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

Corporate History
Brand Overview
Situation Analysis
Market
Target
Product
Message
Media
Recommendations

Company Overview
SSL International

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:

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
o
o
o
o
o
o

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

BRENDAS PREFERENCE
TREVOR
LUKE
JASON

LORNAS
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?

Pharmacies
Grocery Stores
Convenience Stores/Gas Stations
Mega stores like Wal-Mart
Adult Stores
Brendas 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

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 worlds
#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

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?