Durex Marketing Plan Essay

The Durex brand is well known and well trusted. So was the company’s marketing strategy. Condoms are most used by the 16 to 35 age group – a group most at risk in terms of sexual behaviour. For an older target group, the relevancy of Durex products wanes. This group is in a different life phase and has different sexual needs. Most people over 35 are married or in long-term relationships and therefore use other protection. While brand name recognition in this group is still very high, the product is no longer considered as relevant. The traditional and ongoing challenge, according to Durex global marketing head Mark Critchley, is to constantly attract new customers to the company’s primary age group, 16 to 35, to compensate the natural drop on the upper side, 35 plus. â€Å"We call it youth recruitment, we have to keep attracting young consumers to the brand as older consumers use Durex less because the condom is less relevant to them. † Critchley said Rather than just replenishing the existing consumer base, over the past few years Durex has taken the decision to expand its business concerns into other areas of sexual well-being. Durex wanted to expand its product base; to stretch the market by introducing products that would be relevant to the lives of its older consumers. The company started by researching potential consumers. In the past five years Durex has polled more than a million of them, focusing on different themes: concept level, users’ research (every time a new product is launched the product is always tested with consumers before launching), online research and also a comprehensive worldwide sexual wellbeing survey, led by an independent research company. The results showed that there was an opportunity for Durex to expand into new product categories, by shifting its brand positioning from safer sex to better sex. The goal for the company’s marketing team was therefore to expand Durex’s market and map out various products which consumers want to use to improve their sex life. The company also wanted to change the perception of these products. â€Å"whilst the traditional sex toy in many cases is effective, they look awful. We wanted to ensure our products are well designed, effective and don’t look pink and phallic. Critchley said â€Å"The goal for Durex in stretching the brand is to appeal to both males and female consumers, all our products therefore need to be well thought through and relevant. † survey, led by an independent research company. The results showed that there was an opportunity for Durex to expand into new product categories, by shifting its brand positioning from safer sex to better sex. The goal for the company’s marketing team was therefore to expand Durex’s market and map out various products which consumers want to use to improve their sex life. The company also wanted to change the perception of these products. â€Å"whilst the traditional sex toy in many cases is effective, they look awful. We wanted to ensure our products are well designed, effective and don’t look pink and phallic. † Critchley said â€Å"The goal for Durex in stretching the brand is to appeal to both males and female consumers, all our products therefore need to be well thought through and relevant. † Communication for Durex Play has also taken a different track. Durex has long used the internet to communicate with young adults across the globe and provide them with safer sex information in their own language. With Durex Play, however, the company moved to use above-the-line communication such as TV ads, a method not much used for these products before which again helped to change consumer perceptions about these goods. For the younger target group, Durex’s communication focuses on education, prevention and encouraging condom-use. Durex Play focuses more on the slightly older audience, emphasizing the fun and experimental values. Product Definition Durex is the world’s best-selling brand of condoms, and with a large variety of condoms, lubricants, vibrating rings, and other types of sex toys, it’s no wonder that they’re so widely used. The standard Durex condom is the Durex Natural Feeling Condom, which comes with water-based lubricant inside and reservoir tip to help provide a natural feeling during sex. An alternative to this classic is the Durex Enhanced Pleasure, which has a special contoured shape that creates both more sensitivity and a better fit to help enhance the experience. Looking for something a little more exciting? Try Durex High Sensation condoms, which differ from other ribbed condoms by having large ribs towards the open end, leading in an increase in sensation for your partner. Another condom in that same vein is the Durex Her Sensation condom, which with its specifically positioned ribs and berry scent will certainly please your partner, if not you as well. Don’t think that’s exciting enough? Then try the Durex Intense Sensation with its raised stud texture, which is sure to lead to a unique and memorable experience. And for those who love both ribbing and studs, there’s the Durex Pleasuremax, the ultimate in pleasure from Durex. Looking for something in particular with your condom? Want to extend the experience for as long as humanly possible? Durex’s new Durex Performax condoms are for you then, as they contain a special climax control lubricant inside to help extend your experience long into the night. Interested in sensitivity and thinness? Durex Extra Sensitive Condoms are 20% thinner than the standard condom and have a fitted shape which greatly enhances the sensation while reassuring that you stay protected. Another similar condom is the Durex Maximum Love Condom, which, besides being thinner, comes with an extra-smooth silky lubricant inside to help increase sensation during sex. However, if you’re more interested in the safe part of safe sex, try Durex Extra Strength Condoms instead, which use premium latex to ensure that the right combination of pleasure and protection occurs. And for those of you who want some fun with your sexual experience (and who doesn’t want that? ), Durex Colors & Scents Condoms and Durex Rainbow Colored Condoms come in a wide variety of colors and scents to help add that special touch. There’s also Durex Natural Feeling Non-Lubricated Condoms for those who are sensitive to lubricant, and Durex Avanti Polyurethane Condoms for those who are sensitive to latex, so no one has to miss out. And if you’re unable to decide on just one type of condom, Durex offers a Sampler Pack where you can choose up to four different types to try out. It’s no surprise then that Durex condoms are considered some of the best in the world! And with condoms being fairly inexpensive, buying them wholesale and trying out lots of different types has never been so easy! Durex also offers a number of excellent lubricants as well. One is Durex Play More, which is designed to help enhance intimacy and is a long-lasting lubricant. Another is Durex Play Longer, which helps delay climax in order to extend the experience even longer. Then there’s Durex Play Warmer, which provides a warming sensation on contact, which is sure to be a real pleaser. Finally, there’s Durex Play Tingling, which with its minty scent and tingling sensation makes an excellent type of massage lotion. And of course, all of these lubricants can be used on condoms.