Launch of a Condom Brand in India
CONTENTS
1. Executive Summary
2. Situation Analysis
2.1. Market Summary
Target Markets
Our brand ‘G.Love’ focuses on providing premium quality male condoms, to the target group of urban youth (typically in the age group of 18-35) selected to cater to the specific needs of this segment, both in terms of product offerings and delivery, in terms of packaging and channels. The existing players cater to this segment in the traditional ways, without much adjustment to their changing sensibilities. It is this gap we are trying to fill as a brand.
2.1.1. Market Demographics
The profile of the typical condom user targeted by G.Love Condoms consists of the following geographic, demographic and behavioral factors.
Geographics
Since data collated from National Health survey (Gov. of India) clearly shows high awareness levels about condoms (except in remote forested regions) across various regions in India, the geographical focus would not be on a particular region [1]. However, the broad focus would definitely be there on urban areas, since NHS data clearly points to urban population having much more percentage of condom users compared to rural population (14% vs. 6%) [2].
Further, Urban users are also more likely to buy fully priced condoms (39% of sales) than rural areas (13%) which reinforces the importance of the urban market for a brand like Glove condoms [2].
Demographics
Glove condoms would focus on the Smart, educated, aware, and ambitious youth in age group of 20-35 which would include both the college going population as well as the office going young adult population. The male youth population of India in the age group 20-35 comes to around 150-160 million people, out of which roughly 32 % people reside in urban areas. Thus we obtain a population of roughly 50-53 million urban youth aged 20-35, who would be our core target segment.
The reasons for targeting the 20-30 age group segment is the high
1. Executive Summary
2. Situation Analysis
2.1. Market Summary
Target Markets
Our brand ‘G.Love’ focuses on providing premium quality male condoms, to the target group of urban youth (typically in the age group of 18-35) selected to cater to the specific needs of this segment, both in terms of product offerings and delivery, in terms of packaging and channels. The existing players cater to this segment in the traditional ways, without much adjustment to their changing sensibilities. It is this gap we are trying to fill as a brand.
2.1.1. Market Demographics
The profile of the typical condom user targeted by G.Love Condoms consists of the following geographic, demographic and behavioral factors.
Geographics
Since data collated from National Health survey (Gov. of India) clearly shows high awareness levels about condoms (except in remote forested regions) across various regions in India, the geographical focus would not be on a particular region [1]. However, the broad focus would definitely be there on urban areas, since NHS data clearly points to urban population having much more percentage of condom users compared to rural population (14% vs. 6%) [2].
Further, Urban users are also more likely to buy fully priced condoms (39% of sales) than rural areas (13%) which reinforces the importance of the urban market for a brand like Glove condoms [2].
Demographics
Glove condoms would focus on the Smart, educated, aware, and ambitious youth in age group of 20-35 which would include both the college going population as well as the office going young adult population. The male youth population of India in the age group 20-35 comes to around 150-160 million people, out of which roughly 32 % people reside in urban areas. Thus we obtain a population of roughly 50-53 million urban youth aged 20-35, who would be our core target segment.
The reasons for targeting the 20-30 age group segment is the high
References: [1] Section B, Family welfare statistics in India, 2011, Govt. of India [2] Chapter III, NHFS report, Govt of india