杜蕾斯品牌分析.ppt

1、10/10/2020,Love-making, life-changing.,1,Durex Branding Strategy Overview,Prepared by: 肖杨宋学医孔扬,The World Leading Brand,10/10/2020,Love-making, life-changing.,2,Introduction,Purpose of this presentation Objective: Introducing Durex and its business; Analysis Durexs branding strategy; CSR; SWOT analys

2、is Outcome: Suggestions,10/10/2020,Love-making, life-changing.,3,Agenda,Company profile Industry trend Products and Branding Product position Market share, revenue and channel SWOT analysis Suggestions,10/10/2020,Love-making, life-changing.,4,Company Profile,Company Profile Durex is the trademarked

3、name for a range of condoms made by UK-based multinational SSL International. The name, which the London Rubber Company trademarked in 1929, is a portmanteau of Durability, Reliability, and Excellence, though some people mistake it as being Durable Latex or During Sex“.,October 10, 2020,Love-making,

4、 life-changing.,5,Industry Trend,Customer focus on the pleasure of having sex rather then birth control The increase of STI among people causes the increase of using condoms.,Industry Trend,10/10/2020,Love-making, life-changing.,6,10/10/2020,Love-making, life-changing.,7,Branding,Durexs philosophy:

5、Sex plays a fundamental role in our physical and emotional wellbeing. We relieve that a healthy and rewarding sex life should be everyones to enjoy,Products,While most of Durexs competitors only make Condoms, Durex has three different product lines Condoms Lubes Personal Massagers,10/10/2020,Love-ma

6、king, life-changing.,8,Product Position,Durex is positioned as high end brand, although Durex has low end condom products with affordable price, those low end products are in the same price range with high end products from competitors. Various product lines to meet different market segments,10/10/2

7、020,Love-making, life-changing.,9,Durex Condom Product Line,Love装 Love 活力装 Jean 挚爱装 Classic 激情装 Together 有型装 Perfect Fit 双保险装 Extra Safe 情迷装 Elite 至尊超薄装 Fetherlite Ultima 螺纹装 Excita 凸点螺纹装 Pleasuremax 凸点螺纹热感装 Pleasuremax Warming 凸点螺纹凉感装 Pleasuremax Tingle 凉感装 Tingle 草莓果味装 Strawberry,10/10/2020,Love-m

8、aking, life-changing.,10,10/10/2020,Love-making, life-changing.,11,Other Product Lines,10/10/2020,Love-making, life-changing.,12,Product Position,10/10/2020,Love-making, life-changing.,13,Product Position,10/10/2020,Love-making, life-changing.,14,Advertisements,10/10/2020,Love-making, life-changing.

9、,15,Market Share, Revenue and Channel,Market Share: Market leader in both WW and PRC World wide: 26% PRC: 30% Revenue: PRC revenue 240M RMB Channel: Pharmacy Super markets Department stores Chain Convenience Stores,10/10/2020,Love-making, life-changing.,16,Industry Innovation,Durex made the first co

10、mmercialized latex condom; The first ergonomic condom The first male condom made from polyurethane, suited for users who have an allergic reaction to latex,10/10/2020,Love-making, life-changing.,17,Corporate Social Responsibility,Durex Sexual Wellbeing Survey(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

11、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 ,10/10/2020,Love-making, life-changing.,18,Competitor Comparison,10/10/2020,Love-making, life-changing.,19,SWOT Analysis,10/10/2020,Love-making, life-changing.,20,SWOT Analysis,10/10/2020,Love-making, life-changing.,21,10/10/2020,Love-making, life-changing.,22,Suggestions,Merger and Acquisition 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