- - REPORT BRAND MANAGEMENT BRAND ANALYSIS OF DUREX I BRAND AUDIT Durex introduction Durex is a British condoms brand, originally developed and produced in the United Kingdom by SSL International SSL International was sold to the company Reckitt Benckiser in 2010 It is one of the best-selling condom brands across the world, with 30% of the global market In 2006, Durex condoms were the second best-selling brand of condoms in the United States, with Trojan condoms being the first It is supplied by, among others, the company Karex Durex's history dates back to 1915, when the London Rubber Company was formed The brand name was launched in 1929, standing for "Durability, reliability, and excellence." In 2007 the last factory making Durex condoms in the UK stopped manufacturing and production has since moved to China, India and Thailand The modern range includes a wide variety of latex condom, including the Sheik and Ramses brands in North America, and the Avanti condom Durex also provides a range of lubricants and sex toys Although Durex was not an official sponsor of the Olympic Games, Durex provided 150,000 free condoms to more than 10,000 athletes that competed in the 2012 Summer Olympics in London Durex condoms account for about a quarter of the global market share of protective equipment for sex Each year more than one billion products are manufactured by 17 factories worldwide Durex's product line includes nine types of latex condoms, the two most famous brands in North America are Sheik and Ramses, and Avanti condoms, the first condom made from polyurethane Polyurethane condoms not rot as much as latex condoms and are suitable even for people with latex allergies Durex condoms are the second best seller in the US market, after the Trojan brand Durex has experienced remarkable milestones in the process of formation & development over 80 years Learn about the company from its inception in 1915 to the current milestones - 1915 Established 1929 London Rubber Company (LRC) registers the trademark Durex 1950s Durex's first lubricating condom product was officially launched 1960s Durex introduces the first condom product in the world to apply anatomical - knowledge 1970s Durex becomes the first condom brand in the world to implement marketing - plans in many countries 1990 Durex is the first condom brand to apply the global quality seal as a standard 1995 Durex introduces a line of colored and scented condoms 1996 Durex is the first condom brand to build a website for its products Up to now, - we have 42 websites for countries in different markets of Durex 1997 Durex launched a line of non-latex condoms - the Avanti line, using synthetic polyurethane, a new non-irritating material, developed by Durex, which is softer, - suppler than Latex rubber usually, common, normal 1998 Durex is the first condom company to conduct and publish a global survey 2001 Durex launched the Pleasuremax product line: Bringing out the ultimate in love for both parties, bringing Durex's name to the first condom brand to market a ribbed - condom product and thorns, for a better experience for the two sides 2002 Durex supports the breakthrough social program "Program H" that helps - promote gender equality in Brazil This program has been replicated in India 2003 Durex launches an exciting series of Play greases 2005 Durex Network launched the Global Sex Report, which explores aspects of - human sexual life, primarily used as a teaching and policy drafting resource 2008 Accompanying the propaganda on safe sex for young people, Durex urges the 16- to 24-year-olds to participate in designing a unique poster about sexual health - a - poster created and created by themselves for them 2009 Welcome Durex to 80th year! 2010 Durex supports the Condomize initiative! of the United Nations Population Fund at the global AIDS conference in Vienna, by donating 220,000 condoms In July 2010 the company was sold to the British Reckitt Benckiser Group Launched Just Love Safe product line Brand Equity 2.1 Brand Identity: As stated by Reckitt Benckiser, Durex Condoms is the number condom brand worldwide and the first manufacturer of the latest condom in Europe Apart from that, Durex is creating a new brand purpose and visual identity to try to combat harmful stereotypes in porn According to Deezen - the world-famous architecture, interiors and design magazine, British condom manufacturer Durex together with creative agency Havas had re-operated a new brand identity to become "positive reality" of sex That makes the condom brand step closer to the position as a "mainstream activist" against sexual stigmas and taboos The former three-dimensional Durex logo featured a light-reflective effect, used to make the symbol look convex, encapsulated in a lozenge-shaped border The new emblem has done away with the raised effect in favor of flat design, but still retains the brand's classic blue and white colorway fronted on a pill-shaped form Source: Dezeen.com • Brand Awareness: Other comments in general: Campaign: Durex Global Sex Survey 1997 Client: London International Group PR Team: In-house and Hill and Knowlton Timescale: March to November 1997 Cost: pounds 750,000 Objectives: A key aim was to achieve quality - as well as quantitative - coverage with the Durex brand being associated with such issues as health and sex education Tactics Nearly 10,000 sexually active adults between the ages of 16 and 45 were surveyed in 14 countries Questions included frequency of sexual experiences, age at the first sexual encounter, the number of sexual partners, and length of time spent engaging in intercourse The London team co-ordinated the work of PR agencies in each of the 14 countries Manning Selvage and Lee, which ran PR for the first global survey in 1996, was used as the local agency in the US and Mexico The other agencies were: Health Network in the UK; Royce Communications in Australia; GCI Communications in Canada; Shandwick in Hong Kong; Mavellia in Italy; Health Network out of UK in Poland and Russia; Public Relations International in South Africa; Sanchis y Asociados in Spain; Court-Conseille in France, and Shandwick in Thailand Results: The worldwide embargo held up, as planned, until the launch date The launch resulted in worldwide publicity in print, media, and television According to Ostwind, 1,000 million people were ’impacted’ by the campaign Press coverage was up 46 percent on the previous year, consumer magazine coverage was up 50 percent, and television coverage - one of the key objectives - rose 355 percent Radio coverage was about the same as the year before There was a 30 percent overall average increase in quantity and quality of media coverage, added Ostwind Source: Prweek.com 2.2 Brand loyalty: In a country where the topic of sex is taboo even among the younger generation - China incredibly Durex is now one of the most powerful brands In an environment of media censorship, Durex has got people to open up and start talking about sex According to social business research firm CIC, Durex is regarded as the most popular brand on Sina Weibo Since joining the micro-blogging site in 2011, Durex has been growing its followers at five times the average rate of the top 300 brands on Weibo With tens of thousands of Chinese businesses fighting for brand loyalty on Weibo, Durex has done following steps to set itself apart First, it created “Little Dudu”, a playful character who shares love stories, sex education, and health information on Durex’s website and its social properties In doing so, Durex is creating a safe and accessible online destination for Chinese people to chat about topics that are not usually openly discussed Second, its posts are entertaining and humorous For example, after torrential rains hit Beijing one June with flooding in many parts of the city, Durex posted a photo of condoms used on the feet of runners, as protection against the rain The post instantly went viral, and within three days, it had received over 90,000 retweets and thousands of comments Third, Durex organizes events for its followers, which encourage fan participation and engagement On February 14, the company threw a huge Valentine’s Day party for over 200 couples in China The celebration was streamed on Weibo and Durex made 19,000 new virtual friends overnight Source: linkedin.com Perceived quality: When a customer decides to buy a product from Durex, for instance, Durex Invisible, they expect the product to give a more pleasurable experience than using normal ones Add more detail, the 5-star-rating-people gets 63 percent with more than 140 reviews Furthermore, one of the customer's perceptions of the overall quality of a Durex Invisible that condom is thin indeed, you will not feel like the real thing but it is a big difference • compared with the normal ones They fit fine, they are not tight like people complain unless you’re thicker by nature Durex Quality control: Durex has over 80 years of experience of manufacturing condoms So it is safe to say that every • single one is the product of a process that’s tried and tested According to Durex, all of Durex’s condoms use only the finest quality raw materials Especially, each is tested electronically, with samples from every batch also inflated with air to test their strength International standards demand that a condom can contain 18 liters of air in this ‘air burst test’ A Durex condom will typically expand to hold 40 liters of air without bursting Furthermore, all condom types are also dermatologically tested If one sample does not pass any of our tests, the whole batch of up to 432,000 condoms does not leave the factory So, there you have it; the best processes, making the best products, backed by the smartest thinking Maybe that’s why millions of people across the world trust Durex every day 2.3 Brand Image: • Brand Attributes: As a rule of thumb, three key attributes making Durex become the world's best condom brand are durability, reliability, and excellence According to Forbes, Karex is the world’s largest condom maker in the world As a contract manufacturer for the world's best-known brands, such as Durex, it churns out more than billion condoms a year and exports them to more than 140 countries With a long legacy of investment in marketing, research & development, the company is now recognized internationally as the premium condom brand in terms of quality, safety, and reliability The Durex brand is credited with numerous advancements within the condom’s modern evolution These include the first lubricated condom, the world's first anatomically shaped condom in the 1960s, and the world’s first non-latex condom in 1997 Durex also works with healthcare experts, governments, and organizations including the World Health Organization, UNAIDS, and United Nations Population Fund in promoting good sexual health, and the importance of consistent condom use to prevent HIV, and other Sexually Transmitted Infections (STIs) • Brand benefits: (brand feeling) Brand benefits are the value that your customers experience as a result of using your product or service There are two types of benefits: rational and emotional For instance, according to Influenster, one user said that her boyfriend and she bought Durex Invisible Condom on a whim after religiously using Trojan Sensitivity Ultra Thin Condoms, she felt stupid for buying Trojan condoms all these years These are the thinnest condoms they have ever used Condoms feel like there's nothing there instead of a plastic bag Discovering this was a beautiful accident but now we are not going back There are more than 440 customer ratings that Durex Invisible Extra Sensitive on the website According to customer reviews rating on Amazon UK, from one to five stars, the percentage (262 reviews in totals) is made up of 62 opinions, 23 opinions, 29 opinions, 22 opinions, 126 opinions respectively For instance, one user who voted stars for this product, said that these were probably the best condoms you could buy Super thin but strong too He preferred these than any other brand or type of Durex condom Providing there was plenty of lubrication it was very difficult to tell the difference between using and not using one, and if worn correctly can feel better than not using a condom 2.4 Brand Pyramid Brand Positioning 3.1 Identify competitive environment (Direct and indirect competitors) 10 increasing sales Discount level will be increased to 24-28% According to calculations, when increasing the discount to 24-28%, retail stores will receive an additional profit from 12,000-16,000 VND / box of products This profit level is able to compete with other products • Long term Developing online distribution channel Upgrade the official website system www.durex.com.vn, in order to provide product information and answer customers' questions in more detail Contact other websites that link to the company's official website so that customers can access the product more through the Internet environment Using SEO technology puts Durex's website on the top when consumers search for related keywords on google search engine Contact Gun store chain - one of the big condom chain stores in Ho Chi Minh City, to increase discount and offer promotions for customers who buy goods at locations on Reckitt can plan and build itself a direct distribution channel from the manufacturer in Thailand, to the distribution and retail stores in Ho Chi Minh market and beyond, throughout Vietnam In this way, this will contribute to cost savings and help Reckitt gradually stand more firmly, no longer dependent on DKSH distributors anymore 7.4 Promotion The global marketing strategy of Durex condoms is aimed at young people between the ages of 18 and 35 Durex focuses on media such as TV, Social Media, Digital, or sponsors gender events Young and give the sample This brand has had quite a lot of creative, bold and humorous campaigns and ads Swot Analysis 8.1 Strength • Trademark: - As the world's leading condom brand, nearly 80 years of experience in quality, - covering over 160 countries When referring to condoms, consumers remember Durex Extremely large scale production, producing million condoms / day at factories around the world • Product quality 33 Durex always reinforces and upholds its commitment to quality It has close links with ISO to establish standards and tight systems in the condom production industry worldwide • Diversity of products, meet customer needs - Capture the trust of consumers around the world Durex's name (meaning durable, reliable and excellent) is considered synonymous with safe sex - Research and market development activities: - Focus on gender research every year, with 5,000 participants of all ages => Durex really reliable and understand customer psychology Be a pioneer in focusing on developing techniques and innovations in product processing • Wide sales channel: - Display of most shops and pharmacies in Ho Chi Minh City And is distributed by DKSH (a large corporation in the field of distribution) nationwide - Large scale of PR and Marketing activities and thorough investment - Advertised popularly on the Internet, especially the youth forum 8.2 Weaknesses need to be overcome - Durex ads are very daring and controversial with Vietnamese culture Not yet popularized in the media - Main distribution channel: DKSH Group accounts for a large part of profit In addition, there are unofficial distribution channels such as laptop goods, smuggled goods, The unclear source of goods causes suspicion of retailers - The quality of the product is only word of mouth, but no program has beaten the quality of the product - Discount for retailers low Causing them to be dissatisfied and desirous of their products, leading to less buyers being consulted by the seller while their orientation greatly influences consumers' buying decisions - Durex price is quite high, not suitable with the living standards of Vietnamese people - There has not been a main distribution store for Durex products - Products are not consistent with the image, the color of the packaging, as well as the elements of the brand identity 8.3 Opportunity to reach out - Knowledge of people about advanced sex Desire to fight STIs (Diseases related to sexually transmitted diseases) - The ad is stimulating to the target group (25 - 45 years old), those who have a new perspective on sex and love bold innovation - Vietnamese customers like brand products - Advanced production technology helps Durex increase its price competitiveness in the future market 8.4 Threats - Products from Japan, Sagami, Okamoto, Fuji and Thailand are gradually dominating the market with low prices - 34 - - The role of the seller is very important to the customer However, the discount for this distribution channel Durex has not met, lacking competitiveness with other products Users only know the Durex brand, not understand the product Therefore, they are very easy to change brands when the seller advises on other products There are many products with names similar to Durex such as "Lud’ex" or "Lar’ex", which can easily confuse customers Influenced by government contraception policies such as free condom distribution, or other methods such as oral contraceptives and implants ⇒ From the SWOT matrix the group proposed a new product strategy Specifically, Durex needs an entirely new product that rivals can hardly imitate or make consumers unable to trust the quality of the following manufacturers II BRAND PLAN Introducing and naming: 9.1 EXPANDING THE MARKET For the past few years, instead of refreshing the current consumer base, Durex has taken the decision to expand its business concerns into other areas of sexual wellbeing Durex wanted to expand its product base, to stretch the market by introducing products that would be relevant to the lives of its older consumers The world’s most famous and favorite contraception brand is always high on the strategy of product line extension It launches its condoms in the various flavors, textures, and types keeping the interests of the customers alive with them waiting for the new arrival of the same product category The brand launches its new line of products with much fanfare and marketing gimmicks In order to understand the needs of the consumers more thoroughly, the company started conducting a lot of research for potential consumers In the past five years Durex has polled more than a million of them, focusing on various themes: concept level, users’ research (every time a new product is launched the product is always tested with consumers before launching), online research and also a comprehensive worldwide sexual wellbeing survey, led by an independent research company The results showed that there was an opportunity for Durex to expand into new product categories, by shifting its brand positioning from safer sex to better sex 35 The company’s marketing team was aiming to expand Durex’s market and map out various products which consumers want to use to improve their sex life The company also wanted to change the perception of these products “Whilst the traditional sex toy in many cases is effective, they look awful We wanted to ensure our products are well designed, effective and don’t look pink and phallic.” Critchley said “The goal for Durex in stretching the brand is to appeal to both males and female consumers, all our products therefore need to be well thought through and relevant.” When talking about brand extension of Durex, we can see that they have introduced a wide range of new products over the years Recently introduced Durex products are designed to suit all kind of purposes With the line extension, they have brought us a lot of new variety of condoms from the invisible condoms Durex Invisible Extra Sensitive, which are the thinnest ever natural rubber latex condoms developed by Durex, designed to maximize sensitivity, while still providing a high level of security and protection to Durex Tropical, a multi-colored special edition that is flavored with fruits, featuring an exciting mix of tropical orange, apple, banana and strawberry fruit flavors and colors to help add a little island paradise to the bedroom Finally, to kick things up, Durex even expands their category by providing products that serve different purposes rather than condoms Standing out from the crowd, we now have massage gels, the Durex Play in Massage Aloe Vera is an exceptionl product, just like the name, this product contains aloe vera and also, Play Massage in is soft, smooth and silky and is gentle enough to be used all over the body as well as intimate areas It's also non greasy and fragrance free Another iconic example is the Durex Ring of Bliss Vibrating Ring, this specially-shaped vibrating ring is designed for explosive on-the-spot stimulation for 20 minutes of blissful pleasure that can can be turn on and off easily 9.2 INTRODUCING NEW PRODUCTS Durex needed to come up with a range of products that would be relevant to the 35-plus age group: a group concerned with better sex, rather than just using a contraceptive, given they are in long-term (thus low risk) relationships The company 36 formed the sub-brand Durex Play, a new brand under the wings of Durex Durex Play focuses on just this! The products in the Durex Play range are lubricants and devices The brand also emphasizes different brand values, moving from durability, reliability and excellence to more fun, playfulness and experimentation This is why Durex needs to come up with a brand new product that is totally strange to the market This product has to be so advanced that even the competitors find it extremely difficult to catch up with the idea or even replicate the product Also, Durex has to make sure that the trustiness of this product is so accurate that even later replica products can hardly get the attention of the customers This concept has brought a new range of experiments about developing a whole new kind of product capable of removing the reproduction ability of fresh sperm, therefore totally ensure the safety of condoms and others contraception products By collaborating with well-known universities, it is possible to create a compound under the form of gel with an amazing affect of totally negating the capability of reproduction of sperm as soon as they are ejaculated This gel can be called substance X for easy understanding, as a result, subtance X will be anointed on both sidse of a whole new kind of product called Durex-cellent As mentioned above, the collaboration top tier universities is a crucial factor that determine the quality of the product and the success of its later involved brand Oxford and Cambridge were the first choice that appeard in our heads, both located in the UK which is extremely convenient due to the fact that Reckitt Benckiser Group homeland is also situated there Moreover, these two universities educate many subjects related to science programs The amount of beneficial contributions of the two institutes to the society is very considerable Using the basic functions of substance X, the future released product Durexcellent is an understandable consequence Capable of performing all the basic tasks of former condom product, Durex-cellent is now able push the safety limit for both male 37 and female clients to an even greater standard Durex-cellent will be so trusthworthy that customers will not even have to worry about future health issue, the gel will cause no harm to the users and can be washed off easily In fact, the reliability of the product is so high that we can proudly print the slogan “Why have babies when you can have fun” on the package of the product as a warranty message for both genders This chart show the potential positioning of the new Durex-cellent product With such high pretension, this product is expected to be a strategic and revolutionary step for Durex This creation is also the first generation of its kind, expected to create a huge buzz between the consumers, as the quality must be at its finest plus the cost of being single-use product, the price of Durex-cellent will be relatively high but the quality will be ensured, just like they say “you get what you pay for” As a consequence, we came up with ideas about planing a new strategy for the Durex-cellent, which includes special characteristics and basic function of former introduced products, the company intends to show their huge ambition towards this new kind of product This new one is a pioneer concept which ensures all forms of communication and messages together 38 • Advertising Accoding to Koller’s theory, Advertising is non-personal communication and promotion of ideas, goods and services by an indentified sponsors by various media As we mentioned before, this product is capable of negating the reproduction ability of fresh sperms Throughout the network of social media, we have the ability to advertise this product more widely • PR: In order to proclaim the extra ordinary feature of the product, we are planning to organize talk shows similar to TED-talk in segmented groups which are mainly college and university students involving sex-ed • Word of mouth: In order to get trusthworthy results, we need to conduct a survey to gain feedbacks from customers By giving out free samples to 100 random citizens, we are able to implement a detailed customer statistic which can help us understand the efffectiveness as well as the customer satisfaction toward the new product Base on the information, we can clearly tell that the product did it job excellently, faily well or even horribly This will result in creating a buzz around our new product (expected to be raised questions: What is its name? What makes it special? What will be the price?, etc) In the spirit of Durex’s tradition, we will have a funny yet controversial slogan for Durex-cellent, such as “Why have babies while you can have fun” • Event Sponsorships Up to now the company has sponsored many events, especially sport events such as F1 formula and Olympic London 2012 The firm strategy is to enhance the brand awareness, corporate image for ‘safe sex’ message By providing free condoms for athletes who participate at the London Olympic games, this effect directly promotes the product sales 39 • Public Relations Durex not only sponsors specific event but also uses it to create buzz marketing Based on events which are not initially chosen For example the ‘Earth Hour’ is one of Durex’s communication campaign Under Durex’s sense of humor, a movie and posters are created to give the advantage of event which can be the idea to both save marriage and the planet by making the Earth Hour called ‘Love Hour’ 9.3 MERITS OF DUREX LINE EXTENSIONS Durex indeed did a really great job expanding their product line, the newly introduced products definitely attracts the same line of the target audience who are looking out for a variety in the product category The strategy elevates the excellent levels of customer service and overall satisfaction With more number of products in a similar line and type, Durex brand gets more shelf space in the retail stores This enhances its market reach and market share, along with the benefit of brand enhancement Also, with the product brand already established in the market and the minds of the consumers, Durex can save its marketing and promotional expenditure on the future product line extension of the same category The most noticeable upside of Durex product extension is that the firm itself will earns a competitive advantage in the market against its contemporary brands such as Trojan Condoms, Lifestyles Condoms as as is able to serve the consumers with a wide array of options, the options can range from flavors, shapes, sizes, price, colors, purposes, packaging, and much more Durex brand extension is so viable they had no difficulties launching the new line of products, customers were very pleased as the new generation products serve almost every purposes they have ever desired, there was almost no cultural difference issue occurred on the market as the products are very well received 10 Developing a brand equity 10.1 Brand Indentity: 40 Durex has a very substantial segmented market, individuals who have active sex lives or individuals who want to protect themselves during sexual intercourse Durex’s products are highly accessible on the grounds that their main distribution channels in VietNam are agents like convenient stores (such as Circle K, Eleven, Family Mart, etc) and pharmacies Obviously, their products are very viable by having a price range between products within $10 - $20 Also, Durex has a considerbly high USP (Unique Selling Proposition) whereas they motivates customers by creating smart yet funny ads to promote sales of their products 10.2 Brand Meaning: According to the Kano Model, developed by Dr Noriaki Kano, professor of quality management at Tokyo University of Science, types of attributes are presented: Threshhold, Performance and Excitement Attributes, in which Durex holds Threshold: When a customer decides to buy a gel product from Durex, they expect it to give out a more pleasurable session when engaging in sexual intercourse Performance: In the case of Durex-cellent, customers will be pleased when they find out that Durex-cellent comes with a lovely scent of a sweet purfume Excitement: Customers will be thrilled when they know that Durex-cellent will be easily washed out with water and the components used in making this product won’t affect both the user and their partner’s health 10.3 Brand Response: Quality Durex Okamoto 41 Billy Condom Credibility Consideration Durex Okamoto Billy Condom • Consideration: The relevance of a product/service to a customer’s needs • Superiority: The superiority of a brand compared to other brands Superiority Many consumers considered Durex to be one of, if not, the best brands of condoms to use In fact, according to a survey by Mario Abad and Melissa Matthews from www.menshealth.com, of Durex’s products are in the top 14 best condoms for consumers (https://www.menshealth.com/sex-women/g19544914/10-best-condoms/ ) 42 To physically increase the perceived quality of Durex-cellent, it is advised to include the use of natural or healthy components in the making of Durex-cellent as proof to show that there is an actual improvement in product, thus increasing the perceived quality and ultimately the brand response Another method is to have better service In that case, it is suggested that Durex should have subsidiaries and agents in VietNam that uniquely sells Durex’s products Therefore, it is easier to have better service quality whereas employees are active and open about sex, thus encouraging consumers to go out and buy these products By that point, it is easier to promote sales for Durex-cellent 10.4 Brand Resonance: Sense of community: with 12millions followers on their facebook fanpage, it is very safe to assure that Durex has a very large community Also, statistics like: an average of 2000 likes with 500 comments and 100+ shares per post, it is undeniable that consumers will feel very involve in the world of Durex in their mission to bring safety to every individuals in having sexual intercourse Active engagement: Durex has done very good to bring consumers closer together with their online status and public engagement Though, it is highly suggested that Durex should organize outside activities such as marathon to raise awareness about STD and the important in using products from Durex Also, there should be events like pop-up quizes or interviews in random places to test people knowledge about their awareness for the brand and to also gather statistics All and all, Durex is quite engaging online, but they must concentrate on engaging their customers in the real life too if they want to suceed in selling their product in the Asia market 11 5D - IMC By planing a new strategy for the product namely ‘Durexcellent’, which includes special characteristics and basic function of product, the company intends to show their huge ambition towards the new kind of product This new one is a pioneer concept which ensures all forms of communication and messages together 43 • Advertising Accoding to Koller’s theory, Advertising is non-personal communication and promotion of ideas, goods and services by an indentified sponsors by various media As we mentioned before, this product is capable of negating the reproduction ability of fresh sperms Throughout the network of social media, we have the ability to advertise this product more widely • PR: In order to proclaim the extra ordinary feature of the product, we are planning to organize talk shows similar to TED-talk in segmented groups which are mainly college and university students involving sex-ed • Word of mouth: In order to get trusthworthy results, we need to conduct a survey to gain feedbacks from customers By giving out free samples to 100 random citizens, we are able to implement a detailed customer statistic which can help us understand the efffectiveness as well as the customer satisfaction toward the new product Base on the information, we can clearly tell that the product did it job excellently, faily well or even horribly This will result in creating a buzz around our new product (expected to be raised questions: What is its name? What makes it special? What will be the price?, etc) In the spirit of Durex’s tradition, we will have a funny yet controversial slogan for Durex-cellent, such as “Why have babies while you can have fun” • Event Sponsorships Up to now the company has sponsored many events, especially sport events such as F1 formula and Olympic London 2012 The firm strategy is to enhance the brand awareness, corporate image for ‘safe sex’ message By providing free condoms for athletes who participate at the London Olympic games, this effect directly promotes the product sales • Public Relations 44 Durex not only sponsors specific event but also uses it to create buzz marketing Based on events which are not initially chosen For example the ‘Earth Hour’ is one of Durex’s communication campaign Under Durex’s sense of humor, a movie and posters are created to give the advantage of event which can be the idea to both save marriage and the planet by making the Earth Hour called ‘Love Hour’ 12 Conclusion From a macro perspective view, the condoms brand in Vietnam has positioned their business to be focused on the functional aspect of the brands Durex along with it’s competitors promote values beside the basic product offerings Although there are tactical gaps which requires Durex to fine-tune, their long term strategic goal remains clear and consistent Durex aims to be the brand that can deliver the most basic needsbasic protection Although this long standing message is clear in the mind of the consumers, Durex should embrace a holistic approach to reach the whole spectrum of its targeted segment Through “Happiness”, Durex can educate its customers and give a sense of positive empowerment while using the products This would create a long and firm association and able Durex’s consumers to align similar values together III Appendix 45 Table Demographics of Durex (https://snapshot.numerator.com/brand/durex) 46 Table Channel Shopped (https://snapshot.numerator.com/brand/durex) 47 ... the main brand ‘? ?Durex? ??’, it expands the brand by creating branches under the name ‘? ?Durex? ??’ plus the function or characteristics ª Durex: + Durex Original + Durex Play Branded House 29 Durex Original:... sub -brand Durex Play, a new brand under the wings of Durex Durex Play focuses on just this! The products in the Durex Play range are lubricants and devices The brand also emphasizes different brand. .. large with a large population Brand Architecture In Durex ’s brand architecture, we can see that the company build the brand architecture following the Umbrella brands (Branded house) if we arrange