Southern... New Hampshire "University
University of Language and International Study Southern New Hampshire University
durex elite
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THE MARKETING STRATEGY
OF DUREX COMPANY
Lecturer: Professor Le Thi Thu Mai
Group participants
Tr nh Ng @ Khanh Linh Traan Phi Hoang Long
Nguyeen Minh Hieu Nguyeen Duy Hu'ng
I. Company Overview
Durex is a brand that was developed by SSL International (UK). However, in July 2010, Durex was officially acquired by Reckitt Benckiser, also in the UK. Durex stands for 3 words "Durability, Reliability, and Excellence". Currently, BCS Durex has been present in all countries around the world. Particularly in the Asia-Pacific region, Durex has direct sales channels in countries such as Australia, Bangladesh, China. Hong Kong, India, Indonesia, Malaysia, New Zealand, Pakistan, Philippines Singapore, Sri Lanka, Taiwan, Thailand. In Vietnam, genuine Durex condoms and lubricants are distributed by DKSH Vietnam Co., Ltd. This is considered a genuine source of Durex products imported from a factory in Thailand (SSL Manufacturing Thailand Company).
1. Corporate Level Strategy
The Durex Network's core vision: to inspire people to take responsibility for their sexual health, based on the principle that information leads to knowledge which, in turn, leads to action.
2. Core values
The core values of the Durex brand have always been maintained during the past 70 years of operation: DUrability (durability), Reliability (reliability) and EXcellence (excellent quality). All efforts and efforts of the company revolve around the commitment to product quality and improving the physiological health of the community
3. Mission statement
Durex's mission is to bring customers inspiration and sublimation in safe sex. The Durex Network's mission is to develop and support key initiatives that harness sexual health expertise globally to raise awareness of the safer sex message, communicate a 'prevention not cure' ethos and encourage consistent condom use
II. Marketing Planning
I. Objective
Firstly, Durex is dedicated to encouraging responsible sex and reproductive healthcare around the world, as well as raising awareness of the safer sex message, through developing and supporting sexual health initiatives. They are optimistic that their consumer product distribution and marketing strategy will not only set Durex apart from the market but will also boost overall sales on a shoestring budge To begin, raise Durex Condom awareness among single males aged 18 to 34. Then, Durex must work to illustrate the multiple and brand-specific product developments that are focused on customer satisfaction. Finally, Durex needs to expand the number of sample sales for new product launches.
2. Targeting
Based on the above segmentation the target customer of Durex should be male, aging from 20 -- 45 years old. Although the condoms are addressed to every kind of the population, people between 20 -- 30 years old are most frequent users. People aged 20 to 30 are the most sensitive to sexual behavior, whereas those aged 35 and up are married or in long-term partnerships, and hence prefer other means of protection. Durex products are less relevant to those over the