Professional Documents
Culture Documents
Durex Company
in CROATIA
1
All for one, Durex for all.
DUREX COMPANY
Durex the brand is owned by SSL international. SSL is a multinational
healthcare business, manufacturing well-known brands including Durex
condoms, Scholl foot-care and footwear products, Marigold household
gloves and so on.
Durex target costumers are people all over the world that have some kind
of sex life. Teenagers, adults, couples, individuals…
The Durex.com web site plays a key role in enabling the company to
communicate with young adults across the globe and provide them with
safer sex information in their own language. There are more than 52
specific localized sub sites. The web site also allows sexual healthcare
professionals to exchange information online.
2
All for one, Durex for all.
DUREX CONDOMS
Durex Company had put a lot of effort to make their brand recognizable
worldwide. Durex condoms are well known for its quality and people rely
on them for many years.
Condoms Characteristics
Durex condoms, not only provide pleasure, but they are the form of
protection which can help to stop the transmission of sexually transmitted
diseases (STDs) such as HIV and also prevent pregnancy.
Durex condoms are made from the finest quality natural latex with added
stabilizers, preservatives and vulcanizing (hardening) agents. Latex is a
natural substance made form rubber trees, but because of the added
ingredients most latex condoms are not biodegradable.
New technology has considerably improved the condom and enabled the
production of far more sophisticated versions than our ancestors were
used to. The latest development is DUREX AVANTI made from a unique
polyurethane material, DURON, which is twice as strong as latex enabling
a thinner, more sensitive film.
3
All for one, Durex for all.
Product mix consistency –Durex products are closely related with each
other because they all provide pleasure and safety (condoms).
Product mix length- Durex main product line, Durex condoms has 11
different products and that means that Durex has relatively big product
length. We can not say the same for Durex lubricants and vibrators
because Durex lubricants have 3 items and Durex vibrators has 4 items.
1. LUBRICANTS
Durex lubricants can be used onto the fingers (or
directly onto the body) and then applying it
where you think you'd like it best. It's ideal to
use with Durex condoms and can be applied
when the condom is already on.
2. VIBRATORS
Durex launched vibrations for both gender.
Male's: Play Vibrations (vibrating ring); it can be used with or without
condoms.
Female's: Wand, Charm and Little Gem.
3. CONDOMS
Durex condoms come in a variety of shapes, sizes, flavors and colors.
All of the differences in shape are designed to suit different personal
preferences and enhance everyone's pleasure.
4
All for one, Durex for all.
1. LUBRICANTS
Durex Play Warming lubricant gel creates a warming sensation that will
immediately heighten sensitivity!
• Blow, and it'll gently heat your skin,
• making the feeling even more intense
• It is even sweet to taste!
• Water soluble and safe to use with condoms
• Non greasy and odorless
• Available in 100ml
2. VIBRATORS
5
All for one, Durex for all.
MALE:
FEMALE:
3. CONDOMS
6
All for one, Durex for all.
Available in 3s and 6s
7
All for one, Durex for all.
8
All for one, Durex for all.
9
All for one, Durex for all.
However, it is also one of the major factors that affect the buyer’s choice
so it should be as low as possible. Thus, we concluded that our price
should achieve the financial goals of the firm i.e. profitability, but it should
also fit the realities of the marketplace.
One of the main marketing objectives that Durex is trying to achieve and
maintain is to be a product quality leader in the market.
We are not interested just to sell our product in the maximum quantity
possible. We are interested into our customer’s satisfaction. And the only
way to obtain that is to offer them a high quality product.
To produce such product we needed to set a price that will cover high
performance and high costs of research & development, such as expensive
manufacturing, exclusive distribution and extensive advertising and
promotional campaigns. So to create a high-quality product we needed to
set the price above the market price.
10
All for one, Durex for all.
our products into three different groups depending on their usage, target
groups and costs of production.
In the first group are classical condoms: Durex Classic, Extra
Safe and Select. They are the simplest condoms, used by the majority of
the customers and have the smallest cost of production. That's why they
have the smallest price in the product line which is about 15, 90 KN.
The second group is combined of the condoms that have some
extra attributes which makes them more exclusive and thus more
expensive to produce. This group includes the condoms such as: Durex
Sensation, Arouser, Performa and Ultra Thin their price is about 17, 90
KN.
The third group offers the exclusive condoms, the most
expensive to produce, which are made namely for "advanced" users. And
those condoms are: Durex Tingle, Avanti (the first non-latex condom),
Pleasuremax, with the price about 21, 50 KN.
DISTRIBUTION CHANNEL
In Durex we define the Supply Chain, like most companies, as being the
chain of all the activities necessary to supply products to our end
consumer. This starts with basic materials which we transform at our own
factories or suppliers' factories and then ship through our distribution
network to our customers and partners and hence to our consumers. For
example, in the supply of condoms we manage the whole of the chain
11
All for one, Durex for all.
from the latex plantations in the Asia Pacific region, through material
preparation, manufacture and shipping, all the way to our end customers.
The supply chain operates within a framework of quality control such that
all products supplied by us are of the highest quality and are in line with
all regulatory requirements.
12
All for one, Durex for all.
the product. So Durex Croatia will try to place the product on as many
places as possible.
The first action is to introduce the product to big department stores like
Konzum, Mercator or Mercantone. Of course it should be desirable to
reach an agreement with all the companies because an arrangement with
one of them does not exclude an arrangement with the other. So the goal
is to have a Durex stand by every counter. The drawback of discount
stores product placement for a market leader like Durex is the fact that
the product probably would not fit in, when you look the price. These
kinds of stores are concentrated on bringing the prices down, so it would
be fair to presume that the low-priced competition could maybe have
more success.
This is not the goal just for super markets, but also the small and the
medium ones. Even though big retailers have a lot of customer there are
only a few of them and they definitely are not the only thing to
concentrate on. Small and medium convenient stores deserve the
attention, because they are much closer to the customer, which is a
somewhat of an important factor. Going to the extreme, kiosks are the
smallest locations where we can offer the product. The only drawback is
the fact that people could be a little embarrassed buying the condoms at
their local store or kiosk cashier.
As a market leader Durex should always aspire to be the best. And that of
course does not include just the product, but also among other things
(price and promotion) product placement. You can have the most perfect
product in the world, but if you don’t find your way to the customer,
nobody will buy it.
13
All for one, Durex for all.
SSL has a diverse portfolio of consumer products which include the global
brands, Durex condoms and personal lubricants, Scholl foot care and
footwear as well as local over-the-counter brands such as Syndol, Meltus
and Full Marks in the UK and Sauber and Mister Baby in Southern Europe.
DISTRIBUTION
Condoms, properly used, represent a
proven, effective means for preventing
the transmission of HIV, other
traditional sexually transmitted
diseases (STDs) and pregnancy.
14
All for one, Durex for all.
DISTRIBUTION IMPROVEMENTS
As a result of increasing awareness about AIDS and STDs (sexually
transmitted diseases), many people in longer-term relationships are
changing their sexual behavior. Some people are abstaining from sex until
after they are married; many have decided to remain faithful to their
partners, and others have started using condoms regularly and
consistently for protection. However, large numbers of people have yet to
15
All for one, Durex for all.
adopt safer sexual behavior through correct condom use. The spread of
AIDS would be slowed if more people used condoms.
16
All for one, Durex for all.
17
All for one, Durex for all.
18
All for one, Durex for all.
19
All for one, Durex for all.
Advertising
Sales
Personal
Promotion
Selling
MARKETING
COMMUNICATIONS
MIX
Direct Public
Marketing Relations
CAMPAIGNE IN CROATIA
20
All for one, Durex for all.
What Durex should do is to utilize this still a fairly big market niche and
open stands on target areas, like Zrće beach, full with young people that
fulfill our target market criteria.
These would most certainly increase total sales, and improve the yearly
average. And being that tourism has almost a double digit growth, it is
safe to presume, that tourism is not only a stable factor that we can
always count on considering our market plans, but is also very much on
the rise, and could contribute to further company growth.
We just need to beat the competition and not to think only to be available
to locals, but also to consider the ever-growing tourist population that
shows no signs of a dreadful decline.
1. ADVERTISING
We expect that this campaign is going to aware people to think wisely and
to protect their health by using Durex condoms.
2. SALES PROMOTIONS
These free samples are going to be given every weekend afternoons and
evenings.
3. DIRECT MARKETING
21
All for one, Durex for all.
4. PUBLIC RELATIONS
5. PERSONAL SELLING
TARGET AUDIENCE
Durex condom is product especially made for men, but their goal is to
protect both sexes equally.
Male, female:
- especially teenagers and young people
- and of course older generations
22
All for one, Durex for all.
BASIC MESSAGE
Durex Company wants to show its basic message through chosen media.
Our chosen media, as we said, are well-known monthly magazines, TV
commercials, hostesses with free samples and posters in clubs.
Our mission is to provide the best quality and protection for the customer.
Our aim is to have the biggest offer and to exceed the expectations of our
customers.
After every seminar everyone will get free sample of Durex condom.
23
All for one, Durex for all.
Sales Forecast
Summer will be used in launch new type of Durex
condom and in promotion of already known types
to the new generation of young people. These
moves will increase sales of Durex products, and,
that is most important, improve high quality and
protection to their consumers.
Expense Forecast
Marketing expenses are to be budgeted from June to September.
The highest increase in budgeting will generally occur during this summer
season, when people are enjoying on holidays, but they want to enjoy
safe and with pleasure. Also it will continue during autumn through
seminars and presentations in schools all over Croatia.
24
All for one, Durex for all.
Controls
Implementation Milestones
The next milestones identify the key marketing programs:
Marketing Organization
Responsible for marketing activities is Chief Executive Manager of
Marketing Department.
Contingency Planning
Difficulties and risks:
-competitors are more aggressive than us
-costs of marketing are higher than we planed
-sales stagnate
25
All for one, Durex for all.
SEGMENTATION
Since condom use typically begins young and
the role of the brand is very high for condoms,
Durex heavily targets young people, using
youth media such as MTV, the Internet, free
samples on campuses, and sponsoring youth
events.
Durex is doing sex surveys every year to explore situation on the market.
Durex Company in Croatia is also dealing with these researches. Results
of Durex Sex survey 2005 showed that people in Croatia are having sex
for the first time at an average age of 17.3.
People have had an average number of 7.5 sexual partners (men have
had more sexual partners than women - 10.2 compared with 6.9).
Almost half (47%) of all adults globally have had unprotected sex without
knowing their partner’s sexual history, in Croatia this percentage is 51.
Women are less likely to take risks than men - 45% have had unprotected
sex, compared to 48% of men. Almost two thirds (65%) of 45-55 year
olds have risked unprotected sex, compared to a third (33%) of 16-20
year olds.
In Croatia 2% of sexually active population have had an unplanned
pregnancy aged 18 or under and 6% aged 19 or over. 11% have had an
STD. In Croatia 74% of people believe that young people should practice
safe sex.
52% adults in Croatia claim to be happy with their sex lives, 45% are
open minded when it comes to sex, 16% likes to experiment with sex
toys, 44% likes to be inspired and are looking for new ideas. 33% wish to
have sex more often. 50% had one night stand. Only 7% thinks that their
sex live is monotonous.
17% are claiming to have had an extra marital affair, 12% tried three in
bed, 14% had homosexual experience, and 7% prefers sadomasochism
and 4% practices tantric sex. 23% have used masks, blindfolds or other
26
All for one, Durex for all.
forms of bondage, 24% have used lubricants (66% for anal sex, 58%
vaginal dryness, 41% to make sex less painful), 17% using vibrators.
75% buys vibrators in sex shops and 20% over the internet.
Globally, people are having sex an average of 103 times a year, with men
(104) having sex more often than women (101), Croatians are having sex
an average of 134 times a year.
TARGETING
According to our sex survey, with which we have completed our process of
segmentation, we have divided our market into two main target groups.
Our first group is consisted of young people, male and female, from 16 to
18 years, and our second group is consisted of people, also male and
female, from 19 to 30 years. However, these are only our main target
groups, since our target audience is basically population over 18 years of
age.
27
All for one, Durex for all.
interest for the remaining part of the product line wouldn’t be so big to
make it profitable.
These most popular products include Durex classic, extra safe and select.
These products will be offered to all the members of this group, but the
emphasis will be on the people who have already had some sort of sexual
experience.
The reason for such targeting is our goal to encourage young people’s
consciousness about STDs and importance of condoms, as well as creating
a habit of condom using. That’s why, as we already pointed out, we have
developed a promotional strategy which is mostly based on young peoples
education and creation of condom awareness.
Our goal is also to remove the “taboo” sign of the topics about sex so that
we could show people how to come out of the shadow and improve their
sex life.
Our second group is consisted out of people who have had quite a few
sexual experiences and are more interested into enhancing their sexual
life. The products that are offered to this group are basically all of the
Durex products, which are Durex condoms and Durex Play collection. Our
main goal with this group is to familiarize all the group members about
the variety of our products and to increase our brand awareness and
brand loyalty within the group.
28
All for one, Durex for all.
MARKET POSITIONING
Durex’s logical market position is being the market leader meaning that
on particular national markets Durex is usually the brand that has the
biggest market share. But Durex is more then just a company with high
market shares. Durex is in its line of products, what we call a
masterbrand. A brand name that dominates all products in a range or
across a business.
In some rare cases, we do not have the biggest market share, but in
some cases not only that we are market leaders in terms of comparing the
market share with competition’s results, but we completely dominate the
market with over 80% of the market being loyal to our brand.
In Durex Croatia we feel that it is not too ambitious to set similar long-
term goals for the Croatian market. There are several reasons.
29
All for one, Durex for all.
So our goal is simply to sustain the 60% market share and increase it
gradually.
30
All for one, Durex for all.
PRODUCT POSITIONING
Durex condoms always had a great product position in the market. Thanks
to our good quality and promotion.
Despite our high prices, people still buy our products with joy because
they have introduced with our high quality.
31
All for one, Durex for all.
High price
Durex
; 4,66
)
(4,73
Trojan
(3,6; 4,1)
ct
Prote ,7)
(3,2;3
3,304* 3,17 ** Highquality
Low quality
tyles
LifeS ,73)
(2 ;1 t rol
Con ,66)
3;1
(2,5
Low price
As you can observe from this perceptual map that was made on the
sample of 50 people (of various ages and sexes) Durex condoms have the
highest ranking amongst its competitors. Though the high price, Durex is
offering the highest possible quality, other from this sample offer products
with lower prices but with a substantial lower quality. With this survey we
approve perception of our brand as being high quality one and well known
among Croatian consumers.
POSITIONING FACTORS
32
All for one, Durex for all.
These are some of the main factors which have influence on brand
positioning, and are to be further elaborated:
• Disposable income
• Culture
• Religion
• Family
• Lifestyle
• Age and life-cycle
• Education
• Unemployment/Employment
NeoN group:
Ivona Petrović
Stela Oroz
Nina Nonković
Tomislav Prša
Pavle Stanišić
33