HANOI UNIVERSITY
FACULTY OF MANAGEMENT AND TOURISM
Group 7 - Tutorial 10
Lecturer - Tutor: Mrs. Le Minh Hang
Group members:
Nguyen Anh Dung
- 1906090016
Nguyen Trung Kien
- 1906090050
Nguyen Ngoc Ha My - 1906090070
Hoang Yen Nhi
- 1906090117
TABLE OF CONTENTS ......................................................................................................2
1.
Summary Executive .......................................................................................................3
2.
Company Introduction ...................................................................................................4
3.
Current Marketing Situation ..........................................................................................6
3.1. Internal Environment ............................................................................................11
3.2. Micro Environment ..............................................................................................12
3.3. Macro Environment ..............................................................................................19
4.
SWOT Analysis ..........................................................................................................22
5.
Main Issues ................................................................................................................ 25
6.
Marketing Objectives ..................................................................................................26
7.
Marketing Strategies .................................................................................................. 28
8.
Action Program ...........................................................................................................32
9.
Illustrations for the proposed action program .............................................................34
REFERENCES ...................................................................................................................41
1. SUMMARY EXECUTIVE
An immense and long-standing brand with the main product of male
condom combined with a potential market in Vietnam has created an
opportunity for booming development of this product line and bring back
great profit for Durex and made it one of the largest proportions of
Vietnam’s condom market share. With the explosion of the technologically
era and the open mindset of the young generation in Vietnam, the condom
market has more and more developing opportunities, which becomes a
potentially fertile ground. This is both an opportunity as well as a threat to
Durex's condom market share in Vietnam because the attractiveness of the
market will inevitably attract the emergence of new condom brands that will
become Durex's competitors. Facing those opportunities and challenges,
Durex has continuously researched and launched new product lines to
better meet the needs of consumers. The most recent product line and is
arguably the most impressive is the Invisible line - a much thinner product
for a better feeling of deep connection and real intense contact. This report
will give us a closer look at the marketing plan of Durex with Invisible
product line. From the very first, basic information about the company and
product line selected for the marketing planning will be provided. Soon
after, the micro and macro environment were clearly identified that
reinforces the understanding of how Durex operates and how the company
serves its customers. From the extensive information gathered, SWOT
analysis was used to point out what are the strengths, weaknesses,
opportunities, and threats. Simultaneously, the issues of the company in the
current situation and in the future are found out and listed in the report
based on the marketing 4Ps (Product, price, promotion, place).
Furthermore, this project will come with specific marketing objectives, a
proposed action plan and specific illustrations (TVC, Posters, social
network posts, pricing list, ...)
2. COMPANY INTRODUCTION
Durex is considered one of those largest
proportions of Vietnam’s condom market
share. The brand was registered in 1929
by the British company SSL
International and later sold to the Reckitt
Company Benckiser in 2010. “Durex”
itself is the set of acronyms for “DUrability”, R-eliability" (reliability) and
"EX-cellence" (prominence).
Today, regarding men’s segmentation,
Durex has concentrated on
extemporizing 7 product lines including
Kingtex, Invisible, Sensation, Fetherlite
Ultima, Comfort, Love and
Pleasuremax. Each year, the company
has more than a billion products
produced in 17 factories around the
world.
In terms of Vietnam’s condom market,
most of the Durex condom products on
the market are manufactured in Thailand
by SSL Manufacturing Thailand.
T hr o u g h t h e di st r i b u t i o n c h a n n e l ,
products are officially traded into
Vietnam through DKSH Group Ltd. This
organization has been in charge of
distributing the Durex system with the
following channels pharmacies,retailers,
supermarkets, convenience stores and
some e-commerce sites.
Contemporarily, Durex always
accounts for a substantial market share
of Vietnam's condom product. In the
first quarter of 2020, Durex leads the
market with approximately 16% of
products sold, which is followed by OK,
Sagami and other competitors in such a
competitive market with high demand
required.
Vision - Durex has always fostered the
development of sex education throughout the
world since the understanding of gender and
sexuality is key to shaping awareness and
attitudes for the younger generation. In Asia,
especially in Vietnam where people have the
l a c k of k nowl e dge of sa f e se x a n d f e e l
embarrassing while buying or having condom
beside.
Mission - Since 1929, Durex has always
been the mission of being a safe choice for
couples all over the world. Durex believes that
everyone deserves a healthy and uplifting sex
life where they can feel the freedom and
fullness of their emotions: “We want everyone
to get the most out of every sexual experience,
while being safe, of course!”. In other words,
Durex’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 to get rid of Sexually Transmitted
Infections (STIs) optimally and encourage
consistent condom use.
Core Value - Durex - the symbol of
sex new age. Durex - welcome and support
those who have the same opinion in healthy
"love". Together, we will be stronger and more
enduring. And wherever you are, if you need
help - there will be Durex.
3. CURRENT MARKETING SITUATION
16th April 2020, Durex public a
campaign for the new appearance of the
Invisible product line right after the first
wave of Covid-19 in Vietnam, when the
social gap orders were relaxed and the
country returned to a "new normal state".
This is the right time to reinforce
marketing for this product line to increase
sales and brand awareness of the product
with a new look. Sales of condoms during
this time can jump up many times
compared to normal as well as during
periods of pandemic stress before. After
that time, there are also many national
holidays and anniversaries, a time when
Durex can fully utilize to run advertising
campaigns for the product. The campaigns
for the Durex Invisible line have been
received quite positively by the
community.
Laxman Narasimhan, the chief
executive of Reckitt Benckiser, said
that after a “more challenging first half
of the year, relaxations of so c i a l
distancing regulations resulted in
improved demand for our sexual wellbeing products, including Durex, which
saw double-digit growth in revenue”.
“This has been particularly pronounced
in markets where the rate of pandemic
infection has materially improved,” he
added. Global sales at the condom
brand jumped more than 10% over the
summer months when a respite from
coronavirus restrictions enabled people
to rekindle their sex lives.
① Product - Diversifying products
According to the Vinaresearch report on contraception,
condoms are the first choice of customers with a rate of 86.7%,
for the reasons: simple, easy to use, without side effects like
drugs, suitable for all types of sex and compact easy to carry.
Regarding the inconvenience of using a condom, 67.8% of
users say it reduces the feeling of being in love and 48.4% feel
uncomfortable ... Durex knows well that its customers today
are not only interested to have safe sex but also requires
“emotional sublimation”. Understanding these hidden needs,
Durex creates outstanding Invisible product lines.
Durex's wide range of products has met the preferences and
needs of its customers. That continuous innovation is a
competitive strength that helps the Durex brand retain its
leading position in the market, building confidence in quality,
reliability, perfection and creativity.
Durex’s male condom product layer
Layer 3: Augmented product
• Delivery: Customers can easily
Layer 1: Core customer
value
Durex offers carefree, fun
and an exciting sexual
experience in addition to
protection from STDs and
avoidance of unplanned
pregnancies.
order products online through the
main website durex.com or the
official booths on the e-commerce
exchanges (Tiki, Shopee, Lazada),
then the products will be shipped to
the place quickly and discreetly.
• Product support: Facebook Durex
Vietnam, Durex website, Message the
official online store, Customer care
switchboard on package 1800545405
Warranty: Durex's return policy and
consumer protection policy
Layer 2: Actual product
• Brand name: Durex Name was derived from the words “Durability, Reliability, Excellence,”
It is
through this dedication that Durex has become one of the most requested condom brands of all time.
With many years and countless styles under their belt, Durex has maintained a strong following in the
condom industry. Also known as Mates condoms overseas.
Packaging and Design: Packaging is paid much attention by the company in the design process, with
high creativity and recognition compared to competitors' packaging. It is also designed with features
that make it easier for the buyer to choose the right product or make the customer use process more
convenient (new icon, short description, foil finish, tactile sensation, 4 tearable corners, ...). Besides,
there are also QR code and Barcode for the customers to check.
Features:
- Extra thin design offers heightened sensitivity
- Straight walled for a sleek, closer fit
- No sacrifice on safety
- Straight walled, teat ended, smooth shape latex condoms with silicone lube
- Large nominal width: 54mm
• Quality level: 100% electronically tested with 5 more quality tests carried out on every batch,
dermatologically tested too.
② Price - A premium product
“Durex Invisible” product line has been
introduced to Vietnamese market with 2 types of
packages: box of 3 and box of 10 condoms. The
price of this product fluctuates between
90,000VND and 250,000VND. It is recognizable
that the cost of Durex’s product is quite high
compared to other types of condoms from
Vietnam or Thailand. This is caused by the
strategy of positioning the brand and high-end
product lines. Although a high price strategy will
assist its firmly prestigious reputation in the eyes
of customers, the company will not have a longterm competitive advantage due to the fact that
the price is not really suitable for the budget and
living standards of Vietnamese people. However,
the brand also promotes customer gratitude
activities, giving gifts to loyal customers to
maintain a loyal customer base. In addition,
customers who buy Durex products will earn
points at condom stores, when they have enough
points, they will receive additional product
promotions, gifts of kind and gift books to
provide knowledge for close customers.
Durex holds the largest market share in the US
condom industry. In fact, Durex holds a 26%
share of the global market and distributes over a
billion products per day wi t h t hr e e m a i n
distribution channels:
- Reckitt: there is a representative office for
receiving goods
- DKSH: the first distributor for this specialty
health care product line
- Retail stores in the city
In Vietnam, Durex has a distribution system
covering 95%, including large supermarkets such
as CoopMart, Big C, Lotte mart, pharmacies and
retail stores such as Circle K, Mini Shop, Family
Mart, Vin Mart…
Durex also develops an online distribution
channel through the official website
durex.com.vn and official online stores on Ecommerce exchanges like Lazada, Shopee, Tiki,...
The brand builds a system of free consultation
and customer care not only for product-related
issues but also for customers' psychological and
sexual life issues.
③ Place - Variety
Durex's marketing strategy is targeting young people aged 18-35.
It focuses on media such as social media, digital, or sponsors youth
events and broadcasts. This brand has many creative, bold and
humorous campaigns and advertisements.
- Durex catches a unique trend
- Marketing campaigns use unique quotes
- Durex is also very diligent in building an image on social networks
Durex regularly produces viral clips and very bold and humorous
product reviews on social media channels such as Facebook,
Youtube, Instagram,... attracting thousands of customer interactions.
Durex's content is often distinct and concise, exploited based on
insight and potential customer psychology.
In addition to communication activities on social networks, Durex
also sponsors reproductive health communication and counseling
programs to protect abused children as well as supports sexual
health workshops at high schools and universities to increase the
number of potential customers.
④ Promotion - Bold PR and Marketing campaigns
Durex is a well-known brand in the United
Ki n g do m . Du r e x c a n e f f i c i e n t l y i n v e s t i n
marketing, market analysis, and new product
growth thanks to its strong financial capacity. In
addition, the condom-making sector has over 80
years of history. This provides a significant
competitive edge.
Durex condoms have a strong brand
recognition rate of 62.1 percent, with ads
accounting for 54.7 percent of the industry.
This is a benefit that all new Durex goods
should have.
Du r e x's m a r k e t i ng t e a m i s t h o u g h t t o b e
extremely competent, easy to pick up on trends,
and astute in dealing with critical issues. Durex
has become more consumer-friendly as a result of
the innovative content and has increased brand
recognition.
3.2. MICRO ENVIRONMENT
① Segmenting
Segmentation
Teenagers/Young
consumers
Demographic
- Age: 18-24 years
old
- Having low to
medium income
based on parents
support or medium
salary
Psychographic
- Being in demand
for safe, quality
products with an
affordable prices
Behavioral
Using condom to
prevent unwanted
pregnancy & STDs
(Sexual Transmitted
Diseases)
- Wanting to try
new things in their
sex life
- Fully aware of
STDs’ negative
effects
Older consumer/
Long time couples
- Age: 25-35 years
old
- More stable in
finance
- Having less
appetite for
experience but still
want to spice up
their relationship
- Looking for
comfort and natural
sensations with
partner
- Not ready to have
a baby
Wearing condom
when they are
committed
relationship in order
to prevent
pregnancy
② Targeting
The most important aspect of running a sustainable
company is for Durex to pinpoint just who their ideal
clients are. Durex uses differentiated targeting strategy
and primarily focuses on the urban working class and
upper middle class as their target consumers. Based on
the statistics, the majority of people buy condoms on a
monthly basis, which is labelled as sexually active
people, are the one that use condoms to prevent disease
transmission. Adults between the ages of 18 and 35 that
use condoms to discourage sexual contact partners
from being pregnant are also their goal.
③ Positioning
Durex has decided to focus on product
differentiation as a potential strategic edge in
order to stand out from rivals. Since they
found that most consumers are focused on
thinness, consistency, and comfort, they
designed their product to be ultra-thin and
more sensitive than before. As a result,
Durex's marketing efforts will focus on
developing ultra-thin and more sensitive
condoms with increased sensitivity,
sensation, and enthusiasm for consumers.
Aside from that, the Durex Corporation's
market share is incredibly good and stable.
High price
Variety
of
condom
types
Positioning map of some famous condom brands in Vietnam
The main potentials for demand and high quality requirements increasing prices indicate that the
Vietnamese market is a potential market for companies that produce condoms. So there are many
brands with product lines Diversity has appeared in the Vietnamese market. Especially the condom
products of the DKT Cooperation Vietnam, Sagami Rubber Industries Co. Ltd - Japan, FUJI Japanese
Latex, …
•DKT Cooperation Vietnam: Currently, DKT
Vietnam has created a network Unique public and
private distribution by cooperating with prevention
agencies HIV/AIDS, there are about 2,000 nontraditional stores, such as bars, karaoke, night club,
hotel. According to the research team, in 2012, DKT
Vietnam has sold more than 19 million condoms and
other contraceptive products.
•Sagami Rubber Industries Co. Ltd - Japan:
Sagami products are quite good in many types
such as super thin condoms, spiked condoms,
colored condoms,… One special product is
Sagami Original 0.01 made of Polyurethane
which has many floating properties to become a
competitive product of Durex
•J a p a n e s e
FUJI Latex: The product is
distributed nationwide, the quality is quite good,
it is also favored for its variety of models, but its
price is lower than Durex
There are also some other popular brands like Sure, Simplex. However, these
products, according to reviews, are not competitors of Durex because of their quality
quantity is not guaranteed as well as has a negligible market share
The official genuine factory of
Durex Vietnam is located in Thailand.
The condom is a straightforward
commodity with a well-defined
manufacturing process. Consumer
safety is specifically impacted by
strict legislation. This is a substance
t ha t c o n c e n t r a t e s o n p a r t i c u l a r
materials. Durex has a tremendous
opportunity of over 100 years of
experience in bag processing latex, as
well as a chain of 17 manufacturing
factories spread across the globe.
Currently, Durex condoms' distribution channel
consists of 3 levels:
• Reckitt: has a representative office to receive
goods
• DKSH: the first distributor for the product line of
special health products.
• Retail stores: including supermarkets such as
Circle K, Coopmart, Big C, Vinmart... stores and
many pharmacies, ... in the city Durex's coverage
in this market is up to 95%.
Durex also builds an online sales chain with the
official website durex.com.vn as well as official
online retailers on e-commerce platforms such as
Lazada, Shopee, Tiki, and others.
DKSH, formerly known as DiethelmKellerSiberHegner, is a
Swiss Group of Market Expansion Services. Although
headquartered in Zurich, DKSH already has a strong
foundation across Asia Pacific. The chain company combines
services from product sourcing, marketing, sales, distribution
and after-sales service and operates in four business areas:
Consumer Goods, Pharmaceuticals and Chemicals and
technology. DKSH's core business foundation is assisting its
partners to grow their business in new or existing markets.
DKSH currently operates in 36 countries with 810 business
locations in Asia and 40 in Europe and the Americas. The
company has more than 33,000 global employees. In 2009, the
group achieved a net profit of 8,600 million Swiss Francs.
DKSH Vietnam Co., Ltd. has an office at No.23, Independence
Avenue, Vietnam - Singapore Industrial Park, Binh Hoa Ward,
Thuan An City, Binh Duong Province.
Reckitt Benckiser classifies its products into three
main categories: health and hygiene and home care
with other food, pharmaceutical and portfolio
brands.
The company's strategy is to develop a portfolio
of 19 of the most profitable brands which is
responsible for 70% of the company's net sales. In
which Durex is one the product makes a big
contribution to the company's income. Since Durex
was merged with Reckitt Benckiser, revenue in
2011 has increased by 50%, 10 times the growth
rate of 2010 (only 5%). This brand dominates 26%
of the contraceptive condom market of the world
and become the number one brand in the world.
Reckitt Benckiser company structure
3.3. MACRO ENVIRONMENT
The decrees in the field of advertising issued by the Government in
November 2013 stated that condoms advertisements during “the
golden hour” (18-20h) will be sanctioned from 30 to 50 million
VND. This restriction has lowered the accessibility to the potential
customers through mass media channels of these brands.
According to Article 1 of Circular 26/2015/TT-BTC the import tax
on products made of rubber, which includes Durex’s male condom,
is 5%. This has pushed the product prices higher than other
domestic competitors such as OK, Happy,...
The rate of spending money to buy
condoms has raised about 70-80%,
estimated at 1,029,486 billion VND
Consumers' price sensitivity increased
during a period of market volatility
causes them to consider more before
buying anything. They tend to look for
quality products from reputable brands
but still have a reasonable price.
According to the report on Southeast
Asia's Digital Economy (2020), Vietnam
is the country with the highest rate of
new Internet users in Southeast Asia of
41%. Moreover, the e-commerce
industry in Vietnam grew strongly at
46% and reached the milestone of 14
billion dollars. Therefore, businesses
need to promote advertising through
social networks and different digital
channels to achieve higher efficiency in
promoting the brand images
Vietnam is considered t o b e a
potential market for condom
products due to the large population
with more than 97.3 million people,
ranking 15th in the world.
In particular, the population aged
between 18 and 35, which is Durex’s
main targeted customers, accounting
for about 29% of the total
population.
Vietnam population pyramid in 2020
Vietnamese people are greatly influenced
by Eastern culture. They consider topics
about sex and gender as delicate and private
matters thus avoid mentioning them.
Therefore it is quite difficult for the brand to
use direct and public advertisements for the
products.
However, today's young generation have
been more open-minded about things related
to sex. They are also very concerned about
hot issues in society and interested in
creative, humorous ideas. This not only
helps the brands to be more confident about
the future of this product but also orients
them on how to approach this potential
source of customer better.
People's awareness of safe sex to prevent
unwanted pregnancies and sexually transmitted
diseases has aslo been increased. Of which, the
male condom is the top contraceptive method
chosen by Vietnamese men, both single and
married (85.0%).
Online buying habits are becoming more and
more popular. Therefore, businesses need to
develop new distribution channels to catch up
with their customer needs.
Unfortunately, the outbreak of the Covid-19
epidemic at the beginning of the year had a
huge impact on society as well as the business
of enterprises.
4. SWOT ANALYSIS
4. SWOT ANALYSIS
•
Widely recognized as the world’s
leading brand of condom
•
Diversified products with good
quality that meet customers' needs
•
Large-scaled and highly effective
marketing campaigns via social
media created by an amazing
content team
•
Various distribution channels:
pharmacies, grocery stores,
convenience stores (Circle K,
Vinmart,..), supermarkets & Ecommerce sites (Shoppe, Lazada,
Tiki,..)
•
Pioneer in technical development
and innovation in product
processing
•
Trendy & bold advertising may
not too familiar with middleaged customers
•
Inconsistent product packaging
makes it difficult for buyers to
identify the brand and choose
their best fits.
•
High price due to the import tax
and discount payment for the
intermediate distributor
•
Low discount for retailers while
they tend to introduce the
product that gives them higher
profit.
4. SWOT ANALYSIS
•
•
Male condoms are considered
the most effective contraceptive
method to prevent unwanted
pregnancies and sexually
transmitted diseases (STDs)
Vietnam has a large population
with the number of people in the
age group who regularly have
sex, which also the targeted
customers, making up for 29%
•
Advanced production
technologies increase
competitiveness in the near
future and make the business
more profitable
•
Online shopping habit of
Vietnamese people is increasing
•
Government’s restriction on
advertising
• Competitors:
- Other available
alternative methods
of contraception:
Birth control pills,
Contraceptive
Implants, etc.
- Other condom brands: EVE (Korea),
Sagami, Okamoto (Japan), etc.
•
Low customer loyalty as people
aren't fully aware of the difference
between the products.
•
COVID-19 pandemic’s
unpredictable situations
5. MAIN ISSUES
Condoms are inherently a sensitive product. Thus,
many Asians or especially Vietnamese people are
reluctant to mention this when it comes to issues
related to sexual activities. Durex's advertising
campaigns are considered trendy and innovative,
but still cause a lot of controversy with Vietnamese
consumers. Many Vietnamese people, especially
middle-aged customers, believe that bringing
sensitive things like condom products to trendcatching advertisements is somewhat offensive and
redundant, contrary to Vietnam's pure customs.
In terms of price, Durex in general, or Durex
Invisible in particular, is positioned as a premium
product. However, the product price is quite high
compared to the levels paid for by Vietnamese
consumers. Import taxes and large discounts for the
DKSH intermediate distributor pushed the price of
products higher with many intermediate costs.
Given the consumer's high price sensitivity, this
could be a factor that can cause a consumer to
change their buying decision.
Besides, Durex's distribution channel is
very developed, typically associated with:
drugstores, supermarkets, convenience
stores (namely Vinmart, Circle K, Q
mart,etc.), e-commerce sites (Lazada,
Shopee, Tiki, etc.). However, the discount
to the seller is relatively low: sellers will
recommend products with higher discounts
to consumers. Meanwhile, consumers are
less knowledgeable about the product and
are easily influenced by reference groups to
choose another familiar and reliable brand.
Lastly, Durex's packaging is inconsistent,
making it difficul t f or c on sum e r s t o
recognize brands and products. Durex
Invisible has changed the packaging many
times, from white wi t h na vy bl ue o r
rainbow box lid, to light blue-white. The
Durex Invisible sub-products also have a
change to the box's model, the Durex
Invisible Ultra-thin is pure white instead of
the traditional gray. Consumers will
therefore be confused and cannot
distinguish between the products.
6. MARKETING OBJECTIVES
Before the launch of the new Invisible packaging,
condom sales were severely affected by COVID-19
pandemic. Policies of social distancing have
reduced the frequency of intimate contact between
couples, leading to a decrease in demand for
condom products. In addition, the problem of
changing the new packaging of the product leads to
a decrease in the level of awareness of the customer
to the brand, particularly for the Invisible product
line. The confusion between products with old
packaging and those with new packages is an
opportunity for counterfeits to penetrate deeper into
the market. So the main marketing objectives we
focus on this campaign are:
6. MARKETING OBJECTIVES
General aim
Business Objectives
Marketing Objectives
● Increase sale volume
● Increasing brand awareness with the new appearance of the Invisible
product line
● The revenue and profit increase by 20%
● Durex Marketing plan 2020 will cost more than 8 billion budget, to bring
80 billion in revenue, 80% of target customers know about the product, with
50% of them buying products.
● Increase a number of impressions of a post on social media by 30% among
target customers.
● Increase a number of social interactions and comments
● The awareness of the new package increased 70% after the campaign.
Communication Objectives ● The customer satisfaction for new design would increase 40% after the
campaign.
Target audience
Messages
Time
● Young Vietnamese adults
● From 18 to 35 years old
● The status of the relationship: Both single and married
Rebrand product packaging to empower good and safe sex: new labels,
colors, designs, and orientations → assist consumers find a best-fit condom.
● Brand logo and a short description
● Different navigation icons represent thickness, girth, lubrication and
texture.
→ Help shoppers choose right condom, following its global finding that "size
and fit" is the number one driver of satisfaction for condom usage.
● Orientation standard:
- Same way in pack, with the logo signalling the right side up.
- Foil finish that is easy to differentiate by tactile sensation (glossy finish and
the flip side is matte) → smoothly to use in the dark.
Four tearable corners reducing the odds of fumbling and ripping the
condom.
→ Durex's global study noted that one barrier to condom usage is
“interrupting the moment”, more than 30% of consumers "misapply"
condoms, which can lead to health risks. Helping couples don a condom the
right way round and two times faster
● Public: 16th April 2020
● Ended: 1st July 2020
7. MARKETING STRATEGIES
7.1. PROMOTION
+ Social media and video platform: The
number of posters, TVCs, ... is still limited.
Apart from Facebook, Instagram has very
few interactions and has only been in
operation for a short time without impressive
posts other than their Facebook, and even
fewer posts. However, it can not be denied
the success of viral videos on Youtube with
millions of views.
+ Creative advertising content: Compared
to Durex's condom campaigns in other
countries, advertising content in Vietnam is
less creative, mainly sticking to trends that
sometimes not everyone knows and is
interested in. Specific contents for the
Vietnamese condom market also need to be
developed.
+ Retargeting advertising
+ Sponsor for events or contests: Durex is
usually a sponsor for sex education, sport
events and contest.
+ Run programs for community, sex
education and sexual health
+ Sampling: Offering free samples of Durex
condoms is a technique used to introduce
products to the marketplace. These samples
give a chance to customers to use Durex
products..
+ Contest: Organizing contests with a view
to popularize Durex products. Consumers
who participate in the contest will be asked
to answer questions related to the company
or products of the company
7.2. PRICE
+ Special pricing: Giving customers a lower
price for a special period of time or to
purchase in multiple quantities.
+ Vouchers and coupons: Durex may offer
vouchers and coupons for customers by
publication on social media, e-commerce
exchange or give directly to customers on
special occasions (Valentine’s Day,
11/11,...)
+ Reward loyal customers by lower price
7.3. PLACE
+ Personal selling: It usually occurs during
the seminars or conferences about healthy and
safety sex, where Durex can sell condoms by
convincing and encouraging the NGOs in
order to promote Durex products.
+ Expanding distribution system, especially
expanding on e-commerce platforms to create
customer convenience. There may be agency
shops with qualified consultants to advise
customers.
+ Become the main supplier for large hotel
chains.
7.4. PRODUCT
+ Develop new features for the Invisible product line, integrating the advantages of
other condom lines such as tendons, spikes, scents, or compounds that can help couples
prolong the fun.
+ Overcoming the shortcomings of this product line such as comparing to Durex
Fetherlite Ultima (A line of condoms with many of the same properties as Durex
Invisible as well as the pluses that Durex Invisible doesn't have):
T H E
I D E A
F O R
I M P R O V E M E N T
•
The price of the Durex Fetherlite Ultima condom is also usually
cheaper than the Invisible line though not much.
•
Do not add a compound to prolong sex like Durex Fetherlite Ultima,
so it is easy to cause boredom for the user.
•
There are many lubricants as well as thin and light design, so if you
are not experienced, when using Durex Invisible it is easy to tear,
slip the bag during sex.
8. ACTION PROGRAM
8. ACTION PROGRAM
E
H
T
9.
O R RAM
F
S
N
G
O
I
O
T
R
P
RA
N
T
O
S
I
I LLU ED ACT
S
O
P
PRO
Durex Invisible new packaging official announcement
Collaboration
with
online
shopping
sites
Trend
catching
posts
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vnrs#:~:text=Nh%C3%A3n%20hi%E1%BB%87u%20bao%20cao%20su%20OK%20l%C3%A0%20nh%
C3%A3n%20hi%E1%BB%87u%20bao,b%E1%BA%A5y%20gi%E1%BB%9D%20c%E1%BB%A7a%2
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%BB%A3c_Marketing_c%E1%BB%A7a_Durex_v%C3%A0_ph%C3%A1c_th%E1%BA%A3o_k%E1%
BA%BF_ho%E1%BA%A1ch_truy%E1%BB%81n_th%C3%B4ng_cho_Durex> .
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Available at: <https://durexmarketingdiary.blogspot.com/2014/09/product-levels-hierarchy-andmixes.html?fbclid=IwAR13Q_gvr-d4aXlZL97d7vfZOFfTkRvmW-VFA_7NkgdbdZXci5N_ffkdf54>.
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