Brand management Durex

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REPORT
BRAND MANAGEMENT
BRAND ANALYSIS OF DUREX


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I.
BRAND AUDIT
1. Durex introduction

Durex is a British condoms brand, originally developed and produced in the United
Kingdom by SSL International. SSL International was sold to the company Reckitt
Benckiser in 2010. It is one of the best-selling condom brands across the world, with 30% of
the global market. In 2006, Durex condoms were the second best-selling brand of condoms
in the United States, with Trojan condoms being the first. It is supplied by, among others, the
company Karex.
Durex's history dates back to 1915, when the London Rubber Company was formed.
The brand name was launched in 1929, standing for "Durability, reliability, and excellence."
In 2007 the last factory making Durex condoms in the UK stopped manufacturing and
production has since moved to China, India and Thailand. The modern range includes a wide
variety of latex condom, including the Sheik and Ramses brands in North America, and
the Avanti condom. Durex also provides a range of lubricants and sex toys.
Although Durex was not an official sponsor of the Olympic Games, Durex provided
150,000 free condoms to more than 10,000 athletes that competed in the 2012 Summer
Olympics in London.
Durex condoms account for about a quarter of the global market share of protective
equipment for sex. Each year more than one billion products are manufactured by 17

factories worldwide. Durex's product line includes nine types of latex condoms, the two
most famous brands in North America are Sheik and Ramses, and Avanti condoms, the first
condom made from polyurethane. Polyurethane condoms do not rot as much as latex
condoms and are suitable even for people with latex allergies.
Durex condoms are the second best seller in the US market, after the Trojan brand.

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Durex has experienced remarkable milestones in the process of formation &
development over 80 years. Learn about the company from its inception in 1915 to the
current milestones.
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1915 Established
1929 London Rubber Company (LRC) registers the trademark Durex.
1950s Durex's first lubricating condom product was officially launched.
1960s Durex introduces the first condom product in the world to apply anatomical

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knowledge.
1970s Durex becomes the first condom brand in the world to implement marketing

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plans in many countries.
1990 Durex is the first condom brand to apply the global quality seal as a standard.
1995 Durex introduces a line of colored and scented condoms.
1996 Durex is the first condom brand to build a website for its products. Up to now,

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we have 42 websites for countries in different markets of Durex
1997 Durex launched a line of non-latex condoms - the Avanti line, using synthetic
polyurethane, a new non-irritating material, developed by Durex, which is softer,

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suppler than Latex rubber usually, common, normal.
1998 Durex is the first condom company to conduct and publish a global survey
2001 Durex launched the Pleasuremax product line: Bringing out the ultimate in love
for both parties, bringing Durex's name to the first condom brand to market a ribbed

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condom product and thorns, for a better experience for the two sides
2002 Durex supports the breakthrough social program "Program H" that helps

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promote gender equality in Brazil. This program has been replicated in India.
2003 Durex launches an exciting series of Play greases
2005 Durex Network launched the Global Sex Report, which explores aspects of

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human sexual life, primarily used as a teaching and policy drafting resource.
2008 Accompanying the propaganda on safe sex for young people, Durex urges the
16- to 24-year-olds to participate in designing a unique poster about sexual health - a

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poster created and created by themselves. for them
2009 Welcome Durex to 80th year!
2010 Durex supports the Condomize initiative! of the United Nations Population
Fund at the global AIDS conference in Vienna, by donating 220,000 condoms. In July
2010 the company was sold to the British Reckitt Benckiser Group. Launched Just
Love Safe product line.
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2. Brand Equity
2.1.
Brand Identity:

As stated by Reckitt Benckiser, Durex Condoms is the number 1 condom brand
worldwide and the first manufacturer of the latest condom in Europe. Apart from that, Durex
is creating a new brand purpose and visual identity to try to combat harmful stereotypes in
porn.
According to Deezen - the world-famous architecture, interiors and design magazine,
British condom manufacturer Durex together with creative agency Havas had re-operated a
new brand identity to become "positive reality" of sex. That makes the condom brand step
closer to the position as a "mainstream activist" against sexual stigmas and taboos.

The former three-dimensional Durex logo featured a light-reflective effect, used to
make the symbol look convex, encapsulated in a lozenge-shaped border. The new emblem
has done away with the raised effect in favor of flat design, but still retains the brand's
classic blue and white colorway fronted on a pill-shaped form.

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Source: Dezeen.com
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Brand Awareness:

Other comments in general:
Campaign: Durex Global Sex Survey 1997
Client: London International Group
PR Team: In-house and Hill and Knowlton
Timescale: March to November 1997
Cost: pounds 750,000
Objectives:
A key aim was to achieve quality - as well as quantitative - coverage with the Durex brand
being associated with such issues as health and sex education.
Tactics
Nearly 10,000 sexually active adults between the ages of 16 and 45 were surveyed in
14 countries. Questions included frequency of sexual experiences, age at the first sexual
encounter, the number of sexual partners, and length of time spent engaging in intercourse.

The London team co-ordinated the work of PR agencies in each of the 14 countries.
Manning Selvage and Lee, which ran PR for the first global survey in 1996, was used as the
local agency in the US and Mexico.
The other agencies were: Health Network in the UK; Royce Communications in
Australia; GCI Communications in Canada; Shandwick in Hong Kong; Mavellia in Italy;
Health Network out of UK in Poland and Russia; Public Relations International in South
Africa; Sanchis y Asociados in Spain; Court-Conseille in France, and Shandwick in
Thailand.

Results:
The worldwide embargo held up, as planned, until the launch date. The launch
resulted in worldwide publicity in print, media, and television. According to Ostwind, 1,000
million people were ’impacted’ by the campaign.

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Press coverage was up 46 percent on the previous year, consumer magazine coverage
was up 50 percent, and television coverage - one of the key objectives - rose 355 percent.
Radio coverage was about the same as the year before. There was a 30 percent overall
average increase in quantity and quality of media coverage, added Ostwind.
Source: Prweek.com
2.2.

Brand loyalty:

In a country where the topic of sex is taboo even among the younger generation - China incredibly Durex is now one of the most powerful brands. In an environment of media
censorship, Durex has got people to open up and start talking about sex.
According to social business research firm CIC, Durex is regarded as the most popular
brand on Sina Weibo. Since joining the micro-blogging site in 2011, Durex has been
growing its followers at five times the average rate of the top 300 brands on Weibo. With
tens of thousands of Chinese businesses fighting for brand loyalty on Weibo, Durex has done
3 following steps to set itself apart.
First, it created “Little Dudu”, a playful character who shares love stories, sex education,
and health information on Durex’s website and its social properties. In doing so, Durex is
creating a safe and accessible online destination for Chinese people to chat about topics that
are not usually openly discussed.
Second, its posts are entertaining and humorous. For example, after torrential rains hit
Beijing one June with flooding in many parts of the city, Durex posted a photo of condoms

used on the feet of runners, as protection against the rain. The post instantly went viral, and
within three days, it had received over 90,000 retweets and thousands of comments.
Third, Durex organizes events for its followers, which encourage fan participation and
engagement. On February 14, the company threw a huge Valentine’s Day party for over 200
couples in China. The celebration was streamed on Weibo and Durex made 19,000 new
virtual friends overnight. Source: linkedin.com
Perceived quality:
When a customer decides to buy a product from Durex, for instance, Durex Invisible,
they expect the product to give a more pleasurable experience than using normal ones. Add
more detail, the 5-star-rating-people gets 63 percent with more than 140 reviews.
Furthermore, one of the customer's perceptions of the overall quality of a Durex Invisible
that condom is thin indeed, you will not feel like the real thing but it is a big difference
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compared with the normal ones. They fit fine, they are not tight like people complain unless
you’re thicker by nature.

Durex Quality control:
Durex has over 80 years of experience of manufacturing condoms. So it is safe to say
that
every
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single one is the product of a process that’s tried and tested. According to Durex, all of
Durex’s condoms use only the finest quality raw materials. Especially, each is tested
electronically, with samples from every batch also inflated with air to test their strength.
International standards demand that a condom can contain 18 liters of air in this ‘air burst

test’. A Durex condom will typically expand to hold 40 liters of air without bursting.
Furthermore, all condom types are also dermatologically tested. If one sample does not
pass any of our tests, the whole batch of up to 432,000 condoms does not leave the factory.
So, there you have it; the best processes, making the best products, backed by the smartest
thinking. Maybe that’s why millions of people across the world trust Durex every day.
2.3.
Brand Image:
• Brand Attributes:

As a rule of thumb, three key attributes making Durex become the world's best condom
brand are durability, reliability, and excellence. According to Forbes, Karex is the world’s
largest condom maker in the world. As a contract manufacturer for the world's best-known
brands, such as Durex, it churns out more than 5 billion condoms a year and exports them to
more than 140 countries. With a long legacy of investment in marketing, research &
development, the company is now recognized internationally as the premium condom brand
in terms of quality, safety, and reliability.

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The Durex brand is credited with numerous advancements within the condom’s modern
evolution. These include the first lubricated condom, the world's first anatomically shaped
condom in the 1960s, and the world’s first non-latex condom in 1997. Durex also works with
healthcare experts, governments, and organizations including the World Health
Organization, UNAIDS, and United Nations Population Fund in promoting good sexual
health, and the importance of consistent condom use to prevent HIV, and other Sexually
Transmitted Infections (STIs).
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Brand benefits: (brand feeling)

Brand benefits are the value that your customers experience as a result of using your
product or service. There are two types of benefits: rational and emotional. For instance,
according to Influenster, one user said that her boyfriend and she bought Durex Invisible
Condom on a whim after religiously using Trojan Sensitivity Ultra Thin Condoms, she felt
stupid for buying Trojan condoms all these years. These are the thinnest condoms they have
ever used. Condoms feel like there's nothing there instead of a plastic bag. Discovering this
was a beautiful accident but now we are not going back.

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There are more than 440 customer ratings that Durex Invisible Extra Sensitive on the
website. According to customer reviews rating on Amazon UK, from one to five stars, the
percentage (262 reviews in totals) is made up of 62 opinions, 23 opinions, 29 opinions, 22
opinions, 126 opinions respectively. For instance, one user who voted 5 stars for this
product, said that these were probably the best condoms you could buy. Super thin but
strong too. He preferred these than any other brand or type of Durex condom. Providing
there was plenty of lubrication it was very difficult to tell the difference between using and
not using one, and if worn correctly can feel better than not using a condom.
2.4.

Brand Pyramid

3. Brand Positioning
3.1.
Identify competitive environment (Direct and indirect competitors)

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With the specific characteristics of the industry, Durex company ‘s competitors come
from the direct brand are company, thus this paper just focuses on direct competitors of
Durex.
Brand competition
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Trojan™ Brand Condoms, it is the biggest competitor of Durex, are America's #1
condom and have been trusted for over 90 years. Trojan™ Brand Condoms are made
from premium quality latex to help reduce the risk ofunwanted pregnancy and
sexually transmitted diseases. Each condom is electronically tested to help ensure
reliability. There are over 30 varieties of Trojan™ Brand Condoms. More Americans

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trust the Trojan™ Brand than any other condom.
Lifestyles Condom has a history dating back to 1905 when Eric Ansell first started
making condoms in Richmond Australia. Today LifeStyles is a Global leader in the
sexual wellness sector, comprising a broad range of condom, personal lubricant and
other related products. LifeStyles is the world’s #2 condom company with leading
latex brands such as LifeStyles®, Jissbon®, Manix®, Unimil®, Blowtex® and
others, as well as the fast-growing, highly-innovative non-latex condom brand
SKYN®. LifeStyles Healthcare was created on September 1 2017 when the
consortium of Humanwell Healthcare & CITIC Capital private equity purchased the

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Sexual Wellness division from Ansell.
Sagami Rubber Industries Co., Ltd - Japan was established in 1934 with the first
condom factory in Japan. Since then, Sagami condom products have been sold in

more than 80 countries around the world. Over the past 80 years, with the application
of modern production technology and strict quality control systems, Sagami has
continuously led in the field of research and development of new types of condoms
such as: manufacturing ultra-thin condoms with new material Polyurethane, hemp
condoms, colored condoms, ... With the unique special advantages of Polyurethane,
Sagami soon realized the applicability to production. The world's best condoms. After
a long period of research and testing, in 1998, the world of condoms marked the
success of Sagami when successfully manufacturing Sagami Original condoms using
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this special Polyurethane compound. Right after being born, Sagami Original
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products have attracted the special attention of consumers around the world.
Okamoto is a leading Japanese brand established from 1934 to the present, Okamoto
has always been in the top of Japanese best-selling condom brands, accounting for
65% market share in Japan, and is currently one of the Famous condom manufacturer
in the world. The company has created the world's thinnest condoms, high quality and
thickness of 0.03mm and 0.02mm PU by breakthrough technology SHEERLON.
SHEERLON is an exclusive technology of Okamoto Company, making condoms
safer, thinner, softer, feel like genuine leather, this technology also makes condoms
become very durable and tough. Can last longer than regular condoms. Okamoto
condoms meet many needs and national and international quality standards such as
Japanese JIS, ISO standards. Moreover, Okamoto Inc. Japan is listed in the list of
"Medical devices approved for circulation". Present in Vietnam market and favored
by many customers and known for many high quality and high quality products such
as Skinless Skin, Okamoto Ok, Dot De Cool - Hot, Okamoto 0.03, Okamoto 0.02.

Substitute

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Billy Boy Condom is Germany's #1 condom brand, BILLY BOY is derived from
Fromm's Act Condoms, Europe's most trusted condom company for more than 98
years. BILLY BOY-100 percent superior natural latex condoms are hand-dipped using
the modern dipping process invented by Fromm's and tested using rigorous quality
standards. For savvy individualists, BILLY BOY is easy to appreciate for its
excitingly different approach to condoms and its superior in-house manufacturing
techniques. With a full range of condoms, novelty toys, and sexual lubricants, BILLY
BOY is ready to meet your love-play needs, exceed your expectations, and put a

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twinkle in your eye.
OK condoms are one of the most commonly used product lines in Vietnam. Ok
branded condoms are available at most drugstores and many sex tool stores. OK
condoms are very popular contraceptives today. This is the first condom brand to
appear in Vietnam and exist until today. Reversing the process of formation and
development of the product line, OK is originated from the United States. Since 1993,
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condoms have been imported to Vietnam and become the number one choice for
millions of users. The slogan associated with the prestigious condom brand is
"Condoms ok - Symbol of love".
Generic competition
- Safe condom provided by the health organization
- Condom Fabriex
3.2.
Target customers

Durex primarily divides their customers into two groups. Durex targets young customers
(18-30 years) in urban, middle-class, using condoms to prevent unwanted pregnancy is the
first group. Normally, condoms are aimed at all types of population, but Durex seems to
focus more on the young population aged 16-24 (Table 1). Two main reasons are: This
population is likely to be the highest condom user, and according to market developers
Durex, (2002), market research has shown that, once employed , user brand loyalty is
extremely strong. Therefore, Durex is targeting by its advertising campaign at about 60
million people aged 16-24, to attract them and then develop their loyalty. And the second
group customers over 31 years of age and experienced in love, Durex offers products that
increase pleasure and experience. Moreover, even if condoms are delivered to all classes of
people, the high prices may be inclined to the upper classes (ABC1) with high incomes.
Indeed, many branded and cheaper branded condoms are completely safe, like Safesex and
Pasante.
Durex positions itself as a brand that cares for users' uplifting emotions and sexual health
rather than just a regular condom company.
3.3.
3.3.1.

Customer insight
Geographical

Referring to research data published by Alexandre Georjon in 2003, Durex is worldwide
company (present in 140 countries), its main market are European (69.5% of sales),
American (18.6% of sales) and Asian ones (11.9% of sales). However, the latest figures refer
to www.numerator.com, Durex's market now has a significant change with the largest market
currently being Asian (43.3% of sales), Hispanic (24.3%), American (16.4% of sales) and
Caucasian (16% of sales) (Table 1). On the other hand, Durex condoms are available in
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supermarkets, covinient stores, drug stores, vending machines and in other public areas. But
the special thing is that the product range is not in supermarkets and public areas, and in
pharmacies, a range of condoms and sex products is proposed. Recent data also indicates
that the current pharmacy is Durex's best distribution channel because of its commitment to
product quality assurance and compliance with the statement such as Durex's name, which
stands for. Durability, Reliability, Excellence (Table 2).
3.3.2.

Psychographic portrait

Alexandre Georjon ‘s study in 2003 described the characteristics and characteristics of
consumers of Durex products as follows:
• Fun: person who likes having fun, such as in trendy discotheque with friends, for instance
the New Year Dome with around 40’000 people organised by the Ministry of Sound.
• “Carpe Diem”: Enjoys the present time and live without counting its energy.
• Sportive or sport attracted: Does some trendy sports (snowboard, roller,…) or participate in
sportive events, which may have an extreme image, like the Extreme Race or the X games.
• Open mind, extravert: No taboo, he/she discusses about every kind of topic, in particular
about sex.
• High Liver: Likes to take part to famous event like the US Spring Break, where there are
lot of alcohol and sex.
• Worried: Worries about sexually transmitted diseases (STD), racial and environmental
problems.
• High Connected: Uses often Internet and Mobile phones.
• Easily Influenced: The advertisements, the Television, the friends’ thought in and the trend
influence on this young person.
• Friendship: Friendship is slightly more important than a stable relation with a partner.
• Urban culture: Such as people who pass the day in shops and the night in discotheques.
3.3.3.

Buyer behaviors

The condom buyer will have very different buying behaviors. Whether, he buys Durex
very often with curiosity to try each type of condom or sometimes he buys it. However,
according to Durex, online market research has shown that, for those who have used, brand
loyalty among users is extremely strong. In other words, the experienced buyer will trust the
same brand and repeat his purchase, the last but not least, closely related to his personal
sexual activity. At another behavioral level, Durex will take a specific buying approach. He
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will find the right shelves, and will select the appropriate package quickly, without detailed
analysis of the words on the packaging. This behavior clearly has an important consequence
of the package concept: The product must be remotely identified for easy identification.
3.4.

Product attributes
Mission- “We want everyone to get the most out of every sexual experience… while

being safe, of course!”
Brand positioning: Durex has adopted a new positioning more on emotional aspects
than functional aspects. For that, Durex has implemented all its strategy on the idea of love
and sex. The “Love Sex Durex” tagline replaced the “Feeling is Everything” tagline. Thus,
Durex can produce love, trust and sensuality and, consumers can think that Durex bring
them love and sex. This positioning stimulates Durex to manufacture more products
concentrate of love and customer ’s experience. Some following products will make clear it.
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Durex Intense Stimulating Condoms with Desirex gel for warming, cooling or

tingling sensation which will help you to get your kicks.

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Durex Pleasure Ring has been designed to help you to maintain a firmer erection for
longer and intensify the pleasure for both of you. Simply place at the base of the penis
to provide a comfortable fit. The Durex Pleasure Ring is super stretchy and can be
used with or without a condom.

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Durex Play 2in1 Massage Aloe Vera is a fab non-sticky fragrance-free lube that can
be used all over the body. It's got a lovely light feel and the best part is that it won't
stain the sheets either. It's a win-win!

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Durex Ultimate Invisible Extra Thin are the thinnest ever natural rubber latex
condoms developed by Durex, designed to maximise sensitivity, while still providing
a high level of security and protection.

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Durex Play Saucy Strawberry Lube smells fab and it's also sugar-free so you can't go
wrong.
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Brand positioning map

3.5.

The
positioning maps show that Durex is positioning itself

very well

with a pricing strategy focused on middle-class
consumers. Combined with the price
factor that is the quality of Durex
always have high product quality, only lower than

products, Durex products
Trojans

because

Trojans target high-class customers, so in the eyes of consumers. The Trojan is still
the best and then Durex. Combining these two factors, Durex has implemented a
good price strategy and product quality, so that the company captured a significant
share of the market share in the global market. Next, the third positioning map clearly
shows the diversity in product categories, it is difficult for any company to compete
with Durex, because they always focus on customer experience so investment.
Product research is very focused. Lastly, in terms of product distribution, Durex
seems to be doing a great job of creating favorable conditions for its customers to find
and use their products, real evidence that any convenience store system such as Circle
K, Family mart, ... consumers are easy to see and choose Durex products at the most
3.6.

convenient location in the store, which is the cashier.

Brand Positioning strategy
Durex is much faster in terms of reaching their ideal Brand position. We can
see this from Durex’s active and aggressive marketing to sell ‘happiness’ instead of
merely selling pleasure, which is going beyond the product level. They provide a
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more holistic structure in terms of the branding and has a higher level of brand
experience. Durex wants to cater for their customers not only in terms of pleasure, but
also more about their lifestyles, such as safety, healthy relationships.
Okamoto, on the other hand, does not seem to be progressing much beyond the
product level yet. Their branding, advertisements and product still actively advocate
terms such as “Softness” and “Thinness” which is still trying serve at the product
level. However, we do recognise that Okamoto may actually be trying to position
themselves as a very technical brand; one that focuses hugely on the product, even
more than their competitor brands such as Durex and Espire. However, Okamoto does
have a recent project locally, called the Freedom Okamoto Project, which advocates
freedom of speech and dispel embarrassment when talking about sex, which seems to
be trying to motivate people to have more freedom.
Meanwhile, Espire, may be steering their brand towards breaking away from
the product level. Their branding, marketing and products places a huge emphasis on
women. Their products, branding are now geared towards providing pleasure
specifically towards women, not simply pleasure in general. We predict that women
empowerment may be the direction that the brand is heading towards to in future,
which is in line to providing care for women, their current strategic positioning.
Despite having a rather obvious direction that Espire can head to, there seems to be
miniscule effort in an attempt to shift their positioning to women’s empowerment.
Hence in this aspect, Durex would triumph over them by a fair margin.
3.7.
Brand Essence

• Root Strength:

The Durex brand is registered on the market and first launched in 1929, almost 100
years now. With such a long history, Durex is a popular name that everyone reminds
when intending to use condoms. Durex focuses on product quality and user experience,
while other brands often focus on design and price.
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Competitive environment:
The competitive environment in the condom business is always fierce, always taking

the lead in grasping the direction of the user's mind to offer reasonable products and
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marketing. Some condom companies compete with Durex: OK, Romantic, Feel 4 in 1,
Cowboy, Innova, Sumo, ... In particular, OK is considered a Durex rival in every
segment.
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Target:
Durex targets men, mainly young people aged 18 to 30. Single and married. For those

over 30, who have had experience in "love", Durex brings products that increase pleasure
and sublimation.
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Insight:
The vast majority of people use Durex to prevent unwanted pregnancy, protecting

their health from sexually related illnesses.
Durex has launched many products with an easy-to-use design, creating a sense of
comfort. Many products also have fragrance, stimulating demand when "in love".
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Benefits:
When using the feeling is still very real, not fake.
Time "love" longer, increase the value between you and your partner.

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Values, Beliefs, Personality:
This is the abbreviation for Durex brand: DUrability, Reliability and EXcellence.

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Reason to believe:
The brand, with more than 100 in the market, distributes many countries from major

powers to small states. Is a famous brand for consumers.
Products, almost all of Durex products are designed to be easy to use and very safe. So
when any product line is launched, just labeled Durex will always create a sense of safety
and reliability for consumers.
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Discriminator:
Durex wants to convey to consumers that this is a brand that encourages safe sex.

Durex does not want people to think that this is just a condom brand, but Durex wants to
move towards the emotional and physical experience of sex.

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Essence:

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The core value that Durex brings is the Strength, Reliability and Exception. Durex is
committed to product quality and physiological health for the community.

4. Brand Element, Leveraging
4.1.
Logo

Durex’s logo evokes softness, cleanliness, and freshness by its blue colour (like
water) and purity with the white. The brand name and the logo are one, which makes
that they are complementary when someone remembers. An interesting point is that
even the logo recalls protection aims of the product, thanks to the thin white line,
which wraps the brand name. This design is very distinctive by the use of contrasted
bright colours, simple fonts and to the consumer’s eyes, the logo has always been the
same: proof of consistency and continuity. Finally, the logo can be considered as
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neutral and efficient, as it is not addressed to a particular part of the population
(young or old, etc) and reflects the medical activity of Durex.
- MEMORABLE (Easily recognized, easily recalled): With just two syllables
(du-rex) this makes the brand name easy to pronounce or spell, easy to remember, but
retains the unmistakable difference with competing brands.
- MEANINGFUL (Descriptive, persuasive): Through the manufacturer's logo

that also speaks to the value they want to move towards, DUREX stands for:
DUrability (durable), Reliability (reliable) and EXcellence (excellent quality). All
efforts of the company revolve around commitment to product quality and improve
the physiological health of the community.
- TRANSFERABLE (Within and across product categories, across
geographic boudaries and cultures): available in many markets but the brand name
remains the same, which makes it easy for consumers to find products in places they
are not familiar with. In addition to brand names, manufacturers change the language
of product descriptions, manuals, and some other information to suit different
markets.
4.2.

Promotion
Television: These last years, Durex have done several campaigns, in particular on
MTV, targeting around 60 millions 16-24 year olds around the world. This campaign
was integrated with a sponsorship programme of dance music events in ten countries,
culminating in a large techno event in Ibiza (capital of the young techno culture). The
television spots had a humorous approach for explaining that when a young person
goes out to party, he has to take with him some condoms
Sponsorship: Durex sponsors some sports, in particular those addressed to young
public like the Nokia /FIS Snowboard World Cup in Canada. This kind of patronage
gives a dynamic image to the brand and shows that a sponsoring must not
automatically be linked to the sex to see the brand Durex.
Durex Sex Survey: Since 1995, the Durex Sex Survey is done yearly covering
over 28 countries and 18’400 people (in 2001), which is then used by governments
and health organisations. This gives Durex an official image of condoms provider,
who apparently shows its recognition of its social responsibility. In this case, the
survey in totally complementary to the rest of the marketing policy, by enhancing the
Durex’s serious image.
www.durex.com: This web site is easy and fully interactive, with a dynamic and

colourful design, corresponding with the rest of the brand image. Durex uses this site
to provide information about the Global Sex Survey, sponsored events, many funny
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downloads about the brand’s advertising and a part to of the brand, reflecting Fun
and Seriousness, the Durex’s responsible behaviour) and humour, etc.
4.3.

Packaging
There are four different sizes of packs: with 3, 6, 12 or 18 condoms. On each pack
there is the same disposition: On the top left corner is written Durex with “now easy
-on”, below, the name of the condom (Extra Safe, Select, …) then the number of
condom in the pack. Finally, on the right bottom corner, there is always a small
object, which is related to the feature of the condom:
• Extra Safe: White shining Shell represents where the mollusc lives safe, so it
gives an image of safety and relaxation.
• Select: Different fruits are symbolising the different condom’s flavours.
• Fetherlite: Fether, which implies that the couple will not feel the presence of the
condom, because it is very light.

The main way of the packaging has been perceived in the same manner. First the
quality labels are far too small which does not help the inexperienced person in
making the choice, keeping in mind that this user is deciding rapidly in front of the
shelves. In other words, the label should be more visible, so the buyer will
straightway pick the right pack. Secondly, the packaging are boring and the design
too serious (not obviously for young people) and with a lack of humour compared to
other campaign.
Durex is giving a serious image (in particular the result of the boring packaging).
Thus, for doing prevention without being boring, a slight use of humour on packaging

can bring the last detail for a better consistency. In term of packaging, condom’s name
(Fetherlight, Gossamer, etc) and design appear too sober and too serious, not
recognisable among all the goods on large shelves. So Durex should create a unique
distinctive concept of packaging, making the choice easier thanks to an attractive
design. This design should be funnier and better outline the safety and the features.
Finally, upgrading the quality evaluation panel for new users is also essential.
5. Designing marketing Program, IMC
5.1.
Advertising:
Informative: information to young people studying and localities in Ho Chi Minh
-

City. Conveying meaningful messages, thereby helping them to know the effects and
benefits of condoms for everyone. To reduce pregnancy during adolescence and premarital pregnancy.

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Persuasive: Convince them that using a condom branded Durex is not too expensive,
so it will not affect the cost of the meetings between you and your partner. In
addition, the benefits that Durex brings really worth more than what I thought.
Reminder: Repeating the message that Durex wants to convey throughout the
campaign period.
Target:
Increasing by 25% compared to the current 81% in Ho Chi Minh City and increasing
consumption to 30% compared to only 16% of them, due to the Durex website
statistics in 2019. Expected By the end of the fourth quarter of 2020, the target will be
reached.
Message: "Durex- invisible: Invisible slim, Sublimation love"
Insight: Understanding the extreme sublimation feeling when using conventional

condom products, because of the thickness and poor quality of the product. Invisible
was launched as a savior for men in trying to protect their partners but still did not
want to lose the inherent satisfaction.
With only 0.03mm and advanced self-hugging mechanism, but no less sure. This is a
5.2.

product that needs to be strongly promoted to wise consumers.
Media:
In the era of technology 4.0, the use of electronic devices and the connection of wifi
and 3G, 4G mobile networks seem to be too normal for people living in Ho Chi Minh
City. With products for young people who are not yet married or in the process of
building a career. The appropriate communication channel for this customer segment
is the social media.
Using the Social there we have KOLs, Influencer, Fanpage, Youtuber. From there, we
convey the messages and, thanks to those people, spread the word in the larger
community.

Money:
This is the first stage, requires a solid investment in advertising, creating a
springboard to increase the coverage of Durex than ever before (Especially the
situation of the Covid-19 pandemic that took place in Vietnam Male). Revenue has
also grown accordingly.
Measurement:
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Because it only uses social media: the measurement is very easy, we can rely on the
views of the posts, reacts & comments, shares, positive attitude of the community
through the comments of the posts. relate to.
KPIs: sets out how much the retail sales of wholesale agents increase by the

estimated rate.
5.3.
Sales Promotion:
Distribution channels
Open specialized training courses on product knowledge to improve product
consulting skills to customers. The training courses will be held periodically every 3 months
at the company's headquarters for all distributors wishing to develop career skills combined
to enhance interaction and support between the two parties. Introduce policies for
distributors to prioritize the display of Durex products such as donating display cabinets,
giving umbrellas, calendars, ... Giving gifts to major wholesale distribution channels on
holidays, New Year, the anniversary of the company.
Customers
On November 18, 2013, the Vietnamese government issued a new decree prohibiting
condoms from being advertised on TV and similar media during prime time (18h - 20h).
This Decree takes effect on January 1, 2014. This is one of the difficulties in the Vietnam
market - a market that is still heavily influenced by the cultural perspective that Durex needs
to overcome. Therefore, Durex should focus on promotions and organizing customer care
and community related activities. The following are specific strategies:
Customer care
Strengthen customer appreciation activities. Giving gifts to loyal customers. Building
and perfecting a system of free care and advice for customers not only issues related to the
product but also psychological issues, sex life for customers.
Promotional activities

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Offering a new form is a bonus when buying a product. Customers earn points at
condom stores, when enough points will be additional promotion of products, presents in
kind and gift books supplement information knowledge for customers. This is Durex's

focused strategy in the near future to maintain and expand the network of loyal customers.
The company develops a one-week promotion program in the early fall (love season) with
the form of lucky draw, or can include products such as keychains, movie tickets for couples,
though, ...
Organize promotion weeks on February 14, March 8, and July 11.
Direct marketing:
Promote marketing at gyms, hotels, junior high schools and high schools in Ho Chi
Minh City.
Door to Door Leaflet Marketing: Go to each locality to offer products as well as
introduce their products.
Especially the counseling desks at the hospital to help and support the selection of
condoms that are most suitable for men.
5.4.
PR:
Target audiences
Through a survey of over 300 people aged 16 and over showed that. Up to 96% of
consumers are known to use condoms to prevent pregnancy. And up to 80% of them have
heard, seen or used the product.
Fact
“Việt Nam chỉ sau 2 cường quốc dân số về nạo phá thai.”
“Vietnam is only after two population powers to have an abortion.”
Of the 300,000 abortions announced in Vietnam, up to 80% of abortion rates are over
12 weeks of age (large fetuses). Up to 60-70% of abortions are abortion for students,
students aged 15- 19 years, 20-30% are unmarried women.

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Abortion will have terrible consequences for life, economy and society.
The reason for going to abortions is because men often do not like to use condoms.

"65% of men do not use condoms regularly when having sex", according to surveys
conducted in Australia, on both married and single men, only 35 % of them are condom use
in the last sex.
Why?
Embarrassed because always wearing "raincoat" with him
Having trouble using a condom
Reduce pleasure when "in love"
Interrupting the process of "having sex"
Have a condom allergy
Insight
"Throw away the embarrassment with perfection"
Big Idea
Understand the embarrassment of young people when carrying products with them
that are discovered by others. So Durex has the idea of manufacturing a hidden packaging
inside to hide the view of others and suit the Vietnamese market.
Campaign communication
Implemention Plan

Bugget

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