杜蕾斯品牌分析ppt课件

6/6/2020,.,1,DurexBrandingStrategyOverview,Preparedby:肖杨宋学医孔扬,TheWorldLeadingBrand,6/6/2020,.,2,Introduction,PurposeofthispresentationObjective:IntroducingDurexanditsbusiness;AnalysisDurexsbrandingstrategy;CSR;SWOTanalysisOutcome:Suggestions,6/6/2020,.,3,Agenda,CompanyprofileIndustrytrendProductsandBrandingProductpositionMarketshare,revenueandchannelSWOTanalysisSuggestions,6/6/2020,.,4,CompanyProfile,CompanyProfileDurexisthetrademarkednameforarangeofcondomsmadebyUK-basedmultinationalSSLInternational.Thename,whichtheLondonRubberCompanytrademarkedin1929,isaportmanteauofDurability,Reliability,andExcellence,thoughsomepeoplemistakeitasbeingDurableLatexorDuringSex“.,June6,2020,.,5,IndustryTrend,CustomerfocusonthepleasureofhavingsexratherthenbirthcontrolTheincreaseofSTIamongpeoplecausestheincreaseofusingcondoms.,IndustryTrend,6/6/2020,.,6,6/6/2020,.,7,Branding,Durexsphilosophy:Sexplaysafundamentalroleinourphysicalandemotionalwellbeing.Werelievethatahealthyandrewardingsexlifeshouldbeeveryonestoenjoy,Products,WhilemostofDurexscompetitorsonlymakeCondoms,DurexhasthreedifferentproductlinesCondomsLubesPersonalMassagers,6/6/2020,.,8,ProductPosition,Durexispositionedashighendbrand,althoughDurexhaslowendcondomproductswithaffordableprice,thoselowendproductsareinthesamepricerangewithhighendproductsfromcompetitors.Variousproductlinestomeetdifferentmarketsegments,6/6/2020,.,9,DurexCondomProductLine,Love装Love活力装Jean挚爱装Classic激情装Together有型装PerfectFit双保险装ExtraSafe情迷装Elite至尊超薄装FetherliteUltima螺纹装Excita凸点螺纹装Pleasuremax凸点螺纹热感装PleasuremaxWarming凸点螺纹凉感装PleasuremaxTingle凉感装Tingle草莓果味装Strawberry,6/6/2020,.,10,6/6/2020,.,11,OtherProductLines,6/6/2020,.,12,ProductPosition,6/6/2020,.,13,ProductPosition,6/6/2020,.,14,Advertisements,6/6/2020,.,15,MarketShare,RevenueandChannel,MarketShare:MarketleaderinbothWWandPRCWorldwide:26%PRC:30%Revenue:PRCrevenue240MRMBChannel:PharmacySupermarketsDepartmentstoresChainConvenienceStores,6/6/2020,.,16,IndustryInnovation,Durexmadethefirstcommercializedlatexcondom;ThefirstergonomiccondomThefirstmalecondommadefrompolyurethane,suitedforuserswhohaveanallergicreactiontolatex,6/6/2020,.,17,CorporateSocialResponsibility,DurexSexualWellbeingSurvey(杜蕾斯全球性福指数调查)杜蕾斯“2002年男人健康日”活动2002中国国际医疗产业博览会杜蕾斯“2002年世界艾滋病日”活动2003年赞助北京计生委抗非典杜蕾斯2003AIDS慈善晚会杜蕾斯“2003年世界人口日”活动2004年上海超级品牌颁奖晚会2004年世界艾滋病日网上宣传活动杜蕾斯2005年全球性调查网上推广活动赞助2005年青岛胶南赛车活动,6/6/2020,.,18,CompetitorComparison,6/6/2020,.,19,SWOTAnalysis,6/6/2020,.,20,SWOTAnalysis,6/6/2020,.,21,6/6/2020,.,22,Suggestions,MergerandAcquisition在法律、政策、资金许可的条件下，进行并购，将潜在对手扼杀在摇篮中，扩大规模与市场份额MultipleBra