Human Sexuality and Young People
VII. STRATEGY
A. Company Vision, Mission and Values
B. Goals and Objectives (Strategic & Financial)
Goal * To be the top manufacturer on the contraceptive market that will be well known throughout the country as well as other countries. With the use of high quality materials in the entire Durex product the safety and pleasure of the customer is assured.
Objective * To fear of unplanned pregnancy, and to give the customer a sure way of being protected from harmful transmitted diseases Provide Safe Sex for the people who use the product without the
C. Corporate Strategy / Business Strategy
D. Marketing Strategies
1. Segmentation, Targeting & Positioning
SEGMENTATION
Since condom use typically begins young and the role of the brand is very high for condoms, Durex heavily targets young people, using youth media such as MTV, the Internet, free samples on campuses, and sponsoring youth events. Another way Durex creates interest in its brand and guarantees press attention is by publishing its annual sex survey. The survey of 5000 participants with ages varying over the years across 14 countries allows Durex to behave as the leader in condom-related information – reinforcing the feeling that you’re in good hands with such an experienced, knowledgeable brand owner as Durex is doing sex surveys every year to explore situation on the market. Durex Company in Croatia is also dealing with these researches.
Results of Durex Sex survey 2005 showed that people in Croatia are having sex for the first time at an average age of 17.3. People have had an average number of 7.5 sexual partners (men have had more sexual partners than women - 10.2 compared with 6.9).Almost half (47%) of all adults globally have had unprotected sex without knowing their partner’s sexual history, in Croatia this percentage is 51.
Women are less likely to take risks than men - 45% have had unprotected sex, compared to 48% of men. Almost two thirds (65%)
A. Company Vision, Mission and Values
B. Goals and Objectives (Strategic & Financial)
Goal * To be the top manufacturer on the contraceptive market that will be well known throughout the country as well as other countries. With the use of high quality materials in the entire Durex product the safety and pleasure of the customer is assured.
Objective * To fear of unplanned pregnancy, and to give the customer a sure way of being protected from harmful transmitted diseases Provide Safe Sex for the people who use the product without the
C. Corporate Strategy / Business Strategy
D. Marketing Strategies
1. Segmentation, Targeting & Positioning
SEGMENTATION
Since condom use typically begins young and the role of the brand is very high for condoms, Durex heavily targets young people, using youth media such as MTV, the Internet, free samples on campuses, and sponsoring youth events. Another way Durex creates interest in its brand and guarantees press attention is by publishing its annual sex survey. The survey of 5000 participants with ages varying over the years across 14 countries allows Durex to behave as the leader in condom-related information – reinforcing the feeling that you’re in good hands with such an experienced, knowledgeable brand owner as Durex is doing sex surveys every year to explore situation on the market. Durex Company in Croatia is also dealing with these researches.
Results of Durex Sex survey 2005 showed that people in Croatia are having sex for the first time at an average age of 17.3. People have had an average number of 7.5 sexual partners (men have had more sexual partners than women - 10.2 compared with 6.9).Almost half (47%) of all adults globally have had unprotected sex without knowing their partner’s sexual history, in Croatia this percentage is 51.
Women are less likely to take risks than men - 45% have had unprotected sex, compared to 48% of men. Almost two thirds (65%)