New Media Assignment III

Submitted to: Mr. Sameer Aasht

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

• The condom market is divided in to- Free segment Subsidised segment Popular segment Premium segment

• Major Players- Moods, Kamasutra, Kohinoor ,Nirodh& Durex

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

Condoms Lubricants Vibrators

Product Portfolio

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

• 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

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 events etc

• 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-use for the youth & emphasizing on the fun and experimental values for a slightly older audience

• 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

New Media Marketing Strategy

An analysis of the past and current new media initiatives undertaken by brand Durex

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.

Durex Network• The Durex Network is committed to promoting responsible sex and reproductive healthcare and raising awareness of the safer sex message worldwide through the development and support of sexual health initiatives.

• These initiatives are developed and supported by the Durex Network in partnership with global and national non-governmental organisations (NGOs), politicians and policy makers, healthcare professionals, educators and United Nations agencies.

Durex Social Marketing initiative online

Yaari Dosti Campaign• Yaari Dosti is a social marketing

programme designed to improve young men’s attitudes toward gender roles and sexual relationships

• 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

• The initiative is currently being implemented in the three Indian states of Maharashtra, Rajasthan and Goa

Mobile Marketing Campaign• Durex chose Mediaburst as its campaign partner for its new Play

range of products• Durex's Play campaign included TV ads, which offered viewers the

chance to text for a lube sample. They sent a text with the keyword PLAY to 87103. All texts were charged at 25p plus the cost of a standard text message

• SMS as a medium for sample requests is the easy choice for potential customers to trial a product before purchasing.

• Most people have their mobile phone close by whilst watching TV which means it is easy and accessible, making response to a TV ad more likely compared with phoning a number, accessing a website or visiting a post box

• Compared with phone, post and web alternatives, there has been a significant increase in response rates through SMS

Durex Jeans• Durex launched a condom for India’s

young generation called Durex Jeans, with Durex Jeans, Durex is committed to promote condom usage and safe sex practice among youth

• 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.

• This initiative targets at creating a corpus of 50,000 condoms through the online route while raising awareness about AIDS among the youngsters

• These initiatives are tied in with strong ground level awareness campaigns

i. Bike rally in Mumbai, ii. Graffiti board message in Bangalore, iii. College campus activities through MTV Wassup and a iv. Tie-in with Levi’s where every jeans sold will have a Durex Jeans in

the fifth pocket as complementary.

• All these activities are supported with collaterals like posters, mugs, t-shirts carrying the AIDS awareness message placed at locales frequented by the youth.

On Facebook• 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

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

About Durex PLAYDurex PLAY is the newest range of pleasure enhancingaccessories 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.

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

Strategies1. TALK TO DUREXpert-• Tie up with online sexologist, who people could speak to about their

sexual issues and find solutions• Enabling online chats with this expert• The anonymity factor would assist in people opening up with their

problems• This could provide valuable consumer insights, which could be

incorporated into products• Redesign the Durex website and make it more interactive

2. DUREX FORECAST-• Subscribing to a sex tip sender, on the website which would send

periodic newsletters, articles etc via email or text messages

3. ONLINE PLAY 4 FUN-• Online interactive games• There would be in-game product placements to increase brand awareness• Sex compatibility meter, wherein people could punch in details, and get

results of their compatibility with partners• Including Durex products into the ‘gift list’ on Facebook

4. PASSION GROUPS-• Creation of ‘Passion Groups’ by the name of ‘4PLAY’, wherein the PLAY

series would be promoted• An online club for Durex users, to promote lubricants, vibrators and other

products. Such club members would be given special schemes, offers and privileges on Durex products

5. INDUCING TRIAL-• Spreading awareness about the PLAY series products by giving out free

samples with Durex Condom packs

New Media Tools• Active participation and updating of profile and interesting content on

almost all active social networking sites such as Digg, Twitter, Stumble Upon etc

• Product specific banner advertisements on sites of relevance

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

• 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.

• Tie up with eminent bloggers would also increase third party credibility of the brand

• Search Engine Optimization(SEO) and Search Engine Marketing (SEM) to ensure that keywords such as ‘Sex’, ‘Pleasure’, ‘Lubricants’, ‘Contraceptive’ etc would bring up the Durex site

• Identifying specific legal sites for advertisements and product placements such as the matrimony sites, movie sites, song download sites etc.

Media InformationPress Releases and articles in dailies and fashion and lifestylemagazines which would talk about:

• PLAY products for fun and releasing stress

• Disadvantages of using indigenous and local products

• Sachets and trial pouches of the newer products

• Narrations of people’s experiences with the product

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

• Product reviews

Condom Vending Machines• Installing and propagating the use of the

Condom Vending Machines, especially among the urban youth

• Online or Mobile CVM finder, which would also be located on social networking sites

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

• Periodic maintenance and stock checking

• Targeting Tier I cities initially

Female Condoms• Since Durex has been trying to position itself as a unisex brand, such

a product would help them enter an untapped segment

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

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

• Expansion of brand portfolio

Social Media Measurement

Challenges in India• Condoms and related products are as yet seen as a taboo in

the Indian society

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

• 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.

• Even CVM (Condom Vending Machines) have turned out to be a failure in the Indian markets

Ridhima Mehra (087)Priyam Chakraborty (084)

Public Relations