Customer Service Marketing: The Church And Dwight Company

Customer Service Marketing Assignment #1

Customer Service Marketing
BUS1340-11W
Section 3
Elizabeth Stewart 6144463
2/27/2011
Elizabeth Stewart

Part 1
For this assignment I have selected The Church & Dwight Company and their product Trojan condoms.
This company has segmented the market for Trojan condoms using many bases of segmentation.
Demographics
* Males and females * Ages 15-50
Psychographics
* Religion * Wants and Needs
Geographic
* Developing countries * Under developed countries * Developed countries
Behavioural
* Awareness * Health Concerns * Choice of Partner
Benefits Sought * No Pregnancy * No Sexually Transmitted Diseases
The primary target market for Trojan condoms
is males ages 15-30.
The secondary target market for Trojan condoms is anyone who is sexually active.
Part 2
The Church & Dwight Company has used all of the 4P’s in the marketing mix to reach out to male 16-30 and anyone sexually active with Trojan Condoms.
Product
Trojan condoms are a shopping type of consumer product.
This is because you often find people add them to their list of things to buy because they know how many they have or if they have run out. Couples often will go out and find a specific type of Trojan condom that they together due to the different features of Trojan condoms.
You could also argue that Trojan condoms are a convince type of consumer product. You can pick up a 3 pack almost anywhere just in case you need one spur of the moment.
Tangibles

Trojan condoms are packaged in brightly coloured eye catching boxes.

Features | Materials * Latex * Polyurethane (Supra) * Lamb Skin | Fit * Regular * Large (Magnum) * Extra Large ( XL Magnum) | Flavours * Mint Tingle * Sparkling Vanilla Gold * Tantalizing Tutti-Frutti | Design | Standard * Lubricated * Spermicidal * Non- Lubricated * Extended Pleasure * Ultra thin latex | Mutual Stimulations * Her Pleasure * Twisted Pleasure * MAGNUM Twister * Ultra Pleasure * Shared Pleasure | Extra Sensitive * Very sensitive * MAGNUM Thin * Ultra Thin Latex * Thintensity | Shapes * Reservoir Tip * Non-Reservoir Tip * Form Fit * Studded * Ribbed * Special Shaped | Textured * Her Pleasure * Intense Ribbed * Ultra Ribbed | Warming Sensations * Trojan Supra * MAGNUM Warming sensations |
Intangibles

The Trojan brand is a well established and well known name.
It has been around for more than 90 years now. On the Trojan box the image is that of a Trojan man or warrior symbolizing strength. This is to represent the strength of Trojan condoms.
The quality of Trojan condoms is shown by the statistics, in preventing pregnancy Trojan is 98% (per annum) and in preventing sexually transmitted diseases 85% (per annum).
Church & Dwight’s competitive edge with Trojan condoms include 91 years of an established name (Trojan has been owned by different companies over these years), 30 different condom types including types for people with latex allergies, also Trojan is now being seen not just as a tool for safe sex but also now as a tool for enhancing sex.
Price

Pricing of Trojan condoms is dependent on the number of condoms you are looking to buy at one time. Trojan and other condom companies keep their prices competitively close as you will see in the next example. Example: | | | | Company | Package Size | Package Price | Price Per Condom | Trojan | 3 | $5.00 | $1.97 | Durex | 3 | $6.00 | $2.00 | Trojan | 12 | $14.00 | $1.17 | Durex | 12 | $14.00 | $1.17 | Trojan | 26 | $19.00 | $0.74 | Durex | 24 | $19.00 | $0.80 |

Sales of Trojan condoms often go up around holidays such as Valentine’s Day. This because people believe that they are going to have sex around this holiday because they believe love is about sex. Promotion
Church & Dwight have used all the elements that make up the promotional mix to promote Trojan condoms.
Advertising
* TV * Cinema * Billboards * Supermarkets * Search Engines

Public Relations * Sponsoring public/community events * Word of mouth
Sales Promotion * Events (Trojan Games) * Coupons * Combinations packs (Hers and His condoms, Condoms and Vibrator)
Publicity
* Trojan Man mascot visits community events
Distribution
Trojan condoms are carried by many retailers. Trojan condoms are available online, in sexual health centres as well as many large shopping centres such as Wal-Mart. Trojan condoms are distributed in developed, under developed and developing countries.

Reference http://www.trojan.ca/en/home/ http://en.wikipedia.org/wiki/Trojan_%28condoms%29 www.durex.com/en-gb/products/condoms http://www.marketingteacher.com/swot/trojan-swot.html
http://www.trojancondoms.org/index.php/type-of-trojan-condoms/