Marketing Mix of Durex and 4Ps (Updated 2023)

The Marketing mix of Durex analyses the 4Ps of Durex, which includes the Product, Price, Place, and Promotion of Durex. Durex brand is associated with personal care and the FMCG sector. It is a contraceptive brand made for males by SSL International of the United Kingdom and was introduced to the market in 1915. Currently, this trademark is owned by Reckitt Benckiser since the year 2010. Durex is the most popular and used contraceptive in modern times and is not just for avoiding unplanned pregnancy but is a means for pleasure. The company has targeted people above 18 years as its potential customers. Some of its chief competitors are as follows-

• Trojan
• KS
• Moods
• Kohinoor
• Shields

About Durex

• Type: Condom brand
• Industry: Sexual health
• Founded: 1929
• Founder: London Rubber Company
• Headquarters: London, England
• Area served: Worldwide
• Key people:Bart Becht (Chairman) and Svend Tveskæg Current (CEO)
• Number of employees: 10,000

Durex Product Strategy

Durex products belong to specific preferences and requirements and are focused on a few essential elements like safe sex, fun, comfort, and pleasure. The lubricated condom was the first promotion Durex introduced by the company in the year 1950, and it has come a long way from that point.

It has also launched flavored and colored condoms. Durex range includes nine variants of latex condoms like Ramses and Sheik and non-latex like Avanti Range.

The product mix of Durex in 2023 is as follows(Source)

1. Condoms– Durex occupies the first position in the world for condoms. Every single piece is made of quality raw materials and is tested electronically. Its variants are- Performance, Feeling and intimacy, Fun and adventure.
2. Lubricants– Durex offers massage gels and lubricants to provide heightened pleasure. Options are available in different flavors of lubes, and their variants are- Durex Play Massage Gel Sensual, Durex Play Massage Gel Stimulating, Durex Play Lube Strawberry, Durex Play Lube Cherry, Durex Play Lube Tingle.
3. Vibrators– To provide sensual pleasure, Durex has launched various sex toys, and the vibrator is one of the most popular and in-demand devices. Durex Play Vibrations, Play Ultra, and Play Little Devil are other products.
4. Intimate Gels and Creams: Durex offers a variety of gels and creams designed to enhance sensations and provide a more comfortable and pleasurable sexual experience.
5. Sex Toys: Some Durex product lines include sex toys like vibrating rings and other items designed to improve intimacy and satisfaction.
6. Pleasure Sets: Durex often packages their products into pleasure sets or gift packs that may include a combination of condoms, lubricants, and other items for couples.
7. Sexual Health and Education Resources: Durex also provides sexual health information and resources to promote safe and enjoyable sexual experiences.

Durex Place Strategy

Durex has a solid consumer base, and its brand’s products are available in nearly one hundred and forty countries. It has seventeen factories for manufacturing purposes and customers worldwide and can produce more than four billion condoms every year. It is the top-most contraceptive brand in nearly forty countries like France and ranks at 2nd position in the United States.

Durex occupies 22% of the market share because of its excellent distribution policy. Durex products are readily available through numerous distribution channels like convenience stores, megastores, gas stations, adult stores, corner shops, chemist stores, supermarkets, discount stores, retail stores, and online shopping portals. It has an official website to provide product information.

Here are five key aspects of their place strategy:

1. Global Distribution Network: Durex has established an extensive global distribution network that spans multiple countries and regions. This network includes partnerships with pharmacies, supermarkets, convenience stores, online retailers, and specialty sexual health stores, ensuring their products are readily available worldwide.
2. Pharmacies and Healthcare Providers: Durex strategically partners with pharmacies and healthcare providers, both online and brick-and-mortar, to offer its products. This placement strategy allows consumers to purchase Durex products discreetly and provides a trusted source for sexual health information and advice.
3. E-commerce Presence: Durex maintains a robust online presence through its official website and various e-commerce platforms. This approach enables consumers to purchase products directly from the company’s website or through authorized online retailers, providing convenience and accessibility for those who prefer online shopping.
4. Product Variety Across Channels: Durex ensures that its product range, including condoms, lubricants, and sexual wellness accessories, is available across different retail channels. This approach caters to consumers’ diverse preferences and needs, making it easier for them to find the specific Durex products they desire.
5. Education and Outreach Programs: Durex invests in sexual health education and outreach programs, collaborating with healthcare professionals, sexual health advocates, and educators. These initiatives raise awareness about their products and contribute to destigmatizing conversations around sexual health, making their products more accessible to a broader audience.

Durex Pricing Strategy

Sales of Durex condoms have been spectacular over the years and have helped the brand garner significant revenues. This is because Durex jeans is a qualitative and diversified product range and the company’s pricing policies. Every product and promotion Durex has a different customer base as the young generation goes for economical prices, and young adults desire comfort. They are willing to spend a little more, and the middle-aged group, who want the best, are eager to shed extra bucks for desired results. Durex has kept all this in mind and has adopted pricing policies that suit every pocket and are affordable and reasonable for its users.

• Value-Based Pricing: Durex leverages a value-based pricing approach, wherein the price of its products is determined by the perceived value it offers consumers.
• Tiered Product Pricing: Durex offers a range of products within each category, from essential condoms to specialty items like ribbed, dotted, and flavored condoms.
• Promotions and Discounts: Durex frequently employs promotional pricing and discounts to incentivize purchases, especially during key sales periods or seasonal events.
• Bundling and Gift Sets: To encourage more significant purchases and introduce customers to a broader range of products, Durex often offers bundled packages and gift sets.
• Market-Specific Pricing: Durex adapts its pricing strategy to local market conditions and consumer preferences. Pricing may vary from one region to another to accommodate variations in purchasing power and cultural factors, ensuring that Durex products remain accessible and competitive in diverse markets.

Durex Promotion Strategy

Durex is a brand recognized as more fun, innovative, and qualitative. It was the first condom industry to adopt a Seal of Quality and set a global standard in quality, and also the first condom brand to advertise globally. It is an innovative brand with a fitting tagline: Feeling is everything for a hundred million reasons.

The company has taken steps for an aggressive promotional policy that highlights its features, provides related information, and is highly sexual for viewing. Advertisements and commercials on television, radio, newspaper, and magazines have helped in the marketing campaigns, creating high visibility and positive brand awareness.

Durex employs a multifaceted promotion marketing strategy that includes:

1. Digital Marketing: Durex leverages social media, online advertising, and influencer partnerships to engage its target audience, raise awareness about sexual health, and promote its products discreetly and effectively.
2. Educational Campaigns: The company runs educational campaigns that provide valuable information on sexual health and relationships, aligning with its mission to promote safe and enjoyable intimate experiences.
3. Seasonal and Event-Based Promotions: Durex often launches promotions for holidays and special events, offering discounts and special product bundles to encourage purchases and reinforce brand loyalty.

Durex has also used social media to advertise its products through Instagram, Twitter, and Facebook. Indian actors Ranveer Singh and Sunny Leone have been roped in to act in a Durex commercial. The brand’s premium products have also been part of various events. Durex was not the leading condom brand, nor the official sponsor of the Summer Olympics held in 2012. Still, it provided nearly 150,000 condoms free to more than a thousand athletes participating in the games.

Some Recent Video ads and Print ads of Durex are:

Liked this post? Check out the complete series on Marketing Mix