• 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. Boots: Functional Areas.

    Boots may encourage marketing staff to sell more products by offering an annual bonus if targets are met. They may also offer pay rises or promotions for things if the staff sells a lot of products. Finance The role of the Finance Department in Boots is to record accounts i.e.

  1. "The Advertising and Selling Program of the Avon Cosmetics Inc."

    Interest The inner drive or impulse which favorably disposes one toward some object, situation, or idea, ought to be given consideration by the salesman working with the customer. One way of arousing interest is to make one see and hear things that are associated with other pleasant experiences the person had.

  2. Coca cola - swot analysis

    Viewing, ordering, maintaining. Coca-cola already has a website set up, www. Coca cola.com. I feel that at the moment the coca-cola website is confusing, there is too much writing on one page without giving clear instructions about what to do.

  1. Marketing Opportunities Business Report - A report for the directors of Venetian Ices Ltd.

    As can be seen in item No. 16 of the Appendix there is a massive difference in advertising spending between Ben and Jerry's and H�agen-Dazs (nearly �3 million) but there is only a 0.1% difference in their respective luxury market shares.

  2. Viral Marketing

    Examples of Community Building sunsilkgangofgirls.com: This online community for users of Sunsilk products, in the form of a social network where the users can share ideas and tips on varied topics including personal care, beauty tips, hangout zones and even jobs.

  1. Quantitative Methods Management Report SURREY & HAMPSHIRE RESTAURANT SECTOR

    In order to collect the data, it was decided that a self-completion postal questionnaire would be the most practical means of obtaining the desired information from restaurants in Surrey and Hampshire. By evaluating this data we aim to provide small businesses with the essential information that is needed to plan and operate a successful restaurant.

  2. A Brief History of Coopers. 2

    influencing Coopers' products in that they control the advertising and marketing standards. Economic Economic factors affecting Coopers include: * Consumer behaviour. Consumer confidence is related to the business cycle of prosperity, recession, recovery and return to prosperity. * Where their market is - they must be targeting people who have money to spend, and are willing to spend it.

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