An Agency Brief made by my class mates and I on role playing Durex as our Client and hence, giving an agency brief to our prospective Agency. Check it out!
2. Our Objective
Changing of the mindset of the Indian consumers
Lifting the taboo towards condoms among youth, with the
message on „love, fun and safe sex‟
Increasing the number of sales in our various categories of
condoms
Focusing on „sex‟ being about emotional connection between
a couple, rather than it being a physical act
“Durex firmly stands for love and togetherness…” – Mr.
Chander Sethi, Senior Vice-President, South-East Asia-
Reckitt Benckiser
18th February, 2013
3. Typical Prospectus
Male
Influencer: Female
Lower---middle---upper class
young adults (18 years – 30 years)
4. Marketing Objective
Maintain largest market share.
Ansel- 2nd best competitor with15% market share
Existence of over 75 years in India
42% global condom market share.
Ensure brand loyalty remains.
India supplies 50% - 60% Durex condoms globally.
Fall of supply in mid 2011- tussle in JV
20% contraceptives affected worldwide
5. Preferences and
Tastes
Odorless
Safe-100% sure? Protection?
As good as a no condom experience
Flavors, variety, odors
Durex Jeans cool blue condoms- 2009
Maximum pleasure
Easily opening access
Easy availability
Subjective needs
6. Category which has the highest
sales in India:
Superthin Ultima
7. Role of Brand in
Prospectus’ Life
Assurance of protection
Hygienic
Guarantee of no transmission of STD‟s
“ feeling is everything”
Consumer is assured he will get maximum pleasure
with maximum safety measures at the same time if
he uses Durex
8. influenced
Encouraged buying by packaging more number of single packs in one
packet
Encouraged use of condoms 100% of the times when there is no
intention of pregnancy.
“ SAFE SEX , BEST SEX”
As there is a large variety of DUREX condoms available, we need our
consumers to know there is a type of condom by DUREX available
for all kinds of pleasure and needs.
People should be proud of having sex but only safe sex
DUREX synonymous to condoms already
Encourage the number times people use condoms
Using condoms is cool as its responsible for sustainable development.
9. Legacy Values We Want
to Preserve
Increase of visibility in the market
Focus on maximum pleasure – “feeling is everything”
We provide an extreme range of variety
Durex – DURability, RELiability and EXcellence
10. Brand needed to be
Changed
Bad breath created by the tussle bet: Reckit Benckister and
India‟sTTK group regarding many issues.
No more future loss of supply chains and lack of product
availability.
11. from your agency
1. “Lend a Condom” Campaign
New Brand Ambassadors:
Alia Bhatt
Varun Dhavan
Siddharth Malhotra
2. Durex Condom posters displayed in all
retail/medical stores mentioning the variety of the
Durex condoms that are available + their various
package deals
3. Creating more awareness of our Durex E-Store, this
could tap the shy audience segment
Actors of the new Karan Johar
movie “Student of the Year”