1.

INTRODUCTION TO DUREX
- Durex is a trademark developed by SSL International Company. Until October 7, 2010
it was officially acquired by the British Reckitt Benckiser Group.
- The brand name Durex stands for three words: “Durability, Reliability, Excellence”.
- Up to now, Durex has been present in all over the world. In Vietnam, genuine Durex
condoms and lubricant gel are distributed by DKSH Vietnam Co., LTD.
2. SWOT ANALYSIS
2.1. STRENGTHS
- The world’s leading condom brand.
- The production scale is extremely large (2 milion condoms/day at factory worldwide).
- Diverse products, meeting customers’ needs well.
- Available through various channels like Pharmacies, Convenience Stores,
Supermarkets,…
- Release many different advertising campaigns.
2.2. WEAKNESSES
- The price of Durex products is quite high, not suitable for the living standards of
Vietnamese people.
- Some distribution channels are unofficially such as hand-carry, smuggling,..
- Many bold advertisements lead to controversies.
2.3. OPPORTUNITIES
- Increasing safe sex awareness.
- Technology advancement making business more profitable.
- Stimulate to target audience (aged 18-35).
2.4. THREATS
- Low brand loyalty.
- Other competitors from Japan, Thailand,…
- Affected by government’s contraception policies such as free condoms or other
traditional contraceptive methods.
- Advertising is not suitable for Vietnamese culture.
- Impact of fake Durex condoms.
3. THE MARKETING MIX 4 P’s OF DUREX
3.1. WHAT IS MARKETING MIX?
- The term Marketing Mix was developed by Neil Borden who first started using the
phrase in 1949. It refers to the set of actions, or tactics that a company uses to promote
its brand or product in the market.
- E. Jerome McCarthy (McCarthy, J. 1960) was the first person to suggest the four
P's of marketing mix - Price, Product, Promotion and Place.
3.2. THE MARKETING MIX 4 P’s OF DUREX
3.2.1. Product – Diversification
- Durex creates superior product lines of features such as ultra-thin, fruity, and easy-on
styles,…
- Durex's wide range of products meets customers' interests and needs.
- Maintain its leading position in the market, creating trust in quality, reliability,
perfection and creativity.
3.2.2. Price – High-end products positioning
- Price: from 35.000 VND to 200.000 VND.
- Products price is quite high compared to other products of Japanese, Thailand,…
- It will not have a long-term competitive advantage because the price is not really
suitable to the budget and living standards of Vietnamese people.
3.2.3. Place – Large
- Durex holds 26% of the global market share and distributes over one billion products a
day.
- In Vietnam, Durex has a distribution system covering up to 95% including supermarkets
such as CoopMart, Big C, Lottle mart, pharmacies and retail stores such as Circle K,
Mini Shop, Family Mart, ...
- Durex also developed online distribution channels via Lazada, Tiki, Shopee.
3.2.4. Promotion - The bold PR and Marketing campaign
- The marketing strategy of Durex globally is aimed at young people from the age of 18 -
35.
- Durex focuses on media like TV, Social Media, Digital or sponsors youth events and
distributes sample test.
- This brand has a lot of creative, bold and funny campaigns and advertisements.
- Durex also participates in sponsoring programs, propaganda activities and reproductive
health counseling,…