The content of this presentation analyses Indian condom market, challenges face by Durex - a number one condom brand in the world, in India due to the industry challenges which includes perception of Indian consumer regarding condoms, communication issues in the distribution system and modern retail channels, role of government in the industry and on the other hand, company challenges which includes Durex market share with comparison to Manforce - a market leader in India, Skore, Kamasutra, Moods and Kohinoor, pricing strategy of the company and the solutions to overcome these challenges in future over a period of time.
Link to Youtube Videos used in this presentation:
Slide 13: https://www.youtube.com/watch?v=kNBNwvnYRwE
Slide 16: https://www.youtube.com/watch?v=tWAzt-eyiwc
Slide 24: https://www.youtube.com/watch?v=_MaO6yIIJVY
7. Challenges
Challenges
Industry Company
1. Perception – Social Stigma about Sex and
Condom use in India
2. Communication – TV Channels and Media
Houses refuses to feature condom / sex
related advertisement.
2. Point of Sale – Lack of display at Retail
Outlets and Modern Retail Channel
1. Innovation – Industry with low
differentiation. Everybody has everything to
offer. No new product innovation.
2. Not just a condom – To prove its customers
that it is more than just a condom brands, as
it looks to focus on the emotional as well as
physical aspects of sex.
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
9. Target Audience
Target Audience
Primary Secondary
Urban and Rural Population between the age
group 18-32 – A group most at risk in terms
of sexual behaviour.
Followed by 32+ Older target group – In this
group, mainly are married or in long term
relationships
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
11. Objectives
Objectives
Industry Company
1. To make sex a discussion worthy topic in
Adult Routine Life
2. To make the category more spoken about
1. To increase the market share of Durex
through:
a. Creating Brand Awareness through an
effective marketing strategy
b. To prove its customers that Durex is more
than just a condom brands
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
12. SEX – A TABOO
Changing perception of Indian Consumers regarding Condoms
13.
14. Changing the Perception
Sex – A Taboo Subject
Perception has build over a period of time. It cannot be
changed in a day or night, it’s part of a process until the first
step is climbed, the clouds can’t be reached.
Differentiate the marketing strategy from WANT to NEED
Normalizing it from root itself
Government should be open about it
Let the media speak freely about it
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
15. Changing the Perception
Role of Sex Education – State Advantage & Purpose
Advertising and Brand Ambassador
Translation : Use of Local and Regional Language
Selecting influential women from local districts, provides
incentives and give them the command
Targeting woman instead of men
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
17. Communication & PoS
TV Channels and Uncooperative Media Houses
Display of sex related items in Retail Outlets
18. Communication & PoS
Intention and Objectives should be defined clearly
Condom Promotion Programme and Subsidy by the
Government
Government should promote sex education through TV
advertisement compulsorily among channels
Social Marketing
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
19. Communication & PoS
Initiate an independent major media house to be the kick starter
in the phenomenon
Increase Distributors and Retailers Margin
Include Beedi and local pan wala shops to stock condoms
Install general vending machines which includes condoms in
public places such as hotels, colleges, banks, post offices, petrol
stations and Washrooms.
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
20. “TVC to promote condom use!” TV Commercial by National Aids Control Organization
21. Company – Marketing Strategy
Lack of Innovation & Product Differentiation
Everybody has everything to offer
23. Marketing Strategy
Analyzing 4Ps:
Promotion
Starting a YouTube Web Series to enhance brand recall
Quiz at the end of every series. Awards, Gifts and Certifications to the winners.
Campaigns like #DoNotDisturb
Tie up with Quiz Up – The Biggest Trivia Game in the World
Using Bots (AI) or Customer Care Channel to provide solutions to the
problems of customers
Products
Competitor Analysis
Market Share
Challenges
Target Audience
Objectives
Changing Perception
Communication & PoS
Marketing Strategy
25. References
I. Primary Source
Prof. Prashant Mishra, Prof. Tinu Jain. (March ,2014) Durex in India: The Category Normalization Challenge: IIMC-CRC-2015-09
Economic Times. Nielson Report Nielson Report. Retrieved from http://economictimes.indiatimes.com/magazines/brand-equity/in-4-years-
skore-scores-enough-to-become-indias-third-largest-condom-brand/articleshow/52955624.cms
Balaiah Donta, Shahnia Begum and D.D. Naik (November, 2014). Acceptability of Male Condom: An Indian Scenario. Retrieved from
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4345747/
Capitaline Database
II. Secondary Sources (For Additional Info)
https://en.wikipedia.org/wiki/Reckitt_Benckiser#Products
https://www.scribd.com/doc/52841175/Durex-Marketing-Plan
https://in.news.yahoo.com/my-girlfriend-and-i-reviewed-5-condoms-on-the-083915405.html
Amazon and Snapdeal: Prices Comparison of Condoms
III. Definition & Meaning of Terms Source
Wikipedia.com
Investopedia.com
IV. Images and Logo Source
Google Images
Reckitt Benckiser: www.rb.com
Durex India:http://www.durexindia.com/
IV. Video Source
Youtube
Youtube – Channel DurexIndia
26. THANK YOU
H A R S H B O H R A | C H I N TA N S H A H
Editor's Notes
Reckitt Benchkiser Healthcare India Pvt Limited
Indian Private Company, incorporated in the year 1980
Durex is on a mission to prove its customers that it is more than just a condom brands, as it looks to focus on the emotional as well as physical aspects of sex (sexual well being brand)
DUREX: Durailability, Reliablility and Excellence
Made by SSL Internation in 1929.
Acquired by Reckitt Benckiser in July 2010
Reckitt Benckiser Group plc is a consumer goods company makes health, hygiene and home products. Reckitt Benckiser is engaged in delivering solutions in household cleaning and health & personal care to customers and consumers. Reckitt Benckiser has global reach with operations in 60 countries and sales in some 180 countries. Surface Care This category has five product groups. Disinfectant cleaners both clean and disinfect surfaces, killing 99.9% of germs. Lavatory cleaners offer specialised cleaning and disinfecting for the toilet bowl and cistern.
Health Care (Strepsils, Nurofen, Gaviscon), Fabric Care (Calgon, Vanish), Surface Care (Cillit Bang, Lysol, Dettol, Harpic), Home Care (Airwick, Mortein), Personal Care (Veet, Dettol), Food (French’s)
8874 Million Pound – Revenue for 2014-15
Products
Airwick – Air Freshner product launched in 1943 in US
Calgon – Water Softener, and bath and beauty products. Name derived from Calcium Gone. Introduced in 1933.
Cillit Band – Also called Easy off Bam/Bang. Cleaning product. Liquid for cleaning heavily stained surfaces.
Dettol – Antiseptic and Disinfectant. Used for skin disinfection and cleaning surgical instruments.
Durex – Condom Brand by Reckitt and Benckiser
French’s – American brand of prepared mustard condiments, fried onions and other food items. One of the most popular products includes Franch’s Potato Pancake Mix.
Gaviscon – Antacid – A substance which neutralizes stomach acidity, which in turn relieves hearburn, indigestion or stoach upset.
Harpic – Toilet cleaner launched in England in 1920s. It contains 10% HCL. Main products are Bathroom cleaner, power plus, Max Rim Bloc, All in One, Active Fresh Toilet Cleaner, 100% limescale removal toilet cleaner and Harpic Flushmatic
Lemisip – Brand of cold and flu remedies in UK, Ireland, Australia and New Zealand. To relieve headache, fever, blocked nose, body aches and pains, sore throat.
Lysol – Cleaning and Disinfecting products. Includes solutions for hard and soft surfaces, air treatment and hand washing. Main Products: Disinfectant spray and wipes, All purpose cleaner, power kitchen cleaner, bathroom cleaner, toilet bowl cleaner, toilet bowl cleaner and Lysol no touch hand soap system.
Mortein – A popular insect and mosquito repellent
Nurofen – Pain relief medication. In form of tablet, oral liquid and gel.
Scholl – (Dr. Scholl’s) – Footwear and footcare brand. Acquired by Aurelius Group in 2014.
Strepsils – Line of throat lozenges, used to relieve discomfort in mouth and throat infections. Acquired from Boots Healthcare Internation in 2006.
Vanish – Stain removing products. Market leader in fabric treatment, sold across 60 countries.
Veet – Mainly Hair removal products and waxes.
Sources:
https://en.wikipedia.org/wiki/Reckitt_Benckiser#Products
Perception about condoms can not be changed unless the ‘ Taboo’ about sex is not unveiled. Taboo: a social or religious custom prohibiting or restricting a particular practice or forbidding association with a particular person, place, or thing
Marketing strategy from WANT to NEED: Make them believe that the best Man wears the best thing
Sex Education : Make them believe that the best Man wears the best thing. Not only a contraceptive but a preventive measure of STI including HIV/AIDS
Appropriate Advertising through whom people look up (Eg. Amitabh Bachchan, Narendra Modi, Kiran Bedi)
Perception about condoms can not be changed unless the ‘ Taboo’ about sex is not unveiled. Taboo: a social or religious custom prohibiting or restricting a particular practice or forbidding association with a particular person, place, or thing
Marketing strategy from WANT to NEED: Make them believe that the best Man wears the best thing
Sex Education : Make them believe that the best Man wears the best thing. Not only a contraceptive but a preventive measure of STI including HIV/AIDS
Appropriate Advertising through whom people look up (Eg. Amitabh Bachchan, Narendra Modi, Kiran Bedi)
Highly Fragmented Industry
Sources
https://in.news.yahoo.com/my-girlfriend-and-i-reviewed-5-condoms-on-the-083915405.html
Amazon and Snapdeal