FINAL-EXAM-PRINCIPLES-OF-MARKETING.docx - FINAL EXAM:...

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FINAL EXAM:PRINCIPLES OF MARKETINGNAMECLASSIDMAI THANH LONGIP_19DMA011921001388LÊ PHNG NGHIƯƠIP_21DMA012121009719PHM THÀNH TÀIIP_21DQT012121012593NGUYN TRÍ ĐCIP_21DMA012121009689NGUYN TN KHANGIP_21DMA04212100970024/4/2022Table of Contents
1.Introduction........................................................................................................................22.Situational Analysis............................................................................................................32.1.SWOT & PESTLE Analysis........................................................................................32.1.1.Strengths...............................................................................................................32.1.2.Weakness..............................................................................................................42.1.3.Opportunities........................................................................................................42.1.4.Threats..................................................................................................................42.2.PESTLE Analysis........................................................................................................53.Segmentation, targeting&positioning strategy.................................................................123.1.Targeting....................................................................................................................123.2.Positioning.................................................................................................................123.3.Segmentation.............................................................................................................133.3.1.Geographic.........................................................................................................133.3.2.Demographic......................................................................................................133.3.3.Psychographic....................................................................................................134.Planning the Marketing Mix (4Ps) Strategies..................................................................145.Conclusion........................................................................................................................186.Reference..........................................................................................................................191
1.IntroductionThe condom market has been developed for a long time in developed countries such as theUnited States, Western European countries, East Asia, and so on, and this product has becomean integral component of sex life. Governments and numerous international organizationsalso support the use of condoms in poor and developing nations, where HIV/AIDS and othersexually transmitted illnesses are rampant. In Vietnam people used to be afraid to talk aboutthis sensitive topic 10 years ago. Nonetheless, as society evolves, sex awareness has shifted,resulting in condoms and condom use and sexual aids being viewed in more open andsympathetic light. It is the factors that impulse the development of domestic condommanufacturers and make the businesses in this fragile product industry pay more attention tothe market with over 90 million people, mostly young.There are several competitive condom goods on the Vietnamese market, most of them areimported. OK of Malaysia, Strait of Russia, Okamoto (Japan), Trojan (USA), and Durex areexamples of condom product lines (UK). There is a lot of information on the news andinternet about the Durex condom product from Reckitt Benckiser, which has been in around150 countries across the world. People in the United Kingdom, where the brand originated,"do not say condom, they say Durex." It is fair to say that condoms play a significant role inhuman life. Although the price may not be as low as some competing products, its qualitymakes all customers satisfied Durex is one of the most well-known condom brands in theworld, accounting for around 30% of the global condom market.Furthermore, as a result of globalization, it is clear that corporate competition is intensifying.Many businesses are now putting greater emphasis on marketing operations, appreciating thevalue of a well-crafted marketing strategy. They've been allocating an increasing amount ofmoney to marketing operations to attract clients and increase sales. It is indisputable that awell-thought-out marketing plan may help businesses achieve a competitive advantage andoutperform their competitors, resulting in increased profits. As a result, the Durex team inVietnam faces a difficult task in competing with other brands in the market and promotingtheir products skillfully and delicately that fits the Vietnamese culture. The purpose of thisarticle is to give an overview of Durex's company profile and business environment as well asto analyze Durex’s marketing strategies in Vietnam, where promoting and advertising sex-related products are delicate and sensitive topics in Vietnamese culture.

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Term
Fall
Professor
N/A
Tags
Marketing, Condom, Durex

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