints.

5. Excellent distribution network through chemist stores.

6. Durex is a popular product owing to top of the mind brand recall.

7. The market share of Durex in the world can be defined as the leader of its sector. Obviously, at the different national level, the ranking can be slightly different with, for example, 80% of market share in the UK, 59% in Italy, 14% in the USA and around 4% in Japan. However, these positions are reflecting a dynamic strategy, namely to enter new market, such as Japan in 2000, with ambitious market share targets (5%-7% the first year of entering).

8. Brand loyalty – according to the Durex`s market developers (2014), «market research has shown that, once recruited, brand loyalty among users is extremely strong».

9. Availability - $0.62 is the average cost of a single condom.

1. Bold advertising from Durex often leads to controversies.

2. Competitive segment with even the government distributing free contraceptives (Health Clinics, also you have the opportunity to get them free in the Bars/Nightclubs).

3.Other contraceptive methods (such as long-acting reversible contraception (IUD), hormonal contraception, barrier methods, emergency contraception, fertility awareness, fertility awareness).

Weaknesses

Opportunities

1.People are becoming more educated in the need to protect themselves against STIs which represents an increased number of consumers (also, educational conversations in schools, social awareness)

2. Rapidly advancing technology makes manufacturing more efficient, less costly, more effort can be placed on distribution.

3. Durex can leverage existing brand value to tap newer markets.

4. According to the social media «CISION pr newswire» - Durex prepares to launch into digital marketplace with mobile technology. Company opens «Durexlabs» -the new digital technology research division of Durex. Formed in response to extensive quantitative and qualitative research into our evolving relationship with digital technology, Durexlabs' manifesto is to embrace changing social behaviors and the paradigm of intimacy and mobile technology. From 2015 Durexlabs will aim to develop a series of products that use digital technology to benefit couples in the same way as the company's traditional range of products.

Threats

1. Social discomfiture in discussing about condoms.

2. Local Brands can affect business of Durex (For example «Trojan» in the USA, approximately 69% of market share)

3. Other contraceptive methods (such as long-acting reversible contraception (IUD), hormonal contraception, barrier methods, emergency contraception, fertility awareness, fertility awareness)

4. Limited brand loyalty.

5. Government restrictions on advertising can adversely affect Durex's business.

Political - The political side of this issue is on mutual support from the government.. The government is directly interested in the health of its citizens, especially people in the 18-24 age range, since they are the main part of an active society. A lot more state budget spending goes to treatment of HIV and AIDS patients, which can be prevented using contraceptive methods. According to the site Avert, which gave us global information and statistics about medical care in many countries.

P

Economic - The economic part of this industry is based on the minimal economic condition, accessibility and our initial, human needs. Countries where this industry is distributed will use this method of contraception, as mentioned earlier, due to affordability, psychological factors (such as fear of unplanned pregnancy, illness, etc.). In most cases, even the difficult economic situation of the country cannot affect sales of this product. Although, we do not deny that such factors as inflation rate, interest rates, foreign exchange rates, economic growth patterns have sufficient influence

E

Social - In connection with the sufficient sexual education (Since 1968, sexuality education was made mandatory in schools in Germany, 1970 in Denmark, Finland and Austria, and in 1998 in France), the industry is also known in social networks, advertising, and openness of society to these topics - favorably affect the market of this product as a whole.

S

Technological - Development and technology never stand still, especially if it concerns methods of contraception. The company always tries to find a new approach to its customers, modernizing its products through many ways. The Department of Innovative Technologies (DurexLab) is now in the process of developing applications in phones that will help control sexual intercourse, in order to prevent a threat in the early stages. External factors of technology development - do not affect the sale of this product

T

E

Environmental - This aspect is practically absent, since under this heading we mean those things that have crucial importance in tourism, farming, agriculture etc. Proceeding from this, it can be concluded that for the practical selling of this product, there must be a society - which always exists.

L

Legal - These factors have both external and internal sides. There are certain laws that affect the business environment in a certain country while there are certain policies that companies maintain for themselves. Legal analysis takes into account both of these angles and then charts out the strategies in light of these legislations. For example, consumer laws, safety standards. In general, the use of condoms is permitted, which can not be said, let's say for abortion, in the case of Europe (in some European countries, this process is so complicated that it is almost impossible to implement, for example, in Ireland, on May 26 will be held a referendum (According to the BBC,28.03.2018 report), whose main mission is the liberalization of this process, in this case, the condom industry is the only way for this society to prevent problems and diseases that can be caused by unprotected intercourse), this gives us understand that In any case, given the scope of the market - will be in demand, even with the legalization of other contraceptive methods

The most famous compains.

General view

Introduction stage

Begining on the London Market

In this stage, when the product is first introduced to the market, typically, sales are slow because consumers are unfamiliar with the new product. Communication (promotion) is needed to generate awareness of the product and persuade consumers to try it, and placement alternatives and supply chains are needed to deliver the product to the customers.

Introduction Stage

Growth Stage

Annual Report, Financial Statements and Statistics.

Growth stage

For Durex, it was the key stage for establishing a product’s position in a market, increasing sales, and improving profit margins. At the moment, Durex is at the stages of growth and maturity, which makes it clear - even after 103 years, having become entrenched in global markets around the globe the brand shows a fairly confident position.And there are indeed such ways, even in the 21st century. For example – in 2001 Durex introduces Pleasuremax Also, the company is trying to be involved in processes related to medicine and psychology, which gives it a chance to reach the institutional level, by stating its name to the public, financing various events, meetings and research, which also gives the company a share in development and prosperity.

Pleasuremax

Maturity stage

Maturity

stage

Probably, Durex Company, one of the examples of those companies that are starting to build their strategies from the very beginning of their existence. The key to success - is rational investing, market awareness, social orientation and customer loyalty. In due time, Durex successfully used these points on the way to becoming a global brand, and now has a strong enough and influential basis to remain ambitious and competitive in the market. At first glance, we could conclude that this company is an unconditional leader, but in fact, it is not. Do not forget that Durex is rooted exclusively in the European and Asian markets, where it has the highest percentage of market share (for example, as we mentioned earlier in Thailand 70%, in China 63%). But just as there are other brands that have been targeted to a different audience, countries, mentality and the psychology of people. A good example is the «Troyan» brand. (The owner of this brand since 2001 is Church & Dwight), with which we will compare our prospects. As of 2006, 70.5 percent of condoms purchased in United States drugstores are Trojan brand.

Decline Stage

Product

Product

Durex products belong to specific preferences and requirements and are focused on few essential elements like fun, comfort and pleasure focused. The lubricated condom was first introduced by the company in the year 1950 and it has come a long way from that point.

It has also launched flavoured and coloured condoms. Durex range includes nine variants of latex condoms like Ramses and Sheik and non-latex like Avanti Range. Its product range includes the following condoms Durex occupies the first position in the world for condoms. Every single piece is made of quality raw materials and is tested electronically.

Price

Sales of Durex condoms have been spectacular over the years and have helped the brand in garnering great revenues. This is because of it is qualitative and diversified product range and company’s pricing policies. Every product has a different customer base as the young generation goes for economic prices, young adults desire comfort and are willing to spend a little more and middle-age group, who wants the best are willing to shed extra bucks for desired results. Durex has kept all this in mind and has adopted pricing policies that suit every pocket and becomes affordable and reasonable for its user.

Price

Place

Durex has a strong consumer base and its products are available in nearly one hundred and forty countries. It has seventeen factories for manufacturing purposes and is able to produce more than four billion condoms every year. It is the top-most contraceptive brand in nearly forty countries like France and ranks at 2nd position in the United States.

Durex occupies 30% of the market share and this is because of its excellent distribution policy. Durex products are easily available through numerous channels like convenience stores, megastores, gas stations, adult stores, corner shops, chemist stores, supermarkets, discount stores, retail stores and online shopping portals. It has an official website for providing product information.

Promotion

Durex is a brand that is recognised as more fun, innovative and qualitative. It was first to adoptSeal of Quality and set a global standard in quality and also was first condom brand to advertise globally. It has a fitting tagline Feeling is everything;

And one more time references.