Durex Featherlite Market Analysis
Executive Summary
This report provides a detailed analysis of Durex featherlite condoms as a standalone product within the ultrathin condom market. The target market of featherlite condoms is a sexually active male gay or heterosexual orientated individual that are aged between 14 – 40 years old. They must also live in the Australian Area and have been educated in the practise of safe sex, with their buying habits of purchasing ultra thin condoms to improve the sensation of sex. The issues identified in this report are:
1. Increasing general consumer awareness of Featherlite Intense.
2. Increasing business to customer service through online channels.
3. How to create a competitive advantage with strategic alliance between Durex and Starpharma.
4. Lowering inconsistent quality if featherlite condoms.
These points are clearly analysed within the report by breaking down Featherlite’s Target Market, Global Market, Condom Industry Forces, Competitor Analysis, SWOT analysis, and Human Resource Management. Finally the last section “Implementation” gives these recommendations to overcome these issues:
1. Increase Australian advertising through radio, billboards and television to increase consumer awareness.
2. Provide direct opportunities for consumers within the durex’s website to purchase condoms to increase business to customer services.
3. Diversify the target market of durex to include women that purchase or use the play range and educate consumers about the benefits of viva-gel compared to normal lubricated condoms through the durex network.
4. dan What is the issue
The product chosen for analysis in this report is the Fetherlite Intense condom manufactured by Durex which is a subsidiary company of SSL International. Fetherlite Intense has been chosen for detailed analysis to create a better understanding of the function and purpose of the product. Furthermore investigating how the Fetherlite Intense condom is set apart from the fierce competition
This report provides a detailed analysis of Durex featherlite condoms as a standalone product within the ultrathin condom market. The target market of featherlite condoms is a sexually active male gay or heterosexual orientated individual that are aged between 14 – 40 years old. They must also live in the Australian Area and have been educated in the practise of safe sex, with their buying habits of purchasing ultra thin condoms to improve the sensation of sex. The issues identified in this report are:
1. Increasing general consumer awareness of Featherlite Intense.
2. Increasing business to customer service through online channels.
3. How to create a competitive advantage with strategic alliance between Durex and Starpharma.
4. Lowering inconsistent quality if featherlite condoms.
These points are clearly analysed within the report by breaking down Featherlite’s Target Market, Global Market, Condom Industry Forces, Competitor Analysis, SWOT analysis, and Human Resource Management. Finally the last section “Implementation” gives these recommendations to overcome these issues:
1. Increase Australian advertising through radio, billboards and television to increase consumer awareness.
2. Provide direct opportunities for consumers within the durex’s website to purchase condoms to increase business to customer services.
3. Diversify the target market of durex to include women that purchase or use the play range and educate consumers about the benefits of viva-gel compared to normal lubricated condoms through the durex network.
4. dan What is the issue
The product chosen for analysis in this report is the Fetherlite Intense condom manufactured by Durex which is a subsidiary company of SSL International. Fetherlite Intense has been chosen for detailed analysis to create a better understanding of the function and purpose of the product. Furthermore investigating how the Fetherlite Intense condom is set apart from the fierce competition
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