In 1929 the London Rubber Company (LRC) has registered DUREX condom trademark,
whose name was derived from Durability, Reliability and Excellence. The next important
steps as a global condom’s provider were in 1951 with the introduction of the first fully
automated production, and two years later with the development of the first electronic testing
machines.
During the 1980s, Durex condoms began to be sold in public area (supermarket, pubs, …), due
to the recent AIDS fear. This decade will show thanks to the sales increase, a sharp
development of marketing with the first Durex poster campaign in 1982, as well as the first
condom advertising on television (1987).
Finally, during this last decade, Durex has followed a marketing policy aimed to increase the
awareness of the brand, with: the installation of free-standing outdoor Durex vending machines
(1992); the sponsorship of MTV’s events (1995); the first Durex Sex Survey (1995); the
launch of the first selection of coloured, flavoured and ribbed condom in the same pack (1996)
and in 1997 the launch of the first non-latex protection called Avanti.
At the beginning of the 21st century, Durex has launched www.Durex.com over 30 countries.
These web-sites feature localised pages, in particular the use of local language. It provides
sexual information, allowed people to question specialists, details the Durex condoms and the
sponsored events.
Durex is nowadays part of SSL International, which is a world-wide company producing a
range of branded products sold to medical and consumer healthcare markets, such a Scholl,
Marigold gloves, etc …
Table of Contents
1. Marketing History
2. Brand Equity
2.1 Durex’s Market Position
2.1.1 Key competitors
2.1.2 Position
2.1.3 Market trend
2.2 Market Segmentation
2.2.1 Geographic
2.2.2 Demographic
2.2.3 Psychographic portrait
2.2.4 Behaviouristic
2.2.5 Profile
2.3 Brand Value
2.3.1 Intangible Value
2.3.2 Functionality
2.4 Key Brand Element (Brand Identity)
2.4.1 Name
2.4.2 Logo
2.4.3 Range of product
2.4.4 Packaging
2.4.5 Promotion
2.4.6 Price
3. Primary Research
3.1 Awareness
3.2 Advertising
3.3 Packaging
3.4 Price
4. Conclusion
5. References
Objectives and Research Themes
This report provides a comprehensive brand analysis of Durex, examining its market position, brand equity, and marketing strategies at the beginning of the 21st century. The study focuses on how Durex balances its role as a provider of serious health products with a consumer-facing image oriented towards fun, youth culture, and innovation, while simultaneously assessing consumer perceptions through primary research.
- Evolution of Durex’s marketing history and global branding
- Evaluation of brand equity, market segmentation, and psychographic profiles
- Strategic analysis of brand identity elements (logo, product range, promotion, and pricing)
- Empirical consumer perception research via focus groups
- Recommendations for brand consistency and potential product line extensions
Excerpt from the Book
2.2.3 Psychographic portrait
Fun: person who likes having fun, such as in trendy discotheque with friends, for instance the New Year Dome with around 40’000 people organised by the Ministry of Sound.
“Carpe Diem”: Enjoys the present time and live without counting its energy.
Sportive or sport attracted: Does some trendy sports (snowboard, roller,…) or participate in sportive events, which may have an extreme image, like the Extreme Race or the X games.
Open mind, extravert: No taboo, he/she discusses about every kind of topic, in particular about sex.
High Liver: Likes to take part to famous event like the US Spring Break, where there are lot of alcohol and sex.
Worried: Worries about STD, racial and environmental problems.
High Connected: Uses often Internet and Mobile phones.
Easily Influenced: The advertisements, the Television, the friends’ thought and the trend influence on this young person.
Friendship: Friendship is slightly more important than a stable relation with a partner.
Urban culture: Such as people who pass the day in shops and the night in discotheques.
Summary of Chapters
1. Marketing History: Details the evolution of the Durex trademark since 1929 and the significant shifts in marketing strategies during the 1980s and 1990s.
2. Brand Equity: Analyzes the market position of Durex, its segmentation strategies, brand values, and specific identity elements like logo design and packaging.
3. Primary Research: Presents the findings from focus groups regarding brand awareness, advertising perception, and consumer attitudes towards packaging and pricing.
4. Conclusion: Summarizes the key findings and provides strategic recommendations for future branding and potential product line expansion.
5. References: Lists the books, websites, reports, and focus group sessions utilized for the creation of this analysis.
Keywords
Durex, Brand Equity, Market Segmentation, Consumer Behavior, Psychographics, Condom Marketing, Brand Identity, Primary Research, Product Packaging, Sexual Health, Brand Awareness, Promotion, SSL International, Youth Culture, Price Strategy.
Frequently Asked Questions
What is the core focus of this research?
The work provides an in-depth analysis of Durex as a global brand, evaluating how it maintains its market leadership and manages its corporate identity within the healthcare and consumer goods sectors.
What are the central themes of the document?
Central themes include brand positioning, the psychological profiling of the target consumer base (16-24 year olds), and the effectiveness of Durex's communication and product design strategies.
What is the primary objective of this report?
The main objective is to assess the brand's equity and identity, and to determine how consumers perceive these elements in practice, culminating in suggestions for future improvement.
Which scientific method is utilized for this study?
The study employs a qualitative research methodology, specifically utilizing focus groups to gain direct insights into consumer awareness, advertising perception, and packaging design impact.
What topics are discussed in the main body?
The main body covers the history of the brand, a detailed breakdown of market segmentation and psychographic factors, analysis of brand identity elements (Logo, Name, Price, Promotion), and original research results.
How can this work be characterized by its keywords?
The work is characterized by its focus on marketing management, consumer psychology, branding strategy, and the specific challenges of marketing sensitive health products to a younger audience.
How does Durex define its Psychographic target group?
The analysis identifies a specific profile: young, urban, 16-24 year olds who value social experiences, friendship, and "Carpe Diem" lifestyles, while simultaneously being influenced by trends and connected via mobile and internet media.
What are the primary criticisms raised in the primary research section?
Focus group participants criticized the packaging for being too serious and lacking clarity, and expressed concerns that some advertising campaigns on MTV were overly vulgar and disconnected from the serious health prevention message.
- Quote paper
- Alexandre Georjon (Author), 2003, Durex - Brand Analysis, Munich, GRIN Verlag, https://www.grin.com/document/21798
