Professional Documents
Culture Documents
Submitted to:
Professor Rowena Gelvezon
Strengths
Weaknesses
Opportunities
Threats
How can Durex effectively penetrate the market and properly position itself in
Japan?
The Japanese market for Okamoto Duralex condoms has a sophisticated market.
They have a sophisticated behavior towards usage of condoms. The market may
have a high usage rate of condoms, but this market is starting to age and is having
a decline of condom use. In fact, it was stated in an article that Japanese have low
sex urge stimuli on sexual advertisements. In television screening, condom
advertisements and commercial are only aired at late hours.
The Japanese market was reported to have a rising rate of HIV and AIDS. And a
part of this so-called sophisticated market, is the youth. The youth have low
awareness of sexually transmitted diseases, which becomes a concern of the brand
and company.
In order to reach and communicate to the youth, Durex must penetrate social
media in order to push through their advertisements without timeframe
constrictions. These advertisements also will maintain the current approach of
Durex on their advertisements by encouraging condom use by making sure that sex
is a topic of a dinner table conversation.
Japanese men are into sports. Thus, sports events like Tokyo Olympics 2020 is a
marketing opportunity for Durex. This type of event is an avenue for the company
to advertise the Durex Avanti like giving samples and building a booth conducting
forums that encourage safe sex without compromising the natural feeling through
Durex Avanti. In addition, the booth will run games with prizes. The only way to join
the games is to post in a social media platform a photo or a video with the hashtag
#DiscoverTomorrowThruSafeSex. This hashtag is related with the Olympics 2020
motto which is “Discover Tomorrow.” This way will increase exposure and
engagement among the young men market.