Aids, Condoms and Carnivals

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AIDS, condoms and carnival Durex in Brazil

OUTLINE
• • • • • • • • • Aids' and condoms history Brazil’s global environment PESTEL SSL activities Export and supply process Marketing mix SWOT analysis Conclusion Recommendations References

INTRODUCTION

Problem formulation
Was it a good idea for Durex to enter the Brazilian condom market?

CONDOM MARKET IN BRAZIL
SIZE

Commercial market: 660 000 000 (6.6 million) Government hand-outs: 1 000 000 000 (1 billion)

BRANDS

MARKET SEGMENTATION
Gender • Female (female condom) • Male Age • • • • 15-20 yrs 20-30 yrs 30-60 yrs 60+ yrs Sexuality • Heterosexual • MSM

Person

• Individuals • Government
Special risk groups Income • Lower or no income • Higher income • Drug users • Prostitutes Geography • Rural areas • Urban areas

AIDS HISTORY

• First victim in 1981 in USA • “gay syndrome” • In 1982 in France • Controversy between US and France • 20 billions of victims • Rhythm of 3 billions per years

CONDOM HISTORY

1000 BC: Ancient Egypt

100-200 BC: Practice in Europe

1500s: Gabrielle Fallopius

1700s: Name’s origin

1855s: Rubber’s introduction

1912s: Latex condoms

1957s: Lubricated condoms

SSL
• Mix of consumer and medical brand • Brands:

• 30 countries across Europe, Asia Pacific and America

SSL Strategy
• • • • • Consumer insight Innovation in new product Effective advertising Efficient business practices Training and development of their people

SSL values
• Successful • Socially Responsible • Lively

DUREX SALES

CUSTOMERS
 Online-stores  Hospitals

• Retailers • Distributors

 Medical stores  Sex shop  Hotels & Resorts  Super-market

SWOT Analysis

Strenghts
Excellent brand image / Widely recognized market leader Good quality / Superior technological skills Wide geographic coverage Strong financial condition

Weaknesses
High price for local majority Higher overall costs relative to key competitors

Opportunities...
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