Strategic Marketing Midterm (Anas)

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“DUREXOTIC”
STRATEGIC MARKETING

A PROJECT BY:ANAS HAMSHARI
LECTURER:CLIVE WOOLLARD
DATE:02/28/2013

TABLE OF CONTENTS

TOPICPAGE #
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EXECUTIVE SUMMARY3
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ABOUT THE COMPANY4
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STRATEGIC FOCUS & PLAN
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MISSION5
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GOALS6
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CORE COMPETENCIES6
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SITUATION ANALYSIS7
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SWOT ANALYSIS8-9
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INDUSTRY & COMPETITIVE ANALYSIS9
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CUSTOMER ANALYSIS10
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CUSTOMER CHARACTERISTICS10
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PRODUCT MARKET FOCUS11
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POINTS OF DIFFERENCE12
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MARKETING PROGRAM13-14
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FINANCIAL DATA & PROJECTIONS15
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PESTEL ANALYSIS16
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IMPLEMENTATION PLAN17
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EVALUATION & CONCLUSION18-19
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BIBLIOGRAPHY20
EXECUTIVE SUMMARY
Safety is a need that all humans seek whether or not they have it. When it comes to the world of sex we can see that in this modern age most sex partners are practicing the use of safe sex. This project will aim to launch a new brand of condoms on the market, based on the company of Durex, the world's most popular male contraceptive brand. This product contains an exotic blend of safety, enlengthed duration of the male erection which results in enlengthed intercourse duration, and safe penis enlargement. In other words, the newly designed condoms contain Zanifil gel contents which are simply an alternative to Viagra. This project will mainly focus on presenting and introducing the idea in Los Angeles, California, in the United States of America, where the 85% of the world's adult film production companies are based (3), and where the new products are seen as most fit for adult film actors. The project will also focus on detailed aspects of the new product launch such as the a simple company analysis of Durex, Situation analysis, SWOT analysis, a brief customer analysis, target markets, and this will generally be considered as the marketing plan for the new product. The following image is an example of the product which will be introduced, currently known as CSD-500 (7).

COMPANY DESCRIBTION/ANALYSIS
As of July 2010, Durex became a subsidiary to one of the world's leading company in cleaning products, Rickitt Benckiser. The brand name was created in the year of 1929 based on three main philosophies which is linked to the name itself; "DU"rability, "R"eliability, and "EX"cellence. According to the Wikipedia website, the brand is considered to be the world's top condom producer due to it being a leader in its field in more than a quarter of the world's condom markets, factories in over 15 countries, and a worldwide sale span of over 150 countries with a net sale of approximately 4 billion condoms annually. (1) Durex uses many marketing strategies when it comes to launching new products as well as enhancing the brands of older models. One of these marketing strategies was giving out free condoms to more than 10,000 athletes during the 2012 London Olympics where it was a big competition against Coca Cola and McDonalds' marketing strategies, because there...
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