Chanel Marketing Essay 
Autumn 2013
Marketing ESSAY ON DUREX
- Words count : 3106 words (excluding appendices, Table of Contents,
References)
Student number: 1226399
1
Summer 2009
Marketing ESSAY on DUREX
Table of Contents :
Introduction
I-) The Marketing Macro environment of Durex :
A)The Demographical and cultural environment
B)Social Factors
C)The political Factors
D)Economical Factors
II-) The Marketing Micro environment of Durex :
A)Intensity of competitive Rivalry
B)Threat of new entrants
C)Threat of substitute products or services
D)Bargaining power of customer’s
E)Bargaining power of suppliers
IV-) The Marketing Mix
A)Communication Strategy
B)Products and Prices
C)Distribution strategy
V-) Critics
Conclusion
Student number : 1226399
2
Summer 2009
Marketing ESSAY on DUREX
Introduction :
Since the late 1920s, DUREX label operates in
the United
Kingdom all around the world and its reputation is large and global. The brand dominates the world market with more than 30 % of the market share in the world and 80 % in the United Kingdom. Generally, Durex is seen as a trusted brand that provides wellness and pleasure to its users.
Indeed, it has recently expanded its range of products for the prevention against STDs to a line of product intended to fulfill users.
The history dates back to 1915 DUREX with the birth of the London
Rubber Company. With a little less than a century of experience, the brand is nowadays one of the most famous in the world.
The term DUREX includes three essential qualities that are
Durability (durability), Reliability (reliability) and Excellence
(excellence). This level of quality justify Durex’s reputation. marked by technical progress that justifies its reputation.
This analysis will show how did Durex became the specialist of sexual well being and operates a change in the meaning of the product.
From a constraint to source of orgasm, Durex’s condoms have won the promixity of their customers. The first step will be to analyze the
environment
Marketing ESSAY ON DUREX
- Words count : 3106 words (excluding appendices, Table of Contents,
References)
Student number: 1226399
1
Summer 2009
Marketing ESSAY on DUREX
Table of Contents :
Introduction
I-) The Marketing Macro environment of Durex :
A)The Demographical and cultural environment
B)Social Factors
C)The political Factors
D)Economical Factors
II-) The Marketing Micro environment of Durex :
A)Intensity of competitive Rivalry
B)Threat of new entrants
C)Threat of substitute products or services
D)Bargaining power of customer’s
E)Bargaining power of suppliers
IV-) The Marketing Mix
A)Communication Strategy
B)Products and Prices
C)Distribution strategy
V-) Critics
Conclusion
Student number : 1226399
2
Summer 2009
Marketing ESSAY on DUREX
Introduction :
Since the late 1920s, DUREX label operates in
the United
Kingdom all around the world and its reputation is large and global. The brand dominates the world market with more than 30 % of the market share in the world and 80 % in the United Kingdom. Generally, Durex is seen as a trusted brand that provides wellness and pleasure to its users.
Indeed, it has recently expanded its range of products for the prevention against STDs to a line of product intended to fulfill users.
The history dates back to 1915 DUREX with the birth of the London
Rubber Company. With a little less than a century of experience, the brand is nowadays one of the most famous in the world.
The term DUREX includes three essential qualities that are
Durability (durability), Reliability (reliability) and Excellence
(excellence). This level of quality justify Durex’s reputation. marked by technical progress that justifies its reputation.
This analysis will show how did Durex became the specialist of sexual well being and operates a change in the meaning of the product.
From a constraint to source of orgasm, Durex’s condoms have won the promixity of their customers. The first step will be to analyze the
environment
References: Hence, Durex must find other way to attract customers. (Walder, 2007) Many young people continue to engage themselves in risky sexual