Durex Marketing Plan

Market Summary

The Durex brand is well known and well trusted. So was the company’s marketing
strategy. Condoms are most used by the 16 to 35 age group – a group most at risk in
terms of sexual behaviour. For an older target group, the relevancy of Durex products
wanes. This group is in a different life phase and has different sexual needs. Most
people over 35 are married or in long-term relationships and therefore use other
protection. While brand name recognition in this group is still very high, the product
is no longer considered as relevant.
The traditional and ongoing challenge, according to Durex global marketing head
Mark Critchley, is to constantly attract new customers to the company’s primary age
group, 16 to 35, to compensate the natural drop on the upper side, 35 plus. “We call it
youth recruitment, we have to keep attracting young consumers to the brand as older
consumers use Durex less because the condom is less relevant to them.” Critchley
said

Rather than just replenishing the existing consumer base, over the past few years
Durex has taken the decision to expand its business concerns into other areas of
sexual well-being. Durex wanted to expand its product base; to stretch the market by
introducing products that would be relevant to the lives of its older consumers.
The company started by researching potential consumers. In the past five years Durex
has polled more than a million of them, focusing on different themes: concept level,
users’ research (every time a new product is launched the product is always tested
with consumers before launching), online research and also a comprehensive
worldwide sexual wellbeing survey, led by an independent research company. The
results showed that there was an opportunity for Durex to expand into new product
categories, by shifting its brand positioning from safer sex to better sex.
The goal for the company’s marketing team was therefore to expand Durex’s market
and map out various products which consumers want to use to improve their sex life.
The company also wanted to change the perception of these products. “whilst the
traditional sex toy in many cases is effective, they look awful. We wanted to ensure
our products are well designed, effective and don’t look pink and phallic.” Critchley
said “The goal for Durex in stretching the brand is to appeal to both males and female
consumers, all our products therefore need to be well thought through and relevant.”
survey, led by an independent research company. The results showed that there was
an opportunity for Durex to expand into new product categories, by shifting its brand
positioning from safer sex to better sex.
The goal for the company’s marketing team was therefore to expand Durex’s market
and map out various products which consumers want to use to improve their sex life.
The company also wanted to change the perception of these products. “whilst the
traditional sex toy in many cases is effective, they look awful. We wanted to ensure
our products are well designed, effective and don’t look pink and phallic.” Critchley
said “The goal for Durex in stretching the brand is to appeal to both males and female
consumers, all our products therefore need to be well thought through and relevant.”

Communication for Durex Play has also taken a different track. Durex has long used
the internet to communicate with young adults across the globe and provide them with
safer sex information in their own language. With Durex Play, however, the company
moved to use above-the-line communication such as TV ads, a method not much used
for these products before which again helped to change consumer perceptions about
these goods.
For the younger target group, Durex’s communication focuses on education,
prevention and encouraging condom-use. Durex Play focuses more on the slightly
older audience, emphasizing the fun and experimental values.
Product Definition

Durex is the world’s best-selling brand of condoms, and with a large variety of
condoms, lubricants, vibrating rings, and other types of sex toys, it’s no wonder that
they’re so widely used.  The standard Durex condom is the Durex Natural Feeling
Condom, which comes with water-based lubricant inside and reservoir tip to help
provide a natural feeling during sex.  An alternative to this classic is the Durex
Enhanced Pleasure, which has a special contoured shape that creates both more
sensitivity and a better fit to help enhance the experience.  Looking for something a
little more exciting?  Try Durex High Sensation condoms, which differ from other
ribbed condoms by having large ribs towards the open end, leading in an increase in
sensation for your partner.  Another condom in that same vein is the Durex Her
Sensation condom, which with its specifically positioned ribs and berry scent will
certainly please your partner, if not you as well.  Don’t think that’s exciting enough? 
Then try the Durex Intense Sensation with its raised stud texture, which is sure to lead
to a unique and memorable experience.  And for those who love both ribbing and
studs, there’s the Durex Pleasuremax, the ultimate in pleasure from Durex.

Looking for something in particular with your condom?  Want to extend the
experience for as long as humanly possible?  Durex’s new Durex Performax condoms
are for you then, as they contain a special climax control lubricant inside to help
extend your experience long into the night.  Interested in sensitivity and thinness? 
Durex Extra Sensitive Condoms are 20% thinner than the standard condom and have
a fitted shape which greatly enhances the sensation while reassuring that you stay
protected.  Another similar condom is the Durex Maximum Love Condom, which,
besides being thinner, comes with an extra-smooth silky lubricant inside to help
increase sensation during sex.  However, if you’re more interested in the safe part of
safe sex, try Durex Extra Strength Condoms instead, which use premium latex to
ensure that the right combination of pleasure and protection occurs.  And for those of
you who want some fun with your sexual experience (and who doesn’t want that?),
Durex Colors & Scents Condoms and Durex Rainbow Colored Condoms come in a
wide variety of colors and scents to help add that special touch.  There’s also Durex
Natural Feeling Non-Lubricated Condoms for those who are sensitive to lubricant,
and Durex Avanti Polyurethane Condoms for those who are sensitive to latex, so no
one has to miss out.  And if you’re unable to decide on just one type of condom,
Durex offers a Sampler Pack where you can choose up to four different types to try
out.  It’s no surprise then that Durex condoms are considered some of the best in the
world!  And with condoms being fairly inexpensive, buying them wholesale and
trying out lots of different types has never been so easy!

Durex also offers a number of excellent lubricants as well.  One is Durex Play More,
which is designed to help enhance intimacy and is a long-lasting lubricant.  Another is
Durex Play Longer, which helps delay climax in order to extend the experience even
longer.  Then there’s Durex Play Warmer, which provides a warming sensation on
contact, which is sure to be a real pleaser.  Finally, there’s Durex Play Tingling,
which with its minty scent and tingling sensation makes an excellent type of massage
lotion.  And of course, all of these lubricants can be used on condoms. 
Competitors

• Armkel Company
 Trojan

• Ansell Company
 Lifestyles
 Condom Discs
 Contempo

• Johnson & Johnson

 Shields

Packaging

• Durex packaging is typically more eye-catching and creative compared to

other brands.

• Durex attempts to emphasize their innovative nature via their packaging.

Target Market

• Their primary targets are young people between the ages of 16 and 25.

• Their secondary targets are people that are sexually active.

Distribution

 Pharmacies

 Grocery Stores

 Convenience Stores/Gas Stations

 Mega stores

 Adult Stores

 Vending machines

 Health Clinics

 Bars/Nightclubs
Advertising messages of Durex condoms

• “For a hundred million reasons”

• “The energy created during sexual

intercourse is roughly equivalent to climbing two flights of stairs.
Get ready to walk up the Empire State Building in a Durex condom."

Durex uses many media to communicate and advertise their products. Some of them
can be found below.

• Internet – one of the main communication methods is the Durex website

• Sexual health information

• Product information

• Games

• Global Sex Survey

• Links

• Print advertising

• Magazines

• Television advertising promoting the brand and not the product due to
government restrictions

• Promotion of events – Formula 1 Racing, BLACK & BLUE

• Radio Commercials

• Magazine Advertising
• Television Advertising
Products and Prices of Durex condoms

The price of a 12 pack is between $5,99 and $12,99 depending on the type of
the condom.

Colors and Scents

The Durex Colors and Scents combines colors and flavors to create a completely new
condom experience. Choose between an assortment of banana, orange, and
strawberry; with colors to match. The Durex Colors and Scents comes lubricated to
reduce friction.

Specs:
Length: 178 mm (7.01 in)
Width: 52mm (2.05 in)
Thickness: .07mm (.003 in)
Enhanced Pleasure
The Durex Enhanced Pleasure is designed with one purpose in mind: Pleasure. This
pink-tinted condom is flared at the head to provide increased sensitivity toward the
head of the penis-where the nerve endings are. The Enhanced Pleasure comes
lubricated to reduce friction.
Specs:
Length: 178 mm (7.01 in)

Width: 52mm (2.05 in)

Thickness: .07mm (.003 in)

Extra Sensitive
In the world of condoms, thin is better and the Durex Extra Sensitive is one of the
best. Developed by Durex, the Worlds Largest Condom Manufacturer, the Extra
Sensitive is a straight-walled, no-nonsense condom only .05 mm thick. Comes
Lubricated to reduce friction.
Specs:
Length: 178 mm (7.01 in)
Width: 52mm (2.05 in)
Thickness: .05mm (.002 in)
Extra Strength Lubricated
The Durex Extra Strength is perfect for those who prefer all the strength they can get.
Made from a special formulation of rubber latex, the Durex Extra Strength is stronger
than standard condoms; come lubricated to reduce friction.
Specs:
Length: 178 mm (7.01 in)
Width: 52mm (2.05 in)
Thickness: .07mm (.003 in)

High Sensation
The Durex High Sensation, previously the Sheik Elite Ribbed, is a great addition to
the Durex line. The High Sensation, with it's combination of ribs and silky smooth
texture, is sure to become a favorite to you and your most intimate friends.
Specs:
Length: 178 mm (7.01 in)
Width: 52mm (2.05 in)
Thickness: .07mm (.003 in)
Intense Sensation
The Intense Sensation is one of the best-selling products from Durex, the world's
largest condom manufacturer. With its hundreds of raised bumps, the Intense
Sensation is designed to catch each and every nerve ending in just the right place...
providing just the right amount of exta pleasure for you and your partner. Try the
Intense Sensation today!
Specs:
Length: 178 mm (7.01 in)
Width: 52mm (2.05 in)
Thickness: .07mm (.003 in)

Maximum
The Durex Maximum combines the added friction of a larger sized condom with the
increased sensation of a thin condom. The Maximum also contains an extra silky
smooth lubricant with a slight citrus scent.
Specs:
Length: 200 mm (8 in)
Width: 52mm (2.05 in)
Thickness: .05mm (.002 in)
Natural Feeling Lubricated
Durex, the World's Leading Condom manufacturer, has put together quite possibly the
most no-nonsense condom ever! Reliable, sensitive, and simple the Durex Natural
Feeling is perfect for just about anybody. Available in Non-Lubricated, and
Lubricated. **ALSO KNOWN AS DUREX PURE PROTECTION**
Specs:
Length: 187mm (7.36 in)
Width: 52mm (2.05 in)
Thickness: .07mm (.003 in)

Performax
The Durex Performax is lubricated with a small dose of climax control lubricant to
help prolong satisfaction. The climax controlling lube is contained in a small bead in
the tip of the condom that is dissolved under body heat. This condom is perfect for
everybody who enjoys pro-longed sensation without losing female satisfaction!
Specs:
Length: 178 mm (7.01 in)
Width: 52mm (2.05 in)
Thickness: .07mm (.003 in)
Rainbow Colors

Add some color to your sex life with Durex Rainbow Colors. Designed with sensation
in mind, the Durex Rainbow Colors are slightly flared to increase friction on the nerve
endings for both partners. Included are an assortment of blue, red, yellow, and orange.
Comes lubricated to reduce friction.

Specs:
Length: 178 mm (7.01 in)
Width: 52mm (2.05 in)
Thickness: .07mm (.003 in)

Ultimate Feeling

The Durex Ultimate Feeling defies the laws of condom physics by combining the
added feeling of a thin condom to the extra pleasure of a ribbed condom. Comes
Lubricated to reduce friction.
Specs:
Length: 187mm (7.36 in)
Width: 53mm (2.09 in)
Thickness: .05mm (.002 in)
 SWOT analysis of Durex

• Strengths
 Innovation
• Product features
• Quality
 Distribution channels
• Pervasive in stores
• Available in wide variety of places
 In touch with the consumer
 Brand Awareness & Respect

• Weaknesses
 Large efforts put on promotion of sexual health, which may benefit
competitors
 Product is often purchased in high stress immediate situations

• Opportunities
 People are becoming more educated in the need to protect themselves
against STIs which represents an increased number of consumers
 Society is becoming more accepting of sexual promiscuity
 Rapidly advancing technology makes manufacturing more efficient,
less costly, more effort can be placed on distribution

• Threats
 Limited brand loyalty
 Government restrictions on advertising