BBA Model Project - Durex Condoms Increasing Consumer...

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Durex Condoms: Increasing Consumer Awareness in the U.S. Market
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Table of Contents E x e c u t i v e S u m m a r y p . 2 Company and Industry Analysis p. 2 P E S T A n a l y s i
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Executive Summary Durex is currently the number one global manufacturer of condoms with a 26% market share. The brand is so prevalent that in the United Kingdom, “people don’t say condom, they say Durex” (9). However in the United States, Durex’s market share is lagging far behind that of Trojan brand condoms. This is the result of Trojan’s dominant brand awareness. In order to close this gap, Durex needs to build brand equity. Durex condoms have historically outperformed their competition in safety tests, and thus, should market their product based on their high level of protection. After researching and analyzing the current condom market, we recommend Durex not directly compete with Trojan. Instead, Durex should increase public awareness through publicizing safety information, redesigning the packaging, sponsoring promotional events, and targeting the underdeveloped segments of the market. With this focus, Durex will secure a strong customer base, which will translate into increased future profits as they increase market share. In designing our positioning strategy and appropriate marketing mix, we are setting a market share goal of 28%, double Durex’s current figure. Company and Industry Analysis SSL International, primarily known for its successful Durex and Scholl brands, is a worldwide manufacturer and distributor of consumer healthcare products. Durex’s products can be purchased in 150 countries with annual sales eclipsing $284 million a year (24). Over the company’s 75-year existence, there has yet to be a product failure registered with the FDA, which is clearly a strength. Along with commitment to product performance, Durex has proven to be a socially responsible company concerned with improving world health. SSL’s recent company magazine, Be Inspired , highlights the company’s personal agenda of battling HIV/AIDS and sexually transmitted infections (STIs). Program H, for example, is a sex education program instituted by Durex in impoverished areas of Brazil dedicated to teaching the 2
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dangers of unprotected sex. Additionally, Durex contributes to several charitable projects. Most notably, SSL donated $544,000 to China’s fight against AIDS (7) and provided 130,000 condoms and 30,000 samples of lubricant to the 2004 Athens Summer Olympics (22). The Durex brand also conducts an annual Global Sex Survey, which polled over 350,000 participants spanning 41 countries in 2004, further displaying the company’s commitment to global health through its attempt to provide a better understanding of current sexual habits around the world (1). These are also strengths because they increase global brand awareness. While Durex has compiled a perfect safety record in the eyes of the FDA, its United
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This note was uploaded on 04/01/2008 for the course MKT 300 taught by Professor Burson during the Fall '06 term at University of Michigan.

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BBA Model Project - Durex Condoms Increasing Consumer...

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