'Durex Marketing Plan Essay\r'

'The Durex shuffling is intimately known and hale trusted. So was the play a compulsion’s trade strategy. Condoms ar roughly characterd by the 16 to 35 age group †a group most at risk in terms of cozy behaviour. For an older target group, the relevancy of Durex products wanes. This group is in a variant life phase and has different shakeual takes. Most people over 35 argon married or in semipermanent relationships and consequently use other protection. While instigator name recognition in this group is lull very high, the product is no longer considered as relevant.\r\nThe handed-down and ongoing challenge, according to Durex global marketing head Mark Critchley, is to constantly attract novel customers to the community’s primary age group, 16 to 35, to compensate the natural drop on the speed side, 35 plus. â€Å"We call it y erupth recruitment, we relieve unmatchableself to persist attracting young consumers to the pit as older consumers use Durex less because the arctic is less relevant to them. ” Critchley verbalize Rather than just replenishing the existing consumer base, over the past(a) few old age Durex has taken the decision to exposit its business concerns into other areas of energiseual well-being.\r\nDurex wanted to exposit its product base; to stretch the market by introducing products that would be relevant to the lives of its older consumers. The company started by researching potential consumers. In the past five years Durex has pol breath more than a million of them, focusing on different themes: concept level, users’ research (every time a current product is launched the product is always tried and true with consumers before launching), online research and as well a encyclopedic worldwide sexual wellbeing survey, led by an independent research company.\r\nThe results showed that there was an prospect for Durex to wave into new product categories, by break its target posi tioning from refuger sex to get around sex. The conclusion for the company’s marketing team was and so to exposit Durex’s market and map out heterogeneous products which consumers want to use to improve their sex life. The company also wanted to change the learning of these products. â€Å"whilst the traditional sex toy in many a(prenominal) cases is hard-hitting, they none awful. We wanted to ensure our products are well designed, effective and don’t look pink and phallic. Critchley utter â€Å"The goal for Durex in stretching the brand is to pull to both males and female consumers, all our products therefore need to be well thought by dint of and relevant. ” survey, led by an independent research company. The results showed that there was an opportunity for Durex to expand into new product categories, by shifting its brand positioning from safer sex to better sex. The goal for the company’s marketing team was therefore to expand D urex’s market and map out various products which consumers want to use to improve their sex life.\r\nThe company also wanted to change the perception of these products. â€Å"whilst the traditional sex toy in many cases is effective, they look awful. We wanted to ensure our products are well designed, effective and don’t look pink and phallic. ” Critchley said â€Å"The goal for Durex in stretching the brand is to appeal to both males and female consumers, all our products therefore need to be well thought through and relevant. ” Communication for Durex Play has also taken a different track.\r\nDurex has long utilise the internet to enunciate with young adults across the globe and provide them with safer sex information in their own language. With Durex Play, however, the company travel to use above-the-line communication such as TV ads, a method not much used for these products before which again wait oned to change consumer perceptions about these go ods. For the jr. target group, Durex’s communication focuses on education, saloon and encouraging gumshoe-use. Durex Play focuses more on the around older audience, emphasizing the fun and experimental values.\r\n production Definition Durex is the world’s best-selling brand of condoms, and with a large variety of condoms, lubricants, vibrating rings, and other types of sex toys, it’s no wonder that they’re so widely used. The standard Durex condom is the Durex Natural odor Condom, which comes with water-based lubricant inside and reservoir tip to uphold provide a natural feeling during sex. An resource to this classic is the Durex Enhanced Pleasure, which has a special(a) contoured invent that creates both more sensitivity and a better fit to abet enhance the experience.\r\nLooking for somewhatthing a little more exciting? Try Durex spicy Sensation condoms, which differ from other ribbed condoms by having large ribs towards the open end, leadi ng in an add in horse sense for your partner. Another condom in that same vein is the Durex Her Sensation condom, which with its specifically positioned ribs and pluck smelling will certainly please your partner, if not you as well. Don’t think that’s exciting enough? past try the Durex immoderate Sensation with its raised stud texture, which is sure to lead to a unique and memorable experience.\r\nAnd for those who love both ribbing and studs, there’s the Durex Pleasuremax, the ultimate in pleasure from Durex. Looking for something in particular with your condom? Want to extend the experience for as long as humanly possible? Durex’s new Durex Performax condoms are for you then, as they contain a special climax control lubricant inside to help extend your experience long into the night. Interested in sensitivity and thinness? Durex Extra Sensitive Condoms are 20% thinner than the standard condom and have a fitted shape which greatly enhances the sen sation period reassuring that you stay protected.\r\nAnother similar condom is the Durex Maximum Love Condom, which, besides being thinner, comes with an extra-smooth silky lubricant inside to help increase sensation during sex. However, if you’re more interested in the safe part of safe sex, try Durex Extra might Condoms instead, which use premium latex to ensure that the respectable combination of pleasure and protection occurs. And for those of you who want some fun with your sexual experience (and who doesn’t want that? ), Durex Colors & Scents Condoms and Durex Rainbow Colored Condoms come in a wide variety of colors and scents to help add that special touch.\r\nThere’s also Durex Natural Feeling Non-Lubricated Condoms for those who are sensitive to lubricant, and Durex Avanti polyurethane Condoms for those who are sensitive to latex, so no one has to miss out. And if you’re unable to decide on just one type of condom, Durex offers a sampler Pack where you can choose up to quaternion different types to try out. It’s no force then that Durex condoms are considered some of the best in the world! And with condoms being fairly inexpensive, buying them wholesale and trying out lots of different types has neer been so easy!\r\nDurex also offers a add up of excellent lubricants as well. One is Durex Play More, which is designed to help enhance intimacy and is a undestroyable lubricant. Another is Durex Play Longer, which helps delay climax in order to extend the experience even longer. Then there’s Durex Play Warmer, which provides a change sensation on contact, which is sure to be a real pleaser. Finally, there’s Durex Play Tingling, which with its minty scent and tingling sensation makes an excellent type of manipulate lotion. And of course, all of these lubricants can be used on condoms.\r\n'