Our team developed 5-years marketing strategy for Durex brand in Russia aiming at 25-45 age target group.

1. NEWMARKETING
FOR
TroubleShooters
Changellenge Moscow Cup
2015
BRAND

2. TroubleShooters
VagiF VlaD AntoN ILiiA
Sales & Marketing
St. Petersburg Murmansk Ryazan Minsk
BBA
Savonia UAS, Finland
BBA
Lapland UAS, Finland
Business IT
Lapland UAS, Finland
Public Administration
Academy, Belarus
Education
Information Technologies Finances Law & Administration

3. message1st When He Loves You
Objectives:
1. Building bad images of pills
2. Rising women envies
3. Explaining to women that protecting is responsibility of
men, in case if he loves you.
The main message for women is when your man loves you;
you do not need to protect yourself, since he would manage
it.
Result of successful TV spot except financial indicators
would be use of phrase
“when he loves you” among ordinary consumers, who are
manipulating their partners to use a durex, with a message,
that “you will use it, if you love me”. If that man from video
caring about her woman, taking protecting on his own, am I
worse than she is?!
That is why main character (man) and everything in ad,
looking perfect and luxurious, to rise women’s envy and
ambition of achieving same status and same man.
Video Script
1/WOMAN LOOKS AT HER MAN AND SLOWLY EXIT BUILDING
2/WOMAN DESCENDS THE STEPS
3/WOMAN STOPS AND LEANS ON THE LEFT RAILING
4/UGLY SMILING JUNKIE SHOWS PILLS WRAPING THE SMALL
DRUGS BAG BY HIS VERY SHORT DIRTY NAILS FINGERS; STOP
CAMERA, SIGHN IS FADING UP “HONESTLY, NOT ALL OF
THEM ARE HARMLESS”
5/SIGHN DISSAPPEARS, SHOOTING CONTINUES, CAMERA
SLOWLY BACK TO WOMAN, SHE TIMIDLY AND SHYLY
REACHING HER HAND TO THE JUNKIE
6/FOCUS ON HER OPEN PALM, JUNKIE POURS ONE TABLET
7/SLOW MOTION; PILL SLOWLY COMES DOWN TO THE HAND
8/SLOW MOTON IS OFF, SHOOTING CONTINUES; SUDDENLY;
DOWNFLYING PILL IS TAKEN BY HAND OF THE MAN AND
SQUEEZED.
9/MAN REVEALS THE FIST, AND POWDER SHAKES OUT THE
PALM
10/FAST TURN TO THE MAN’S FACE, HE IS LOVELY AND
CONFIDENTLY SMILING WITH A DUREX CONDOM PACK
PINCHED WITH TWO FINGERS
11/STOP CAMERA, SIGN “WITH SUCH A MAN NO NEED TO
PROTECT YOURSELF”
12/FADE TO BLUE, DUREX LOGO APPEARS, SIGN APPEARS
“WHEN HE LOVES YOU ”
Detailed TV Spot script you can find in “attachment 1”

4. message2nd Responsible Parent
Objectives:
Stating a tough problem of teenage pregnancies and deases
Scary Parents
Inspiring parents to protect their children
Launch a marketing campaigns aiming o purchasing
condoms by age group 25-45 to their children, if they, do
not want any surprises.
If it is impossible to force age group 25-
45 to start using condoms, let’s force
them to buy for somebody who use?!
Responsible Parent message will be shown in spot, where consumer can observe three funny
and quick stories, how fathers seen their sons getting problems, pregnant girlfriend, pain after
party without durex, visit doctor. And in the end of ad, fathers are rapidly giving condoms to
their sons with an angry and responsible faces. All actions followed by, fast and energetic music,
to attract more audience with a fun.
Ideal Result:
million parents buying
condoms not for them

5. Think as a
“Just make the hole bigger”
That’s how Colgate
doubled their sales.
If you increase the
diameter of the hole, the
volume of lubricant
squeezed is increased.
So, most users will
consume the Durex play
that much faster and
need to buy more …
Some additional IDEAS…
1. 2.
Humor
THE new British video “Sexual
Consent is like a cup if tea” getting
popular, let’s follow a stream. You
cannot make a tea with a damaged
tea bag.

6. The total volume of the Russian
market June 2014 - June 2015
4.79 bln RUB
+2%
4.88 bln RUB
Total budget for the marketing
campaign is 95,8 mln RUB
• According to DSM Group research
data - total amount of condoms
sold - 15.3 mln (2014)
With increase of 2% we would have
to gain approximately 306,000 units
more in sales
Financials/Budget Financials/ROI
We choose Youtube TuneView In-Stream
advertisement
with their prices and conversion rates we
would have to invest less than a million
RUB to reach out to needed amount in
audience, max at 2.38 mln views.
This broad coverage will ensure increase
of 2 % and more.
Investment Views Total reach out
200,000 RUB 140,000 -
462,000
1,910,188
1,000,000 RUB 756,000 -
2,380,000
9,552,452

7. MarketingPlan
1 year - Aggressive advertisement to improve
awareness of side-effects and negative side of
not using condoms - When he loves you /
Responsible parent
2, 3 years - Less aggressive / mildly aggressive
advertisement – Teabags Posters, etc.
4, 5 years - supporting marketing
campaign - physical presence,
sponsorships, retail dominance, sex
education workshops/seminars

8. Social Networking platforms - use of infographics with controversial
statistics to initial discussion and debates
Youtube - short video clips to mitigate risk of being skipped / reduce
marketing costs with use of modern advertisement channels
Posters / Phisical Presence / Sponsorships / Retail Dominance - to
remind about yourself, to be there when needed , etc.
Communication Channels