• 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 principles of marketing.

    as it is fattening so Coca-Cola will have to think of something to over come this, as they will lose customers. PEST analysis E4. Identify and explain the external influences affecting the development of the marketing strategy. A PEST analysis stands for Political, Economic, Social, and Technological influences, all of, which are external.

  2. Viral Marketing

    Mary Kay Cosmetics and Amway, brands that relied on social networks to inform potential customers about their products, used this technique with great success to build highly recognizable brands. Viral marketing, emails have been one of the most feasible and effective tools especially to those who have small business, those

  1. Quantitative Methods Management Report SURREY & HAMPSHIRE RESTAURANT SECTOR

    For planning purposes it is essential to have knowledge about staffing levels both part time and full time employees there is an average of part time employees is 5 and an average of 10 full time employees. We have also calculated the variance and standard deviation to analysis how spread

  2. A Brief History of Coopers. 2

    Another social/cultural force that may affect Coopers is the introduction and social awareness of many environmentally friendly products including recyclable packaging and less wastage. Coopers may need to include more of these types of packaging and show consumers that they are actively trying to decrease wastage.

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

    Think of tomorrow's day. " 3. Safe or reminding. Advertising reminds of earlier promoted goods, supports adherence to the brand, i.e. gives the repeated information on the goods because the consumer can quite "forget" about the existence of the goods and anew begin to search for the information necessary for him.

  2. marketing research

    Market research is the process by which consumer demand is sought after, particularly before an important business decision is to be taken. This is true of market-oriented firms, which value customer demand greatly and base all their decisions on the current trends or fashions.

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