“Durability, Reliability and Excellence” popularly known as Durex is founded in 1915 as The London Rubber Company by LA Jackson which was initially selling imported condoms and barber shop supplies. The brand name Durex got registered in the year 1929.
In 1999, Seton Scholl and LIG (London International group is previously known as London Rubber Company) got merged to become Seton Scholl London International Group plc, known as SSL International, while in July 2010 Reckitt Benckiser acquired SSL international.
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Segmentation, targeting, positioning in the Marketing strategy of Durex
The sexual wellbeing brand uses a mix of demographic and psychographic segmentation strategies in order to bring couples more close to each other and provide couples with fun and enjoyment along with safety.
Durex uses differentiated targeting strategy and primarily focus on the urban working class, and upper middle class as their target consumers.
It has positioned itself as a company which is more than just being a condom company taking care of the emotional and sexual wellbeing of the people globally.
Marketing mix – Here is the Marketing mix of Durex.
SWOT analysis – Here is the SWOT analysis of Durex.
Mission- “We want everyone to get the most out of every sexual experience… while being safe, of course!”
Vision- “Not Available”
Tagline-“Love…Sex”
Competitive advantage in the Marketing strategy of Durex
- Strong Parent company: Durex becomes part of the Reckitt Benckiser, a Consumer goods MNC in July 2010 when SSL International sold it to RB for $3.88 billion. Reckitt Benckiser is a well-known brand in the FMCG market and Durex is leveraging the competencies of the parent company.
- Economies of scale: The parent company has the broad product portfolio which is helping the company in being competitively ahead of its competitors and at the same time minimizing its operational cost through scaling its operations.
BCG Matrix in the Marketing strategy of Durex
The brand operates into 3 product segment such as Condoms, Lubricants and Vibrators in most of the market it operates into and has several sub-segments based on the need/want of the customers like in condoms business segment it have sub-varieties with Fund & Adventure, Feeling & intimacy and Performance etc.
Since Durex is the well-known brand in the Sexual wellbeing market as well as trusted and hygienic, therefore all the product segments in which it operates into are Stars in the BCG matrix.
Distribution strategy in the Marketing strategy of Durex
Its products are sold in more than 152 countries, and company have to tailor its branding campaigns accordingly since public attitudes towards sex differ from country to country.
Durex helps its frontline distribution by producing its offerings through 17 manufacturing plants across the globe. The 85 years old condoms fabricating company offers nine assortments of Latex condoms. The pioneer brand distributes the products globally through the mix of different distribution channels such as Retailers, Pop & Moms store, Wholesalers, E-commerce Sites, Supermarket chains etc.
Brand equity in the Marketing strategy of Durex
Whether it comes to its products or its quirky advertisements, the brand is way ahead in the markets it operates into by having high TOMA (Top of Mind Awareness) and highlighting the aspect of the brand that it is more than just a Condom brand and it cares for the emotional as well as physical aspect of sex.
Durex holds 26% Market share worldwide and distributes more than one billion products every year.
Competitive analysis in the Marketing strategy of Durex
The health and physical wellbeing market have commercial companies, pharmaceuticals companies catering to the growing needs of the sexual needs of the customer around the globe
Partnering/ associating with other companies, creating the buzz in the market with its quirky/ social appeals or Sponsoring different programs & TV shows, Web series is helping the company in being way ahead of its competitors. It competes with companies such as Armkel Company brand Trojan, Johnson & Johnson brand Shields and others.
Market analysis in the Marketing strategy of Durex
The Market in which brand operates faces challenges which range from cultural, legal, to socio-economic differences. While in some nations the subject Sex has been handled boldly while in others such as in developing nations it is still taboo and therefore companies have to play safe so as to communicate the essence of the product and awareness about STD/ HIV AIDS.
People are becoming more health conscious and sexually aware globally which is helping the companies operating in the market to streamline its operation tuning it to the need of the population thereby communicating the usage of the sex-related products.
Customer analysis in the Marketing strategy of Durex
Customers of Durex are primarily in the age group of 18-30 years who are young, at the beginning of their sex lives, are inexperienced and are used to using condoms basically to avoid STD (Sexual Transmitted Disease) and prevent unwanted pregnancy while the other customer groups i.e. 31 years & above age are already experienced and they look into comfort and sensational enjoyment through new products and experiences.
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