Discuss about the Marketing and Management Durex Invisible Collection.
There has been a rise in the sexually transmitted disease in the society that is resulting from unprotected sexual intercourse (Goodnough, 2016). Unwanted pregnancy and abortion is having a negative effect on the health of the women.
Durex has more than 80 years of experience in manufacturing condoms. They use the finest raw materials and are electronically tests by filling in air to test the strength of the condoms. Currently Durex is regarded as manufacturer of world’s number one condoms.
Durex aims at promoting good health and well-being of the individuals with its invisible collection (Durex.com.sg, 2017). With the ultra thin texture, pleasant smell and sensitivity, it will help in having a safe and pleasant sexual intercourse among the individuals. The report will look into the marketing mix that has been applied by Durex and provide recommendations on the way they can improve their business. Condoms can tear if the user is not able to use it properly. Use of condoms can cause rashes in the skin depending on the skin of the users.
Product
To promote the product, Durex invisible collection promotes the importance of condoms. They promote the issues with sexually transmitted diseases and the human immunodeficiency virus that will ultimately result in AIDS. Once the customers will understand the importance of condoms, the business will enhance. With the invisible collection, Durex ultra thin condoms that will give a natural feeling as if the condom is hardly there.
The core product will be the benefit that they will get. The consumers will be saved from the sexually transmitted diseases. The customers will understand the quality of the products when they will use the condoms. When the customers will use the condoms, they will get to know the actual product. The satisfaction of the customers will form the augmented product.
It will be convenient for the consumers to buy the condoms are available both online and at the medical store.
The product will be introduced to the customers; they will grow when the customers will get to know that the condoms are perfect for sensitive skins. It will be able to attract more customers. The customers will be satisfied with the products, once they will see that the Durex is living up to the expectation, it will reach the maturity level. The sale of Durex might decline due to number of competitors in the field. Competitors like Manforce and Moods are will make the situations tough for Durex.
Place
The place of selling and promotion of the product is online as well as offline. The customers will be able to buy at the medicine shop and if any consumer has any problem with the buying the product from the store, they can buy them online as well.
They can place the products in events organized by colleges and private organizations. If they make the products as something as common as any other commodity, people will not shy away from using condoms or buying them (Hollensen, 2015).
A number of distribution strategies would have helped the company. However, the distribution with the help of retailers and dealers would have helped them to stay ahead in the race.
Price
Durex invisible collection can use the price skimming strategy (Lusch & Vargo, 2014). Flavored condoms and good smelling condoms are quite common in the market. The invisible collection will have better features than the competitors. Durex promotes the fact that the invisible collection will have sensitive condoms that will prevent from having any infection, as it is one of the sensitive parts of the human body.
Even though, being the early bird will help the company, yet Durex invisible collection can make use of skimming pricing strategy. However, they can make use of psychological pricing as well. For example, if the price $10, then they can make it $9. In this way, the customers will think that they are paying less than they are paying for other companies (Clark et al., 2016).
As the number of competitors, the pricing strategy of the company will be competitive base. They will look into the tactics applied by other companies and varieties of products and based on that they will have to change the pricing strategy.
Price adjustments will be done by keeping in mind the discounts and the offers. Durex is working in a competitive market and hence competitive marketing will help the company to stay ahead of the race. However, while pricing the products should not compromise with the quality of the products.
Direct selling
Durex keeps a track of the customers through their sting online presence. Once they saw a post that a blogger with 3,00,00 followers had a fight with his girlfriend. Seeing the post, Durex had sent the bloggers a bunch of flowers, a pack of Durex condoms with the picture of the blogger (Piskorski, 2014). The picture was posted among the followers and the promotional activity paid off and the company was able to gain huge amounts of clients.
Advertising
Durex can make serious advertisements to promote their products (Hollensen, 2015). Talking about condoms is still a taboo in many parts of the world. If they promote the products by saying it is necessary it will help the company to gain the interest of the older generation (Lusch & Vargo, 2014).
Personal selling
Personal selling is one of the best ways to create a bond between the clients and the company. Durex will go and meet the client and the sales executive will be present to sell the condoms. The people in the society are not able to accept the fact that condoms are necessary. Sales executive will highlight the positive side of using condoms from Durex. The sales executives will be able to convey the message and hence the customers will be able to understand the importance of using condoms.
Durex promotes that the fact that they have a huge varieties of condoms to choose from. They keep a neutral pricing that would not be too high or too low for the customers.
Figure 1: Positioning map of Durex
(Source: Durex.com.sg, 2017)
The positioning map suggests that there are varieties of products by Durex and neutral pricing of the products. However, they Scan change some of the aspects and can make use of a new positioning map. They can keep the price of the products same, but they can promote that their products are hugely reliable (Clark et al., 2016).
Figure 2: New positioning map of Durex
(Source: Created by author)
The marketing mix of Durex has helped the company to stay ahead of the race. However, it has been recommended that they should make use of serious advertisements to enhance their business. Placing themselves in the events will help them to gain more customers. In addition to giving varieties, they should promote the reliability of the products. Once they will gain the confidence of the customers, the business of the company will rise. Psychological pricing will help them in making the customers believe that they are getting the products at a lesser price from Durex than other companies. It has also been recommended that Durex should segment the customers and target the men who are aged between the age group of 16-35 years. In this way, they will be to spread awareness among the age group where the need of the product in most.
References
Clark, T., Ferrell, O. C., Hartline, M., Sheth, J., & Stewart, D. (2016). Where/How Does Marketing Fit? What Is Marketing’s Place in the Firm and Within the Family of Business Disciplines?. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 199-202). Springer International Publishing.
Durex.com.sg,. (2017). Durex Invisible Condoms | Our Thinnest Ever Condom. Durex.com.sg. Retrieved 12 February 2017, from https://www.durex.com.sg/products/condoms/invisible-extra-sensitive/
Goodnough, A. (2016). Reported Cases of Sexually Transmitted Diseases Are on Rise. Nytimes.com. Retrieved 12 February 2017, from https://www.nytimes.com/2016/10/20/us/reported-cases-of-sexually-transmitted-diseases-are-on-rise.html?_r=0
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Piskorski, M. (2014). Selling Condoms in China? How Going Social Helped Durex Win the Market.. Recode. Retrieved 12 February 2017, from https://www.recode.net/2014/7/2/11628540/selling-condoms-in-china-how-going-social-helped-durex-win-the-market
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