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Durex India

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DUREX INDIA 5112 MARKETING MANAGEMENT: Dr. George Conley Jr UNIVERSITY OF THE PEOPLE 14 APRIL 2021

Durex India

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Durex India Durex is world’s one of the most leading condom brands company with more than 80 years of experience. They provide a wide range of products for both male(mostly) and female to experience a protected pursuit of pleasure. They also have a guaranteed discreet delivery system for their products ordered online (Best Condom Brand in India | Buy Condoms Online, 2021).

(Smale, 2010)

Durex India

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As world population is increasing, usage of condoms is very important, primarily to control child birth and also to prevent STD (Sexually Transmitted Disease) (Alba, 2020). Introducing and promoting such sexual awareness products are considered vital, especially in countries like India, the second most populous country. According to United Nations, India’s population is expected to surpass China’s by 2027 (Rawat, 2020).

We will further see how the product has made an impact in the society and the future goals of the company by analysing the Four Ps. What are the Four Ps? They are Product, Place, Price and Promotion – which are the major components of traditional marketing method (Author removed at request of original publisher, n.d.)

Durex India

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Manufacturing Condoms is the main product. Upon successful business of standard condoms, they enhanced their products with different styles and flavors as well. The quality of the products are fine and unique in the market. Lately they have launched supplementary products that supports their main product such as lubricants and rings. Place The product is sold all over the world but manufacturing primarily in India, and few other countries. Durex Condoms contribute to almost 30% of the commercially made condoms in the branded world market (Smale, 2010). Price The price of the product ranges from Rs100 to Rs200 at retails shops. If purchased at Airports prices may cost a little higher, otherwise considered affordable. It is known as value for money due to their rigorous quality testing and consistency of their products (Best Condom Brand in India | Buy Condoms Online, n.d.). Promotion The promotion strategy of this product targets consumers of adult age category. They are advertised on printed media such as magazines, newspapers and other electronic media such as televisions, video ads or pop up ads on electronic devices. Advertisements on television is telecasted mostly during late night programs. Value Proposition Strategies •

Targeting men of the age group 18-30 mostly. However sales is expected throughout the country.

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Company’s vision and mission is to educate public on safe sex; to bring sexual health awareness about the spread of STDs including HIV/AIDS transmission, STIs(Sexually Transmitted Infection), unplanned pregnancies, etc when a condom is not used.

Durex India

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Competitors considered for this product are Skores, Manforce, Kamasutra as they have competitive prices. However, Durex wins the race due to its disparate number of variations (Jangid, 2018).

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Selling the product at affordable prices is the success of the product and for the company and for the people.

Durex India

6 REFERENCES

Alba, B. (2020, June 26). The Best Condoms. The New York Times. https://www.nytimes.com/wirecutter/reviews/best-condoms/ Author removed at request of original publisher. (n.d.). 16. My.uopeople.edu. https://my.uopeople.edu/pluginfile.php/1184009/mod_resource/content/4/Principlesof-Marketing--compressed.pdf Best Condom Brand in India | Buy Condoms Online. (2021). Durex India. https://www.durexindia.com/ Jangid, S. (2018, June 25). Need for condom brands to target the rural audience. Indian Television Dot Com. https://www.indiantelevision.com/mam/marketing/brands/needfor-condom-brands-to-target-the-rural-audience-180625 More about Durex. (n.d.). Www.durexindia.com. Retrieved April 14, 2021, from https://www.durexindia.com/pages/more-about-durex Rawat, M. (2020, January 25). Indian men have a problem, they hate condoms. This is what it results in. India Today. https://www.indiatoday.in/india/story/indian-men-have-aproblem-they-hate-condoms-this-is-what-it-results-in-1566806-2019-0711#:~:text=WHY%20CONDOM%20IS%20NOT%20JUST Smale, W. (2010, July 21). New chapter in the 81-year history of Durex. BBC News. https://www.bbc.com/news/uk10712088#:~:text=Today%2C%20Durex%20remains%20the%20world...