Post on 08-Aug-2015
DUREXin South Africa
South Africa
800 Million condom marketDurex worldwide production is 1000 Million
Subsidies
reputation
culturalfragmentation
low income
Hierarchicalorder
Traditional Society
ConspiracyBeliefs
HighInequality
FirstTime18.5
y.o.
she is
19.2y.o.
he is
Source: US NLM [Link]
Universe of need
6timesPRICE-TAG
average
WHITEexplicitly targets
populations
LEADER2%ofmarketsegment
YEAR ONE YEAR TWO YEAR THREE
condom RnD
Hotel promotion
LaunchInitial MarketingSelected areas
condom launch
Fan out throughnew areas
condom RnDMidwifes
condom launch
Educational programme
Sustainmarketingpressure
YEAR ONE
hotel PartnershipLAUNCH of sub-brand
Smaller portions
For intense experiences
Lubricant & Condom Distribution
PRICE
QUALITY
PUBLICSECTOR
SOCIAL MARKETING
COMMERCIAL
TARGET
Quality
Perfect condom
Affordable
Hedonistic
Recommended
in South Africa
buy a condom factory
300 million condomsUnmet need
FDI
custom Taxes
Logistics
+
-
-
CONDOM Dispensers
in rural areas
SOAP OPERAcan
SAVE LIVES
All these guys can promote
COMDOM USE
There’s also this
of 13-17
watch porn81% years old
of alldo it regularly45% age groups
Source: Sowetan [Link]
YEAR twoLAUNCH of female condom
in urban areas
Launch of female condom
EASY TO USE
Practical
COMFORTABLE
SHARED RESPONSIBILITY
“He’ll love it when you take control”“He’ll love it when you take control”
“Responsibility has never been so sexy!”“Responsibility has never been so sexy!”
YEAR threeLAUNCH of female condom
in rural areas
ENGAGE
midwifesIn partnership
with
THANK YOUGot any questions?