Manix Study Case
I. Manix’s origins
For a few years, in addition to its contraceptive use, another role of the condom has been added: to protect against sexually transmitted diseases, especially AIDS. But the fact is that only one brand became a leader on the French market: Durex. And this, without any advertising; because in 1987; the French law bans advertisement about male condom.
However, thirty years after the appearance of Durex, another brand of condoms establishes itself in France. Name: Manix. Designer: Degan laboratories. Characteristics: the thinness of its latex, what enables him to pride itself to be the finest on the market.
The advertising being always prohibited, and Durex particularly well established, Manix struggles to be known. The brand then starts with promotional events and sampling on a very targeted and extremely user population: the prostitutes. Without hesitation, from 1990, to go into a new distribution circuit: supermarket. The leader’s actions, Durex, as the challenger’s ones, Manix, change nothing though; and in 1997, only 3 customers out of 10 can name and ask for a specific condoms’ brand when they enter a pharmacy.
And yet Manix interests: with 18.7% of the French market of condoms in value in pharmacies and 22.9% in supermarkets, the brand had obviously succeeded in imposing itself.
Direct consequence: in 1998, Degan laboratories steps down and Manix is sold to the Australian brand Ansell, world leader of latex medical products, more particularly surgical gloves.
Owner of ten other brands of condoms in Europe, and wishing to keep this strategy of local brands contrary to what Durex does, world brand, Ansell then changes nothing neither about the positioning of Manix, nor its manufacture, entrusted to the Japanese Okamoto.
Ansell changes nothing… but make a major decision: to insert Manix in advertising. The Manix communication was hitherto exclusively oriented towards the prescribers, mainly pharmacists. But in 1997, the global
For a few years, in addition to its contraceptive use, another role of the condom has been added: to protect against sexually transmitted diseases, especially AIDS. But the fact is that only one brand became a leader on the French market: Durex. And this, without any advertising; because in 1987; the French law bans advertisement about male condom.
However, thirty years after the appearance of Durex, another brand of condoms establishes itself in France. Name: Manix. Designer: Degan laboratories. Characteristics: the thinness of its latex, what enables him to pride itself to be the finest on the market.
The advertising being always prohibited, and Durex particularly well established, Manix struggles to be known. The brand then starts with promotional events and sampling on a very targeted and extremely user population: the prostitutes. Without hesitation, from 1990, to go into a new distribution circuit: supermarket. The leader’s actions, Durex, as the challenger’s ones, Manix, change nothing though; and in 1997, only 3 customers out of 10 can name and ask for a specific condoms’ brand when they enter a pharmacy.
And yet Manix interests: with 18.7% of the French market of condoms in value in pharmacies and 22.9% in supermarkets, the brand had obviously succeeded in imposing itself.
Direct consequence: in 1998, Degan laboratories steps down and Manix is sold to the Australian brand Ansell, world leader of latex medical products, more particularly surgical gloves.
Owner of ten other brands of condoms in Europe, and wishing to keep this strategy of local brands contrary to what Durex does, world brand, Ansell then changes nothing neither about the positioning of Manix, nor its manufacture, entrusted to the Japanese Okamoto.
Ansell changes nothing… but make a major decision: to insert Manix in advertising. The Manix communication was hitherto exclusively oriented towards the prescribers, mainly pharmacists. But in 1997, the global