Durex Marketing Plan

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Durex Marketing Plan

Market Summary

The Durex brand is well known and well trusted. So was the company’s marketing strategy. Condoms are most used by the 16 to 35 age group – a group most at risk in terms of sexual behaviour. For an older target group, the relevancy of Durex products wanes. This group is in a different life phase and has different sexual needs. Most people over 35 are married or in long-term relationships and therefore use other protection. While brand name recognition in this group is still very high, the product is no longer considered as relevant. The traditional and ongoing challenge, according to Durex global marketing head Mark Critchley, is to constantly attract new customers to the company’s primary age group, 16 to 35, to compensate the natural drop on the upper side, 35 plus. “We call it youth recruitment, we have to keep attracting young consumers to the brand as older consumers use Durex less because the condom is less relevant to them.” Critchley said

Rather than just replenishing the existing consumer base, over the past few years Durex has taken the decision to expand its business concerns into other areas of sexual well-being. Durex wanted to expand its product base; to stretch the market by introducing products that would be relevant to the lives of its older consumers. The company started by researching potential consumers. In the past five years Durex has polled more than a million of them, focusing on different themes: concept level, users’ research (every time a new product is launched the product is always tested with consumers before launching), online research and also a comprehensive worldwide sexual wellbeing survey, led by an independent research company. The results showed that there was an opportunity for Durex to expand into new product categories, by shifting its brand positioning from safer sex to better sex. The goal for the company’s marketing team was therefore to expand Durex’s market and map out various products which consumers want to use to improve their sex life. The company also wanted to change the perception of these products. “whilst the traditional sex toy in many cases is effective, they look awful. We wanted to ensure our products are well designed, effective and don’t look pink and phallic.” Critchley said “The goal for Durex in stretching the brand is to appeal to both males and female consumers, all our products therefore need to be well thought through and relevant.” survey, led by an independent research company. The results showed that there was an opportunity for Durex to expand into new product categories, by shifting its brand positioning from safer sex to better sex. The goal for the company’s marketing team was therefore to expand Durex’s market and map out various products which consumers want to use to improve their sex life. The company also wanted to change the perception of these products. “whilst the traditional sex toy in many cases is effective, they look awful. We wanted to ensure our products are well designed, effective and don’t look pink and phallic.” Critchley said “The goal for Durex in stretching the brand is to appeal to both males and female consumers, all our products therefore need to be well thought through and relevant.”

Communication for Durex Play has also taken a different track. Durex has long used the internet to communicate with young adults across the globe and provide them with safer sex information in their own language. With Durex Play, however, the company moved to use above-the-line communication such as TV ads, a method not much used for these products before which again helped to change consumer perceptions about these goods. For the younger target group, Durex’s communication focuses on education, prevention and encouraging condom-use. Durex Play focuses more on the slightly older audience, emphasizing the fun and experimental values.

Product Definition
Durex is the world’s best-selling brand of...
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