Durex-condom-Marketing

,DUREXCASESTUDY,GroupV:Ben,Ribbon,HonglingWu,OneB&Karen,2016/12/20,1,CONTENTS,MarketingEnvironment,4PAnalysis:Products,ConsumerAnalysis,4PAnalysis:Place,4PAnalysis:Pricing&Promotion,1,2,3,4,5,2,3,WHYWECHOOSEDUREX,4,MARKETINGENVIRONMENT,1,DEMOGRAPHIC,ECONOMIC,POLITICAL,TheDemandOfTheCondoms,PurchasingPowerSpendingPatterns,OpenPolicies,5,CONSUMERANALYSIS,2,PersonalFactors,CultureFactorsSocialFactors,6,CONSUMERANALYSIS,2,7,CONSUMERANALYSIS,2,AgeandLife-cycleStage,1,Lifestyle,Personalitycharacteristic,3,2,70%ofconsumersagerangefrom18to34.,Targetconsumersarepeoplewithstrongself-worthandrecognitionofsocialstatus.,Theypursuegoodqualityoflife.,PersonalFactors,8,4PAnalysis:Products,3,CoreCustomerValue,ProductAttributes:Quality,Features&Design,Branding,Packaging,9,4PAnalysis:Products,3,Satisfycustomerneed,Featureanddesign,Airseries,FeelThinseries,Performaseries,Safeseries,Pleasure-maxseries,10,4PAnalysis:Products,3,BrandingLineExtension,Theyareconvenienceproducts.Theaffecttocreateanewbrandisnoteffective.,Itsspecialadvertisementmakesthisbrandfamous.,11,4PAnalysis:Product,3,Packaging,Natural,Fashionable,Consistent（一致的）,12,4PAnalysis:Place,4,Manufacturing,TheBritishSSLGroupsetuptheQingdaoLondonInternationalLatexCompanyinChinatoproduceDurexcondoms.,DurexistheleadingbrandintheChinesecondomsmarket.,13,4PAnalysis:Place,4,Retailling:TraditionalChannels,NexttotheCashierinSupermarket,Healthsuppliesshop(保健用品店),Drugstore,Hotel,14,4PAnalysis:Place,4,InternetChannels,Micro-channelpublicplatformasuccessfulmarketingcaseinwechat,expandsthevisibility,changesthebrandimagesalesincrease,Wechat,Weibo,15,4PAnalysis:Pricing,5,ProductMixPricingStrategies,SettingDifferentPricesBasedOnCostDifferences,CustomerEvaluationsOrDifferentFeatures,SellOptionalOrAccessoryProductsLongWithTheMainProductE.G.Lubricants(润滑液),SexToys,CombineSeveralSeriesAndOfferTheBundleAtAReducedPrice,16,4PAnalysis:Pricing,5,ProductMixPricingStrategies,SettingDifferentPricesBasedOnCostDifferences,CustomerEvaluationsOrDifferentFeatures,17,4PAnalysis:Pricing,5,ProductMixPricingStrategies,SellOptionalOrAccessoryProductsLongWithTheMainProductE.G.Lubricants(润滑液),SexToys,18,4PAnalysis:Pricing,5,ProductMixPricingStrategies,CombineSeveralSeriesAndOfferTheBundleAtAReducedPrice,DUREXSURPRISEMECONDOMVARIETYBOX40 xCondombundlebox,19,4PAnalysis:Promotion,5,EVENTMARKETING,FiftyCouplesTryOnNewCondomsThroughLiveVideoStreaming,20,4PAnalysis:Promotion,5,CHARITYMARKETING公益营销,SupportForHIVPreve