GROUP – A08

Symbiosis Institute of Business Management, Hyderabad

Name of the Faculty Dr. Ramakrishna Dikkatwar

Course Marketing Management
Semester – I Batch of 2020-22
Assignment Date -11-2020
Submission Date 03-12-2020

Topic: - Marketing Research Project

Group or Individual
Sl.
PRN Name Remarks
No.
1. 20021141038 Indrajit Pandey
2. 20021141046 Kaustov Maji
3. 20021141047 Kavya Jayaprakash
4. 20021141050 M Veera Mahesh
5. 20021141065 Nishka Agarwal
6.
7.
8.
9.
10.

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Contents

SERIAL NO TOPIC PAGE NO.

1. RB- Introduction 3
2. RB- purpose 3
3. RB- Brands 3-4
4. RB- During Covi-19 4-5
5. RB- Business Model 5
6. Durex- Condom Market in India 5-6
7. Durex- Segmentation in India 6-7
8. Durex-Microenvironment Analysis 8-9
9. Durex- Competition Analysis 9
10. Durex- BCG & Ansoff Matrix 10
11. Durex- Profiling key brands 11
12. Durex-Growth 11-12
13. Durex- PESTLE 12-15
14. Durex- STP Analysis 16-17
15. Durex- Marketing Mix 18-19
16. Durex- SWOT Analysis 20
17. Conclusion
18. Reference

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Reckitt Benckiser
HOW RB MAKES A DIFFERENCE
Hygiene is the foundation of health. The global pressures of urbanization and climate change are increasing
the need for improved hygiene products, services and education. Health related events are challenging public
systems and driving the underlying demand for self-care, STI prevention and good hygiene practices. Digital
is transforming what and how people buy. The world needs sustainable solutions to a host of new mega-
trends.
RB as a company help people dealing with these new challenges by innovating in areas like personalized
nutrition, wellness, and digital health and hygiene.

PURPOSE
RB exist to protect, heal and nurture in the relentless pursuit of a cleaner and healthier world. They
fearlessly innovate in this pursuit across Hygiene, Health and Nutrition businesses. They have a fight on
their hands. A fight to make access to the highest quality hygiene, wellness and nourishment a right and not
a privilege. Information and products that promote good health and hygiene are daily necessities for us all.
Their brands work on the frontline to ensure the latest health and hygiene information is as widely available
as possible, and that their products can be found online and in store 24/7, from the biggest city, to the
smallest village.

BRANDS
RB‘s brands fall into three categories:

Hygiene, Health and Nutrition: Each is in a unique position to make a difference in the world. Together,
they protect, heal and nurture individuals, families and communities, to live cleaner and healthier lives
through their products and educational initiatives.
Hygiene: Hygiene is the foundation of health. Their purpose-driven portfolio works to eliminate dirt,
germs, pests and odors.
Air wick, Calgon, Cillit Bang, Finish Powerball, Harpic, Lysol, Mortein, Vanish, Woolite
Health
Its Health products address a broad range of needs from self-care, health hygiene, sexual wellbeing and
wellness:
Clearasil, Dettol, Durex, Gaviscon, Mucinex, Nurofen, School, Strepsils, Veet

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Nutrition
Our Nutrition business unit has a focused portfolio of targeted high-quality innovative products like:
Enfa, Nutramgen

RB DURING COVID-19
The spread of Coronavirus disease 2019 (COVID-19) represents one of the most serious global health
emergencies in the last 100 years, with the pandemic having now reached over 120 countries. As a leader in
both hygiene and health, RB is uniquely positioned to provide tangible assistance to consumers,
governments and healthcare authorities. For example, in China they have already announced a donation of
RMB 50 million (£5.5 million) in cash and antibacterial products. Demand for certain RB products, in
particular Dettol and Lysol, has increased substantially in recent months, and they are working hard to
increase the level of available supply. At present, their supply chains and distribution channels are proving
both resilient and flexible, though there has been some unavoidable disruption in many parts of the world.
Longer term, the economic consequences associated with COVID-19 are difficult to predict, however they
may lead to weakened demand for some RB products. The spread of COVID-19 has also raised serious
safety concerns for their own employees and contractors. Keeping the RB family safe is one of the key
priorities, and where required they have put in place alternative working arrangements. They will continue
to monitor the situation around the world, responding decisively to events as and when they develop.

2019 performance
In regards to their 2019 performance, hygiene home business achieved volume and price/mix growth during
the year. It gained momentum as the year progressed, culminating in good volume growth in the final
quarter. Their Health business also finished the year on a more positive note, but overall this had been a
difficult year. They are not satisfied with the Health unit’s performance during the year, particularly on
volume growth. Within Health, it was a particularly challenging year for their infant nutrition business.
There were some successes – they saw good performance in the US, where they gained market share, and
encouraging innovations, such as Enfinitas in China. Performance was also disappointing in the ‘rest of
Health’ business. The issues here are largely executional. They have taken urgent and decisive action to
address the underlying causes. Improving execution is our top priority.

RB’s new strategy

Their new strategy is founded on a clear sense of purpose. They exist to protect, heal and nurture in their
relentless pursuit of a cleaner, healthier world. They are doing all they can to ensure that access to high-
quality hygiene, health and nutrition becomes a right not a privilege.
Ensuring product availability and offering attractive price points, promoting consumer education and
behavioral change, and partnerships with other stakeholders are some of the ways we make this
happen.
This purpose-led agenda represents a shift in business strategy. It is underpinned by the core set of values
guiding our behavior. They are set out in our compass. This places integrity at the heart, with the goal of
always doing the right thing. Their compass describes the values needed to promote a culture that puts
consumers and people first, continually seeks out new opportunities, strives for excellence and builds shared
success. They celebrates what made RB successful in the past and aligns with what is needed for sustainable
growth in the future. They will redouble their focus on environmental sustainability by, for example,

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reducing, recycling or reusing plastics, reducing our water footprint and meeting our science-based targets.
At the same time they will connect their brands even more closely with relevant social issues.

RB is active in three major categories: hygiene, health and nutrition. These are complementary demand
spaces that share positive market dynamics and where consumers display clear brand preferences. Their
emphasis on innovation together with close customer relationships and market presence are key attributes
that support an attractive earnings model. They will target 100 CMUs (category market units) with their
Powerbrands, up from 75, and will invest to develop the requisite capabilities. They expect their
Powerbrands to broaden the areas where they currently compete. They will use e-commerce to build
customer engagement to scale rocket brands and our Powerbrands everywhere. They are working to ensure
each of these spaces has clear flywheels that drive how they win and how they deliver compounding returns.

BUSINESS MODEL
Our purpose today, our brands like Dettol, Lysol, Harpic, Finish, Durex, Mucinex, Enfamil and Move Free,
among others, fight at the frontlines to give our consumers a better life.
Why they exist – their purpose, their soul – is clear. They exist to protect, heal and nurture in our relentless
pursuit of a cleaner and healthier world. Each word matters. They speak to our portfolio and the categories
in which we play. Relentless pursuit captures RB’s entrepreneurial and can-do spirit, all in service of
creating a cleaner, healthier world.

DUREX

Durex is a condom brand, originally developed and produced in London, Great Britain, under the purview
of (2)The London Rubber Company and British Latex Products Ltd, where it was manufactured between
1932 and 1994.The London Rubber Company later merged with SSL International, since 2010 which has
been owned by the Anglo-Dutch company Reckitt Benckiser. It is one of the best-selling condom brands
across the world, with 30% of the global market. In 2006, Durex condoms were the second best-selling
brand of condoms in the United States, with Trojan condoms being the first.

CONDOM MARKET IN INDIA

The Indian Condom market is expected to reach US$ 508.36 Million in 2027 from US$ 183.46 Million in
2018. The market is estimated to grow with a CAGR of 12.2% from 2019-2027.
Market Share:
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North Zone is expected to lead the market in the India owing to the reasons such as highest number of
population in the country, and various government initiatives have been taken to control the population
growth.

Growth of the market is driven by the factors:

 Pricing and promotion of consumer goods got a significant impact on sales of the products in India.
Optimum distribution strategies involve bulk discounts, free delivery, and online purchasing options,
which are among the factors that have significant long and short-run effects.
 
 Condom advertisements are aired amid late-night programs on television channels that help gain
greater the attention of young viewers. Moreover, alternative practices such as hoardings, billboards,
leaflets, celebrity endorsements, and collaborations with NGOs, along with other reforms, to promote
safe sexual practices are being implemented to convey correct information and benefits of condom
usage to the common populace.
 Digital platforms are serving the means of a marketing channel for the condom companies after the
ban on aggressive condom advertisements in the country. Visitors of these platforms also receive
pop-up ad commercials during audios/videos or blog browsing. Thus, the aggressive marketing
strategies incorporated by players are expected to propel the growth of the condom market in India.

Indian condom– market segmentation

Indian Condom Market – By Material

 Latex
 Non-Latex

Indian Condom Market – By Product

 Male Condoms
 Female Condoms

Indian Condom Market – By Distribution Channel

 Mass Merchandizers
 Independent Drug Stores
 e-Commerce
 Structured Pharmacy Chains Apollo, Medplus, Frankrose (West Bengal), Wellness (Maharashtra),
Guardian Pharmacy, 24x7, Others.

Major Companies

 Beta Medikit Pvt Ltd

 Okamoto Industries, Inc.
 Alkem Health Care (OTC division of Alkem Laboratories Ltd.)
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 Reckitt Benckiser Group plc.
 Karex Berhad
 Raymond Group (Raymond Limited)
 TTK Group Company (TTK Protective Devices Limited.)
 HLL Lifecare Limited
 Mankind Pharma
 Church & Dwight Co., Inc.

Price of condoms in India

DUREX

 Durex Excite me- 10 pieces for Rs 165

 Durex Extended Pleasure- 10 pieces for Rs 165
 Durex feel thin- 10 pieces for Rs 180

SKORE

 Skore banana flavored condom- 10 piece pack for Rs 80

 Skore skin thin condoms- 10 piece pack for Rs 120
 Skore zigzag dotted & ribbed condoms- 10 piece pack for Rs 120

MOODS

 Moods cool- pack of 12 pieces for Rs 100

 Moods blaze- pack of 12 pieces for Rs 100
 Moods Variety- pack of 15 pieces for Rs 130
 Moods 1500 Dots- pack of 12 pieces for Rs 100

MANFORCE

 Manforce Wild Condom 10 piece pack for Rs 80

 Manforce Litchi Flavored - 1500 Dots Combo 2 for Rs 140
 Manforce SUNNY EDITION with Skore- Dotted & Not out Condom- 30 piece pack for Rs 174

KOHINOOR

 Kohinoor Pink Shaped Condoms 3 pieces for Rs 19

 Kohinoor Xtra Dots Condoms- pack of 10 for Rs 72
 Kohinoor Pink Shaped Condoms pack of 10 for Rs 80
 Kohinoor Pink Pleasure Condoms pack of 3 for Rs 22 
 Kohinoor Triple Xtra Condoms pack of 3 for Rs 22

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MICRO ENVIRONMENT ANALYSIS:

Understanding the Positive & Negative factors affecting the Condom Industry:

The rising number of sterilization procedures in the India is likely to impact the growth of the Indian
condom market during the forecast period

Positive factors-

1. Usage of condoms in smaller pockets has increased in the last few years though which is a positive
change.
2. Rising number of awareness programs.
3. Increasing use of locally manufactured condoms in the remote parts of this region
4. Presence of a robust distribution network and high density of adult and middle aged population are
likely to grow the Indian condom market in the forecast period.
5. Increasing use of condom usage by condoms by sex workers, young couples, and the LGBTQ
community is expected to drive the growth of the Condom Market.
6. The availability of a different variety of condoms around the world is fuelling the condom market
size. For sexually active people between the ages of 15 and 24, the market for exotic and luxury
condom items is strong.
7. Increasing understanding of the prevalence of sexually transmitted diseases through government
initiatives and robust sex education programs is also expected to increase the condom market size.
“Studies indicate that condoms have helped prevent 50 million new HIV cases since the onset of the
HIV / AIDS outbreak” (4).
8. Fear of Side effects due to consumption of Oral contraceptives

Negative factors-

1. Awarness-“97.9% percent men who are sexually active know the importance of condoms, while
overall 94% men in India are aware of condom use”- (3)
2. Old practice- People of rural areas think that it can hamper their sex life and sometimes they even
reuse the old condom, this happens because of a lack of information about the birth control methods
and condoms 
3. Market Structure-The rural market is still small in India and contributes to about 28% of the 1500
crore condom market in India as per the Nielsen report. (4)

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4. Advertisement-Condoms have always been a challenging market to deal with in terms of
advertisement. There was a time in 2017 when the government restricted condom ads being aired on
television for almost 16 hours in the day for fear of it being ‘indecent for children’ but time has
changed and is changing day by day.
5. Lack of Sexual satisfaction with condoms, perceived ineffectiveness, Husbands Alcohol use.
6. Female Sterilization is the most dominant method sterilization.
7. Perceived mentality attached with use of condoms-indicates Infidelity or having multiple partners.(5)

COMPETITION ANALYSIS
Market share

A 2*2 matrix is an elegant instrument to effectively communicate insights. It provides a big picture of
options that are MACE. The matrix is generally divided into four segments which indicates different
strategic actions for each options within the respective segments. Single options are plotted into matrix
taking two key decision criteria into accounts. The chosen dimensions are independent from each other.

 BCG Matrix (Growth- Share Matrix): It helps in assessing a company’s current product folio based
on the product life cycle and the experience curve. The product life cycle is reflected by market share
+ relative market share depict companies experience curve and based on these two criteria-
1. Investment Decision.
2. Disinvestment Decision

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STARS (DUREX & SKORE) QUESTION MARK (MOODS)

Earnings: Highly stable Earnings: low, stable

Cash flow: Neutral Cash Flow: Negative
Strategy : Invest to growth Analyze: star or Dog

CASHCOW (MANFORCE) DOGS (KOHINOOR)

Earnings: Highly stable Earnings: Low stable

Cash flow: Highly stable Cash Flow: Neutral/negative
Strategy : Milk it more Strategy: Divest

 Ansoff matrix: Beside the BCG matrix, Ansoff matrix is one of the known 2*2 matrices
There are four different strategic options:
1. Market penetration
2. Market development
3. Product development
4. Diversification

Current Product New Product

Current Market Market penetration (Skore) Product Development

( Durex)

New Market Market development Diversification

(Durex) (Kohinoor/Kamasutra)

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Profiling of key brands:

Durex Skore Manforce Moods Kohinoor

Air, Extra Dots, Ultra-Thin, All
Dotted- Time Pink Condoms,
Extra Ribbed, Dotted, Night, Dotted,
Variants Less, Zigzag, X’tra Time,
Extra Thin, Ribbed Ribbed, Aloe,
Quick, Timeless Silky
Extra Time Female
Juicy
Flavor Banana,
Chocolate, Strawberry, Strawberry,
strawberry and Strawberry, Aloe
Banana, Orange Back Grapes Meetha Pan,
orange flavors
Kala Khatta
Length: Up to
Length is up 6.7/170 mm
Length: 119- to 7.50 Length: Up to
Width: 1.93/ 49
Length: 180 mm 130 mm inch/190 mm 6.8/171 mm 
Size mm
Width: 53 mm  Width: 50- Normal width Width: 1.90/
53mm 2.09 Thickness- 47 mm
inch/53mm 0.0024/0.062
mm
Mankind
Reckitt HLL Lifecare
Manufacturer TTK PDL Pharma TTK Group
Benckiser Limited
Limited
4%
Market Share 8% 10% 32% 12%

Growth:

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MACROENVIRONMENT
Pestle Analysis
1. Political factors:
Degree to which Govt intervene in terms of govt policy, Political stability/ instability, Foreign trade
policy, Tax policy, Labor law, Environmental law, Trade restrictions.

a) Govt policy-Government's free condoms aren't a hit anymore, reveals RTI data dated 2018, 30th
June. An RTI reply has revealed demand for condoms handed over by the government, to

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promote birth-control and safe sex, has decreased. The free of cost condoms are distributed by
ASHA workers. They are given at various government hospitals. Experts feel a possible reason
could be people opting for other contraceptives methods like pills and injections. The marketing
of emergency contraceptive also plays a role.

b) Political stability/ instability-Govt role is very crucial in advertisement of condoms and overall
purchase and use of the same. We, would like to mention two such events first being the ban on
advertisement of condoms.
Dated event-12th Dec 2017- Govt bans condom ads from 6am-10pm because they are
“indecent” for children. The advisory invoked Cable television Networks Rules, 1994,
banning an “advertisement which endangers the safety of children or create in them any
interest in unhealthy practices or shows them begging or in an undignified or indecent
manner”.

Dated 16th July 2018- The word Asha was dropped from Govt supplied Condoms following
protest from the employee with the naming. It seemed it created a lot of shame for the govt
employee distributors though govt never accepted it publicly that it was the reason.

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c) Foreign trade policy: According to ITC-HS, Export Schedule-2,Table-B, Chapter-40-Rubber-
And-Articles, Condoms except categories /brands mentioned at (a) and (b) below which are not
allowed for export others are allowed to be exported.(6)(Export freely permitted subject to
submission to Customs , a self- declaration and a certificate issued by statutory Auditors that no
concession/subsidy has been claimed for intended exports nor any subsidized material has been
used for manufacture of items under export).
i. Any condom with any of the following marking/Stamp(Banned)
o Made especially for Govt. of India; or
o Sold under Contraceptive Social Marketing Programme of Govt. of India;
o Free supply;
o Central Govt. supply- Not for sale; or
o Not for export outside India; and /or
ii. . The following specific brands of condoms:- (banned)
o Ahsaas, Bliss, Delux, Nirodh, Dream, Masti, Milan, Mithun, Mauj, Nirodh,
New Lubricated Nirodh, Pick Me, Sangam, Super Deluxe Nirodh, Sawan,
Tamanna, Umang, Ustad, Zaroor, Anand, Thrill, Sparsh, Sathi.

d) Tax policy: The Council has broadly approved the GST rates for goods at nil rate, 5%, 12%,
18% and 28% to be levied on certain goods.
i. Commonly used Goods and Services at 5%.
ii. Standard Goods and Services fall under 1st slab at 12%.
iii. Standard Goods and Services fall under 2nd Slab at 18%
iv. Special category of Goods and Services including luxury - 28%.
The most essential goods and services attract nil rate of GST under Exempted Categories
(Condoms and sanitary napkins).    Therefore, NO GST is applicable on Condom
manufacturing (7).

2. Economic factors:
Factors affecting economic growth, interest rate, exchange rate, inflation, disposable income of
consumers and business. Further it can be classified under:
a) Micro economical people spending on their income B2C- as Condoms falls under Essential
commodities, the price is capped and it is not priced comparatively very high compared to
other commodities in the same possession. Consumers by and large don’t consider Price as a
factor but they do consider packing. Mostly younger group of consumers try to buy required
quantity as even carrying it home or otherwise can inflict consequences. So overbuying
mostly don’t occur at this sphere.
b) Macro economical interest rate, Taxation and Govt expenditure- Govt don’t levy any GST
on the manufacturing of Condoms but a certain amount of expense is spent on the rural part
of the country. Schemes like Condom promotion Programme under National AIDS Control
Program (NACP) aimed at two things: Ensuring availability and creating demand for
condoms. Ensuring availability is addressed through distributing free condoms, socially
marketed condoms (Paid subsidized) and female condom Programme.

3. Social Factors:
The underlying factors in the Indian condom social marketing campaigns that would provide direction to both
understanding of multiple influences as well as management of those influences.

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a) Morality: Indian culture places high value on morality and it gets reflected in a variety of forms. Since
morality makes sex a taboo, sexuality goes underground. This has resulted in suppression of sex education in
several states.
b) Taboo: around sex also gets reflected in taboo around condoms. Celebrities like cricketers and film stars are
shy to say condoms; corporate sector finds it controversial to associate with HIV/AIDS and condoms; and,
retailers disburse condoms in plastic bags. Taboo around sex also gets reflected in taboo around condoms.
Celebrities like cricketers and film stars are shy to say condoms; corporate sector finds it controversial to
associate with HIV/AIDS and condoms; and, retailers disburse condoms in plastic bags.
c) Patriarchy: Lack of women empowerment has a very strong impact on the success or failure of family
planning and the prevalence of HIV/AIDS in India. Married women do not insist on condoms since insistence
on condoms is seen as a sign of doubting men of having extramarital sexual relations marriage, especially
with commercial sex workers (CSWs). As a result, although loyal to one partner (husband), wives land up
getting infected and passing on the virus to their children if their male partner is HIV infected.
d) Governance: Poor governance by the government results in the top down approach, corruption, and in general
poor policy making and implementation of the social marketing projects.
e) Urban/rural divide: The top down approach discussed earlier also gets reflected in the cultural distance that
exists between urban and rural India. While bulk of Indians live in rural areas, urban centered organizations
including SMOs and allied services such as advertising agencies who have little clue about the urban poor and
rural society design campaigns. The resulting campaigns reflect stereotypes and ineffective and offensive
information.
f) Campaigns: In recent years, two campaigns, Bindas Bol (say it without fear), and Bhau campaign (Bhau is
big brother in Marathi language), have tried to address the shyness and controversy associated with condom
usage among men in the country. Likewise, it would be beneficial to address other underlying factors that
would enable social marketers to manage multiple stakeholders.

4. Technological factors:
Futuristic approach:
i. Graphene condoms are made of an extremely thin-but-strong layer of crystalline carbon, so
that they can be thinner than current latex offerings and also conduct heat better.
ii. Other futuristic approach includes Wearable technology/technology driven condom and
invisible Condoms.
iii. Female condoms are the only available female driven devices and offer considerable
protection against the different STIs.

5. Ethical factors:

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STDP - SEGMENTATION, TARGETING AND POSITIONING

Segmentation- Identifying and profiling distinct group of buyers who differ in their needs and want.
As a Marketer the target is to identify the-
1. Appropriate number of customers
2. Nature of market you want to segment
3. Finally to whom you want to target.
There are four types of variables-
1. Geographic
2. Demographic
3. Psychographic
4. Behavioural
a) Loyalty status
b) Readiness stage
c) Attitude towards project/product.

SEGMENTATION TARGETING POSITIONING

As a brand leader worldwide,
Durex enjoys a great BRAND
IMAGE, but a country with 3rd
highest HIV rate, there is huge
place to contour.
In Indian context a brand like
Condom is very differentiated
Durex is trying to woo young
population with their programs
and advertisement.
Brand ambassador Ranveer
Singh as a youth icon.
The use of denim jeans.
Condoms= Passion
Appropriate use by Jazz
Differentiation Strategy- The image
differentiation is the main
differentiation strategy that has been
adopted by Durex.
The brand has tried to position itself as
the only brand that would provide its
consumers a pleasurable and fun
sexual experience.

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Marketing strategies, with already
stated data a large number of
Consumers use Condom without
even knowing the appropriate usage
if it or the real significance.
Here with such a Brand stature, the
role shifts from just profitability
mind set to Purpose setting.
There are two types of customers:
1.18-35 years
2. Above 35 years
For first category the consumers’
needs and understanding are different
and similarly the approach.
Population under this category can
be further classified, imbibed a
little of the western culture and
believes in the pub culture and has
a high level of sexual needs and
wants as an alternative relaxation.
They are more of the Experiencers
kind of people.
Durex India’s new film two-minute
music video starring actor Ranveer
Singh. Launched on a microsite and
later on social media, it features a rap
song titled ‘Do the Rex’ and a dance
sequence with recurring signature
moves.
“The film ends with a hand picking
up a Durex condom from a bed
table, the song title with a hashtag
and the brand logo”.(9)
This clearly ssignifies the attitude
of the brand to position itself as a
component of “Passion and Cool”
and also to decipher most of the
advertisements are by Male actors.
Next, the other type of customer the
purpose need to be defined for them.
Here for them Quality of the product
is highly important. This group is
already
         Sexually active (high) and also
conscious for both avoiding any
circumstances of unplanned
pregnancy and Health as they use
it again and again, they are very
positive about the Durex brand
and the quality.
This place is by and large a lot and
therefore reminding them again-
again about the USP of my product is
GROUP – A08
community who wanted to It focuses on being appealing to the
explore sexuality. youth who want to enjoy the physical
act.
Addition of Flavoured condom The service differentiation is also
in the portfolio was the right offered by Durex, by delivering
move. condoms from the closest retail store if
the couple is in a hurry and all ready
Future intervention: for the sexual act of love.
According to the primary and
secondary study we did, we also Emotional Branding-Durex has
feel repositioned itself to build a stronger
Top Parameters: emotional connection with its
1.Comfort consumers, after its acquisition by
2.Quality Reckitt Benckiser. The Durex brand
3.Safety has moved from Safe sex brand
4.Acccesiblity strategy to a more emotional strategy.
5.Price It tries to change the perceptions of the
Are the factors, Durex should brand and tries to drive associations
target and strategize for long with sexual associations.
term goal.
Brand Mantra-
Comfort should be considered Love Sex Durex, with the help of this
for the age group of above 30 manta it has tried to reconnect
and avoidance of slipping off. emotionally to the consumers.
Points of Parity- These would be that
Durex already got a great the brand is very reliable, durable, and
Quality product but to reinforce fairly priced.
that to audience is very Points of Difference- A brand that
important through their ads and associated itself to fun, Gives a rich
why Quality that too, consumer experience, its anatomically
Because that will also educate structured condom, the excellent
the people of the disadvantages capacity, resilience and durability
of not using Condoms or sub associated with the condom of the
quality product. Example: brand.
rashes, infections, UTI, STD,
Gonorrhoea Substantiates- Researches conducted
etc. to improve the quality, electronically
tested condoms, anatomically shaped
condoms, Polymer based product.
Safety is another space they
need to work on, some data Values- Fun loving and friendly.
points stating why usage of safe Contemporary.
sex is very important,
The perception of Visual Identity- Vibrant colours used
Condom=Nirodh need to be for packaging that attracts the
relooked and prominently tell consumer as it radiates the message of
the audience that non usage can youthful and bright and fun.
also cause a lot of Side effects
and use of pills can contribute to
long term health issues to the
female counterpart.
Therefore, add Purpose to it.
Price is something which is very
important in this segment of
market and further clarity is
required in terms of margins
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very important.
Therefore, differential type
marketing strategies is required.
Third category is Rural consumer
where there is very limited
knowledge about the product itself
and its utility.
Price sensitivity is also a factor that
need to be considered here.
GROUP – A08
offered.
of
The fact why Skore did better is
because of the fact they had a
great hold on the retail part.
According to the study we did
we also get an understanding
that around that retailers plays a
big role in the purchase of any
brand as the space of sell is very
limited.

Therefore, Price in two ways,

firstly
A To offer a good margin to
retailers that their preference
goes for the product, secondly to
win over rural crowd.

MARKETING MIX
Durex is associated with personal care and FMCG sector. It is a contraceptive brand which is owned by
Reckitt Benckiser since 2010. It is one of the most popular brands in India. The company Targets people
above 18 years as its target audience. Some of the chief competitors of Durex are:
 Man force
 Skore
 Moods
 Kohinoor

Product

Marketing Place
Promotions
MIx of Durex

Price

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Product in Marketing Mix of Durex:
Durex Products are inclined towards specific preferences and requirement and are focused on elements such
as fun, comfort and pleasure. The lubricated condom was first introduced in 1950 by the company and has
come a long way. Durex has a range of flavored and textured condoms. The Durex Range can be broadly
classified under:
 Performance
 Dotted and Ribbed
 Flavored
 Thin
 Mutual Climax
The latest launch from the brand is the rage of Invisible condoms which they claim to provide the highest
level of sensitivity with the same level of protection as the other variants. Durex is one of the most preferred
brands worldwide and they claim each product to be made of the highest quality raw materials and is tested
electronically.
Place in the Marketing Mix of Durex
Durex has a Strong consumer base and its products are available in almost 140 countries. It has more than 17
factories and is able to manufacture more than 4 billion condoms per year. It is the top most contraceptive
brand in nearly 40 countries and ranks at 4th in India.
Durex has just 8% market share in India in spite of having an excellent quality product. This happens
majorly due to lack of understanding of distribution channel. Durex has only focused on the quality of
product since the beginning however the focus should have been on “Where condoms are sold, how it is sold
and who sells them”. Where most of the other brands are easily available in chemist stores and convenience
stores, Durex is only available in a few supermarkets and online platforms.

Price in Marketing Mix of Durex

Though having a qualitative product, the sales of Durex condoms have not been great in India. It only holds
about 8% of the market share in India whereas Man force owns about 32%, followed by Moods (12%) and
Skore (10%). The cost of Durex condoms is higher than the usual brands. The price ranges from Rs 165 to
180 for a packet of 10 condoms while the other brands such as Man force and Moods offer a packet of 10
between Rs 80 to RS 140.
Every product has a different consumer base as the young generation opt for more economic prices and
diversified product range, young adults desire comfort and are willing to spend a little more and the middle
age group who want the best are willing to shed extra for the desired result. Durex products are more
inclined toward the middle age group and is very performance centric where as India majority of the
condom sales are towards the young and young adult group who are more attracted to wide varieties of
flavors’ and texture and pocket friendly which clearly Durex should look into.

Promotions in the Market Mix of Durex

Durex is a brand recognized for its innovation and quality. It was the first to adopt the seal of quality and set
global standard in quality and was the first brand to advertise globally. The company has taken steps for an
aggressive promotional policy that highlights and provides information of their latest innovations and
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products. Commercials on television, magazines have helped to create a better visibility. Durex is currently
roped in social media to advertise their products through Instagram, Facebook Wherein they ask for
suggestions from the common people about how to go with their next product. Actors like Vikrant Massey,
Ranveer Singh can be seen promoting the product in an innovative way where in Durex is focusing more on
the safe intimation rather than just pleasure.

Durex is trying to counter the fact “usage of condoms less than 6% of contraceptive methods in a country
like India which is battling the world’s 3 rd highest HIV Burden This is because buying condoms is still a
social stigma in India and there is a lack of privacy in stores. According to Reckitt Benckiser Group
“Getting a pair of jeans is easier than to buy condoms”. So, Durex came up with a 2-condom pack
resembling a leather badge sewn on denim jeans and displayed in jar like bowls. The makeover is aimed to
help consumers overcome the embarrassment of buying a condom.

SWOT ANALYSIS

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STRENGTH WEAKNESS

 Brand Equity  Price

 Differentiated product  Absence of Rural reach
 Global presence  Limited target audience
 Market driver  Poor Supply channel in India
 R & D driven

OPPORTUNITY THREAT

 Targeting a wider audience  Consumer Belief

 Segmenting  Competition from Indian Brands
 Positioning  Government restrictions
 Develop supply Chain  Presence of other contraceptives
 Bring Change in perception of Indian
consumer

*Opportunities are explained in STP analysis.

Conclusion:
On the basis of Primary research done by us through questionnaire survey of 50 responses, the following
charts are obtained giving an idea about the customer’s perception about the usage of condom and their
brand preferences. It shows that Durex is a brand that is preferred by most of the people mainly due to its
quality. The users of the product have given a good rating showing that the product is quite satisfactory.

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We have also used certain secondary sources to collect data. The below images shows the details collected from
Quora regarding the condoms and the product Durex. It gives an idea about what people actually think about this
product and their perceptions and inhibitions.

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Another secondary source of data used to gather information about the product is Youtube videos. The links and the
related details about the advertisements and the real life comments made by the people regarding the product has been
been incorporated in the images shown below

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5 ways, Durex can intervene:

1. Providing people-centric accessibility to condoms by catering the need of young adults as well
as rural and backward societies.
2. Improving the supply chain in India through ensuring proper availability in supermarkets,
pharmacy, kiosk and every nook and corner of Indian market.
3. Include condom in emergency support service in remote parts of our country.
4. Strengthen bimonthly or quarterly dispensing of condoms on subscription basis.
5. In the era of Covid-19, enable a clear firewall between condom accessibility and physical
distancing through establishing an online ordering system with subsidized model in semi-urban
and backward areas.
6. Increase the visibility of online demonstration of condoms through videos and tutorials in
multiple languages even showcasing influential personalities during public events like IPL.
7. Strengthening promotions through social media including dating apps.
8. To remain proactive in managing condom events like HIV Day, Sexual and reproductive
Health situations and promoting the rights of LGBTQ society.
9. Innovative advertisement- Example:

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References:
1. https://www.theinsightpartners.com/reports/indian-condom-market#:~:text=The%20Indian
%20Condom%20market%20is,12.2%25%20from%202019%2D20
2. https://en.wikipedia.org/wiki/Durex
3. National Family Health Survey (NFHS)
4. https://www.prnewswire.com/in/news-releases/condom-market-size-is-projected-to-reach-usd-13-
405-31-million-by-2025-valuates-reports-842773902.html
5. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4345747/
6. eximguru.com/exim/dgft/itc-hs-export-schedule2/2009-14/table-b-ch-40-rubber-and-articles-
thereof.aspx
7. GST Council Apex board report 2018
8. Durex-condoms-_Venkatesh-KG_Great-Lakes-Institute-Of-ManagementChennai.pdf
9. Reviews from DigitasLBi

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