Durex is currently the number one global manufacturer of condoms with a 26% market
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).
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.
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