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
- Marketing History
- Brand Equity
- Durex's Market Position
- Key competitors
- Position
- Market trend
- Market Segmentation
- Geographic
- Demographic
- Psychographic portrait
- Behaviouristic
- Profile
- Brand Value
- Intangible Value
- Functionality
- Key Brand Element (Brand Identity)
- Name
- Logo
- Range of product
- Packaging
- Promotion
- Price
- Durex's Market Position
- Primary Research
- Awareness
- Advertising
- Packaging
- Price
Objectives and Key Themes
This text aims to analyze Durex's brand equity and market position. It explores the company's marketing history, examines its market segmentation strategies, and delves into key brand elements contributing to its overall brand value.
- Durex's marketing history and evolution
- Analysis of Durex's market position and competitive landscape
- Examination of Durex's market segmentation strategies
- Evaluation of key brand elements contributing to Durex's brand value
- Overview of primary research findings related to Durex
Chapter Summaries
Marketing History: This chapter traces the history of Durex, starting with its establishment by the London Rubber Company in 1929. It highlights key milestones such as the introduction of automated production and electronic testing, the expansion of sales into public areas driven by AIDS awareness in the 1980s, and the development of various marketing campaigns including poster campaigns, television advertising, and the launch of the Durex website. The chapter showcases Durex's strategic adaptation to market changes and increasing brand awareness.
Brand Equity: This section delves into Durex's market position, highlighting its status as a leading brand despite facing primarily national competitors rather than global ones. The analysis considers the dual aims of the condom market – STD prevention and contraception – and discusses Durex's significant market share, which varies across different countries. The chapter also looks at market trends, such as the growth in Asia Pacific and the competitive nature of the US market, underscoring the brand’s global reach and varying market performances.
Market Segmentation: This chapter details Durex's geographic segmentation, focusing on its primary markets in Europe, America, and Asia, while also outlining distribution channels and differences in product ranges based on retail location. The demographic segmentation is discussed in detail, highlighting Durex's focus on the 16-24 age group due to both high usage and strong brand loyalty. The chapter concludes by examining how price may influence the brand's appeal to certain socioeconomic groups.
Keywords
Durex, condom market, brand equity, market segmentation, marketing history, brand identity, competitive landscape, market share, brand loyalty, geographic distribution, demographic targeting, STD prevention, contraception.
Durex Brand Equity and Market Position: Frequently Asked Questions
What is the purpose of this text?
This text analyzes Durex's brand equity and market position. It explores the company's marketing history, examines its market segmentation strategies, and delves into key brand elements contributing to its overall brand value. It also includes primary research findings.
What topics are covered in the Table of Contents?
The text covers Durex's marketing history, brand equity (including market position, segmentation, brand value, and key brand elements), primary research findings on awareness, advertising, packaging, and pricing.
What are the key themes explored in the text?
Key themes include Durex's marketing history and evolution, analysis of its market position and competitive landscape, examination of its market segmentation strategies, evaluation of key brand elements contributing to its brand value, and an overview of primary research findings.
What is covered in the chapter on Marketing History?
This chapter traces Durex's history from its establishment in 1929, highlighting milestones like automated production, expansion into public areas due to AIDS awareness, and various marketing campaigns (posters, television, website). It shows Durex's adaptation to market changes and increasing brand awareness.
What does the chapter on Brand Equity cover?
This section analyzes Durex's market position as a leading brand, despite primarily facing national competitors. It considers the dual aims of the condom market (STD prevention and contraception) and discusses Durex's market share, varying across countries. It also examines market trends, such as growth in Asia Pacific and competition in the US market.
What is discussed in the Market Segmentation chapter?
This chapter details Durex's geographic segmentation (Europe, America, Asia), distribution channels, and product range variations. It focuses on demographic segmentation, particularly the 16-24 age group, and examines how price influences appeal to socioeconomic groups.
What keywords are associated with this text?
Keywords include Durex, condom market, brand equity, market segmentation, marketing history, brand identity, competitive landscape, market share, brand loyalty, geographic distribution, demographic targeting, STD prevention, and contraception.
What kind of primary research is included?
The text includes primary research findings related to Durex's brand awareness, advertising effectiveness, packaging appeal, and pricing strategies.
What is Durex's market position according to this text?
Durex is presented as a leading brand in the condom market, although it primarily faces national rather than global competitors. Its market share varies significantly across different geographic regions.
What are the key brand elements of Durex discussed in the text?
Key brand elements analyzed include the Durex name, logo, product range, packaging, promotional activities, and pricing strategies. The text examines how these elements contribute to the overall brand identity and value.
- Quote paper
- Alexandre Georjon (Author), 2003, Durex - Brand Analysis, Munich, GRIN Verlag, https://www.grin.com/document/21798
