• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15

Branding on Durex

Extracts from this document...

Introduction

Middlesex University Researching and Presenting Winter 2009 Branding (Durex Condoms) 4th December 2009 Name: Sandra Sze Hwui Yap Student Number: M00281193 Tutor's Name: Malcolm Clay Word Count: 1661 (2nd Draft) Contents Executive Summary Introduction 1 Marketing History 2 Brand Equity 3 Brand Value 4 Brand Identity/Image 6 Brand Awareness 7 Conclusion 7 Recommendations 8 References 9 Executive Summary This report gives a brief history of the branding strategy of Durex condoms. Firstly, the brand equity discusses about the key competitors, the market segmentation geographically and demographically. The brand value evaluated the intangible values and also the functionality of Durex condoms. Besides that, the brand identity examines the name, logo, range of product, packaging, advertising and the price of Durex condoms. The brand awareness then discusses about the awareness of the brand worldwide and also the misunderstanding of the name DUREX. The "conclusion" then concludes the aims of the research and also provided answers to the research question. Lastly, the "recommendations" explains about recommendations on how to improve further for the future of the brand. Introduction The branding strategy of Durex condom whose name was derived from Durability, Reliability and Excellence started in 1929 when the London Rubber Company (LRC) registered the trademark and began selling in public areas in 1980. Branding may be defined as a procedure involved in inventing a special label and image for a certain product through consistency in creative advertising campaigns or creation of a theme in the consumer's mind. ...read more.

Middle

where 19% of the population uses the birth control pill and 8% uses the natural methods and the rest, uses no contraception methods. Indirect competitors, which are substitutions such as the birth control pill and the natural method are then negligible. Moving on to the market segmentation, geographically, although Durex is a worldwide company, Europe (69.5% of sales), America (18.6%) and Asia (11.9%) are the company's main market. Durex condoms are available in supermarkets, pharmacy, free-standing outdoor vending machines and in other public areas like pubs and clubs. The selection of products are different depending on the retail outlets where classical condoms are sold in public area and supermarkets whereas a wider range of Durex products can be found in pharmacies. Demographically in general, the targeted customers are to various social class and age group. However, Durex appears to be more focused on the younger crowd, 16-24 year olds. 3 There are two main reasons why where firstly, this population are among the highest condom users, so through advertisements and sponsorships, Durex is targeting around 60 million 16-24 year olds to pull and grasp their brand loyalty, it has been revealed by the Durex's market developers (2002), that " once recruited, brand loyalty among users is extremely strong". Finally, even though it is targeted to every social class but the price of Durex condoms may favour the upper middle class with higher incomes. ...read more.

Conclusion

Although it is more expensive as compared to other brands, Durex is more durable and reliable. Brand Awareness The brand awareness of Durex is incredibly immense worldwide because 6 out of 7 people are aware of the brand and has some knowledge about the brand. However, for some people, the name Durex is mistaken to mean Durable Latex, During Sex or Durability and Sex. Conclusion As a conclusion to the brand analysis, Durex intends to portrait a serious image with some humour to some extend which is related to the advertising and the website. Durex has a wide range of products as brand extension and is not only focused on condoms. Durex is also mostly targeted to the younger group which includes 16-24 year olds. 7 Recommendations Despite the fact that Durex intends to portrait a serious image, it is recommended that a slight use of humour should be used on the packaging instead of dull and unattractive fonts. Durex should also create a more distinctive and unique design in terms of packaging to ease the decision making among other products on large shelves. In terms of brand expansion, a menthol mouth spray would be popular among the young generation and it would fit the values of Durex such as durability, safety, reliability, fun and trendy. Moving on the price of Durex condoms, Durex should launch a new range of cheaper Durex brand condoms for first time users and the inexperienced people with the aim to pull them to the higher range condoms in the future. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    There is increasing demand for health and nutrition drinks etc. Coca-Cola will have to try and overcome this so that consumers don't stop drinking Coca-Cola and turn to healthy stuff. Consumers are worried about how fat they are so if they go on a diet, they will stop drinking Coca-Cola

  2. Viral Marketing

    The message spread within existing social networks and the results were phenomenal. Spending less than $500k on marketing, advertising, and promotion, Hotmail went from company launch to 12 million users in less than a year and a half - eventually to be taken over by Microsoft.

  1. Quantitative Methods Management Report SURREY & HAMPSHIRE RESTAURANT SECTOR

    BUSINESS OUTLOOK VS BUSINESS TYPE When analysing and processing the results obtained from the questionnaire we identified that fast food restaurants were most popular. This was then closely followed by business dinner/lunch restaurants. However from the results it was quite clear to see that private dinner/lunch restaurants, were the least favourable when compared to the other two types of restaurant.

  2. A Brief History of Coopers. 2

    Attitudes towards health, wellbeing and nutrition are important factors affecting the Coopers brand at present. More 'Light' and 'Extra light' beers are appearing on the market, as well as low-carbohydrate beers aimed at women. This may influence the company's products and sales as both men and women are seeking healthier

  1. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    Therefore classification of advertising is necessary for the analysis of the contents of the advertisement on the basis of its basic functions: Informing and Propaganda. Informing advertising is advertising which overall objective is producing knowledge about the product or service.

  2. marketing research

    By advertising at network game centres, such as the popular one located in the same shopping mall, and conducting competitions and alluring promotions there, I'm sure the proposed firm will create a good impression with the target market segment. PRIMARY METHOD OF RESEARCH I have decided that the most effective

  1. The McDonalds Corporation: Planning for Branding

    In this fictional world, Mayor McCheese's Chief of Police was known as Big Mac. Product wise, the Big Mac name went on to become the most recognisable name within the McDonalds Corporation. The Big Mac was the main attraction for McDonalds, a quick, easy, and tasty food option at a relatively low price.

  2. As the Marketing Manager of this ice cream firm, CALMOR, I have written this ...

    (To validate the questionnaires, only people over 18 were asked of their opinions). All copies of the questionnaires can be found within section C2a. As this is a college assignment only 30 were compiled and completed, if this were a real situation then at least two thousand would be required

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work