Aids, Condoms and Carnivals
AIDS, condoms and carnival Durex in Brazil
OUTLINE
• • • • • • • • • Aids' and condoms history Brazil’s global environment PESTEL SSL activities Export and supply process Marketing mix SWOT analysis Conclusion Recommendations References
INTRODUCTION
Problem formulation
Was it a good idea for Durex to enter the Brazilian condom market?
CONDOM MARKET IN BRAZIL
SIZE
Commercial market: 660 000 000 (6.6 million) Government hand-outs: 1 000 000 000 (1 billion)
BRANDS
MARKET SEGMENTATION
Gender • Female (female condom) • Male Age • • • • 15-20 yrs 20-30 yrs 30-60 yrs 60+ yrs Sexuality • Heterosexual • MSM
Person
• Individuals • Government
Special risk groups Income • Lower or no income • Higher income • Drug users • Prostitutes Geography • Rural areas • Urban areas
AIDS HISTORY
• First victim in 1981 in USA • “gay syndrome” • In 1982 in France • Controversy between US and France • 20 billions of victims • Rhythm of 3 billions per years
CONDOM HISTORY
1000 BC: Ancient Egypt
100-200 BC: Practice in Europe
1500s: Gabrielle Fallopius
1700s: Name’s origin
1855s: Rubber’s introduction
1912s: Latex condoms
1957s: Lubricated condoms
SSL
• Mix of consumer and medical brand • Brands:
• 30 countries across Europe, Asia Pacific and America
SSL Strategy
• • • • • Consumer insight Innovation in new product Effective advertising Efficient business practices Training and development of their people
SSL values
• Successful • Socially Responsible • Lively
DUREX SALES
CUSTOMERS
Online-stores Hospitals
• Retailers • Distributors
Medical stores Sex shop Hotels & Resorts Super-market
SWOT Analysis
Strenghts
Excellent brand image / Widely recognized market leader Good quality / Superior technological skills Wide geographic coverage Strong financial condition
Weaknesses
High price for local majority Higher overall costs relative to key competitors
Opportunities
OUTLINE
• • • • • • • • • Aids' and condoms history Brazil’s global environment PESTEL SSL activities Export and supply process Marketing mix SWOT analysis Conclusion Recommendations References
INTRODUCTION
Problem formulation
Was it a good idea for Durex to enter the Brazilian condom market?
CONDOM MARKET IN BRAZIL
SIZE
Commercial market: 660 000 000 (6.6 million) Government hand-outs: 1 000 000 000 (1 billion)
BRANDS
MARKET SEGMENTATION
Gender • Female (female condom) • Male Age • • • • 15-20 yrs 20-30 yrs 30-60 yrs 60+ yrs Sexuality • Heterosexual • MSM
Person
• Individuals • Government
Special risk groups Income • Lower or no income • Higher income • Drug users • Prostitutes Geography • Rural areas • Urban areas
AIDS HISTORY
• First victim in 1981 in USA • “gay syndrome” • In 1982 in France • Controversy between US and France • 20 billions of victims • Rhythm of 3 billions per years
CONDOM HISTORY
1000 BC: Ancient Egypt
100-200 BC: Practice in Europe
1500s: Gabrielle Fallopius
1700s: Name’s origin
1855s: Rubber’s introduction
1912s: Latex condoms
1957s: Lubricated condoms
SSL
• Mix of consumer and medical brand • Brands:
• 30 countries across Europe, Asia Pacific and America
SSL Strategy
• • • • • Consumer insight Innovation in new product Effective advertising Efficient business practices Training and development of their people
SSL values
• Successful • Socially Responsible • Lively
DUREX SALES
CUSTOMERS
Online-stores Hospitals
• Retailers • Distributors
Medical stores Sex shop Hotels & Resorts Super-market
SWOT Analysis
Strenghts
Excellent brand image / Widely recognized market leader Good quality / Superior technological skills Wide geographic coverage Strong financial condition
Weaknesses
High price for local majority Higher overall costs relative to key competitors
Opportunities