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urex
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regarding-the-vietnamese-culture-l17341

Durex condom brand is famous for its creative advertising and communication campaigns,
hitting the psychology and imagination of viewers.
Durex's success partly lies in its marketing strategy, helping the brand sell more than 1 billion
condoms a year, accounting for a quarter of the global market share.
Let's learn about Durex's marketing strategy to help a delicate category become the "top of
mind" brand of customers around the world.

High degree of market rivalry: It is not easy for Durex to gain a competitive advantage over its direct
competitors, Okamoto and Espire, due to the ease in replicating products at lower prices. Indirect
competitors such as birth control pills or surgical procedures also pose a threat. There is thus a high
degree of market rivalry and substitution of products that could affect Durex’s sales. Although the threat
of potential entrants is low due to the large amount of capital required as well as the heavy government
regulation, Durex still faces a consid- erable amount of competition from existing competitors who offer
lower prices for similar products.

Cultural Barriers: Although Vietnam society has become more and more liberal when it comes to sex
topic, cultural barriers for Durex in Vietnam is still great. A part of buyers are unwilling to purchase
condoms in supermarkets and stores, as they fear of their privacy being invaded. For this reason, Durex
should promote their market online or placing their products on e-commerce websites, such as Tiki and
Lazada.

Durex is dedicated to encouraging responsible sex and reproductive healthcare around the world, as well
as raising awareness of the safer sex message, through developing and sup- porting sexual health
initiatives. They are optimistic that their consumer product distribution and marketing strategy will not
only set Durex apart from the market but will also boost overall sales on a shoestring budget. (Durex
Network, n.d.)

To begin, raise Durex Condom awareness among single males aged 18 to 34. Then, Durex must work to
illustrate the multiple and brand-specific product developments that are fo- cused on customer
satisfaction. Finally, Durex needs to expand the number of sample sales for new product launches.
(BrandIndex CMO Network, 2018)

Về placement Durex is present in more than 140 countries including Vietnam. In fact that Durex
occupies nearly 26% of the market share because of its excellent distribution policy

The 3 main distribution channels of this brand are:

Reckitt Benckiser: representative office to receive goods

DKSH: distributor

Retail stores such as convenience stores, supermarkets, pharmacies, etc.

In addition, Durex also has online distribution channels such as website durex.com.vn, e-
commerce websites such as Lazada, Tiki.vn. Customers buying Durex products also have the
opportunity to accumulate points, consult knowledge and receive promotions or gifts.

● Durex has expanded its brand value by promoting healthy sex instead of just being a condom
brand. Not stopping at the physical and sexual aspects, Durex also skillfully attaches to the
emotional element through its PR campaigns.

Durex's global marketing strategy is aimed at young adult people between the ages of 18 and
35. Durex focuses on media such as TV, Social Media, Digital, or sponsoring youth events. This
brand is mostly known due to its creative, and funny advertising campaigns, for instance: the
#DoNotDisturb campaign in 2016 in which Durex challenged couples to give up their phones
and technology on holiday.
● Talking about Durex's Marketing strategy in Vietnam
● In addition to collaborating with celebrities to create promotional clips on Youtube,
Durex is also active on social media platforms, most notably Facebook.
● Perhaps many of you will feel impressed by the idea of Durex's content on Facebook
because most people do not prefer to talk about the word SEX, because of Vietnamese
customs. Therefore, Durex Vietnam and its creative team, with the ability to catch
trends quickly and the ability to exploit phonetic or semantic similarities, which is
prominent features of Vietnamese, to create unexpected, interesting messages that are
connected with the trending events. 
● As mentioned earlier, because Durex's target audience is 18-35 years old, using hot
topics on Facebook in advertising will create a connection with those audience, who are
using Facebook everyday to get updated on trending topics. This makes these posts
often get very high engagement and shares.
● In addition, Durex also cooperates with Vietcetera to implement programs related to
sex education. Helping young people have a more open and safer view of gender issues.
● It can be said that Durex has become extremely successful in a country that used to be
very difficult to talk about gender issues, thanks to that creative advertising campaign.
● By this marketing method, Durex has made the word “sex” less delicate, and easier for
people to share. Contributing to making Durex's image become somewhat "friendly"
and less sensitive in Vietnam

● Durex is constantly increasing amount of marketing budget for digital and social media mar-
keting and they focus on interacting with the customer to build deeper and closer customer
relationship. This has increased the influence and popularity of Durex among the Vietnam market
significantly compared to other brands such as OK, Okamoto, etc. since these brands do not have
same strategy on social media either an official social Vietnam pages/website.
● Durex focuses on media such as Social Media, Digital Marketing (especially social networks like
Facebook, Instagram, Twitter, YouTube). Durex Vietnam marketing team has built a Facebook
page that draws the attention of the community with funny, unique, creative im- ages, catch the
trend, turn a product sensitive to Asian culture into a product that people remember and receive
sympathetically and comfortably. The most recent advertising cam- paign is the World Cup ad.
Besides, Viral videos have very different and brief content, ex- ploited based on the
understanding and psychology of potential customers.
● Durex đã mở rộng giá trị thương hiệu bằng cách khuyến khích tình dục lành
mạnh thay vì chỉ là một nhãn hàng bao cao su. Không dừng lại ở khía cạnh
vật lý, tình dục, Durex còn khéo léo gắn với yếu tố cảm xúc thông qua các
chiến dịch PR của mình.