Durex Business Report
IMC Business Report | | For eighty years, in over forty different countries, Durex condoms are exceptionally known as the condoms of durability, reliability and excellence. | Written by: | Julie DoGeoff GilbertAnthony BoutrosJacqueline Tompkins | |
Contents INTRODUCTION 3 FUNDAMENTAL DECISIONS 4 Positioning 4 IMPLEMENTATION DECISIONS 6 Mixing Elements 6 Creating Messages 6 Selecting Media 6 Establishing Momentum 6 OUTCOMES 7 Enhance Brand Equity 7 Affecting Behaviour 7 PROGRAM EVALUATIONS 8 Measuring Feedback 8 Providing Feedback 8 Taking Corrective Action 8 REFERENCES 9
INTRODUCTION
Condoms are a form of contraception worn by males to effectively form a barrier to prevent both partners from sexual diseases and also to avoid any unwanted pregnancy (Better Health, 2010). When having sex, many people may feel it is not the ‘real thing’ while wearing condoms and this causes many concerns with safety risks as we witness many teenage mothers strolling down the street. Marketing communicators recognises this issue and came up with a product for consumers to purchase and avoid involving in a situation like that. Ultra Featherlite condoms, created by Durex, was developed and produced to ensure contraception will always be worn as it not only prevents unwanted pregnancy and diseases; while still delivering the same maximum pleasure and satisfaction that not using a condom would distribute.
Established in the 1930’s, Durex is now recognised globally as the most popular and innovative condom brand. The name has been chosen to represent the combination of the brand’s qualities: Durability, Reliability and Excellence (SSL, n.d). However, Durex also wants consumers to view the brand as sensual, sensitive and fun. Their advertising mainly consists of fun and sensual images to enhance the fun, sexy messages and to encourage consumers to purchase the product without feeling so intimidated. Such examples of this is of young
Contents INTRODUCTION 3 FUNDAMENTAL DECISIONS 4 Positioning 4 IMPLEMENTATION DECISIONS 6 Mixing Elements 6 Creating Messages 6 Selecting Media 6 Establishing Momentum 6 OUTCOMES 7 Enhance Brand Equity 7 Affecting Behaviour 7 PROGRAM EVALUATIONS 8 Measuring Feedback 8 Providing Feedback 8 Taking Corrective Action 8 REFERENCES 9
INTRODUCTION
Condoms are a form of contraception worn by males to effectively form a barrier to prevent both partners from sexual diseases and also to avoid any unwanted pregnancy (Better Health, 2010). When having sex, many people may feel it is not the ‘real thing’ while wearing condoms and this causes many concerns with safety risks as we witness many teenage mothers strolling down the street. Marketing communicators recognises this issue and came up with a product for consumers to purchase and avoid involving in a situation like that. Ultra Featherlite condoms, created by Durex, was developed and produced to ensure contraception will always be worn as it not only prevents unwanted pregnancy and diseases; while still delivering the same maximum pleasure and satisfaction that not using a condom would distribute.
Established in the 1930’s, Durex is now recognised globally as the most popular and innovative condom brand. The name has been chosen to represent the combination of the brand’s qualities: Durability, Reliability and Excellence (SSL, n.d). However, Durex also wants consumers to view the brand as sensual, sensitive and fun. Their advertising mainly consists of fun and sensual images to enhance the fun, sexy messages and to encourage consumers to purchase the product without feeling so intimidated. Such examples of this is of young
References: Better Health 2010, Contraception – Condoms for Men, < http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Contraception_condoms_for_men> Rusch, Robin D 2001, http://brandchannel.com/features_profile.asp?pr_id=19 SSL n.d., History of Durex, viewed 26 March 2010, http://www.ssl-international.com/About%20SSL/History/Durex/Pages/default.aspx Georjon, A 2003, Durex – Brand Analysis, Scholarly Paper, viewed 28th April 2010, <http://www.grin.com/ISBN978-3-638-25325-3> Kotler. P, Brown. L, Adam. S, Burton. S, Armstrong. G, (2007). Marketing. 7th ed. Frenchs Forest, NSW : Pearson Education Australia. Assael, H., Pope, N., Brennan, L., Voges, K., (2007) Consumer Behaviour, First Asia-Pacific Edition, John Wiley & Sons, pp. 446-447. Chitty. W, Barker. N, Shimp. T, (2008), Intergrated Marketing Communications, 2nd Edition, Cengage Learning Australia Durex Global Research – www.durex.com/en-AU/About Durex/Global%20Research/pages/default.aspx