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Transcript

PLAN OF LAUNCH

Positioning the Product : SWOT

Weaknesses

Strengths

  • PRODUCT

  • PROMOTION

  • PLACE

  • PRICE

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

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