Professional Documents
Culture Documents
Team - PRISM
Aniket Bandhekar ABM09016 IIM Lucknow ABM09016@iiml.ac.in 8009966496
Aman Sehgal PGP28153 IIM Lucknow PGP28153@iiml.ac.in 8755148080
Aniket Bandhekar is a marketing enthusiast Aman Sehgal is the campus usual suspect with
who believes that live projects and case studies the HUL LIME Season 5 campus winner prize
are the true way to learn. and Mahindra War Room & ITC Interrobang
campus finalists positions already in his kitty.
The IIML campus winner of HUL LIME
Season 5, he has proven his marketing Known as marketing buff, he has shown his
acumen by earning a PPI from Syngenta India marketing acumen by redesigning GTM strategy
Ltd, where he did his internship in marketing and sales force optimization for Marico during
domain. his summer internship.
Secondary Research
Embarrassment of
making the purchase is
very high for unmarried
males and Females
Is there an issue with What is the issue? How can this issue be addressed?
condom usage? Married couples prefer other methods over condoms The logical approach would be to
because of the perception that other methods are better address the major concerns of married
Yes, married & unmarried However, embarrassment is not a major concern for & unmarried consumers
consumers, both have high married males The married consumers should be
barriers for condom purchase But when it comes to unmarried consumers, convinced of effectiveness & convenience
embarrassment of making purchase is critical issue of condoms in preventing pregnancy
Hindrance of performance by condoms is an important The embarrassment issue should be
barrier but not as important as the other barriers tackled with for unmarried consumers
Research Methodology Qualitative Insights Quantitative Insights Case Problems and Solutions
How are companies targeting the consumers? Customers perception about different methods
An analysis of the communication strategies of all the condom brands
was done to find out the barriers which were targeted by the companies
Also, the existing ads add to the “Embarrassment issue” for Condom is perceived to be less Condom is not considered as
the unmarried consumers (major concern for unmarried) convenient than Calendar method effective as Sterilization, Pills & IUD’s
Positioning strategies
Issue with existing positioning strategies
All brands are currently positioned Since the strategy targets physical barriers by
on sensuality using sensuality, they are censored and banned
Show parents talking to their children in the ads Show doctors advising a married couple in the ads Align with the government programs
A dad would be shown telling the son about the proper use The doctor would advocate avoiding unwanted such as “Red ribbon express” and
of condoms pregnancy using condoms advertise it
Similarly, a mom would be shown talking to her daughter Scientific facts such as condom being twice safer Association with awareness programs
The ad wont advocate premarital sex than natural methods should be shown on TV and show that this program is
Only the discussion between the parents will be shown with Prevention from AIDS would be addressed sponsored by Durex at the end
no mention of the product Finally, the product will be shown with the slogan Distribute free Durex condoms during
Finally, the product will be shown with the slogan “Be Safe..” “Be Safe..” HIV AIDS check up camps organised
The product packaging to be changed accordingly The product packaging to be changed accordingly by government
Research Methodology Qualitative Insights Quantitative Insights Case Problems and Solutions
All these
Since the association This will eventually
communication
with sensuality is not lead to normalisation Also, since the ads are
strategies will shift the
there & communication of the category. Also not sensual in nature,
positioning of Durex
strategy using parents , the associated stigma TV media wont be
from sensuality to an
the embarrassment with condom purchase averse to airing them
absolutely essential
would decrease will reduce
medical product
Research Methodology Qualitative Insights Quantitative Insights Case Problems and Solutions
Identifying overlapping demographics Identifying condom users online Analyzing Purchase history Calculating Market Potential for Durex
Research Methodology Qualitative Insights Quantitative Insights Case Problems and Solutions
Use an opaque case for keeping If the perception of Durex However, added incentive would
condoms at retail outlets changes, it will automatically be positive synergies with brands
change the willingness of such as Dettol, Vanish, Mortein,
Modern retail to stock Durex Cherry etc