DUREX in India: Sex - A Social Stigma & Taboo in India
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The content of this presentation analyses Indian condom market, challenges face by Durex - a number one condom brand in the world, in India due to the industry challenges which includes perception of Indian consumer regarding condoms, communication issues in the distribution system and modern retail channels, role of government in the industry and on the other hand, company challenges which includes Durex market share with comparison to Manforce - a market leader in India, Skore, Kamasutra, Moods and Kohinoor, pricing strategy of the company and the solutions to overcome these challenges in future over a period of time. Link to Youtube Videos used in this presentation: Slide 13: https://www.youtube.com/watch?v=kNBNwvnYRwE Slide 16: https://www.youtube.com/watch?v=tWAzt-eyiwc Slide 24: https://www.youtube.com/watch?v=_MaO6yIIJVY
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DUREX in India: Sex - A Social Stigma & Taboo in India
- 1. 22 February 2017 H A R S H B O H R A | C H I N TA N S H A H
- 2. Products RECKITT BENCKISER AIRWICK CILLIT DUREX GAVISCON LEMISIP MORTEIN SCHOLL VANISH CALGON DETTOL FRENCH’S HARPIC LYSOL NUROFEN STREPSILS VEET Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 3. Condom Industry in India 2012 2012 2012 2012 2012 2012 201220152015 2015 2015 2015 2015 2015 KOHINOOR DUREX SKORE MOODS KAMASUTRA MANFORCE OTHERS Number of Condoms Sales in Millions in India 209.5 25.8 1.4 132.2 123.1 274 230.5 84.6 15.6 118.5 145.7 94.1 372.4 246.6 59.6% 39.5% 8364.2% 10.2% 23.6% 35.9% 6.9% Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 4. Market Share Analysis 21% 3% 0% 13% 12% 28% 23% 2012 Kohinoor Durex Skore Moods Kamasutra Manforce Others 8% 1% 11% 13% 9% 35% 23% 2015 Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 5. PERCEPTION Market Share Analysis Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy Accessibility Quality Price
- 6. Challenges
- 7. Challenges Challenges Industry Company 1. Perception – Social Stigma about Sex and Condom use in India 2. Communication – TV Channels and Media Houses refuses to feature condom / sex related advertisement. 2. Point of Sale – Lack of display at Retail Outlets and Modern Retail Channel 1. Innovation – Industry with low differentiation. Everybody has everything to offer. No new product innovation. 2. Not just a condom – To prove its customers that it is more than just a condom brands, as it looks to focus on the emotional as well as physical aspects of sex. Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 9. Target Audience Target Audience Primary Secondary Urban and Rural Population between the age group 18-32 – A group most at risk in terms of sexual behaviour. Followed by 32+ Older target group – In this group, mainly are married or in long term relationships Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 10. Objectives
- 11. Objectives Objectives Industry Company 1. To make sex a discussion worthy topic in Adult Routine Life 2. To make the category more spoken about 1. To increase the market share of Durex through: a. Creating Brand Awareness through an effective marketing strategy b. To prove its customers that Durex is more than just a condom brands Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 12. SEX – A TABOO Changing perception of Indian Consumers regarding Condoms
- 14. Changing the Perception Sex – A Taboo Subject Perception has build over a period of time. It cannot be changed in a day or night, it’s part of a process until the first step is climbed, the clouds can’t be reached. Differentiate the marketing strategy from WANT to NEED Normalizing it from root itself Government should be open about it Let the media speak freely about it Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 15. Changing the Perception Role of Sex Education – State Advantage & Purpose Advertising and Brand Ambassador Translation : Use of Local and Regional Language Selecting influential women from local districts, provides incentives and give them the command Targeting woman instead of men Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 16. “Condom. Its OK!” TV Commercial by National Rural Health Mission
- 17. Communication & PoS TV Channels and Uncooperative Media Houses Display of sex related items in Retail Outlets
- 18. Communication & PoS Intention and Objectives should be defined clearly Condom Promotion Programme and Subsidy by the Government Government should promote sex education through TV advertisement compulsorily among channels Social Marketing Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 19. Communication & PoS Initiate an independent major media house to be the kick starter in the phenomenon Increase Distributors and Retailers Margin Include Beedi and local pan wala shops to stock condoms Install general vending machines which includes condoms in public places such as hotels, colleges, banks, post offices, petrol stations and Washrooms. Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 20. “TVC to promote condom use!” TV Commercial by National Aids Control Organization
- 21. Company – Marketing Strategy Lack of Innovation & Product Differentiation Everybody has everything to offer
- 22. Marketing Strategy Analyzing 4Ps: Product and Price To introduce a new product line or sub-brand with a low price range Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy Company Price Pack of (Pcs) Price per piece Kamasutra - Strawberry Rs 50 8 Pcs Rs 6.25 Kamasutra – Ribbed Rs 97 12 Pcs Rs 8.08 Durex – Ribbed & Dotted Rs 150 10 Pcs Rs 15 Durex – Feel Thin / Extended Pleasure Rs 249 20 Pcs Rs 12.45 Manforce – Extra Dotted Condoms Rs 240 30 Pcs Rs 8 Manforce – Strawberry Rs 70 10 Pcs Rs 7 Skore – Zig Zag Ribbed & Dotted Rs 94 10 Pcs Rs 9.4 Skore – Banana Flavour Rs 75 10 Pcs Rs 7.5 Moods – Dotted Condoms Rs 290 36 Pcs Rs 8.05 Moods – Dotted Mint Pack Rs 232 30 Pcs Rs 7.33
- 23. Marketing Strategy Analyzing 4Ps: Promotion Starting a YouTube Web Series to enhance brand recall Quiz at the end of every series. Awards, Gifts and Certifications to the winners. Campaigns like #DoNotDisturb Tie up with Quiz Up – The Biggest Trivia Game in the World Using Bots (AI) or Customer Care Channel to provide solutions to the problems of customers Products Competitor Analysis Market Share Challenges Target Audience Objectives Changing Perception Communication & PoS Marketing Strategy
- 24. “Truly Connected” by Durex - #ValentinesDay2017 Campaign
- 25. References I. Primary Source Prof. Prashant Mishra, Prof. Tinu Jain. (March ,2014) Durex in India: The Category Normalization Challenge: IIMC-CRC-2015-09 Economic Times. Nielson Report Nielson Report. Retrieved from http://economictimes.indiatimes.com/magazines/brand-equity/in-4-years- skore-scores-enough-to-become-indias-third-largest-condom-brand/articleshow/52955624.cms Balaiah Donta, Shahnia Begum and D.D. Naik (November, 2014). Acceptability of Male Condom: An Indian Scenario. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4345747/ Capitaline Database II. Secondary Sources (For Additional Info) https://en.wikipedia.org/wiki/Reckitt_Benckiser#Products https://www.scribd.com/doc/52841175/Durex-Marketing-Plan https://in.news.yahoo.com/my-girlfriend-and-i-reviewed-5-condoms-on-the-083915405.html Amazon and Snapdeal: Prices Comparison of Condoms III. Definition & Meaning of Terms Source Wikipedia.com Investopedia.com IV. Images and Logo Source Google Images Reckitt Benckiser: www.rb.com Durex India:http://www.durexindia.com/ IV. Video Source Youtube Youtube – Channel DurexIndia
- 26. THANK YOU H A R S H B O H R A | C H I N TA N S H A H
Editor's Notes
- Reckitt Benchkiser Healthcare India Pvt Limited Indian Private Company, incorporated in the year 1980 Durex is on a mission to prove its customers that it is more than just a condom brands, as it looks to focus on the emotional as well as physical aspects of sex (sexual well being brand) DUREX: Durailability, Reliablility and Excellence Made by SSL Internation in 1929. Acquired by Reckitt Benckiser in July 2010
- Reckitt Benckiser Group plc is a consumer goods company makes health, hygiene and home products. Reckitt Benckiser is engaged in delivering solutions in household cleaning and health & personal care to customers and consumers. Reckitt Benckiser has global reach with operations in 60 countries and sales in some 180 countries. Surface Care This category has five product groups. Disinfectant cleaners both clean and disinfect surfaces, killing 99.9% of germs. Lavatory cleaners offer specialised cleaning and disinfecting for the toilet bowl and cistern. Health Care (Strepsils, Nurofen, Gaviscon), Fabric Care (Calgon, Vanish), Surface Care (Cillit Bang, Lysol, Dettol, Harpic), Home Care (Airwick, Mortein), Personal Care (Veet, Dettol), Food (French’s) 8874 Million Pound – Revenue for 2014-15 Products Airwick – Air Freshner product launched in 1943 in US Calgon – Water Softener, and bath and beauty products. Name derived from Calcium Gone. Introduced in 1933. Cillit Band – Also called Easy off Bam/Bang. Cleaning product. Liquid for cleaning heavily stained surfaces. Dettol – Antiseptic and Disinfectant. Used for skin disinfection and cleaning surgical instruments. Durex – Condom Brand by Reckitt and Benckiser French’s – American brand of prepared mustard condiments, fried onions and other food items. One of the most popular products includes Franch’s Potato Pancake Mix. Gaviscon – Antacid – A substance which neutralizes stomach acidity, which in turn relieves hearburn, indigestion or stoach upset. Harpic – Toilet cleaner launched in England in 1920s. It contains 10% HCL. Main products are Bathroom cleaner, power plus, Max Rim Bloc, All in One, Active Fresh Toilet Cleaner, 100% limescale removal toilet cleaner and Harpic Flushmatic Lemisip – Brand of cold and flu remedies in UK, Ireland, Australia and New Zealand. To relieve headache, fever, blocked nose, body aches and pains, sore throat. Lysol – Cleaning and Disinfecting products. Includes solutions for hard and soft surfaces, air treatment and hand washing. Main Products: Disinfectant spray and wipes, All purpose cleaner, power kitchen cleaner, bathroom cleaner, toilet bowl cleaner, toilet bowl cleaner and Lysol no touch hand soap system. Mortein – A popular insect and mosquito repellent Nurofen – Pain relief medication. In form of tablet, oral liquid and gel. Scholl – (Dr. Scholl’s) – Footwear and footcare brand. Acquired by Aurelius Group in 2014. Strepsils – Line of throat lozenges, used to relieve discomfort in mouth and throat infections. Acquired from Boots Healthcare Internation in 2006. Vanish – Stain removing products. Market leader in fabric treatment, sold across 60 countries. Veet – Mainly Hair removal products and waxes. Sources: https://en.wikipedia.org/wiki/Reckitt_Benckiser#Products
- Sources: Nielson Report http://economictimes.indiatimes.com/magazines/brand-equity/in-4-years-skore-scores-enough-to-become-indias-third-largest-condom-brand/articleshow/52955624.cms
- Sources: Nielson Report http://economictimes.indiatimes.com/magazines/brand-equity/in-4-years-skore-scores-enough-to-become-indias-third-largest-condom-brand/articleshow/52955624.cms
- Sources: Nielson Report http://economictimes.indiatimes.com/magazines/brand-equity/in-4-years-skore-scores-enough-to-become-indias-third-largest-condom-brand/articleshow/52955624.cms
- Sources: https://www.scribd.com/doc/52841175/Durex-Marketing-Plan
- Perception about condoms can not be changed unless the ‘ Taboo’ about sex is not unveiled. Taboo: a social or religious custom prohibiting or restricting a particular practice or forbidding association with a particular person, place, or thing Marketing strategy from WANT to NEED: Make them believe that the best Man wears the best thing Sex Education : Make them believe that the best Man wears the best thing. Not only a contraceptive but a preventive measure of STI including HIV/AIDS Appropriate Advertising through whom people look up (Eg. Amitabh Bachchan, Narendra Modi, Kiran Bedi)
- Perception about condoms can not be changed unless the ‘ Taboo’ about sex is not unveiled. Taboo: a social or religious custom prohibiting or restricting a particular practice or forbidding association with a particular person, place, or thing Marketing strategy from WANT to NEED: Make them believe that the best Man wears the best thing Sex Education : Make them believe that the best Man wears the best thing. Not only a contraceptive but a preventive measure of STI including HIV/AIDS Appropriate Advertising through whom people look up (Eg. Amitabh Bachchan, Narendra Modi, Kiran Bedi)
- Highly Fragmented Industry
- Sources https://in.news.yahoo.com/my-girlfriend-and-i-reviewed-5-condoms-on-the-083915405.html Amazon and Snapdeal
- Sources https://in.news.yahoo.com/my-girlfriend-and-i-reviewed-5-condoms-on-the-083915405.html
- Highly Fragmented Industry