Durex
Good morning everyone, I will talk about promotion of Durex condom. My presentation will divided into 2 parts: First, I will use STP strategy to analyze the general direction of Durex promotion, Second, I will focus on the concrete measures Durex used to promote it condoms.
Segmentation:
We all know the market segmentation is a very important point in promotion, since it help the company to decide and conduct the best promotion strategy. As for Durex condom, it has a very clear segmentation that its main consumer group in is gathered at east of China, first tier and second tier city, aged from 18 to 35. In future, Durex condom plan to expand its market to middle and west of China, and some third tier city.
Targeting
As for , Durex put a special emphasis on the Chinese market recent years. according to statistics,………….so the condom market in China is very big and lucrative. At 1998, a sole company named Qingdao….. was established, specialized in producing Durex condom for Chinese market. Up till know, the Durex condom constituted 30% of the total market share in China condom market.
Positioning.
The last is the positioning, the Durex is well-known for three characteristic. According to this, the Durex condom put the excellent quality at the first place, using it to grab more market share compare to its competitors, and finally localize this international brand in China. But according to our survey, none of student in our class know the difference between. How to differentiate.
Low lets move to the second part of the presentation.
To the corner, suger
The sex culture in China is occlusive, people feel shy to buy the condoms in reality.According to our survey, 70% students in our class…….So, the internet market is quite crucial for company selling condoms. We must say that Durex is very sensitive to this point.
1. Because the advertisement of condom can not appear on TV, the Durex just cooperate with Youku tudou, advertise its product
2.
Segmentation:
We all know the market segmentation is a very important point in promotion, since it help the company to decide and conduct the best promotion strategy. As for Durex condom, it has a very clear segmentation that its main consumer group in is gathered at east of China, first tier and second tier city, aged from 18 to 35. In future, Durex condom plan to expand its market to middle and west of China, and some third tier city.
Targeting
As for , Durex put a special emphasis on the Chinese market recent years. according to statistics,………….so the condom market in China is very big and lucrative. At 1998, a sole company named Qingdao….. was established, specialized in producing Durex condom for Chinese market. Up till know, the Durex condom constituted 30% of the total market share in China condom market.
Positioning.
The last is the positioning, the Durex is well-known for three characteristic. According to this, the Durex condom put the excellent quality at the first place, using it to grab more market share compare to its competitors, and finally localize this international brand in China. But according to our survey, none of student in our class know the difference between. How to differentiate.
Low lets move to the second part of the presentation.
To the corner, suger
The sex culture in China is occlusive, people feel shy to buy the condoms in reality.According to our survey, 70% students in our class…….So, the internet market is quite crucial for company selling condoms. We must say that Durex is very sensitive to this point.
1. Because the advertisement of condom can not appear on TV, the Durex just cooperate with Youku tudou, advertise its product
2.