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Tag: Durex

  • Durex Marketing Strategies: Unveiling the Brand’s Success

    Durex, a leading condom brand, has a rich history dating back to 1915 when The London Rubber Company was founded. It wasn’t until 1929 that the brand name Durex was registered. Known for its durability, reliability, and excellence, Durex gained a reputation for quality over the years. In 1970, it became the first condom brand to advertise globally, expanding its presence. The subsequent acquisition by Reckitt Benckiser in 2010 further strengthened Durex’s market position, benefiting from enhanced marketing, distribution, and resources. Today, Durex is a household name associated with safe sex and sexual health. It offers a diverse range of condoms, lubricants, and sex toys while breaking taboos through marketing campaigns.

    Now, let’s discover how Durex’s smart marketing has made it a household name for safe and healthy intimacy.

    Durex Target Audience
    Durex Marketing Mix
    Durex Marketing Strategies
    Durex Marketing Campaigns

    Durex Target Audience

    Durex has a wide target audience that includes people of all ages, genders, and sexual orientations who are sexually active or planning to be. The brand caters to individuals who value safety, pleasure, and innovation in their sexual experiences. Durex’s marketing campaigns are aimed at breaking down taboos surrounding sex and promoting safe sex practices among all age groups. Whether you’re single, in a committed relationship, or exploring your sexuality, Durex has a product range that caters to your needs.

    Durex Marketing Mix

    From its innovative product range to its daring advertising campaigns, Durex has become synonymous with safe and enjoyable sexual experiences. So, what is the marketing mix of Durex? Let’s take a closer look at the 4P’s of Durex’s marketing strategies:

    Product

    Durex’s product range includes condoms, lubricants, and sex toys that cater to different sexual preferences and needs. The brand’s products are known for their quality, safety, and innovation, which have helped to establish Durex as a trusted and reliable brand.

    Range of Products offered by Durex
    Range of Products offered by Durex

    Price

    Durex’s pricing strategy is focused on offering a range of products at different price points to cater to different customer segments. The brand’s premium products are priced higher, while its basic products are more affordable.

    Place

    Durex’s products are widely available across different channels, including online, supermarkets, pharmacies, and adult stores. The brand’s products are distributed globally, making it easily accessible to customers worldwide.

    Promotion

    Durex’s promotion strategy is focused on breaking down taboos surrounding sex and promoting safe sex practices. The brand’s advertising campaigns are often bold and daring, with the aim of engaging a younger, more progressive audience.

    Durex’s marketing mix has helped the brand to establish itself as a bold and innovative brand that is committed to promoting safe and enjoyable sexual experiences. By focusing on product quality, pricing, distribution, and promotion, Durex has been able to connect with a diverse range of customers and continue to lead the condom industry.

    Durex Marketing Strategies

    Durex is a global leader in the sexual wellness industry, known for its innovative products and bold marketing campaigns. With a mission to promote safe and enjoyable sexual experiences, Durex has established itself as a trusted and reliable brand over the years. Here are the top marketing strategies of Durex that have contributed to its success:

    Creating Innovative Products

    Durex’s product range includes a variety of innovative products that cater to different sexual preferences and needs. The brand has a team of researchers and developers that constantly work towards creating new products that enhance sexual pleasure and promote safe sex practices.

    Focusing on Quality and Safety

    Durex’s products are known for their quality and safety. The brand’s condoms are rigorously tested for strength and durability, while its lubricants are designed to be gentle on the skin. By focusing on quality and safety, Durex has established itself as a trusted and reliable brand in the sexual wellness industry.

    Building a Strong Online Presence

    Durex has a strong online presence with a website and social media accounts that cater to its target audience. The brand’s website provides information on its products, sexual health, and safe sex practices. Durex’s social media accounts are known for their bold and daring content that engages its audience.

    Collaborating with Influencers

    Durex has collaborated with influencers and celebrities to promote its products and safe sex practices. The brand has partnered with popular social media influencers to create content that promotes safe sex practices and the use of Durex products.

    Things to consider before partnering with an influencer
    Influencers are considered a beneficial medium to boost traffic. Here are some factors a brand should look at before partnering with influencers.
    StartupTalkyPreeti Karna

    Running Bold Advertising Campaigns

    Durex’s advertising campaigns are bold, daring, and innovative with the aim of breaking down taboos surrounding sex and promoting safe sex practices. The brand’s campaigns have been known to generate controversy, but they have also been successful in engaging its target audience.

    Hosting Promotional Events

    Durex has hosted promotional events in different parts of the world to promote its products and safe sex practices. The brand has organized events such as the Durex Play Experiment, which involved a series of experiments to test the effectiveness of its lubricants.

    Providing Educational Content

    Durex provides educational content on its website and social media accounts to promote safe sex practices. The brand provides information on sexual health, contraception, and how to use its products correctly.

    Partnering with Health Organizations

    Durex has partnered with health organizations such as the World Health Organization (WHO) to promote safe sex practices and raise awareness about sexually transmitted infections (STIs). The brand has also collaborated with local health organizations to provide free condoms and promote safe sex practices.

    Offering Discounts and Promotions

    Durex offers discounts and promotions on its products to encourage customers to purchase and use its products. The brand has also offered free samples of its products to customers as part of its promotional campaigns.

    Using Humor and Entertainment

    Durex’s advertising campaigns often use humor and entertainment to engage its target audience. The brand’s campaigns have used humorous and witty slogans to promote safe sex practices and the use of its products.

    Durex Humor and Entertainment Marketing
    Durex Humor and Entertainment Marketing

    Durex’s marketing strategies have played a key role in establishing the brand as a global leader in the sexual wellness industry. Durex has successfully engaged its target audience and promoted safe and enjoyable sexual experiences.

    Durex’s focus on quality and safety, along with its commitment to promoting safe and enjoyable sexual experiences, has contributed to its success over the years. Its marketing strategies have been creative, daring, and effective in breaking down taboos surrounding sex and promoting safe sex practices. By studying how Durex has connected with its target audience and established a strong brand identity, entrepreneurs and marketers can gain valuable insights into how to effectively promote their own products and services.

    Durex’s use of social media and influencers as a marketing tool is a great lesson for startups and small businesses with limited marketing budgets. By partnering with social media influencers and running bold advertising campaigns, Durex has established itself as a leader in the condom industry.

    Durex’s marketing strategies are a shining example of how creativity, innovation, and a commitment to quality can help a business generate buzz and reach a wider audience, without having to spend a lot of money.

    Durex Marketing Campaigns

    Durex is known for its innovative and daring marketing campaigns that have helped the brand to stand out in the crowded condom industry. Here are some of the most popular marketing campaigns of Durex:

    Loveville

    In 2012, Durex launched a digital platform called Loveville that aimed to break down taboos surrounding sex and promote safe sex practices. The platform included educational videos, quizzes, and interactive games that helped to engage a younger audience.

    Fundawear

    In 2013, Durex launched a campaign called “Fundawear” that aimed to revolutionize long-distance relationships. The campaign featured a range of underwear that contained sensors that allowed couples to touch each other over the internet.

    Get It On

    In 2015, Durex launched a global campaign called “Get It On” that aimed to promote safe sex and sexual health. The campaign included a range of advertisements and social media posts that encouraged people to take responsibility for their sexual health.

    Durex Jeans

    In 2017, Durex launched its new product under the name of Durex ‘Jeans’. A 15-second teaser starring brand ambassador Ranveer Singh trying on the ‘jeans’ went viral in the summer. He tweeted: “Guys Durex is launching Jeans and I am the first one to try it…”

    Later on, it was revealed that Durex was not launching any new range of denim wear and it was just a social media tactic. It instead created a condom targeted at youngsters and first-timers in the age group of 18-25. This Campaign was thought to be the agency’s best bet for Cannes in 2018 especially because it took the internet by storm.

    Durex Jeans Campaign Starring Ranveer Singh

    FitMatters

    This is the latest campaign of Durex and it tries to educate people on the importance of using a correctly fitted condom.

    Conclusion

    These marketing strategies helped to establish Durex as a bold and innovative brand that is committed to promoting safe and enjoyable sexual experiences. By breaking down taboos surrounding sex and promoting responsible sexual behavior, Durex has been able to connect with a younger, more progressive audience and continue to lead the condom industry.

    FAQs

    Who is Durex’s target audience?

    Durex has a wide target audience that includes people of all ages, genders, and sexual orientations who are sexually active or are planning to be.

    What social media strategy does Durex use?

    Durex uses an influencer marketing strategy to promote its brand. Durex collaborates with various content creators, fashion influencers, and celebrities for promotions on its social media platforms.

    What is Durex’s latest campaign?

    Sexual wellness brand Durex has launched its latest campaign, #FitMatters, which aims to educate people on the importance of using a correctly fitting condom.

  • How To Market Societal Considered “Taboo” Products?

    I googled what are some taboos in India, the first result I got were these:

    • Alcohol
    • Divorce
    • Sex
    • Menstruation (Periods)
    • LGBTQ
    • Women Smokers
    • The Left hand
    • Mental Health
    • Affection in Public

    So, you see everything that is considered normal in the world is taboo in India. This is weird to one side and depressing as its gets on the other side. How can sex be seen as a taboo in the second most populous country in the world ? This is a deep rooted issue. All the above mentioned taboos are rooted to the old traditional/conventional mindset that is born out of past traditions and laid by foundation of ignorance. The better thing is Generation Z (1990s-2010s) is the new generation that is for the first time trying to get out of this rotten thought process and change it for the better. Change is happening but at what pace ? Slow pace. Good thing is that slow growth is also growth.

    This is the face of Indian society, that is slowly changing and progressing. Anything associated with the aforementioned taboos are also seen with raised eyebrows. If you think of a business dealing with services around this domain, they also face the stigma. How do they over come this and market their products to scale the revenue?

    Marketing The Products That no-one Talks About (MARKETING THE UNSPEAKABLE)
    How brands are building up?
    Conclusion
    FAQs

    Marketing The Products That no-one Talks About (MARKETING THE UNSPEAKABLE)

    New York City’s Metropolitan Transit Authority wouldn’t run their ads on subways, but female hygiene product maker “THINKX” kept trying. The advertisement, which showed a half grapefruit with the tagline “Underwear for Women With Periods,” derogatory and suggestive, triggered some people,. However resistance only made their marketing campaign stronger.

    As hype accumulated around the ads and ruffled some official’s feathers, THINX replied with creativity. The new ad copy came out with a tagline : “For People With Periods” and featured a trans man using their product. Marketing of unmentionable items like these will raise some eyebrows, there will always be some people who will oppose such campaigns that focus on things they find difficult to talk about.

    Some common marketing tacts for Marketing Taboo Products:

    1. Honesty is still the best policy

    We all know that it’s just periods, mensuration. Some guy from the marketing department has to take the risk and just say it unfiltered and straightforward. Imagine a brand offering new and unique solution to solve real world issues. Then honest presentation of these eyebrow-raising realities can actually pay off. This Honesty can furthermore be used to amplify what the brand has to offer.

    2. Become the industry expert. (Spreading Awareness)

    Brands spreading awareness – Via Manforce

    One interesting thought is that, Any product around this domain is a massive untapped opportunity. Quite literally. Taboo considered products haven’t really reached their full potential due to a bad reputation. Starting a business in this sector can be immensely profitable if you do the right steps. The brand has to be careful in handling their identity. They have to establish an image of an expert in the domain in which the brand operates. So, they got to be a real expert. That is the only way people are gonna believe them. Turn the downside of unmentionable products in your favour. If people aren’t literate about the issue, teach them. Telling them the importance of a good personal hygiene would work. Educating the market will lift the brand to a level where people can start trusting the products. So we see a brand can actually turn the tide in their favour if it is known as an industry expert.

    3. Bring Humour to the table.

    “If you want to tell people the truth, make them laugh, otherwise they’ll kill you.” – George Bernard Shaw

    The above mentioned quote is so apt in this point of reference. Most people don’t really know the power of humour or even if they do, they tend to underestimate it. Humour is one of the best bullet in your belt if you are a businesses who is trying to cover any thing controversial. Moreover one should know that it is not always the best strategy to work with. If approached thoughtfully, it can do wonders. No doubt in that but one has to comprehend that not everything is funny.

    Out of Ideas? Try to tickle the Funny Bone

    Example – With campaign names such as

    “Being A Party Pooper Doesn’t Have to Stink”,

    “Make Your Dingleberries Smell Like Jingleberries”

    and owning the hashtag #GirlsDoPoop, Poo-Pourri (Toilet spray) has effectively sparked conversation around a very intimate action and opened up a dialogue around it.

    Poo-Pourri commercial with humour.

    Australian sustainable toilet paper brand ‘Who Gives A Crap‘ also uses humour to their advantage. With a slogan like “Nice bum” – and even a rather cheeky brand name – Who Gives A Crap makes emptying your bowels a topic of conversation in a light-hearted and very non-awkward way. – A Medium Article said.

    Top 10 Viral Marketing Examples
    Check out these top viral marketing campaigns that created a huge sensation on social media and how it tends to reach a larger target audience.
    StartupTalkySeema Banerjee

    How brands are building up?

    Brands have to be nimble with the market type in this segment of products. Especially when they are trying to operate and deepen their roots in the fiery land of Hindustan. India is a special place, A truly incredible market will all colours. Brands are trying to be dynamic with the thought processes of Indians,

    Manforce advertisement following the recent events.

    For example – Reckitt’s Durex has launched its first-ever product innovation for the Indian market, thin flavoured condoms.

    Among all condoms revenues, flavoured condoms are the most famous. So the company decided to come up with a new product, Specifically for the Indian market. The hype around it can be witnessed if you take a look on the social media. Top Influencers are talking about the new Durex champaign that entails the tagline “End Bedroom distancing”. Watching the current scenario of pandemic and the pandemic induced Social Distancing norms, This tagline is so apt and relatable to the target market of the brand. They are hoping to expand to tier two and tier three with this new product.

    Durex IG post about petrol price spike.

    One look at the Instagram page of durex and you will notice easily that they are talking about everything in the now, relating it to sexual pleasures. They are doing it very casually, because it is a normal thing. They are using humour whenever it is accurate to do so and sometimes raising awareness some sex related issues or STDs etc. These are the previously mentioned characteristics that we discussed and are a good method to follow to establish a company as a brand. All these marketing techniques enhance the company’s perception in people’s mind.

    So brands are revitalising unspeakable products via –

    • They are Catching public attention
    • They are trying to wake up strong emotions in the masses
    • Arousing responsibility among citizens
    • Generating Word of mouth through controversial marketing

    Conclusion

    Things are changing, Be it in a slow pace but we know that they are changing for the better. Taboos that have no bases will be neutralised by generation Z. Sooner or Later. As the literacy graph move upwards, these taboos will cease to exist but until that happens, The people who are truly the saviours for brands dealing in this market segment are literate and modern. If brands are able to tap the right sentiments among old as well as the new generation, they will not only win trust but they will set up the foundation stone for new thoughts to prosper. Thus, New possibilities will emerge.

    FAQs

    What are considered taboos for doing business in India?

    Some taboos considered in India are:

    • Alcohol
    • Divorce
    • Sex
    • Menstruation (Periods)
    • LGBTQ
    • Women Smokers
    • The Left hand
    • Mental Health
    • Affection in Public

    Is influencer marketing effective for marketing Taboo products?

    Yes, Influencer marketing is quite effective for marketing taboo products as well.