Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

Brand Strategy

JCL group

Joanna Chou - 14620687

Cagri Saloon - 14263781

Yu-Tso Lin - 14479089

Shaoqian Feng - 14319032

Loc Do - 14561560

Opportunities

  • People’s growing awareness of health issues related to sex
  • The changing dynamic population(old people)
  • People are more open-minded when talking about sex
  • First contraception choice for youth market (Age 16-24)
  • Supporting for the important events, such as Olympic game, national AIDS.

Social Factor:

The trend that people nowadays pay more attention to sex and health issues. People seeking knowledge about safe sex method and product such as Condom and contraceptive method

IV. Strategic Analysis

-PEST Analysis

Political Factor:

CE certification within EU union is very strict and the cost to produce the condom meet requirement is too expensive

Technological Factor:

The advancing technology of producing Durex condom makes the manufacturing more efficient, less costly, so they can put more effort can be placed on distribution

Economic Factor:

The condom market is stabilized. The market has not resulted in any financial hardships during recent global recession

Threats

  • Other competitor with high profitability such as Trojans
  • Other contraceptive methods, ex. pills, surgery
  • Government’s restrictions on advertising, censor condom advert
  • Exaggerate slogans used in adverting which lead to people have high expectation of products
  • Similar products exist in competitors’ brands

Outline

Weaknesses

  • Weak connection with NHS
  • Old fashion brand for young people
  • Direct sexual advertisement ignored social, cultural and traditional hindrances
  • The aggressive advertisement encourages young generation age below 16 to lose their ethical sense toward sex

SWOT Analysis

Ansoff's Matrix

  • For product, Durex has the largest range of sexual products and diversity packages
  • Trojan is the most expensive condom £3.2

-Product/Package/Price:

-Distribution Channels:

-Target Market:

  • Durex is the only brand remains consistant marketing activity launch across media channels

-Marketing Communications:

-Other Competitors:

III. Competitor Analysis

  • Among competitors, Durex has the biggest distribution channels in the UK
  • From others competitors in the market, German Billy Boy is a potential brand, which is launched into UK condom market this year

Strategy

Target Market

  • Women
  • Durex: 16-35
  • Trojan: 18-35
  • Pasante: 16-30

How we deliver message to target market?

  • Support the violence against women, these women will be able to negotiate greater use of condoms and odds are their children will be better clients in the future and raise the awareness of men
  • Promote condoms in lingerie stores to make women more comfortable on their condom purchasing/ enjoy sex

I. Background information

II. Condom market

III. Competitor analysis

+Market environment

IV. Strategic analyse

V. Marketing recomendation

VI. References

Strengths

Strategy

Target Market:

How we deliver the message to target market?

  • University Students, 16-22
  • Promote free workshops in universities to enhance the students awareness of sexual health and importance of condom usage
  • Introduce a new condom with lower price to target young generation age 16-20 with a low income but still ensure quality, give bundle pricing
  • Global company. High reputation of brand image
  • Large market share
  • Strong distribution channels
  • High quality materials
  • Variety range of condom
  • Strong media communications

Strategy

Target Market:

  • Male

How we send the message to target market?

Strategy

  • Promote condoms through men’s magazines which are targeted at today’s younger market such as Zoo, Nuts, Loaded

Target Market:

  • Older people, 40-60

How we send the message to target market?

  • Introduce a new premium condom with higher price and premium packaging to target older generation age 40-60 to bring back the idea of enjoy sex to their life

Recommendation

I. Company Background

  • Durex is originally owned by SSL international in 1998
  • In 2010, Reckitt Benckiser (RB) has bought the Durex brand and SSL international for £2.5bn
  • Durex remains world's No.1 condom brand
  • Durex has over 80% condom market share in UK

(Official website, 2008-2012)

(Mintel, 2013)

(Official website, 2008-2012)

II. Condom Market

VI. References:

-UK condom market faced decline from 2009-2011 and the market has seen a slight rise since 2012

• Ansell website. Available at:http://www.ansell.com(Accessed 30, November 2013)

• Billy boy website. Available at:http://www.billy-boy.co.uk/ (Accessed 1, December 2013)

• Reckitt Benckiser website. Available at: http://www.rb.com/

• Durex website.Available at: http://www.durex.co.uk/(Accessed 1, December 2013).

• Obasi A. (2006)Critical tactics for implementing Porter's generic strategies. Journal of Business Strategy Vol.27 No.1

• Mintel

• Superdrug website (2013) Available at: https://www.superdrug.com/search?q=condom (Accessed 3, December 2013)

• Tesco website (2013) Available at: http://www.tesco.com/groceries/product/search/default.aspx?searchBox=condom&icid=tescohp_sws-1_condom(Accessed 3, December 2013)

• United Nations Population Division (2011) World conctraceptive use (online) Available at:http://www.un.org/esa/population/publications/contraceptive2011/contraceptive2011.htm(Accessed 2, December 2013)

Thank you for your attention!

Learn more about creating dynamic, engaging presentations with Prezi