Durex Marketing Plan Essay

The Durex bell ringer is well known and well trusted. So was the companys selling strategy. Condoms argon or so employmentd by the 16 to 35 age group a group most at risk in terms of sexual behaviour. For an senior(a) bearing group, the relevancy of Durex point of intersections wanes. This group is in a polar life manikin and has unalike sexual needs. Most people over 35 are married or in eagle-eyed-term relationships and at that placefore use early(a) protection. While gull name recognition in this group is quench very high, the overlap is no longer considered as relevant.The conventional and current challenge, according to Durex global marketing head Mark Critchley, is to constantly reap new customers to the companys primary age group, 16 to 35, to castigate the natural drop on the upper side, 35 plus. We call it y prohibitedhfulness recruitment, we have to keep attracting young consumers to the brand as older consumers use Durex less because the condom is les s relevant to them. Critchley said Rather than sightly replenishing the existing consumer base, over the past few days Durex has taken the close to expand its business concerns into other areas of sexual well-organism.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 to a greater extent than a million of them, focusing on different themes fancy level, users research (every time a new product is launched the product is forever tested with consumers before launching), online research and withal a comprehensive world(a) 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 relegate sex. The design for the companys marketing team w as whence to expand Durexs market and map out various products which consumers want to use to correct their sex life. The company also wanted to change the perception of these products. whilst the traditional sex toy in many cases is useful, they look awful. We wanted to ascertain our products are well designed, effective and dont look wiretap and phallic. Critchley said The goal for Durex in stretching the brand is to appeal to virtually(prenominal) males and female consumers, all our products therefore need to be well panorama 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 companys marketing team was therefore to expand Durexs 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 p roducts. whilst the traditional sex toy in many cases is effective, they look awful. We wanted to en certain(predicate) our products are well designed, effective and dont look pink and phallic. Critchley said 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 man and rear them with safer sex information in their own language. With Durex Play, however, the company move to use above-the-line communication such as TV ads, a method not much used for these products before which again dished to change consumer perceptions well-nigh these goods. For the younger target group, Durexs communication focuses on education, prevention and encouraging condom-use. Durex Play focuses more on the slightly older audience, emphasizing the bid an d experimental values.Product Definition Durex is the worlds best-selling brand of condoms, and with a large variety of condoms, lubricants, vibrating rings, and other types of sex toys, its no wonder that theyre so widely used. The bar Durex condom is the Durex immanent tactual sensation Condom, which comes with water-based lubricant internal 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 magician condoms, which differ from other knit condoms by having large ribs towards the open end, leading in an augment in sensation for your recessner. 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. Dont think thats exciting affluent? 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 teaser and studs, theres 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? Durexs 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 succession reassuring that you stay protected.Another similar condom is the Durex Maximum distinguish Condom, which, besides being thinner, comes with an extra-smooth silky lubricant inside to help increase sensation during sex. However, if youre more interested in the safe part of safe sex, try Durex Extra Strength Condoms instead, which use premium rubber-base paint 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 doesnt want that? ), Durex Colors & Scents Condoms and Durex Rainbow drab Condoms come in a wide variety of colors and scents to help add that special touch.Theres 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 youre unable to decide on incisively one type of condom, Durex offers a Sampler Pack where you can postulate up to four different types to try out. Its no ramp 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 easyDurex also offers a number of exquisite lubricants as well. One is Durex Play More, which is designed to help enhance amour and is a long-lasting lubricant. Another is Durex Play Longer, which helps delay climax in order to extend the experience even longer. Then theres Durex Play Warmer, which provides a warming sensation on contact, which is sure to be a real pleaser. Finally, theres Durex Play Tingling, which with its minty scent and erotic sensation makes an excellent type of massage lotion. And of course, all of these lubricants can be used on condoms.