Durex is an established British brand manufacturing by SSL International. The name Durex refers to the short terms of “Durability, Reliability and Excellence.” (Durex, 2010) Durex aims to be highly innovation and socially responsible which have made Durex the world’s No 1 condom manufacturer. The company is the leader of the market in more than 40 countries and recognized internationally as a premium condom brand in terms of quality, safety and reliability.
For Durex vision, it concerns on both quality and innovation. (Durex, 2010) Durex has a serious and complex process in testing their condom samples. If one of the samples does not meet the standard, the whole batch of 432 thousands of condoms will be disposed. With that, it guarantees each of the condoms they sold is reliable and remains the best quality. (Durex, 2010) In addition, they frequently make product testing and undertake various researches in order to improve their products and explore new product area through understanding the new trend of customer behaviors. (Durex, 2010) Sexual Wellbeing Survey is one of the methods they use to understand customers needs and values. (Durex, 2010)
Durex has a variety range of condoms that are not only aims to provide protection against STIs and unwanted pregnancies, but also provide a more enhanced sexual experience. Thus, the company’s primary audiences are aged 18 to 35 on the basis of they have different sexual needs and the sexual behavior is high. The target market was chosen based on few segmentation bases.
In assessing target audience media consumption, consumer aged in the 18 to 35 would be able to be reached most effectively through print media on magazine and websites. 40 to 53.2 % of this aged group is enjoying buying magazines (Asteroid, 2008). The reason of using magazine and website is because they have the greatest reach, highest impacts, with low cost. Besides, more than 35 % of this aged group would use coupons found in magazines or on...
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