Marketing Analysis - Durex
word count 2963
Student ID: 0706335
Individual Assessment, IB209 Marketing Analysis 09/10
Erecting a global brand
word count 2963
Student ID: 0706335
Contents: 1. Introduction 1. Overview 2. Why Durex? 1. Financial performance 2. Market share 3. Brand strength 4. Speed of international expansion 2. The Marketing Environment 1. The Micronenvironment 1. Threat of substitute products 2. Threat of competitive rivalry 3. Threat of consumer bargaining power 4. Threat of supplier power 5. Threat of new entrants 2. The Macroenvironment 1. Political factors 2. Economic factors 3. Social forces (culture) 4. Technological forces 3. The Marketing Mix 1. Product 2. Place 3. Price 4. Promotion 4. Forecast & Conclusion 5. Appendix
Introduction
word count 2963
Student ID: 0706335
Overview Ask a random person on the street to name a major British company or brand and chances are that Durex won‟t be their first choice. Despite this, Durex (whose name is a combination of its core brand traits – durability, reliability and excellence) is one of the oldest and among the top selling brands in the world. The Durex brand dates its origins back to 1929 when it was first registered as a brand name by the London Rubber Company Ltd (LRC). Durex‟s legacy of constant development and innovation of its products (the brand is responsible for the development of the first lubricated condom, the first anatomically shaped condom and recently), its dedication to improving the production process (first fully automated production line in 1959 and the use of the first electronic testing facilities in 1953) and the increasing awareness of the dangers of sexually transmitted diseases has helped Durex become a global name with an undisputed share of the market and factories world-wide. As a result of a merger in 1999, Durex became part of SSL International Group1
Why Durex?
Financial Performance Over the past 5 years Durex has managed to maintain continuing impressive
Student ID: 0706335
Individual Assessment, IB209 Marketing Analysis 09/10
Erecting a global brand
word count 2963
Student ID: 0706335
Contents: 1. Introduction 1. Overview 2. Why Durex? 1. Financial performance 2. Market share 3. Brand strength 4. Speed of international expansion 2. The Marketing Environment 1. The Micronenvironment 1. Threat of substitute products 2. Threat of competitive rivalry 3. Threat of consumer bargaining power 4. Threat of supplier power 5. Threat of new entrants 2. The Macroenvironment 1. Political factors 2. Economic factors 3. Social forces (culture) 4. Technological forces 3. The Marketing Mix 1. Product 2. Place 3. Price 4. Promotion 4. Forecast & Conclusion 5. Appendix
Introduction
word count 2963
Student ID: 0706335
Overview Ask a random person on the street to name a major British company or brand and chances are that Durex won‟t be their first choice. Despite this, Durex (whose name is a combination of its core brand traits – durability, reliability and excellence) is one of the oldest and among the top selling brands in the world. The Durex brand dates its origins back to 1929 when it was first registered as a brand name by the London Rubber Company Ltd (LRC). Durex‟s legacy of constant development and innovation of its products (the brand is responsible for the development of the first lubricated condom, the first anatomically shaped condom and recently), its dedication to improving the production process (first fully automated production line in 1959 and the use of the first electronic testing facilities in 1953) and the increasing awareness of the dangers of sexually transmitted diseases has helped Durex become a global name with an undisputed share of the market and factories world-wide. As a result of a merger in 1999, Durex became part of SSL International Group1
Why Durex?
Financial Performance Over the past 5 years Durex has managed to maintain continuing impressive