PLAN OF LAUNCH
Positioning the Product : SWOT
Weaknesses
Strengths
Opportunities
Threats
Durex performance on the Chinese market
- Leader : 30% of Market share
- 50% in metropolises
- Image of Quality
The Durex Case
The characteristics of the Chinese condom market
- Positioning of Durex in terms of image and prices
- The Durex products in China
- What is the wanted image and what is the actual one ?
- The English origin of the Brand
- The figures of the Condom Market and their evolution
- Who are the customer in China ?
- Which are the distribution channels ?
- What are the characteristics of the chinese consumer ?
- What are his purchasing criteria ?
- How do consumers perceive the use of condoms ?
OUR PRODUCT
Implanting Durex in China
- Small measurements and no eccentricity
- Warm and shiny colors to catch the eye
- A different packaging so you don't have the impression to buy condoms
- Image and name which refers to the marriage and to the moral values
- The Durex logo which is synonym of Quality
Introduction
What approach are we going to have
in order to launch our product ?
- Presenting the condom's market in China
- Our product and our launch plan
- A little description of China
- A little description of Durex
- The 1989's law and its consequences
- The taboo about sexuality is very strong
- The customers are often ashamed to buy condoms
- Condoms are assimilate to prostitution
--> We decided to launch a product adapted to the customer's moral values.
Alexandre Cordier
William Fattori
Long Term Project
International Marketing
Price Strategy
Our product price for B to C : 0.75 $
The average product price : 0.50 $
Our product price for B to B : 0.45 $
The average product price : 0.20 $
Positioning the product : Matrix of Porter
Future Perspectives
Strong in the case of a success
- Give Durex a positive image
- Partnerships and sponsoring in the future
- Referencing and implanting in small cities
Weak for B to C but very strong for B to B
Weak or none
NONE
Any condom