Durex Marketing Strategy – Marketing Strategy of Durex: “Durability. Reliability. And Excellence” is what Durex was founded in 1915 by LA Jackson as The London Rubber Company. This company initially sold condoms from overseas and supplies for the barbershop. In 1929, Durex was registered under the brand.
Seton Scholl and LIG, formerly known as London Rubber Company, were merged in 1999 to create Seton Scholl London International Group plc. In July 2010, SSL International was acquired by Reckitt Benckiser.
Durex At A Glance – Marketing Strategy of Durex
Company : Reckitt Benckiser
CEO: Laxman Narasimhan
Founder: London Rubber Company
Year founded: 1915
Headquarters: Parsippany, New Jersey
Annual Revenue: Pound£13.2 billion
Profit | Net income: Pound£1.2 billion
Number of employees : 370
Products & Services: Durex Lube Sensual Massage and Lubricant Gel for Men & Women | Water based lube | Condoms | Durex Play Vibrations Ring | Hottest In The Town | K-Y Jelly Water Based Lubricating Gel | Real Temptation | Pleasure King
Competitors: Manforce Condoms | Trojan Condoms | Lifestyles SKYN Condoms | Astroglide Lubes | Kimono Microthin Condoms | Beyond Seven Condoms | Trustex Condoms
Durex Fun Facts: Durex invented latex in 1920. Rubber came around during the Industrial Revolution in America, and by the 1860s, rubber condoms were being massed produced. They were even made to size. And in 1920, latex condoms were invented.
Marketing Strategy of Durex
Durex’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Durex? Let us discuss.
Segmentation, Targeting, Positioning – Durex Marketing Strategy
To bring couples closer and provide them with enjoyment and safety, the brand’s sexual well-being strategy uses both demographic as well as psychographic segmentation techniques.
Durex employs a differentiated targeting strategy to primarily target the urban working class and upper-middle classes as their consumer.
It has established itself as a company that is more than just a condom company. It takes care of the emotional, sexual and physical well-being of all people worldwide.
Durex Mission Statement
“We want everyone to get the most out of every sexual experience… while being safe, of course!”
Durex Vision Statement
Competitive Advantage – Marketing Strategy of Durex
Strong parent company: Durex is now part of Reckitt Benckiser: Durex was a Consumer goods multinational corporation (MNC) that SSL International purchased in July 2010. It was sold to RB for $3.88 million. Reckitt Benckiser is well-known in the FMCG industry and Durex will be leveraging the strengths of the parent company.
Economies of Scale: The parent company’s broad product portfolio is helping it to be competitively ahead of its competitors while minimizing its operational costs through scaling.
BCG Matrix – Durex Marketing Strategy
The brand has three product segments: Condoms, Lubricants, and Vibrators. It also has many sub-segments based upon the customer’s need/want. For example, condoms have sub-varieties for Feeling & Intimacy, Fund & Adventure, and Performance.
Durex is a well-known brand for sexual wellbeing and trusted hygiene. Therefore, all product segments it operates into are Stars within the BCG matrix.
Distribution Strategy – Marketing Strategy of Durex
The products of the company are sold in more countries than 152. Therefore, companies must tailor their branding campaigns to reflect public attitudes to sex.
Durex supports its frontline distribution through the production of its products at 17 plants around the world. The condom-making company, which dates back to 1985, offers nine varieties of Latex condoms. The brand is a pioneer in global distribution and offers a variety of distribution channels including retailers, Pop & Moms stores, wholesalers, e-commerce sites, supermarket chains, etc.
Brand equity – Durex Marketing Strategy
The brand’s products and quirky ads are top-of-the-line in the markets they operate in. It has high TOMA (Top of Mind Awareness) and highlights the fact that the brand is more than just a Condom brand. It cares about the emotional and physical aspects of sex.
Durex has a 26% Market Share globally and distributes over one billion products each year.
Competitive Analysis – Durex Marketing Strategy
There are many companies in the health and physical wellness market that cater to the increasing sexual needs of customers around the world.
The company is able to partner/associate with other companies and create a buzz in the market through its quirky/social appeals. Sponsoring various TV shows, web series, and other programs helps it stay ahead of its competition. It competes against companies like Johnson & Johnson brand Shields, Armkel Company brand Trojan, and Johnson & Johnson brand Shields.
Market Analysis – Marketing Strategy of Durex
Markets in which a brand operates face many challenges. These include legal, cultural, and socio-economic differences. Some countries have handled the topic of Sex with courage, while others, such as those in developing countries, keep it taboo. Companies must play safely in order to communicate the essence and raise awareness about STD/ HIV AIDS.
Companies operating in this market are able to optimize their operations to meet the needs of the people. This allows them to communicate the use of sex-related products to the public.
Customer Analysis – Durex Marketing Strategy
Durex customers are mostly between 18 and 30 years old. These customers are often young and inexperienced at the beginning of their sexual lives. They use condoms to prevent STDs (Sexual Transmitted Diseases) and to avoid unwanted pregnancy. They are 31 years old and above and look for comfort and sensational pleasure through new products and other experiences.
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