Ngo Ngoc Hoang Tram Anh S3877548

Pham Thi Khanh Linh S3877857

Nguyen Phu Cuong S3879078

Diep Ngoc Long S3837769

Ngo Quang Phu S3878914

Bui Thanh Hung S3877469

 Product Strategy S3877548

Formatting & Price Strategy S3877857

Promotion Strategy S3879078

Place Strategy S3837769

Objectives & Recommendations S3878914

Introduction & Recommendations S3877469

Content Introduction
company description
product description
Target Customer & Positioning
Current Marketing Mix Strategies
product
price
place
promotion
Marketing Plan Objectives 
Recommendations
References
INTRO
DUCTION
company description
Established in 1929 by the London
Rubber Company
Later then in 2010 owned by Reckitt
Benckiser Company

(Durex, 2018)

Has always been among the top condom

manufacturers in the world

introduction
product description
Durex Invisible provides a smooth and sensational experience (thinnest
condom)

(Tiki, 2020)
introduction
TARGET
CUSTOMER &
POSITIONING
target customer
Want both safety and realistic sexual sensation,
and are in search for the thinnest condoms with reasonable price

(Durex Vietnam, 2020)

target customer and positioning
positioning
Apply the “More for more”
strategy

(Vinaresearch, 2017)

Become the most recognizable brand in

Vietnam for providing good products at
affordable price

target customer and positioning

CURRENT
MARKETING
MIX
product

marketing mix strategies

 product 3 levels of product
Core benefits
Protection against STDs
Actual product (sexually transmitted
Durex brand name diseases) and unintended
High quality product pregnancy
High quality packaging
Brings satisfied
experience
Augmented product
Variety of options
High level of guaranteed
marketing mix strategies
product classification

Consumer Product

Convenience Product

marketing mix strategies

product decision
Excellent quality with advanced technological testing
Product attributes Reliable source of materials and ingredients

Strong branding – DUREX

Branding
Catchy logo design

Packaging Luxurious and attractive package

Labelling Detailed information and instruction

Product support
Unclear after-sales service for customers
services
marketing mix strategies
product decision

marketing mix strategies

product decision

Product Line Product Mix

Decision Decision
marketing mix strategies
product branding strategy

Brand Name Selection Brand Development

DUREX Line extensions
DUrability
Reliability
Excellence Brand extensions

marketing mix strategies

product branding strategy

(Vinaresearch, 2017)
marketing mix strategies
 product branding strategy

Extending existing brand product to Extending brand to new product

new form with extra attribute categories

marketing mix strategies

product life cycle

Slowly expanding more

products

Strongly invest in advertising

and promotion (Remind and
Inform)

Maturity stage

marketing mix strategies

product evaluation
Pros
Durex Invisible was a breakthrough – Diverse product line and product mix
meets customer’s demand for realistic for various targeted customers →
feeling boost up profit

Cons
Weak customer service
Negative feedbacks of latex smell

marketing mix strategies

 price major pricing approach
Value-based Pricing
Assess needs thin condoms for realistic feels

relatively high as customers are willing to “pay more to

Target price
feel more”
production cost + value-added + marketing program
Determine costs + distribution

Design product Durex Invisible

marketing mix strategies

 price operational strategies
New-product pricing strategy
Market-skimming
pricing
Original price for 10
packs from around
200.000đ to around
230.000đ

(Pharmacity, 2020)

marketing mix strategies

price operational strategies

(Lazada, 2020) (Tiki, 2020) (Shopee, 2020)

Original price for 10 packs from around 200.000đ to
around 230.000đ
marketing mix strategies
 price operational strategies
Product-mix pricing strategy
Product-line pricing

(Tiki, 2020)
marketing mix strategies
price operational strategies

Product-bundle
pricing

(Shopee, 2020)
marketing mix strategies
 price operational strategies
Price-adjustment strategy
Quantity discount

(Lazada, 2020) (Tiki, 2020) (Shopee, 2020)

marketing mix strategies
price operational strategies
(Shopee, 2020)

(Durex Vietnam, 2020)

Promotional pricing

marketing mix strategies

price evaluation
Pros
Good value pricing

Affordable price for most people with

different needs

Cons
No official price leads to price
(Lazada, 2020) (Shopee, 2020) difference among distributors

marketing mix strategies

place marketing channel
Durex conducts both direct and indirect
marketing channels to promote its products.

marketing mix strategies

place channel organization

Multi-channel Distribution
Network

Administered Vertical
Marketing Network Direct Marketing
Channel

marketing mix strategies

place channel organization
Administered Vertical Marketing Network

Branch office: Reckkit Official distributor: long-term

Benckiser Vietnam contract with DKSH

marketing mix strategies

 place channel organization
Wholesalers & Retailers:

Convenience
stores

Medical stores

marketing mix strategies

 place channel organization
Direct Marketing Channel
E-commerce platforms: Shopee, Tiki, Lazada
Despite not building brick-mortar stores in Vietnam, Durex has taken advantages
of apps to promote and sell online

(Lazada, 2020)
marketing mix strategies
 place distribution strategies
Intensive Distribution
As being evaluated as
convenience product,
intensive distribution is
the most compatible
with Durex

(Tiki, 2020)

marketing mix strategies (Shopee, 2020)

 place evaluation
Administered Vertical
Direct Marketing Channel
Marketing Network
Approach customers quickly and
Selling through the reputable
easily
Pros

platforms (Shopee Mall, Laz Mall,

Modify the quantity of products
Tiki Trading) enhances customer
based on reports
loyalty
Boost the sales volume

Diverse price at different places

Cons

The profit could be reduced when dealing with intermediaries

marketing mix strategies

promotion promotion strategies

Durex is practicing the pull promotion

strategy 

It is a Business-to-Consumers (B2C)
brand

Strongly investing in Advertising

marketing mix strategies (Durex Vietnam, 2019)

promotion promotion mix tools
Advertising
Advertising is the most
well-known and
effective promotion tool
The primary purposes
are Remind and Inform
Mainly focus on
Internet advertising

(Durex Vietnam, 2020)

marketing mix strategies

promotion

(Durex Vietnam, 2020)

marketing mix strategies

promotion promotion mix tools
Public Relations
Durex is using Proactive PR strategy

Corporate identity: trending and

humorous advertisements
Public service activities: organized many
educative shows

(24h, 2019)

marketing mix strategies

promotion promotion mix tools

(24h, 2019)

News: nominated frequently as an active activist

in sex education, won the golden prize of MMA
(MMA Smarties, 2018)
Smarties Vietnam 2018
marketing mix strategies
promotion promotion mix tools (Durex Vietnam, 2020)

Buzz marketing:
sponsored many famous
public figures in order to
give publicity to products

Durex x Saigon Teu (a famous stand-up comedy show

marketing mix strategies in Vietnam)
promotion promotion mix tools
Sales Promotion

Coupons/Vouchers: many
distributors give away coupons and
vouchers throughout the year

Discount: small discount of Durex’s

products all the time 

(Shopee, 2020)
marketing mix strategies
promotion promotion mix tools

Price packs: usually sell by packs. The

bigger the packs the higher the discount
rate

PoP: Durex displays its items in numerous

of reselling facilities, mostly EoA or close
to the counter

marketing mix strategies (Lazada, 2020)

 promotion evaluation
Advertising Public Relations Sales Promotion
Build brand identity
Achieve a broad Can stimulate rapid
Often considered more
Pros

audience sales increases

"credible" Good tactical short
Build customer
confidence -term tool

Not for long-term

Not getting customers
Brand image may be
Cons

to make buying Risky

harmed by overused
decision

marketing mix strategies

MARKETING
PLAN
OBJECTIVES 
SMART objectives
ultimately increase interaction rate via Shopee mall by
30k in subscribers
Duration: 12/25/2020 12/25/2021

Followers: 55.1k 85k

(Shopee, 2020)
marketing plan objectives
SMART objectives
Historical Data & Current Performance
Display data: first introduced to
Shopee in April 2018 and has
been operating for 2 year and 9
months

Data: 55k subscribers 

Response rate: 100%

(Shopee, 2020)
marketing plan objectives
SMART objectives
increase in numbers of subscribers, maintain
Specific message response rate 100%
increase by 30k subscribers, maintain 100%
Measurable message response rate
1 year 9 months = 55k, aim to get 30k from
Achievable 12/2020 -12/2021

Realistic similar growth rate from previous year 

Time specific 1 year span 12/2020 -12/2021

marketing plan objectives

RECOM
MENDATIONS
recommendations
Product
- Problem: Invisible’s latex smell
- Solution: a mix of REALFEEL
(non-latex) and INVISIBLE (thin)
🡪 A thinner, more realistic non-latex
smell product
Price
🡪 Box of 3 (60000VNĐ), box of 10
(200000VNĐ).
Place
- Problem: Cultural’s conflicts
with item’s names exposed when
ordered via Shopee 🡪 multiple 1-
star rates on Shopee
- Solution: work with Shopee,
come up with different shipping
strategy

recommendations
REFERENCES
references
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B’s Mart n.d., B’s Mart, online image, B’s Mart Vietnam, viewed 31 December 2020, http://www.bsmartvina.com/

Bao Cao Su – Biện Pháp Tránh Thai Hàng Đầu Được Các Quý Ông Việt Lựa Chọn, Vinaresearch 2017, Vinaresearch, viewed 1
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DKSH n.d., DKSH, online image, DKSH, viewed 31 December 2020,https://www.dksh.com/vn-en/home

ebay 2020, ebay, online image, ebay, viewed 31 December 2020, https://www.ebay.co.uk/itm/DUREX-Play-Climax-Naturals-
Glide-Flavoured-Personal-Lubricant-Lube-Massage-Gel-/30247719732

Hutanu, A 2019, ‘Condom usage in men – direction for marketing strategy’, Proceedings of the European Marketing Academy,
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references
references
Lazada n.d., LazMall, online image, Lazada, viewed 31 December 2020,
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<https://www.nielsen.com/apac/en/press-releases/2019/convenience-channel-hits-record-growth-rates-in-southeast-asia/>

Pharmacity Pharmacu JSC n.d., Pharmacity, online image, Pharmacity, viewed 31 December 2020,
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Quyen T. 2018, Durex và chiến lược Marketing “không giống ai”, Advertising Vietnam, viewed 31 December 2020,
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Reckkit Benckiser n.d., Reckkit Benckiser, online image, Reckkit Benckiser, viewed 31 December 2020, <https://www.rb.com>

references
references
Shopee n.d., Shopee, online image, Shopee Vietnam, viewed 31 December 2020, <https://shopee.vn/>

Thamonwan V.N.A., Thamonwan A., Sant K. & Atchareeya B.A. 2019, ‘Designing a target market analysis plan for Durex
contraceptive products at Circle K, Vinmart + and other convenience stores’, Chemcu, viewed 31 December
2020,<https://web.chemcu.org/images/Programs/BSAC/ISSP/2020/G8/Project%20Designing%20a%20target%20market
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%20convenience%20stores.pdf>

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<https://www.thestreet.com/markets/commodities/product-life-cycle-14882534>

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references