INDIVIDUAL ASSIGNMENT

MKT328m

Bùi Minh Tiế n-HS163265

MKT 1618

Lecturer: Nguyễ n Minh Quang

 DIGITAL MARKETING 2
TABLE OF CONTENTS
I.Introduction
History
Vision
Mission
Product
Target customer
II. Digital Activity

Social site
Type of other media
Content posted since last
visit
Consumer feedback
III. Conclusion and
References
I. INTRODUCTION
HISTORY
Durex condoms are manufactured by
Reckitt Benckiser, a leading consumer
goods manufacturer headquartered in
Slough, UK. Durex, which was trademarked
in 1929, is an acronym for "Durability,"
"Reliability" and "Excellence". Durex
products are thought to account for one-
quarter of the global condom market.
Durex condoms are the second best-
selling condom brand in the United States,
trailing only the Trojan brand.

VISION
The core vision of the Durex Network is to
inspire people to take responsibility for
their sexual health, based on the premise
that information leads to knowledge, which
leads to action.
In terms of the Durex Network's work, this
entails speaking with people to gain a
thorough understanding of their needs
before developing initiatives that will
provide them with the information they
need to make informed decisions.

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MISSION PRODUCT
The Durex Network's mission is to Durex controls 26% of the global market
develop and support key initiatives and distributes more than a billion products

that leverage sexual health expertise each year. Durex's products include
condoms, lubricating gels, pleasure
globally to raise awareness of the
boosters, adult toys, and other items to
safer sex message, communicate a
meet the diverse preferences and needs of
'prevention not cure' ethos, and
customers based on satisfaction levels,
encourage consistent condom use.
scents, and colors. The quality of condom
The Durex Network aims to share materials is also electromagnetically tested.
knowledge and help replicate best Durex's competitive advantage in the quest
practices in the field by pooling the to win customers has been created through
expertise of key sex and reproductive constant innovation and continuous
healthcare professionals. creation. (Durexvietnam,2022)

TARGET CUSTOMER
Durex recognizes that its target
customers are people aged 18 to 30.
Because this population is primarily
composed of young people in their
adolescent years. And the most
effective way to target them is
through creativity. That is what makes
Durex the most popular condom
brand.

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II. DIGITAL ACTIVITY
SOCIAL SITE

Durex uses two major social networking sites, Facebook and Instagram, but operates
primarily on Facebook, with 11.869.229 likes on the Durex Vietnam page, compared to
Instagram, which has just over 8166 followers. Durex Vietnam's social networking sites all
link to the website: durexvietnam.vn.

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TYPE OF OTHER MEDIA
Durex focuses on media such as television,
social media, and digital, as well as sponsorship
of youth events and distribution of samples.
They have several campaigns and
advertisements that are creative, bold, and
humorous.
On social media platforms like Facebook,
YouTube, and others, Durex frequently creates
viral videos and provocative and humorous
product reviews that generate thousands of
user interactions. On the basis of knowledge
and potential customers' psychological makeup,
Durex's content is frequently very unique and
concise.
Along with engaging in communication on
social media, Durex supports programs that
promote reproductive health, protect abused
children, and support health counseling
programs. It also sponsors programs and
engages in propaganda-style activities. Increase
the number of potential customers by providing
school health services to students, university
students, and residents of dorms.
Young people are the target audience for the
media that Durex uses, which gives a closer look
at delicate subjects. The fact that Durex has
been, is, and will remain the leading brand in
this industry comes as no surprise.

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CONTENT POSTED SINCE LAST VISIT
Since Durex's last visit, a post
with the phrase "Khoac ao vua
khit, bit kin Ho den" that was
inspired by the film Doctor
Strange has been published.
Because the post's appearance
coincided with the release of the
Marvel movie, this content has
generated a lot of interest from
the online community. More
specifically, the post generated
more than 5,000 interactions on
the Facebook platform.

On its Facebook platform, Durex has posted more than 800 articles with
photos and more than 120 videos (their most followed platform).
Compared to Instagram posts, this is four times more. This ratio is not
equal, but it is consistent with the number of followers these two social
networking sites have given that Facebook is 125 times larger than
Instagram. (Facebook, 2022)

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Instagram. (Facebook, 2022)

CONSUMER
The majority of the
comments on Durex's
Facebook page are
answered enthusiastically
and humorously by Durex,
who frequently responds to
consumer comments on
social networking sites.
Puns, popular online
memes, and the limitless
creativity of the content
creation team all
contribute to the joy that
Durex's posts frequently
provide.
Customers and the
commenting community
reacted favorably to the
content Durexposted and
their feedback.
After that, Durex will be
aware of its social
networking platform
strengths and weaknesses
and will adjust to be more
consumer-friendly.

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III. CONCLUSION &
REFERENCES

As a result of our investigation into

and evaluation of Durex, I
discovered that the company is
doing well when users give it
positive feedback regarding its
online presence on social media
sites and its website. The content
creation team has garnered a lot of
interest from social networking sites
from users.
Through all of these initiatives,
Durex is becoming more and more
of a consumer's life—not just as a
product, but also as an authority on
intimacy and sexuality. couple.
Durex isn't simply waiting for you to
open your wallet; they genuinely
want to enhance your standard of
living.

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III. CONCLUSION &
REFERENCES
Durex Vietnam. 2022. Lịch Sử Hình Thành | Durex Vietnam. [online] Available at:
<https://www.durexvietnam.vn/pages/lich-su-hinh-thanh> [Accessed 8 October
2022].
partnerships, G., report, F., marketing, S., Challenges, W., us, C., Policy, P., Notice, L.
and us, C., 2022. About the Durex Network | Durex Network. [online] Durex Network |
Safe Sex Protection Options. Available at: <https://www.durexnetwork.org/en-
gb/aboutthedurexnetwork/> [Accessed 8 October 2022].
Hạnh, L., 2022. Chiến lược marketing của Durex - Dù "chẳng giống ai" nhưng vẫn
đứng đầu thế giới. [online] MarketingAI. Available at:
<https://marketingai.vn/chien-luoc-marketing-bao-cao-su-durex/> [Accessed 8
October 2022].
2022. [online] Available at: <https://advertisingvietnam.com/durex-va-chien-
luoc-marketing-khong-giong-ai> [Accessed 8 October 2022].
Facebook.com. 2022. You’re Temporarily Blocked. [online] Available at:
<https://www.facebook.com/Durex.Vietnam/> [Accessed 8 October 2022].
Instagram.com. 2022. Durex Vietnam Official (@durexvietnamofficial) • Instagram
photos and videos. [online] Available at:
<https://www.instagram.com/durexvietnamofficial/> [Accessed 8 October 2022].
Durex Vietnam. 2022. Bao Cao Su, Gel Bôi Trơn & Tình Dục An Toàn | Durex Vietnam.
[online] Available at: <https://www.durexvietnam.vn/?
fbclid=IwAR1XMJaJ32HHfSBHdw-
m2ldQaaHiEi8VulUyc2P4HLsK0FRThxCjIN91g6k> [Accessed 8 October 2022].

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