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THE FOLLOWING PRESENTATION IS
NOT RATED. IT CONTAINS SCENES OF
FULL FRONTAL NUDITY, EXTREME
VIOLENCE INVOLVING WHIPS,
HANDCUFFS AND WHIP CREAM, AND
COARSE LANGUAGE. IF YOU ARE
EASILY OFFENDED YOU NEED TO
LEAVE THE ROOM NOW.
Durex Condoms
A Marketing Analysis
Luke Carlson
Jason Swann
Trevor Johnstone
Lorna Ingram
Brenda Redekopp
Overview
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Corporate History
Brand Overview
Situation Analysis
Market
Target
Product
Message
Media
Recommendations
Company Overview
SSL International
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Major global healthcare company
Headquarters in London, UK
Operations in 30 countries
Durex brand condoms is the major product
offering in North America
• Also offer medical products:
– Surgical gloves
– Wound management
• And consumer health products:
– Footcare/footwear (Dr. Scholl)
– Many various OTC goods in Europe & UK
Missionary Statement
• SSL International plc is a major global
healthcare organization committed to
developing, manufacturing and marketing
premium healthcare brands in our core
business areas. We are committed to
ensuring our activities will benefit
consumers, healthcare professionals, and
employees worldwide, as well as
maximize shareholder value.
Brand
•Available in 140 countries
•22% Global market share of branded
condoms
•Highly recognized and respected brand
Brand
• Started in 1915 in London, UK as London
Rubber Company
• Durex name registered in 1929 meaning
“Durability, Reliability, Excellence”
• Focuses on innovation
– Manufacturing process
– Testing process
– First anatomically shaped condom
• In 1999 LRC parent merged with another
company to form SSL International
SWOT ANALysis
• Strengths
– Innovation
• Product features
• Quality
– Distribution channels
• Pervasive in stores
• Available in wide variety of places
– Research and Development
• GSS
– In touch with the consumer
– Brand Awareness & Respect
SWOT ANALysis
• Weaknesses
– Large efforts put on promotion of sexual
health, which may benefit competitors
– Product is often purchased in high stress
immediate situations (ex. When your hot date
is buck naked, spread eagle & waiting for you
to slip her the big greaser and you need to get
a condom NOW, brand becomes of less
importance.)
SWOT ANALysis
• Opportunities
– People are becoming more educated in the
need to protect themselves against STIs
which represents an increased number of
consumers
– Society is becoming more accepting of sexual
promiscuity
– Rapidly advancing technology makes
manufacturing more efficient, less costly,
more effort can be placed on distribution
SWOT ANALysis
• Threats
– Limited brand loyalty
– Government restrictions on advertising
– Other products with similar function:
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Oral contraception
Dams
IUDs
Excessive masturbation
Market
• What business is the Durex brand in?
– Keeping sex healthy and enjoyable business
Competing Brands
• Armkel Company
– Trojan
• Ansell Company
– Lifestyles
– Condom Discs
– Contempo
• Johnson & Johnson
– Shields
 Each hold relatively similar market share
 These are the major competitors, each offer a wide
product line which compares to that of Durex
 Durex is positioned as higher quality, more innovative,
more fun
Product
• Features
o Tubular sheath made of latex or similar material with one end
open, and the other end closed with a reservoir tip. It is
rolled up and packaged in a small metallic or similar casing.
• Functions
o Prevents pregnancy
o Prevents Sexually Transmitted Infections
• Benefits
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Have sex more often
Be admired by peers
Peace of mind
Increased Hap-PENIS
Increased pleasure, just go to town with the lube
Increased chance of parking the beef bus in tuna town
Product Portfolio
• Durex condoms are available with many
different features as a way of staying
competitive and increasing distribution
effectiveness
• Priced slightly higher than other brands –
positioned as higher quality
– $7.19 - $13.99 for a BOX of 12
Product Portfolio
Product Portfolio
Comfort Focused
•Avanti
•Enhanced Pleasure •Comfort
•Her Sensation
•Extra Sensitive
•High Sensation
•Natural Feeling
•Intense Sensation
•Sheik Sensi-Thin
•Maximum
•XXL
•Performax
Fun Focused
•Sheik Ribbed
•Colors and Scents
•Gold
•Tropical
Pleasure Focused
Penis Size Distribution Chart
BRENDA’S PREFERENCE
TREVOR
LUKE
JASON
LORNA’S
PREFERENCE
REMEMBER: SIZE IS EVERYTHING
HOW DO YOU MEASURE UP??
Packaging
• Durex packaging is typically more eyecatching and creative compared to other
brands
• Durex attempts to emphasize their
innovative nature via their packaging
Packaging
-bold feature description
Target
• Primary Target = Males aged 16-24
• Secondary Target = Sexually active people
Target
• Where does the target obtain Durex condoms?
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Pharmacies
Grocery Stores
Convenience Stores/Gas Stations
Mega stores like Wal-Mart
Adult Stores
Brenda’s Purse
Vending machines
Health Clinics
Bars/Nightclubs
Distribution and Placement
• Strength in distribution is a key element to
Durex’ success, as this is a product that relies
on POS availability. If the Durex brand is not
available, then suddenly your competition
becomes:
– Ziploc bags
– Bread bags w/o twist-tie for the well endowed
consumers
– Saran Wrap
– Socks
Message
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Durability, Reliability, Excellence
Sex is good with a condom
Condoms are essential
Condoms are fun
Condom quality is important – Durex is the
strongest, most reliable, and the world’s
#1 choice
Message
• “For a hundred million reasons”
• “The energy created during sexual
intercourse is roughly equivalent to
climbing two flights of stairs.
Get ready to walk up the Empire State
Building in a Durex condom."
Media
• Education of consumers – Durex conducts
surveys and reports data on sexual behavior,
cooperate with governments and health
agencies in the promotion of sexual health
• POS
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Placed in stores at eye level
Placed vertically in relation to other brands
Eye catching displays and more educational material
Packaging
Media
•Internet – one of the main
communication methods is the
Durex website
•Sexual health information
•Product information
•Games
•Global Sex Survey
•Links
Media
• Durex Website
– More fun
– Trendier
– Colorful
– Informative (GSS)
Media
• Print advertising
– Magazines
• Television advertising promoting the brand
and not the product due to government
restrictions
• Promotion of events – Formula 1 Racing,
BLACK & BLUE
• Radio Commercials
Magazine Advertising
Magazine Advertising
Television Advertising
• Television Advertising Restrictions in Canada
– Are totally prudish and made by people who have
never scored
– Condom ads must ONLY focus on disease prevention
– MUST NOT make mention of contraception
– MUST NOT condone casual sex
– MUST NOT make comparative claims
– YET products like BAILEYS or BEER are allowed to
have a girl rubbing her nipples and getting all hot and
wet and dripping and raunchy and nasty in a bar
Television Advertising
• http://www.visit4info.com/details.cfm?adid
=13756
Recommendations
• Explore expansion of advertising
opportunities while abiding by government
regulations
• Increased distribution through:
– Vending machines in washrooms
– Availability in nightclubs/bars – free
• Sponsorship in educational institutions
• Greater involvement in educating young
people about sex
– Put together information packages designed
for 7th grade classes for example
Recommendations
• Really focus on Global Sex Survey – use it
as a more powerful marketing tool rather
than a novelty
THANKS THAT WAS GREAT
Anyone for a cigarette now?
QUESTIONS?