Durex Assignment
- 1. Luisa Contaifer, Michelle Darnell, Nima Khalilian, Khuyen Le
- 2. ! • Task: Choose a brand, come up with a hypothesis for a supposed problem and conduct qualitative research to provide recommendations! ! • Implementation: We conducted at 31-quesiton survey that had over 400 respondents and then analyzed the research to come to our final conclusions Tast & Implementation
- 3. ! • Founded in 1915! • Called the London Rubber Company ! • Founded by LA Jackson! • Sold imported condoms and barber shop supplies! • Today Durex is the #1 condom seller in the world ! • Recently bought by Reckitt Benckiser ! • Market share = 35% in world but 15% in USA! • Product lines: Condoms, Lubricants, Vibrator
- 4. ! • Strict testing! • Three ways to be tested:! • Electronic testing! • Water leak testing! • Air inflation test! • In fact, if one sample doesn't pass any of our tests, the whole batch of up to 432,000 condoms doesn't leave the factory.! • Advertisements are aligned with the companies products/ company brand perception Why is Durex so popular?
- 5. ! • First in the World, 2nd in USA ! • Popular abroad! • As a group, we don’t recall many advertisements for Durex in comparison to it’s competitors ! • Traditional or online ! • Only for special events (Super Bowl) Background Research
- 6. • Is there high brand loyalty among condom users?! • How relevant are condoms with the increase in birth control pills?! • Do consumers buy condoms based on brand awareness?! • How involved are consumers in their selection of condoms?! • What role does advertising play in consumers selection of condoms? Research Questions
- 7. Problems we were expecting Privacy Maturity “Let it spray” “Make it rain” ! “Babies were scary. Not no mo tho.” ! “No babies, no wrapper.” ! “YOLO”! How private is this information? ! Will my parents find out?! Will my current partner(s) find out?! Will you know who answered what? • Majority of participants took this survey seriously! • Answers were very honest… too honest! • Once privacy was no longer an issue, participants had no problems filling out the survey Most people took it seriously:
- 8. In the United State, Trojan heavily advertises to it’s target market and Durex does not; therefore, Durex has a perceived image of being inferior in the consumers mind. ! Hypothesis
- 9. Survey Information Groups' Female' Male' 0" 1" 205" 62" 38" 46" 5" 10" 6" 3" 6" 0" 2" 2" 7" 9" 269' 133' 402' Under"18" 18"1"24" 25"1"29" 30"1"34" 35"1"39" 40"1"44" 45"1"49" 50"or"order"
- 10. People who Purchase Durex They buy it for the same reason that you buy any condoms ! Reliable Durable Cheap Brand Experience Partner
- 11. Trojan 3 packs Trojan 10-12 packs Trojan 10-12 packs Trojan 3 packs Lifestyle 3 packs Other brands 10-12 packs Store check: 7Eleven, Walgreen, Rite Ad (New York and Richmond) Lifestyle/ Durex 10-12 packs Trojan 26-36 packs Other brands 10-12 packs Other brands 26-26packs Trojan 3 packs Other brands 10-12 packs Distribution
- 12. Oral Contraceptive vs. Condoms • “Trust in relationship- pill allows security from pregnancy, then after trust/knowledge of clean bill of health (no STIs/STDs) condoms are optional.”! ! • “I only use condoms when my girlfriend is off her birth control”! ! • “I believe it is important when it comes to preventing STDs. But because my partner and I are serious, were both tested, and were each other's firsts, our main priority is preventing pregnancy.”! ! • “STDs are a threat, but pregnancy is a threat with every partner.”
- 13. Condom Loyalty
- 14. Focus on:
- 15. Who uses Durex the most? Asians! Caucasians! Hispanics! African Americans
- 16. So why does Durex own only 15% of the USA market while Trojan owns 69%?
- 17. DUREX 80.38% of them (209) noticed condom advertisement from TV Brand Awareness Brand Awareness?! Product Accessibility?
- 18. When asked about “When do you think about bringing condom? Only 132/269 females stated that they actually buy condoms (before/after of during the night out Guys are still the person who is responsible of buying condoms. Condom Decision Maker
- 19. 68.29% the respondents said that the advertisement is play no role in consumer’s purchasing decision. Advertisement Effect
- 20. Advertising Durex spends 1.3 million on Advertising ! Trojan Spends 33.6 Million on Advertising 26 times more advertising USA Legal restraints vs. Other countries restraints
- 22. In the United State, Trojan heavily advertises to it’s target market and Durex does not; therefore, Durex has a perceived image of being inferior in the consumers mind. ! Hypothesis Durex is simply not first in the consumers’ minds Conclusion:
- 23. WHY isn’t Durex top of mind? ! • Foreign brand! • Competing against established home brand! • USA doesn’t like offensive TV commercials! • Limited shelf space! • Doesn’t feature all the products! • Condom purchases are low involvement
- 24. Recommendations • Utilize its worldwide brand equity to attract more U.S consumers.! • Gain further exposure on the store shelves! • Increase advertising budget for the USA ! • Change communication channels ! • More frequent mass market approach! • Increase awareness in other products categories! • Segmentation of messaging to various audiences !