CONSUMER

BEHAVIOR
ASSIGNMENT 1
ABOUT THE BRAND
Durex is a British brand, originally developed and produced in the United
Kingdom by SSL International, a healthcare company. The “London Rubber
Company” was created in 1915 and the brand name was launched in 1929,
standing for "Durability, reliability, and excellence.

Durex is the leader in the contraceptive market and has emerged over the
years as a trustworthy brand that provides quality, well-being and pleasure
to its users. Beyond contraceptives, they also provide various other
products.

The “Love Sex Durex” tagline has been replaced by the “Feeling is
Everything” tagline which shows that there has been a shift in Durex’s
positioning in the market.

Durex is a very witty brand and uses humour in all its advertising
campaigns which enables Durex to differentiate its identity from its
competitors. Durex has about 30% of the global market share.
ABOUT THE PRODUCT
● Durex has come up with pre and post sexual intimate wash for both men
and women.
● The pre and post sexual intimate wash are both medically tested.
● The product has four different variants.
● The post-sexual intimate wash is specially formulated to prevent one from
incurring any infection.
● These products have subtle and pleasant fragrances.
● These bottles are priced at Rs.249 for 200ml.
 FEASIBILITY PLAN - SURVEY
To better understand the feasibility of our product we
conducted a survey. The survey had about 61 respondents
and the questions for the survey were as follows:

1) What is your age

2) What is your sex?
3) Are you sexually active?
4) Do you spend time to prep yourself before
intercourse?
5) Do you invest in self-care products? (Body wash,
essential oils, intimate wash, etc)
6) How often do you engage in intimate hygiene care
post sexual intercourse?
7) If given a self-care product for pre and post sexual
intercourse, would you purchase them?
8) How much would you invest in such a product?
SEGMENTATION &
TARGETING
● The brand uses a mix of demographic and behavioural
segmentation.
● Demographics:
○ Gender: Both males and females
○ Age: Between 18-35, teenagers, young adults, middle
aged working professional (married and unmarried)
○ Location: All metro cities
○ Income: Middle Class-Upper Middle Class
● Behavioural:
○ Sexually Active
○ People who believe in self care
○ Safety conscious people
HOW WOULD WE POSITION THE PRODUCT?
The product instills certain values to its
target audience. They are as follows:
● This a product that promotes
cleanliness and hygiene
● It is trying to place the idea into the
broader sense of ‘safe sex’
● Being part of the self-care regime
● Instills a sense of self-confidence

Through segmentation, understanding the

target consumer and their spending ability
and intensive research, we aim to launch
these two products at prices of Rs. 249 per
piece.
DISTRIBUTION OF THE PRODUCT

Durex products are easily found in various retail

stores, pharmacies and even on E-commerce
platforms like Amazon and Flipkart. The pre and
post-care intimate wash will also be available on all
similar platforms. Some are as follows:

● Local supermarkets & departmental Stores like Big

Bazaar, Star Bazaar, Reliance and more.
● Local medical stores and pharmacies
● E-Commerce platform such as Nykaa, Amazon,
Flipkart, Big Basket, Healthkart and Netmeds.
 PROMOTION
PUBLIC RELATIONS AND NON-DIGITAL
MEDIA ADVERTISING

1. Durex does a post-launch BTL activity by

sponsoring college events where they talk
about sexual hygiene and give a glimpse about
what the product would be.
2. Durex also plans to sponsor a stand-up
comedy event in collaboration with stand-up
comedian Aakash Mehta.
 presents

24th DEC, 2019

DIGITAL CAMPAIGN
1. They sponsor a Filter Copy video
which features the product.
2. Durex puts money on social media
influencers and get celebrities to
talk about the product.
3. At the time of launch, their
Instagram and Facebook will have
special posts featuring the
product.
4. Durex will invest in in-stream
advertisements for Youtube.
SALES PROMOTIONS

1. Durex will offer combo bundles with

the Pre-sexual intimate wash and the
post-sexual intimate wash along with
condoms.
2. Free sample sachets of the product
will be given along with the most
purchased condom packs.
NEHA SIMON 1030

NIKHITA MENON 1031

NIKITA TIWARI 1032

NIVEDITA 1034
KANISTA KUMAR

NOYONIKA 1035
MUKERJEE

PALAK CHAYA 1036

POULOMEE 1037
SADHU