LECTURER: BUI THI HANH THAO DUREX VIETNAM IMC PLAN GROUP ASSIGNMENT GROUP 3 | MKT 304 | MKT1609 Team MEMBER GROUP 3 HA PHUONG ANH NGUYEN KHOA HOANG DIEP NGUYEN LE PHUONG UYEN TRAN MINH NGOC PHAM MINH HIEU NGUYEN THI THANH TRA TABLE OF PAGE 01 DUREX CONTENT 1. Analysis of Promotional Program Situation 2. Analysis of Communication Process 3. Analyze receiver’s response processes 3.
Analyze source, message, channel factors. Establish communication goals and objectives 4. Develop Integrated Marketing Communications Program 4. Digital/Internet marketing 4.
Public Relations/Publicity 5. Set tentative marketing communications budget 5. Allocate tentative budget 6. Evaluate promotional program DUREX results/effectiveness 7.
Conclusion PAGE 02 Durex 1. Company Durex is a British condom brand founded in 1929, once developed by SSL International. However, in July 2010 Durex was officially acquired by Reckitt Benckiser Group. ( Durex, 2022 ) Durex brand stands for "Durability, Reliability, and Excellence" Currently, Durex is present in all countries around the world, sold in more than 150 countries, is the number one best-selling brand in more than 40 countries.
Durex's market share is twice that of its close competitor.46% of the world's $4 billion condom market and becomes the No. 1 brand on a global scale. Vision To inspire people to take responsibility for their sexual Mission health, based on the principle that information leads to knowledge which, in turn, leads to action. ( Durex, 2022 ) To develop and support key initiatives that harness sexual health expertise globally to raise awareness of the safer sex message, communicate a ‘prevention not cure’ ethos, and encourage consistent condom use.
EXISTING PRODUCTS On the Vietnamese market, Durex only focuses on selling 2 main product lines: Condoms and Lubricating Gel. Each line of condoms has different quantities such as box of 3, box of 6, box of 12. Some popular Durex condoms in Vietnam are: Durex Invisible, Durex Fetherlite, Durex Performa, Durex Pleasuremax, Durex Kingtex,. Some popular Durex Gel in Vietnam are: Durex Play Soothing 2in1 Massage , Durex Play Tingling Lube , Durex Play Strawberry Lube,.
NEW PRODUCT Durex Choose : Synthetic condoms - Durex brand Packaging: 6 pcs/1 box. Change the box design with the main color being blue and purple. Product price: 150k / 1 product 3.OBJECTIVE General Goal Increase new product awareness 1 million customers of Durex Vietnam know about the new product “Durex Choose” within 2 months. PAGE 04 PAGE 05 Durex 11.ANALYSIS OF PROMOTIONAL PROGRAM SITUATION PAGE 06 1.
OPERATION & BRAND NAVIGATION DUREX EXECUTIVE BOARD Brand Navigation Over 90 years of experience in refining the customer experience and becoming the go-to brand for reliable products. Working closely with experts during the R&D process, Durex put great emphasis on product quality: 100% of condoms are electrically tested, and each batch has to go through 5 quality tests. Moreover, Durex's condoms are dermatologically tested to ensure a high level of protection while satisfying the different sexual needs of consumers. FIRM’S ABILITY TO IMPLEMENT THE PROMOTIONAL PROGRAM Durex is the world's biggest condoms and lubricants brand, recognized in more than 40 countries.
With strong financial potential, Durex easily invests in communication activities, market research, and new product development. Durex has over 90 years of experience in refining customer experience and becoming the go-to brand for reliable products. Durex's Marketing team is highly regarded, catching the trend, smart in approaching sensitive issues. The creative content has helped Durex create sympathy with consumers, raising the level of brand awareness.
SWOT ANALYSIS Durex is the world's leading condom brand The prices of Durex's products are still holding up to 26% of the global market quite high, the level of competition is high. Main distribution channel: DKSH Group The production scale is extremely large with accounts for a large portion of the profit. modern equipment, transparent and safe In addition, there are unofficial production process, and quality is tested distribution channels such as hand- according to ISO standards. carried goods, smuggled goods, etc.
The Many diverse products, eye-catching source of goods is not clear, causing packaging, optimally meeting the needs of suspicion of retailers. Durex Vietnam does not have a main Has a nationwide distribution system. Durex distribution store, the joint distribution distributes its products including general with other products of the same type and modern trade, from supermarkets, gives customers more choices, which is pharmacies to eCommerce platforms,. detrimental to the purchase and sale of Strong PR and marketing activities, creative products.
advertising programs that do not cause The product is inconsistent in terms of objection to viewers, make a good image, packaging color, as well as the impression on consumers and bring about elements constituting the brand identity. nationwide brand recognition effect. Consumers' awareness of health protection Diversified competitors, limited market and safe sex is increasing, leading to share, difficult to compete with brands increasing demand for condoms. from Japan, Thailand,.
The psychology of Vietnamese people Users only know the Durex brand but do prefers to use famous branded goods. not understand the product well, so they Advanced production technology helps to are easily influenced by the reference increase competitiveness in the future. group and easily replaced by other Durex's advertising is both humorous and products. realistic, thereby helping to stimulate the Difficulty in advertising and spreading needs of the target customer group who messages to suit the traditional culture of have a new perspective on sex.
Many fakes and imitations are rampant in the market, affecting Durex's image. CONSUMER BEHAVIOR ANALYSIS A survey of 1,245 Vietnamese men across the country in July 2017, conducted by market research firm W&S through the website vinaresearch.net, shows that honest figures reflect Vietnamese men's perceptions when it comes to mentioning the word. to the issue of safe sex and consumer behavior for condom products. MALE CONDOMS ARE THE TOP CONTRACEPTIVE METHOD CHOSEN BY MEN (85.
CONSUMER BEHAVIOR ANALYSIS According to the survey, Durex is the most used condom brand. Because when it comes to quality, variety, design, prestige as well as marketing activities, Durex is superior to other brands. So even if it is to enter the market later, the price is higher, but Durex is still the first choice of Vietnamese men. MARKET SEGMENTATION AND TARGET MARKETING Durex identifies 2 primary customer segments: THE POME GROUP THE CORE USERS Customers who have never Customers under 45 had sex or have already who are the most had sex without condoms, active in sex.
Target customers are mainly male, living in big cities, with medium-high income. Have a modern lifestyle and be open about sexual issues, care about health, and safe sex practices. PAGE 11 Durex positioned itself as a company that is more than just being a condom brand but a company taking care of the emotional and sexual wellbeing of couples globally. The brand focuses on the strong emotional experience and feelings of customers when using the products, therefore, thickness and scents are two dimensions that the company considers and produces diversity.
(Chien, 2020) For the new product "Durex Choose", Durex positions this product as more than just caring for sexual health. But it also gives users new experiences, bringing the most uplifting and hedonistic emotions while still ensuring smoothness and safety following the tagline printed on the box "All pleasure in 1 box". ANALYSIS OF COMMUNICATION PROCESS A. ANALYSE RECEIVER ’ S RESPONSE PROCESSES The AIDA model which stands for Awareness - Interest - Desire - Action model will be applied to analyze the receiver's response process.
The AIDA Model was developed to represent the stages a salesperson must take a customer through in the personal selling process (Advertising and Promotion: An Integrated Marketing Communication, 2017). This model depicts the buyer as passing successively through attention, interest, desire, and action. The company must first get the customer’s attention and then arouse some interest in the company’s product or service. Strong levels of interest should create the desire to own or use the product.IMC PROGRAM GROUP 3 PAGE 19 Advertising IN-STORE In the past few years, when convenience store systems have sprung up like mushrooms in big cities, urban people's shopping habits for "essentials" are gradually changing.
Now urban consumers can shop anytime, anywhere with a dense system of convenience stores that are open 24/7. When buying condoms at convenience stores, customers will minimize the "shy" situation in the shopping process. In addition, there will be no situation of not being able to find a place to sell late at night. Therefore, the chain of convenience store brands such as Circle K Vinmart, Ministop becomes a perfect choice for customers.
Display advertising TVCs on LCDs at cashier counters at 150 branches of 2 convenience store chains: Circle K, Vinmart (Hanoi and Ho Chi Minh City) in the first month of product launch. + Circle K: 100 stores + Vinmart: 50 stores PAGE 20 G RO U P 3 PAGE 21 SALE PROMOTION In order to increase the level of customer experience with new products and leave product reviews, the team selected the following activities : 2. BUSINESS TO CONSUMERS: Shopee is currently the e-commerce platform with the largest number of orders of Durex. So in the Online market, Durex will focus on Shopee with the Sale shopee activity - Hunting for great deals.
Detailed description: Flash sale total of 1000 products in 30 days. Sales hunting time 12pm + Weekdays sale 49k999 (sale 30 products) + Super sale date: 3/3, 8/3, 15/3 (sale 50-100 products) + Outside the sale time frame will sell the original product price: 150k + Customers who leave a review for the product will receive a 10% discount voucher for the next order. BUSINESS TO WHOLESALERS/RETAILERS 15% discount on new products for retailers DIRECT DIRECT MARKETING MARKETING A. LAUNCHING EXPERIENCE BOOTH + Time: on March 14 - White Valentine.
A total of 6 machines are located at 2 North-South Bridge points (Hanoi - Ho Chi Minh) at major cinemas such as CGV, Lotte. + Specific description of Booth: Booth decorated in white Valentine style. Inside the Booth there will be a part shaped like a tube for customers to put their hands in. After that, customers will go through a process of experiencing within 10 minutes the features of condoms included in Durex Choose products.
PAGE 22 DIRECT DIRECT MARKETING MARKETING + EXPERIENCE PROCESS: First, the machine will give off a chocolate aroma. Next, the machine will massage the customer's hands with the papillae. The machine will then spray mist into the customer's hand. At level 4, customers' hands will be vacuumed through a layer of material similar to that of BCS Fetherlite.
At level 5, the machine will condense, dry hands, and disinfect customers. in a few minutes. Finally, the machine will give off a strawberry aroma and end the experience. Customers can evaluate the experience right at Booth's touch screen and Check-in here to receive some gifts.
+ GIFTS: Each customer will receive 1 chocolate bar and 10% voucher for new products. Next to Booth, there will be a condom vending machine so that customers can easily buy products. => This activity helps increase the level of customer interaction with the brand, as well as new products.