Project includes: - Marketing Mix - Consumer Insight - Competitors Analysis - PESTEL Analysis - Five Forces Analysis - SWOT & TOWS - Suggestion

2. About Durex
• Since 1915
• In Thailand since 1985
• Global research
• Sexual Well being
• Quality is trusted

3. Segmentation
Sexual Active
37%
Fun &
Adventure
26%
Performance
9%
Feeling
28%

4. Positioning
Condom for
LOVERS

5. Product & Price -Sexual
Active-
Durex Love Kingtex Durex Comfort
(45฿) 40% (50฿) 50% (91฿)10%

6. Product & Price - Fun&Adventure -
Pleasuremak
(75฿)
Sensation
(75฿)
Excita
(75฿)
Strawberry
(69฿)

7. Product & Price - Performance -
Performa
(66฿)

8. Product & Price - Feeling
-
Fetherlite
(69฿)
Fetherlite Warm
(69฿)
M-11
(69฿)
Fetherlite Ultima
(75฿)

9. Various Products
for all segments
Product & Price

11. Not working
No CRM
Inconsonant with Positioning

12. • 7-11 (50%)
• Hyper market
• Supermarket
• Pharmacy
• Boots, Watsons

13. -Market Share-
Market Value:
1,200 million Baht

14. -Market Growth-
• 2-digit growth for 3 years
2010 > 10%
2011 > 11%
2012 > 13%

15. -Why aren’t they
successful?-
Competitor Analysis
One touch 2nd
Market share 17%
Position: mass product
Strength: 1. Low Cost
2. Experience (10 years in Thailand)
Weakness: 1. Distrustful quality
2. Distribution

16. Mass market is saturated
Cheap = Bad quality
We won’t go in price war

17. -Why are they successful?-
Competitor Analysis
Okamoto 3rd
Market share 4.5%
Position: High-end
Strength: 1. Image (Made in Japan)
2. Strong Positioning
3. Technology (Thinnest)
- Guinness Book Record
4. Growth 80%
Weakness: 1. Cost (Import)
2. Brand Awareness

18. Competitor Analysis Framework
Okamoto
Current and
future objectives
Current strategy Resource profile
Future strategy
• Top of their
target awareness
• Expand distribution
• Not much IMC
• Strong R&D
• Strong financial
resource
More IMC

19. Image & Positioning
are important
We’ve to do more IMC

20. -Other Industry-
Competitor Analysis
Eucerine
Educate consumer & Create relationship
- Doctor live chat

21. Safe ,
60%
Unsafe,
18%
Excite,
2%
Unsure,
22%
Counting day works
Consumer Analysis
• Condom = durex
• Low brand loyalty
• Not educated
about safe sex
• Misunderstand
brand’s message
• Need high quality
than functional
DUREX,
89%
One
touch,
5%
Okamoto
, 5% Etc., 1%
Switch,
58%
Never
switch,
42%
, 0
, 0
Formal/
Medical,
25%
Night
life, 32%
Playboy,
28%
Love,
15%
Quality,
85%
Price,
13%
Excite,
2%
, 0

22. Non-User
Shy
Feelings
Consumer Analysis
User
Trusted quality
Familiar
Available
Competitors
(Okamoto) user
Image
Thin

23. Consumer Insight
“Customer want the
feeling of love more,
not only sex”

24. *average price (Baht/piece)
Customer Value Analysis
Relatively High Price
Relatively Low Price
Superior
Perceived
Quality
Inferior
Perceived
Quality

25. PESTEL
• Political
- “Stop teen mom”
• Social
- Tend to have sex in younger age
- Sex during the festival
- Sex = secret
- Uncomfortable with buying condom
• Legal
- FDA (Condom is a medical device)
2012; 68% of people who
go to Loy kra tong ,go with
their lover
1996; Average age = 18-19
2012; Average age = 15

26. Five forces
• New Entry
- Hard to be come successful
- Hard to access
distribution
- Hard to differentiated
• Buyer
- Usually switch brand
- Low price-sensitive
• Substitution
- No complete substitution

27. Balance forces
Balance power
of buyer
Decrease switching
brand by Improve brand
identity and image
Balance rivals
 Maintain & Strengthen
Brand positioning
 Expanding channel to
customer
and monopoly channel

28. O1: Decreasing in average age
having sex
O2: Increasing sex during festival
ex. Full moon, valentine
O3: Thai health organization
support condom using
O4: Customer want the feeling of
love more
T1: FDA
T2: People uncomfortable with
buying at P.O.P.
T3: Bias in condom education ,
Unopened-mind
Strength Weakness Opportunity Threat
S1: Brand reputation
S2: Trusted quality
S3: Financial resources
W1: Ambiguous packaging
W2: Positioning is not
communicated
W3: Poor relationship with
customer

29. Objective
• Maintaining the market share (65%)
• Increase growth to 17% in 1 years

30. TOWS
Strength
S1: Brand reputation
S2: Trusted quality
S3: Financial resources
Weakness
W1: Ambiguous packaging
W2: Positioning is not
communicated
W3: Poor relationship with customer
Opportunity
O1: Average age having
sex decreasing
O2: Sex during festival
O3: Thai health org.
support condom using
O4: Customer want the
feeling of love more
(S1+S3+O2) Experience
marketing
(S1+O1+O3) Educate student
in high-school
(W2+O4) Attest brand positioning
Threat
T1: FDA
T2: People uncomfortable
with buying at P.O.P.
T3: Bias in condom
education , Unopened-
mind
(S2+S3+T2) Vending Machine
(W1+T2) Develop the packaging
(W3+T1+T3) Improve CRM in digital
marketing

31. • Event in festivals and love
song concert
Put positioning ‘lovers’ in
every activities
Doctor live chat
Experience marketing
 Educate student in
high-school
 Attest brand positioning
 Vending Machine
 Develop the packaging
 Improve CRM in digital
marketing

32. Maintaining the market share (65%)
Increase growth to 17% in 1 years

33. Thank you for your attention