A product and market study of Durex, and re launching strategies of Durex PLAY through New Media.

1. New Media Assignment III Submitted to: Mr. Sameer Aasht

2. Industry Overview Condom use began to increase rapidly with the growing public awareness of the danger of HIV/ AIDS & other STD’s Condom revolution began in 1900’s with major product innovations The industry is subject to economies of scale with low cost of production & high volumes of scale No longer perceived to be a Pregnancy prevention but a tool for pleasure enhancement. Indian condom market is estimated to be around 200 Crores with the production of over 2 billion pieces per annum The market is highly fragmented with over 200 brands

3. The condom market is divided in to- Free segment Subsidised segment Popular segment Premium segment Major Players- Moods, Kamasutra, Kohinoor ,Nirodh& Durex

4. About Durex Durex stands for Durability, Reliability & Excellence The world’s No. 1 condom manufacturer More than four billion condoms are sold every year and Durex accounts for around 29 percent of this global market. The company is a market leader in more than 40 countries. Long legacy of investment in marketing, research and development, the company is now recognised internationally as the premium condom brand Durex also works with healthcare professionals, governments and organisations including the World Health Organisation, UNAIDS and United Nations Population Fund in promoting good sexual health

5. Product Portfolio Condoms Lubricants Vibrators

6. Brand Analysis Non-condom products have grown into a major component of Durex’s key business concerns generating around USD 60 million in revenue each year Rather than just replenishing the existing consumer base, it has taken the decision to expand its business concerns into other areas of sexual well-being by introducing products relevant to the lives of its older consumers The company believes in researching potential customers by conducting polls everytime a new product is launched Although Durex name is a combination of its qualities: durability, reliability and excellence, the feel of the brand is sensual, sensitive, and fun. It has been behind many of the modern innovations introduced into condom manufacturing and production

7. The first lubricated DUREX condom was produced in 1957 LRC (DUREX) manufactured the world’s first anatomically shaped condom in 1969 The first DUREX spermicidally lubricated condom was produced in 1974 The world’s first male non-latex condom was the DUREX Avanti

8. Brand Strategy Since condom use typically begins young ,Durex heavily targets young people, using youth media such as MTV, the Internet, free samples on campuses, sponsoring youth eventsetc Another way it creates interest in its brand and guarantees press attention is by publishing its annual sex survey It involves 5000 participants with ages varying over the years across 14 countries allows Durex to behave as the leader in condom-related information – reinforcing the feeling that you’re in good hands with such an experienced, knowledgeable brand owner as Durex It has carefully designed its marketing strategies to cater to the varied TG -focus on education, prevention and encouraging condom-usefor the youth & emphasizing on the fun and experimental values for a slightly older audience

9. There strategy involves youth recruitment - attracting young consumers to the brand as older consumers use Durex less because the condom is less relevant to them Constantly innovating & introducing products to suit the needs of the varied TG( 16-35yrs) Moving away from a masculine brand personality to promote a unisex image of the brand In order to change consumer perceptions, they adopted a new distribution method to normalize the buying process Using a blend of ATL, TV & Print commercials alongwith online campaigns

10. New Media Marketing Strategy An analysis of the past and current new media initiatives undertaken by brand Durex

11. Social Marketing Social marketing programmes could become central to the work of the Durex Network since their aim is to overturn attitudes and behaviours that impede safer sexual practices. Social marketing uses the same techniques as commercial marketing but applies them within a social and health context to encourage people to change their behaviour. Its approach relies on the identification of specific, achievable and measurable behavioural goals which are reached through systematic processes phased to address short, medium and long term issues in specific target audiences. According to USAID, Social marketing has been the single most important contribution that the family planning field has made to the prevention of HIV/AIDS and other STIs. Social marketing operates on the principle that positive and durable social change follows behaviour change.

15. Over the past five years, Horizons Program/Population Council, MAMTA, the Durex Network and International Centre for Research on Women (ICRW) have been engaged in a research program to examine the effectiveness and scaling up of the programme which had started as a pilot project in 2004

18. Surfers can log on to www.facebook.com/loveinjeans ,play the Bunny Blues, for every 10 bunnies tagged Durex Jeans will donate one condom to the NGO.

20. OnFacebook Facebook is the most popular and growing social networking community in India, as well as globally Durex has a very dynamic, witty as well as informative profile page Includes polls, innovative games and funny images and jokes for the Durex loyalist Fan pages for users to put up interesting information and pictures, which are screened by a moderator Articles which are to do with sexual harassment and violations are also posted, as a symbol of their association and support to the cause

22. Re launching Durex Non – Condom Series Play for Love Campaign A strategy formulation through new and other conventional media to re launch Durex Non-Condom product segment – Durex PLAY

23. About Durex PLAY Durex PLAY is the newest range of pleasure enhancing accessories from Durex which are inclusive of: Durex Play Sensations Lubricants Durex Play Vibration Durex Play Pleasure Max They have a newer, more sporty look, and are designed for the young, adventurous consumer.

24. Objectives Play Series Promotion To create awareness about the non-condom product segment provided by Durex, inclusive of the lubricants and other merchandise To divert more traffic to the Durex website To publicize the re launch of Durex PLAY series in the Indian market Target Audience: 16-35yrs for conventional Durex products and 22 onwards for PLAY products

26. Enabling online chats with this expert

27. The anonymity factor would assist in people opening up with their problems

28. This could provide valuable consumer insights, which could be incorporated into products

30. There would be in-game product placements to increase brand awareness

31. Sex compatibility meter, wherein people could punch in details, and get results of their compatibility with partners

34. Product specific banner advertisements on sites of relevance

35. Generic creatives which would talk about how one can get educated on sex related topics

36. Creating a blog on behalf of Durex, which would talk about the various misconceptions people have with regard to lubricants, vibrators and their side effects etc.

39. Disadvantages of using indigenous and local products

40. Sachets and trial pouches of the newer products

41. Narrations of people’s experiences with the product

42. Sponsored segments in newspaper supplements and magazines where FAQs are answered by experts

45. Online or Mobile CVM finder, which would also be located on socialnetworking sites

46. Placing CVMs at strategic locations such as Institutes, Multiplexes, Night Club, Hotels, near ATM machines, Lavatories etc

47. Periodic maintenance and stock checking

49. With an increasing trend of woman empowerment, it is timely to provide the female community an additional alternative for having safe sex

50. Currently, only Hindustan Latex Ltd. (HLL) has such a product, by the name of Velvet

53. People don't want to discuss these products in public let alone be seen buying it.

54. According to a report on the site Foolonahill.com, the condom use in India is only a mere 8%. The product is still perceived to be a pregnancy prevention tool. Indians never have looked it as a tool for pleasure enhancement.