THE FOLLOWING PRESENTATION IS

NOT RATED. IT CONTAINS SCENES OF

FULL FRONTAL NUDITY, EXTREME
VIOLENCE INVOLVING WHIPS,
HANDCUFFS AND WHIP CREAM, AND
COARSE LANGUAGE. IF YOU ARE
EASILY OFFENDED YOU NEED TO
LEAVE THE ROOM NOW.
Durex Condoms
A Marketing Analysis
Luke Carlson
Jason Swann
Trevor Johnstone
Lorna Ingram
Brenda Redekopp
 Overview
Corporate History
Brand Overview
Situation Analysis
Market
Target
Product
Message
Media
Recommendations
 Company Overview
SSL International
Major global healthcare company
Headquarters in London, UK
Operations in 30 countries
Durex brand condoms is the major product
offering in North America
Also offer medical products:
Surgical gloves
Wound management
 And consumer health products:
Footcare/footwear (Dr. Scholl)
Many various OTC goods in Europe & UK
 Missionary Statement

SSL International plc is a major global

healthcare organization committed to
developing, manufacturing and marketing
premium healthcare brands in our core
business areas. We are committed to
ensuring our activities will benefit
consumers, healthcare professionals, and
employees worldwide, as well as
maximize shareholder value.
 Brand

Available in 140 countries

22% Global market share of branded
condoms
Highly recognized and respected brand
 Brand
Started in 1915 in London, UK as London
Rubber Company
Durex name registered in 1929 meaning
Durability, Reliability, Excellence
Focuses on innovation
Manufacturing process
Testing process
First anatomically shaped condom
In 1999 LRC parent merged with another
company to form SSL International
 SWOT ANALysis

Strengths
Innovation
Product features
Quality
Distribution channels
Pervasive in stores
Available in wide variety of places
Research and Development
GSS
In touch with the consumer
Brand Awareness & Respect
 SWOT ANALysis
Weaknesses
Large efforts put on promotion of sexual
health, which may benefit competitors
Product is often purchased in high stress
immediate situations (ex. When your hot date
is buck naked, spread eagle & waiting for you
to slip her the big greaser and you need to get
a condom NOW, brand becomes of less
importance.)
 SWOT ANALysis

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
 SWOT ANALysis

Threats
Limited brand loyalty
Government restrictions on advertising
Other products with similar function:
Oral contraception
Dams
IUDs
Excessive masturbation
 Market

What business is the Durex brand in?

Keeping sex healthy and enjoyable business
 Competing Brands
Armkel Company
Trojan
Ansell Company
Lifestyles
Condom Discs
Contempo
Johnson & Johnson
Shields
Each hold relatively similar market share
These are the major competitors, each offer a wide
product line which compares to that of Durex
Durex is positioned as higher quality, more innovative,
more fun
 Product
Features
o Tubular sheath made of latex or similar material with one end
open, and the other end closed with a reservoir tip. It is
rolled up and packaged in a small metallic or similar casing.
Functions
o Prevents pregnancy
o Prevents Sexually Transmitted Infections
Benefits
o Have sex more often
o Be admired by peers
o Peace of mind
o Increased Hap-PENIS
o Increased pleasure, just go to town with the lube
o Increased chance of parking the beef bus in tuna town
 Product Portfolio

Durex condoms are available with many

different features as a way of staying
competitive and increasing distribution
effectiveness
Priced slightly higher than other brands
positioned as higher quality
$7.19 - $13.99 for a BOX of 12
Product Portfolio
 Product Portfolio
Comfort Focused
Pleasure Focused Avanti
Enhanced Pleasure Comfort
Her Sensation Extra Sensitive
High Sensation Natural Feeling
Intense Sensation
Sheik Sensi-Thin
Maximum
XXL
Performax
Fun Focused
Sheik Ribbed
Colors and Scents
Gold
Tropical
 Penis Size Distribution Chart

BRENDAS PREFERENCE

TREVOR
LUKE
JASON

LORNAS
PREFERENCE
REMEMBER: SIZE IS EVERYTHING
HOW DO YOU MEASURE UP??
 Packaging

Durex packaging is typically more eye-

catching and creative compared to other
brands
Durex attempts to emphasize their
innovative nature via their packaging
 Packaging

-bold feature description

 Target

Primary Target = Males aged 16-24

Secondary Target = Sexually active people
 Target
Where does the target obtain Durex condoms?
Pharmacies
Grocery Stores
Convenience Stores/Gas Stations
Mega stores like Wal-Mart
Adult Stores
Brendas Purse
Vending machines
Health Clinics
Bars/Nightclubs
 Distribution and Placement

Strength in distribution is a key element to

Durex success, as this is a product that relies
on POS availability. If the Durex brand is not
available, then suddenly your competition
becomes:
Ziploc bags
Bread bags w/o twist-tie for the well endowed
consumers
Saran Wrap
Socks
 Message
Durability, Reliability, Excellence
Sex is good with a condom
Condoms are essential
Condoms are fun
Condom quality is important Durex is the
strongest, most reliable, and the worlds
#1 choice
 Message

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."
 Media
Education of consumers Durex conducts
surveys and reports data on sexual behavior,
cooperate with governments and health
agencies in the promotion of sexual health
POS
Placed in stores at eye level
Placed vertically in relation to other brands
Eye catching displays and more educational material
Packaging
 Media

Internet one of the main

communication methods is the
Durex website
Sexual health information
Product information
Games
Global Sex Survey
Links
 Media

Durex Website
More fun
Trendier
Colorful
Informative (GSS)
 Media
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
Magazine Advertising
 Television Advertising

Television Advertising Restrictions in Canada

Are totally prudish and made by people who have
never scored
Condom ads must ONLY focus on disease prevention
MUST NOT make mention of contraception
MUST NOT condone casual sex
MUST NOT make comparative claims
YET products like BAILEYS or BEER are allowed to
have a girl rubbing her nipples and getting all hot and
wet and dripping and raunchy and nasty in a bar
 Television Advertising

http://www.visit4info.com/details.cfm?adid
=13756
 Recommendations
Explore expansion of advertising
opportunities while abiding by government
regulations
Increased distribution through:
Vending machines in washrooms
Availability in nightclubs/bars free
Sponsorship in educational institutions
Greater involvement in educating young
people about sex
Put together information packages designed
for 7th grade classes for example
 Recommendations

Really focus on Global Sex Survey use it

as a more powerful marketing tool rather
than a novelty
THANKS THAT WAS GREAT
Anyone for a cigarette now?

QUESTIONS?