assigment on durex with stp marketing stratergy

1. CARDIFF METROPOLITAN UNIVERSITY
UNIVERSAL BUSINESS SCHOOL
Introduction to Marketing (BSP4064) Module Leader – Dr. Prashanth Gupta.
Group Members – Amit Prajapati - st20149936
Arshit Bhatia - st20149941
Harjas Sehgal - st20149940
Khalid Patenker - st20149939 COMPANY – DUREX.
20149939

3. About the COMPANY
The company is 40000+ entrepreneur inspired by a vision of a world
where people should be healthier and live better life. At the heart of
companies rapidly growing consumer health business is a passionate
desire to help people feel better
AIM
Company believes that there is a better way to do business.
According to the company it is a better business. In Social ,
Environmental and Financial , the company acts very responsibly and
sustainably.The company is passionate in doing things in right way
and they believe in better way to deliver high quality products that
touch the consumer each and every day. Health is no longer just the
absence of illness,its been able to lead a fitter and happier life.
(Rb.com, 2018)
Board Of Directors
❖ Rakesh Kapoor – CEO-2011 Joining year : 1987
❖ Rupert Bondy – Company Secretary Joining year : 1989
❖ Seth Cohen – Chief Information Officer Joining year : 2017
❖ Amedeo Fasano- Chief Supply Officer Joining year : 1997
❖ Rob De Groot – President – Hygiene Home Joining year : 2013
❖ Adrian Hennah – Chief Financial Officer Joining year : 2013
❖ Gurveen Singh – Chief HR Officer Joining year : 1993
(Rb.com, 2018)

4. FOUNDER : L.A JACKSON
(Imgcop.com, 2018)

5. Durex cradles back when the London rubber company was
established back in 1915 to market the imported condoms
and exotic barber supplies.
Condom generation in the long run began in the UK, and the
brand name Durex was conceived in 1929, standing for
“Durability , Reliability & Excellence“ . (BBC News, 2018)
Despite to some restriction to the commodity in Q/A , some great help was provided to
the company by the CHURCH OF ENGLAND ruling in 1930 that conception prevention
could only be used by married couples to control the birth rates (BBC News, 2018)

6. At the forefront of advancements in condom
manufacturing, Durex dipped its condoms in water to
test for breakages, and extended this in 1953 by
introducing electronic testing.
In 1969 , the Company introduced world’s first
anatomically shaped condom, later on in 1974 the
company manufactured the first to be spermicidally
lubricated.
The brand understood and researched about the people’s first
sexual experience and tended to affect the future habits and
obsession of the consumer and set out to assure the youth for
their first sexual experience to be safe and enjoyable.

7. S - STRENGHTS
MARKET STANDING : The company has a remarkable history of
89 years with the positioning of World’s top most brand in the Condom
Industry with the global market share of 26% and distributes over 1 billion
products every year.
RESOURCE AVAILABILITY: Resources like rubber, latex are
easily available as rubber is extracted from the rubber tree and the sap
which comes in the form of droplets and collected them in containers .In
fact ,in India the rubber tree is cultivated 7.35 hectares with the annual
production of 9.1 Lakh tons
NECESSITY : Condom has become essential part of sexual interaction
as it helps male female to prevent pregnancy , goheerra , HIV AIDS etc. Now a
days people are more aware about there health.

8. Available in many size, colour and flavour: Condom
provides many choices to its consumer in size , flavour , colour etc
Getting recognition worldwide: Sex education and use of
condom has become more important factor or point of awareness
among consumer as it also helps in birth control , avoid Aids ,
STD , prevent pregnancy etc.
Increasing awareness among youth : As in era of 21st
century were youth is a evolving market people are more
conscious about there health which helps the company to add on
its sales factor for selling the product.

9. W-WEAKNESS
Unpleasant experience :The quality of
product matters a lot in Industry thus defect in
product leads to serious cause to the health and it
affect the consumer experience .
Social , cultural and traditional
hindrances : Condom industry has been a mental
taboo for many buyer and market groups like old
people do not feel free to talk about it and many
consumer think that it is affecting their children
negatively and it is against their traditional norms
100% pregnancy and STD is
uncontrollable: STD is controlled up to 85%
and pregnancy is control or effective upto
79%

10. Use of surrogate advertisement for
condom : As condom is not acceptable
by many consumers at social , traditional ,
cultural level so rather not being a banned
product the company is forced to do
surrogate advertising or the advertising
which is done with the help of another
product for eg #durex jeans .
Ethical Fallout : As company lacks in
communication gap in business and
sometimes when they are not able to
provide information and awareness about
the business then many fraudulent
activities take place like fake condoms
fraud recently in china under name of
durex.

11. O- OPPORTUNITY
Government support : Many
government organisation and WHO( world
health organisation) has took initiative for
promoting the use of condom which helped
the company for advertisement .
Scope of expansion : Youth being more
aware about the use of condom and sex as
a natural behaviour and promotion of sex
education has set a new scope for the
company to sell the product at large scale.
Condom vending machine : Many
buyers in the market still hesitate to buy
or ask about condom, thus availability of
its vending machine has helped a lot.

12. T-THREATS
ALTERNATIVES:
There are many
other subsitutes for
the consumer like
surrogacy,
sterilisation, tubal
ligation,
contraceptive
methods, adoption
of orphans which
could be used by
the consumer.
SOCIETAL
ISSUES: Many
religious
groups like
the roman
catholic
church
generally
oppose the
use of
condom.
INCREASE IN
COMPETITION
: Other
competitors are
coming up with
better quality
and new flavours
like Armkel,
Johnson &
Johnson,
Mankind , Ansell
etc.
CRITICISM:
Negative word of
mouth through
online and social
media may
prevent the
promotion of
such companies.
BUSY
LIFESTYLE:
In today’s
world of
technology
people are
not able to
connect with
their
partners.

13. Political Factors
Until 1980 there where many
rules and regulations which
were governing the condoms
and their quality.
India imposes restriction on
condom advertisement
because discussing about sex
and contraception is still a
mental taboo in India.
Government provided free
condoms under the AIDS
Prevention Programme .
The import of condoms has
become more cheaper than
manufacturing them in India
because government has
made manufacturing of
condom more expensive and
export them at cheaper rates.

14. Economic Factors
Government has imposed no GST or Indirect tax on condom
and contraceptic products .
Manufacturing of condom involves less manufacturing cost and less
labour cost.Thus this acts as a positive factor for its manufacturing.
Increase in unemployment rate has led to increase in sex rate .
There is less import duty on condom which makes it easier to
import.

15. Social Factors
Various lifestyles of people also affects its demand in different regions.
Literacy level of people and awareness among them also affects its
demand.
Increase in expenditure on healthcare has acted as a positive factor.
Controlling of the population growth rate has also made it necessary to use
this product in countries like India & China.
Social , cultural and traditional obligations and myths have acted as a
negative factor for it.

16. Technological Factors
Use of many newly
developed
substiutes like
Contraceptive pills
and Artificial toys
has depreciated the
demand of the
condom.
Availability of the
condom on online
stores has made it
easier for the
consumer who
hesitate to buy the
condoms from
shops.
With the
advancement in
technology, the finest
quality of raw
material is used in
the manufacturing of
the condoms.
Products are
electronically tested
before selling in the
markets and are
carefully monitored
and searched for any
holes that would
affect the usage of it.

17. Environmental Factors
As it is an eco-friendly product and thus it is easily disposable, so it
does not harm the environment.
The process of extracting the rubber is a sustainable process it does not
kill the tree thus it protects the environment.
Companies like DUREX also took great initiative to protect the
environment- They took part in “THE EARTH HOUR” and planted over
1000 saplings

18. Legal Factors
Till 1980’s
there were
many
restrictions
on the use
and
manufacturin
g of condom .
The
broadcasting
minister has
changed the
slot timing of
condom ads
from 10 to 5
as it affects on
the children
mental
thinking .
Many ads of
condom are
banned in
India by the
Law.
Seller are not
allowed to
sell condom
to the
children .

19. IDEA GENERATION
Market Study
• Customer : In the industry of contracept and condom which is so far a FMCG industry and
a healthcare product the main factor which is to be found among the customers is about
the physical interaction among male and female and this has come out to be adverse effect
or a flaw in India in reference to population created great opportunity to market condom
and other contracept related things in Indian market and there where many others factors
which are more serious then population, like HIV AIDS, prevent pregnancy and many other
sexually transmitted diseases .
• Competitors : By Adjoining the study of the relation of consumer and marketing strategies
of core competitors like durex , manforce , skore, sensation it has been noticed that there
were many marketing strategies of competitors which were promoting sex rather then
promoting safe sex which were not acceptable by the government and consumer because
in India talking about sex is still a taboo and secondly it was thought for the children that it
will have a adverse effect on their mind .
• Distributors :Wholesaler in the condom industry have played a key role in distribution of
condoms by availing the condom to chemist, supermarket etc . Condomdepot .com is a
master distributor of condom for bigger brands like durex , manforce etc.
• Suppliers : cupid limited is a manufacturer and a supplier in the premium product of male
and female condom which helps the world to play safe.

20. IDEA SCREENING
Thinking upon the feasible
idea after the brief market
study it was observed in that
people where not free to talk
about sex education due to
which it was hard for many
condom seller to market there
product and secondly ban on
condom ads by government
and broadcasting ministry has
created a negative impact on
the consumer about the
product . So with the initiative
of good quality product the
main focus area was to
improve the promotional
strategy of condom.
Secondly if the
promotional strategy of
condom would focus
upon the health of
consumer and trigger
the consumer thinking
towards safe sex then it
would be helpful for the
marketer to market
condom directly rather
then using surrogate
marketing.
The main criteria
for the planning of
initiating the idea
was Market size ,
product price,
development of
time & cost,
manufacturing cost,
rate of return of the
product.

21. CONCEPT DEVELOPMENT &
TESTING
Developing a product idea into alternative product concept is still a difficult task in
market because of criticism about the product as consumer feels that the product or
promotions of the product disrespect or misrepresent their sentiments on cultural and
religious ground . So the main era for concept developing is to focus upon the positive
use of product and awareness of sex education among consumer.
The testing of concept or product must be initiated among the group of consumer
which are elders or who are the parents of the teenagers through arranging campaigns
, product launch parties etc to open up in the market.
The best way for concept testing is vending machine.

22. MARKETING STRATEGY
DEVELOPMENT
Basically the marketing strategy aims upon the elders, married couple, parents
or college teenagers which can effectively use the product and influence the
upcoming.
If we talk about the best communication ways to market condom to consumer then the most
prominent way is the availability of product through various distribution channel and vending
machine and we can also launch campaign and product launch parties and we can also have
conjoint analysis.
To increase the sales of the product is the primary motive in the
market rather then thinking upon the profit or market coverage .
The market share can be majorly expanded in metropolitan city as
they are more adaptable to changing culture.

23. BUSINESS ANALYSIS
Product sales : As it is understood that condom as a product is feasible to market because
the use of the product is common as the sexual interactions is a behavioural activity and it
develop in each and every individual.
Costing of product : Costing of condom varies from variation to variation for example
dotted condom cost the consumer between 40 -50 rupees and the market price is 70- 90 as
the company is more sales centric and there are also concession on bulk purchase.
Profit projection : The company will recover it margins within 3 to 4 years because initial
price is lower then manufacturing cost or various non manufacturing expenses.
New technologies : Timely updating of the technology is initiated by the company to
improve the quality of the product and give consumer more better experience

24. PRODUCT DEVELOPMENT
Customer Attributes:The product will be targeted to the elders ,parents , college
students , teenagers & married couples etc.The target customer will get to know the use
of the condom and how is it to be used to prevent diseases like AIDS etc. Campaigns
will be organized to promote Safe sex rather than promoting Unsafe Sex.
Engineering Attributes : Latest technology will be initiated under New Product
Development with more effectiveness and efficiency in the process of New Product
Development moreover best professionals would be hired.
Customer Tests :With the initiating of connecting to the target customer the product
would be provided to the customer with some additional benefits like Honeymoon
packages without any technology involved which would enhance their love experience
and helps the marketer to test the product with the review of the customer.

25. TEST MARKETING
SalesWaves Research :The
condom is promoted to the target
market by free sampling, personal
selling , sales promotion at no costs or
some discounts or they are provided
with the competitors products at low
price.
Simulated test Market : As
earlier described the product would be
made available to the elders , teenagers ,
college students etc. So the product
would be targeted to these people at no
extra cost with the motive to promote
Safe sex.

26. COMMERCIALIZATION.
The fully fledged product is launched with various direct marketing strategy and
advertisement which promotes the positive use of condom
The product is launched in many metropolitan cities and rural areas which are adaptable
to the product ,Thus sex education will also be provided.
From elders to teenagers, from college boys to school boys and married couples as well
the product will be promoted.
With many campaigns, advertisements by the approval of the government health
organizations, the product will be commercialized with direct marketing rather than
surrogate marketing.
The profitable time for launching the condom should be on 1st December which is a
world’s aids day where many campaign related to safe sex and sex education which can
promote and triggered the use of condom.

27. LAUNCHING STRATEGY IN
TIER 2 CITIES
In many tier 2 cities like Agra, Jaipur, Lucknow the product will be promoted through
advertising in local language and conduct various customer related activities to
change the influencing patterns on consumer and rely less on social media.
As people in Tier2 cities rely more on recommendations of relatives , neighbours and
friends so the product will be launched by initiating consumer awareness programmes
regarding sex education and hygienic lifestyle.The product will not be promoted
through advertisements focusing on sensuality but more on positive use of the product.
Known celebrity faces would be used in photo ADS on mobile newsfeeds which would
attract the customers to buy it.

28. PRODUCT
Condom is an FMCG product which is used for physical needs
and it helps in prevention of aids and pregnancy.
Types of condoms : Condoms are available in many sizes,
flavours, colours and skins.
Raw material of condom are latex, and polyurethane
polyisoprene.
Condoms are easily disposable and not harmful to
environment.

29. • GENERAL PRICING :
Volume discount : It is a discount which is applicable when a consumer
buys the product in bulk. For example :: (3 pieces – Rs.60 or pack of 10
pieces Rs.175).
• MARKET PENETRATION STRATEGY :
Affordable pricing to capture customer base to ensure that the product
reaches to customers at a convenient price
FREE SAMPLING :
For customer review , company provides free samples to the consumer
for feedback .
PRICE

30. PLACE
It is an easily available product as consumers can buy it
from any medical store.
Home delivery of the product is also available by the
company.
There are many online websites where one can
purchase condoms.
There are many condom vending machine set by durex
at many places like Delhi and Mumbai.

31. PROMOTION
There are two types of Promotion strategies :
ABOVE THE LINE & BELOW THE LINE
• Above the line is a promotional strategy in which the promotion
is done on a Large Base. For example – TV , cinemas , banners ,
posters etc.
• Below the Line is a promotional strategy in which the promotion
is done on individual basis. For example – medical stores ,
supermarkets , Internet websites etc .
• Sales Promotion Strategy : Discounts – buy 1 get 3 free OR free
sample on special occasions like Valentines day

32. BIBLOGRAPHY
Bhasin, H. (2018). Marketing Strategy of Durex - Durex Marketing Strategy. [online]
Marketing91. Available at: https://www.marketing91.com/marketing-strategy-
durex/ [Accessed 1 Dec. 2018].
BBC News. (2018). Durex recalls condoms over split worries. [online] Available at:
https://www.bbc.com/news/uk-45014118 [Accessed 3 Dec. 2018].
Rb.com. (2018). RB – Healthier Lives, Happier Homes. [online] Available at:
https://www.rb.com/ [Accessed 5 Dec. 2018]
Imgcop.com. (2018). Durex Company. [online] Available at:
https://imgcop.com/img/Durex-Company-56938884/ [Accessed 28 Nov. 2018]
WearDurex. (2018). Durex Digital Marketing. [online] Available at:
https://weardurex.wordpress.com/2013/11/10/durex-digital-marketing-
2/https://weardurex.wordpress.com/2013/11/10/durex-digital-marketing-2/
[Accessed 2 Dec. 2018].