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AMAZONE CONDOMS

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by

Marine Levillain

on 4 December 2014

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Transcript of AMAZONE CONDOMS

Target Market
Amazone Condoms
Brazilian Youth
Prazer sem consequências
Marketing Mix
Competitors

Product

Price

Place


Promotion
Global Markting
Thursday, December 4th, 2014
Group I
Brazilian Market Analysis
"Pleasure without consequences"
Lifestyle Brand


Club advantage effect

Symbolic value

Premium price as a
psychological appeal

Features less important than
emotional connotations


Biggest condom buyer

Strong anti-HIV campaigns


Rising GNI

Increase in condom spend


Brazil is in a Recession


Rising disposable income in middle class.


Increasingly liberal attitude

Criticisms from the church

Marketing trends


Sustainably conscious population

Largest green economy on Earth

Hosting environmental events


100% electronically tested

Amazonian rubber: hevea trees

Increasing use of social media

Illegal importation until 1989

Legal prostitution

Strict abortion policies

P
roduct

P
rice

P
lace

P
romotion

Public Relations
Sex and the Forest
Pleasure without consequences

Organic product

Flashy Colors

Trendy Packaging

High Quality

Kamasutra Tips

Pleasure focused


Brazilians love luxury brands


Average Price : +/- 1.69 Real

"Rich kids of instagram"

Market skimming as a psychological appeal


Retailers

Custom made vending Machines

Pharmacies

Supermarkets. i.e. Hypermarcas

Trendy Hotels.i.e.Hotel Fasano Brazil



Promotion of lifestyle brands


Facebook and youtube

Instagram #instAmazone #partywithoutconsequences


Events and sponsoring
P
E
S
T
E
L

Presented by Group I
Questions
Target Market
Brazilian Youth
Rio de Janeiro
Carnaval
Colors
Brazil
Party
Tourism
Sex
Amazone Condoms
Marketing Mix
Prazer sem consequências
Brand Image
Price
Serious
Fun & Adventurous
High
Low


Healthy sex life

Extensive range of products

Flavours

Average Price +/- 1.25 Reales



Pionner in condoms

Leader since 1936

Stand for quality and tradition

Seen as comfortable and reliable

Average Price +/- 1.50 Reales


First flavored condoms in Brazil

Buzz Caipirinha

DKT provides family planning

Average Price +/- 1.50 Reales

Product

Price

Place


Promotion

Ansell, second largest condom manufacturer

Quality focus

Products benefiting the community

Average Price +/- 1.00 Reales


S
ources 1/3

Calazansa G., Araujoa W.T.,Venturib G. & Juniorc I. (2005). Factors associated with condom use among youth aged 15–24 years in Brazil in 2003. Lippincott Williams & Wilkins. 19 (4), S42-S50.

Darden C. (2006). Promoting Condoms in Brazil to Men Who Have Sex with Men. Reproductive Health Matters. 14 (28), 63-67.

Juarez F. and LeGrand T. (2005). Factors Influencing Boys’’ Age at First Intercourse and Condom Use in the Shantytowns of Recife, Brazil. Studies in Family Planning. 36 (1), 57-70.

Paulo R.,Dias T.,Souto K. & Page-Shafer K. (2006). Long-term Female Condom Use Among Vulnerable Populations in Brazil. Springer Science Business+ Media. 10 (2), S67-S75.

Passport. (2014). Health and Wellness in Brazil. Available: http://www.portal.euromonitor.com.ezp2.bath.ac.uk/portal/analysis/tab. Last accessed 11th November.

Passport. (2014). Consumer Lifestyle in Brazil. Available: http://www.portal.euromonitor.com.ezp2.bath.ac.uk/portal/analysis/tab. Last accessed 11th November.

Passport. (2014). Business Environment: Brazil. Available: http://www.portal.euromonitor.com.ezp2.bath.ac.uk/portal/analysis/tab. Last accessed 11th November.

Passport. (2014). Brazils Country Pulse. Available: http://www.portal.euromonitor.com.ezp1.bath.ac.uk/portal/analysis/tab. Last accessed 11th November.

Passport. (2014). Technology, Communication and Media: Brazil. Available:
http://www.portal.euromonitor.com.ezp1.bath.ac.uk/portal/analysis/tab. Last accessed 11th November.

Passport. (2014). Advertising in Brazil: ISIC 743. Available: http://www.portal.euromonitor.com.ezp1.bath.ac.uk/portal/analysis/tab. Last accessed 11th November.


S
ources 2/3

World Bank, 2014. Available from: http://data.worldbank.org/country/brazil [Accessed 11 November].

Marketline, 2014. Countries Profile Series-Brazil, In-depth PESTLE insights. Marketline.

DKT international, 2014, Available from:http://www.dktinternational.org/country-programs/brazil/ [Accessed 11 November].

FengHuang fashion, 2014, Global condom usage, Available from: http://fashion.ifeng.com/a/20141009/40049178_0.shtml [Accessed 11 November]

DKT International, Country-programs, Brazil, 2013, available online here: http://www.dktinternational.org/country-programs/brazil/
Prudence website, products, available here: http://www.useprudence.com.br/produtos

Medical daily, Susan SCRUTTI, Jun 18 2014, World Cup Condoms Taste Like A Caipirinha, Brazil’s National Cocktail, But Will People Use Them?, available online here: http://www.medicaldaily.com/world-cup-condoms-taste-caipirinha-brazils-national-cocktail-will-people-use-them-288886

Bloomberg, Fabiola Moura and Paulo Winterstein, October 8 2009, article available here: http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aOWtq4fcg8x8

Memeburn, advertising, marketing & social media, Olla condoms’ social media marketing campaign: creepy or innovative? 2011, article available here: http://memeburn.com/2011/11/olla-condoms-facebook-campaign/

Hypermarcas website, history, Jontex and olla, website available here: http://www.hypermarcas.com.br/historia.php?lang=en_us

RubberNews, Ansell acquires Brazilian condom producer, June 11 2007, article available here: http://www.rubbernews.com/article/20070611/ISSUE/306119984/ansell-acquires-brazilian-condom-producer?template=printart



S
ources 3/3

Carneiro, J., 2014. Brazil election candidates stay silent on abortion issue. [Online]
Available at: http://www.bbc.co.uk/news/world-latin-america-29441299
[Accessed 21st October 2014].

Davies, M., 2014. Sustainable Condoms FINALLY Give Women a Reason to Like Protected Sex. [Online]
Available at: http://jezebel.com/sustainable-condoms-finally-give-women-a-reason-to-like-1533405411
[Accessed 22nd October 2014].

De Souza, R. P., De Almeida, A. B., Wagner, M. B., Zimerman, I. I., De Almeida, S. B., Caleffi, A., & Puperi, F. (1993). A study of the sexual behavior of teenagers in south Brazil. Journal of adolescent health, 14(4), 336-339.

Oliveira-Campos, M., Giatti, L., Malta, D., & Barreto, S. M. (2013). Contextual factors associated with sexual behavior among Brazilian adolescents. Annals of epidemiology, 23(10), 629-635.

Verona, A. P. D. A. (2011). Explanations for religious influence on adolescent sexual behavior in Brazil: direct and indirect effects. Revista Brasileira de Estudos de População, 28(1), 187-201.
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