THE HOLY TRINITY

Akhilesh Pendkande

Kshitija Polge
IIM Kozhikode
Vipin
Every age group faces unique problems on sexual wellness

Research and Insights
Primary Research
Teens
15-19 years
Awareness - Very low on both
sex education and condom use
Purchase - Ashamed to buy
condoms, retailers also show
hesitance
No support system, faulty
information sources - No talk
on sex education from parents
and in schools is only namesake;
resort to either friend who are
themselves unaware or to
pornographic websites that give
out very wrong messages on sex
Content consumption -
College-goers
20-24 years
Awareness - Moderate on
both sex and condom use
Experimenters - Tries out
varieties in condoms, focus
on experience from condom
Issues - Exploration in a
negative connotation,
pretentious, non-acceptance
to unawareness, indulgence
in unsafe sex
Content consumption -
First Jobbers
25-28 years
Awareness - High on both
sex and condom use
Purchase power - high;
prefers quality and branded
products
Loyalists - Have developed
a liking for specific brands
and varieties of condoms
Issues - Want a non-
judgemental and discrete
buying place (e.g. D2C)
Content consumption -
Early Marriage
29-34 years
Awareness - High on both
sex and condom use
Purchase power - high;
prefers quality and branded
products
Focus on pleasure-driven
condoms; mainly used to
avoid unexpected pregnancies
Issues - Perceived as trust
issue if condom use is
encouraged within marriage
Content consumption -
Settled
35-49 years
Awareness - High on sex;
low on condom use
Purchase power - high;
prefers quality and branded
products
No privacy, tired from
work - reasons for highly
skewed unplanned sex
Issues - Why use condoms
after sterilization - commonly
asked; women very hesitant
to buy from stores
Content consumption -
Key Insights
Teens (15-19 years)
Low on awareness and curious about the
physical and hormonal changes during
adolescence, lack proper guidance
College-goers (20-24 years)
Unreal sex expectations are fed to college-goers
through PORNOGRAPHY with highlights
being, unprotected sex labelled as COOL
First Jobbers (25-28 years)
Content consumption pattern shifts
from social media and freemium models
to OTT Platforms
Early Marriage (29-34 years)
Higher frequency of sex and higher emphasis
on pleasure with non-condom usage labelled
as TRUST, an important factor in marriage
Settled (35-49 years)
Unplanned sex because of no privacy and
exhausting work schedule, sterilization used
to prevent pregnancy

Secondary Research CAGR for condom Women LGBTQ+

market is only 2%, Purchase frequency still None of the brands have
Delayed ejaculation is a major
and India has 3rd low; need for activating LGBTQ+ community as
82% men were aware that consistent use of benefit associated with condom
highest cases of HIV action through message integral part of their
Pornography was mentioned the most "helpful" condoms can reduce the chance of getting use besides the usual ones
of shared responsibility advertisements, limited
source of information for 18 to 24 year-olds HIV/AIDS, but only 1 in 10 use condom Ban on condom TVC from 6 am
2.5 million+ LGBTQ+ talks on sexual wellness
men between 20-24 years of women buy condoms, community in India has to 10 pm - counterproductive and

78% age did not use contraceptive

with their last partner
1 in 5 65% have
bought condoms
never 7% HIV positivity
rate
enhances the label on sex
education as taboo
 Catering the needs and discovering potential of an untapped group

The Inclusion Angle

Segmentation and Gap Analysis
Unaware
NO prior sexual knowledge
Not aware of which condom
to use, how to use
Segmentation
Common in all segments and needs focus
Women LGBTQ+
Believes it is her Confused/unclear about condom use
equal responsibility as all ads portray heterosexuals
Hesitant Experimenters Substitute users to have safe sex Started feeling positive from a few
Understands sexual health and Has a mental barrier brand's social media campaigns on
Fairly educated on sexual Already uses other forms of
wellness of being judged the LGBTQ+ community
health and condom benefits contraception (female sterilization)
May or may not understand the during purchase Needs reliable sexual wellness source
Want to try new experiences Does not understand the benefits of

Gets information from benefits of condoms through new condom varieties condoms beyond pregnancy prevention Primary Focus Secondary Focus
unreliable sources Purchase phobia, a mental barrier to Perceives condom as a barrier to Substitute Users Hesitant
being judged pleasurable sexual experience Focus only on making condoms
Goals: Age 35+ and why
Goals: Safe sex but no compromise in condoms are needed available through D2C channel or

Targeting
Safe sex Goals: pleasure Goals: even after sterilization other online channel
Stress-free sexual experience Stress-free purchase experience Maintain one's health and sexual hygiene
Challenges: Future Customers
Challenges: Pleasure is an important factor Challenges: Experimenters
Convincing partner to use Unaware
Nervousness from unreal Challenges: condom consistently Side effects on women, as it dominantly Current condom users;
Focus on brand connection
expectation Asking at the reception, or finding in Trust issues in recently includes female sterilization and pills focus on marketing
through sexual wellness
No support system to supermarkets (placed in corners) married couples if condom use Trust issues if condom use is insisted on innovative offerings
education rather than selling
discuss issues Judged by retailer or other customers insisted even after sterilization
Current State Future State
Facts Problems Impact Root cause Emotion Future stage Recommendation
I was made fun of by my I resort to pornographic Knowledge on sex Durex led campaign on encouraging
I am not aware what is I am hesitant to talk about I feel nervous and
friends for asking a question on website for info education and condom use parents to educate their children on
safe sex sex to an adult helpless
Gap Analysis

condom safe sex

I already use X My partner and I have Partner and I do not like the Frustration from Control over sexual Durex should lead the campaign
method, why do I need occasionally experienced Heavy medical bills barrier by condom, plus we medicines and delay in activity; intimate hygiene which talks about sexual wellness in
to use condom? infections in reproductive area are not likely to get pregnant sex maintainance adults above 35+ years of age

I belong to the I do not know which condom is I cannot indulge in No prominent talk on Confidence and knowledge Durex should make inclusivity their
Feeling of helplessness
LGBTQ+ community best for me, I have no one to sexual activity LGBTQ+ sexual wellness in on the subject to help my objective while advertising the brand
discuss this with stress- free India community members
 Dure x is INCLUSIVE, EDUCATIVE and stic ks to be ing BOLD,OPEN,WITTY
We will follow a 50-50 content framework
50% brand-related promotion through Inclusive -
Our Big Idea Durex for all
50% non-brand related sponsorships through Sex-
education talks
Evolution of condom ads Marketing Campaign Idea
An Indian context
Evolution is based on socio-economic growth of nation INCLUSIVE - DUREX FOR ALL SEX-EDUCATION TALKS
In line with Reckitt's Operating Model BE BOLD AND OPEN The Unaware Segment
Channels Non-brand related sponsorships
Prevention of pregnancy / Family Advertisement Portfolio

35+ year olds

Premium Base and Premium Influencer marketing - by relatable age Online content consumption of children has
planning era Benefits of condoms
condoms group influencers like, couple travellers, etc. highly increased
beyond birth control
How it can reduce the Lubricants - high problem after High-time for parents to take responsibility to
Prevention of STDs / STIs; Risk of feeling of irritation or 35 years ~90% - bundling Brand awareness - use traditional ways to educate children
HIV era infection after sex with condom packets educate 'The Birds and Bees Talk' by Durex is talking
about adolescent sex education but it is still a one-
Advertisement Portfolio Channels way interaction.
Make an integral part of Premium Base and Premium Influencer marketing - by LGBTQ+
LGBTQ+

We aim at placing Durex as a pioneering brand that

Era of focus on pleasure; Durex product specific condoms influencers, couples encourages parents and their children to talk about
continuous innovation to cater to advertisements Lubricants - as an Podcasts - edu-talks on sexual wellness
sex education without hesitation.
consumers needs Encourage talks on sexual experimental product Embedded marketing - product placement
health of this community in OTT series or the likes of it Would they rather accept that their
children learn from wrong resources
Our Recommendation Advertisement Portfolio Channels like porn sites and get affected mentally
Equal Share

Experimenters and Hesitants All ranges Influencer marketing - by travel or they would like to create a safe space
Focus on social responsibility; fall here Lubricants - as an bloggers, couples, etc. for their children's wellbeing?
education, inclusiveness Promote that it is equal experimental product, Podcasts - Talks on experience of condom
responsibility by making increased pleasure purchase Influencer marketing -
women feel more comfortable Embedded marketing - product placement by youth icons in sports who are parents
We believe that dislike of barriers is still a big concern while buying in OTT series or the likes of it by mom influencers, local influencers
in condom adoption, and that brands should focus a
part of their campaign on pleasure. However, we also Encourage through exposure on
Future scope - INTIMATE HYGIENE PRODUCTS
believe that for people to connect with the brand, its traditional promotion channels
STI rate can be reduced prominently by simple
image as a socially responsible brand while still Position it as a product for usage
hygiene of intimate areas before and after sex
retaining its wittiness can be positive. mainly before and after sex for
Explore possibilities to introduce sexual hygiene
care products like intimate wash STI prevention
Establish as a pioneer brand that started sexual wellness talks where no one did

Industry first marketing initiatives

Right to win • teen focused awareness campaign
• Dedicated and relevant loyalty program

Distribution Channels Reckitt's RIGHT TO WIN

D2C Channel
Loyalty Program A QR code will be present
Increases engagement on premium range condoms
Facilitates repurchase and other Durex products
Customer Base Future Base Other products Brand Recall Market Share
A loyalty program where
The targeted segment
collected points can be Building positive From the suggested Achieve target of
Purchase made QR code on Currently limited; and message will
redeemed to get What's in it connect with brand campaigns, instill increasing market
packet extend to a focus on other
amongst teenagers talks amongst people share by
FREE CONSULTATION
for Reckitt? significant base in products like
and increase brand differentiating based
and creating a future lubricants, thus
the 35+ age category recall
WITH DUREX ASSURED base on brand perception
adding to revenue
SEXUAL WELLNESS Collect points to redeem Consumer scans code,
DOCTORS FREE CONSULTATION points added in D2C
website
Brand Perception Marketing Expertise Distribution Network
e-Commerce Internal
Data-driven marketing and analytics from Existing social media presence and Reckitt's strength in its common
Factors Existing brand personality of Durex of engagement expertise; prominent than distribution network which can allow
inventory management on different e-commerce
enabling being witty and premium connects well competitors Reckitt to market its condoms to
websites
with the newer generation as well who Marketing and analytics expertise can different segment
Get first-hand data on purchase patterns, Reckitt to win
will be future customers be enhanced from D2C and other online Existing D2C present good for older
frequency of purchase, customer reviews, ratings,
channels couples shy to go to chemist
complaints to boost

Traditional Retail channels
Still accounts to 78% of condom trade
Pricing barrier doesn't provide incentives to retailer
to give prime locations in Point of Sale area
However, an eye-level placement in stores
suggested
External First to start an inclusive campaign for untapped segments in the market INCLUSIVE | INNOVATIVE | RESPONSIBLE
Factors No one has catered to the 35+ year-old individuals and talked about sexual wellbeing even after sterilization
Sources : Channel distribution - https://qz.com/india/2036699/how-manforce-became-the-most-selling-condom-in-sex-shy-
india/#:~:text=In%20India%2C%20chemist%20shops%20are,makers%20to%20promote%20sexual%20wellbeing.
Incentive in retail store - https://theprint.in/opinion/indias -condom-market-must-look-beyond-flavours-and-textures-worlds-innovating/676902/
 Market capture through marketing and distribution initiations is significant

Improved penetration in women and LGBTQ+

Roadmap and Financials community through suggested campaigns has increased
adoption rate of condoms from 5.6% to 10% nationally

Size of the Prize: Market Volume and Value Financial Projections

Total population expected to use condom 1400

and associated Durex products
mn
18-55 years of age

Women LGBTQ+ Men 840

41% 17% 42%
mn
344.4 mn 142.8 mn 352.8 mn
Adoption rate
80.6
8% 10% 11%
27.5mn 14.3mn 38.8mn
mn

Loyalty Program
Acceptance Rate 14.19
20% 20% 15%
5.5mn 2.9mn 5.8mn
mn
EBIT margins NPV Financials
SOM @ 100% 4939 mn
Penetration Revenue Financial
~15% INR 55.8 cr
KPIs
Payaback Period IRR
Assumptions:
Average intimacy rate considered is 70 times per year with average spent of INR 50
~ 2years 43%