SZABIST-KARACHI CAMPUS

Consumer Insight Document

Advertising Accounts Management
Ali Shah | Danya Shahid | Fahad Wahid | Hassam Qadri |Hiba Ali |
Mariya Mohammad | Sheeza Ishtiaq

Fall’2019
This document talks about the target audience of JOSH CONTRACEPTIVE,
factors which influence their buying decisions, their beliefs, their media
consumption, Functional and Emotional benefits they can get out of this brand,
Tension, current brand challenges and opportunities for the brand.
 ABOUT THE BRAND

JOSH
Josh is a brand of high quality imported condoms and a subsidiary of DKT International. Josh
condoms are 100% tested for durability and performance, reducing the risk of disease and
unwanted pregnancy. Manufactured and tested by international standards, Josh condoms are
reliable, safe, and affordable and offer a variety of options.

Josh condoms are highly effective in preventing the transmission of HIV and other STIs.
They have 98% success rate when it comes from preventing unwanted or unexpected
pregnancies and are an easy & effective form of birth spacing that help couples plan their
families better.

It’s available in 3 different types under the same brand name i.e. Josh Dotted, Josh Flavored
and Josh Max. Josh dotted Retails at Rs.65, Josh Flavored retails at Rs.60 and Josh Max
retails at Rs.75.

MEDIA PRESENCE:

The Josh flavored condom ad was aired in 2012 in Ramadan, which focused on
communicating about josh being imported (DKT International) and new flavors it offered. It
ended up being banned.

Then, 2013 Josh Max ad was launched, communicating that the guy was able to marry a
model because he used Josh Max- “Zindagi mei Josh lao.” This ad also ended up being
banned due to it’s inappropriate content and approach towards advertising the said brand.

In 2014, they came up with a Josh ad, featuring a new variant named Josh Dotted (Danedar).
The ad was more of an implied meaning ad. They compared itself to a tea brand Tapal
Danedar, without using the brand name Tapal ofcourse. It was eventually banned on Tv, but
remained popular online.

In 2015, Josh communicated itself as a fresh and fun brand by launching an Ad showcasing
that Josh now is sold in a larger pack. And by 2015, DKT Pakistan has already sold over 17
million condoms. It was called "immoral" and contrary to religious norms and therefore it
was banned.

Then in 2016, they came up with a reminder ad of Josh condom, featuring a couple planning
for vacations, and ending up with a tagline- “Hosh mei ao JOSH dikhao.” This ad was also
banned immediately after its launch.

In 2017, Josh after 2 years, again came up with the fun appeal in their Josh brand Ad known
as “That thing” condom ad. In this ad, the male actor is asking for something that he’s
hesitant about, the Josh condom. Mathira interrupts and says the name, buys the product and
leaves.

Lastly, in 2018 Josh Menthol flavored condom was introduced, featuring Mathira in it again.
She talks about “is ghar mei sirf thanda chalega,” and then cartons full of Josh menthol
condoms are shown. The Josh ad ends up creating an indecent aura about it, consequently it
aired, got banned, then aired again at Bol.

So this present year in 2019, it launched two more ads. The ad that was launched in the year
beginning was of Josh Delay condom. It was a new product added to the line. It
communicated with a tagline “Ab show chalta Jaye.” It was also banned.

Constantly, Josh has been losing the war of advertising contraception in public, be it cheap
humor appeal or sheer indecency, due to cultural and religious bounds.

MARKET SEGMENT

Target audience

Gender:

 Core: Males (Consumers)

 Broad: Males and Females (Buyers)

Age:
  20-55 years

SEC:

 B- to C

Geographical:

 Urban and Rural (Pakistan)

FACTORS INFLUENCING TARGET’S DECISION:

 Pricing:
In most cases they aren’t aware about the quality and risks, all they care about is,
Pricing.
 Quality + Pricing:
If they are aware about quality, then quality is as important as pricing. (Great quality
and 100% results + high pricing that’s the understanding of Pakistani consumer)
 Lack of knowledge:
Their idea of considering this brand as a need/want. For some it’s an unnecessary
commodity (Just a rubber) and for some it’s a basic need.
 Family planning Cycle:
Product effectiveness, which benefits them in controlling birth and unwanted
pregnancies.
 Health issues:
o Delivering babies can make a woman weak to the limits when she can even
lose her own life (in some cases). In such cases, gynecologists suggest the
couples to start using contraceptives.
o Keeping in mind all contraceptive options (condom, pills, copper coil), and
health issues which can occur by using each of them. Such as: Allergies,
infections, cancer, etc.
 Feelings:
Comfort, pleasure and feeling of satisfaction after consuming the brand.
 Marketing:
Branding (Name and packaging) and Shelf placement.
  Advertising:
Recall and brand image perceived after interacting with ads.
 Word of mouth:
What brand their friends and families are suggesting them based on personal
experiences.
 Discounts and packages:
It can change their mind in shifting the brands to some extent.

CURRENT BRAND CHALLENGES/PROBLEMS:

BRAND PERCEPTION:

Current: cheap local product

What brand originally is: Imported product, locally packaged for affordability of
masses.

CONTENT QUALITY:

Ad content is vulgar/indecent specifically for a socially conservative Muslim country,

hence not appropriate to shown on a family channel that is why every time any
advertisement is launched is been banned immediately or taken action against it by
PEMRA.

CHANNEL SELECTION:

It was being showcased on family channel, which is the reason the ad was being
banned because of inappropriate content.

BRAND MESSAGE:

What company’s message/mission is:

Through dynamic social marketing, DKT provides couples with affordable and safe
options for family planning and HIV/AIDS prevention.
DKT works to:
 Increase the availability and affordability of a full spectrum of modern birth
control methods
  Strengthen the supply chain to increase availability of contraception and improve
method mix variety
 Increase demand and inspire new contraceptive users through advertising and
educational campaigns

What the ad is showcasing:

Use sexual innuendo, appeared illogical, they assumingly were aiming for humor but
have insulted our national sentiments, the tone was seductive and vulgar, and created
an image of the brand as cheap in many ways in consumers’ mind.

Ads Getting banned by PEMRA:

All ads of Josh Condoms end up getting up banned because of the content being
disregarding towards the cultural and religious sentiments of Pakistan.

FAILED COMMUNICATION: why?

 The big brands are not bothered or effected

 The conceptual connection is weak so it doesn’t get the social traction it needs to
spread across audience networks.
 Inappropriate casting; as Mathira who is known for her controversies was
objectified as sexual object. Thus, failing to communicate the product benefits
rather mislead in negative way.

COMMUNICATION RESULT:
 Continued to put off people who think this sort of advertising is crap – and
meets any marketing objectives.
 Destroyed brand image.
 Content being criticized and banned.

CONSUMER BELIEFS:

 Egoistic Issues:
Manliness, man don’t prefer using condoms as they want to feel manly during the
intercourse so instead they ask females to take pills.
 Pleasure:
They seek for pleasure beyond anything.
  Religious Issues:
Some people believe it’s prohibited in Islam to work against nature and kids are
blessing, a source of happiness and wealth i.e. they believe it’s forbidden (haram) in
our religion to do family planning, hence, using protection is forbidden too.
 Health Issues:
Some people are allergic to latex (rubber used in making condoms) and using
alternate contraceptive can damage women’s internal organs and hormones.

MEDIA CONSUMPTION:

 Most suitable media used by the brand in order to target these consumers are through
TV and Radio for max reach.
 Most effective way used for generating sales is through word of mouth and shelf
placement.
 Urdu language is the most suitable language to use, to convey them your message
which is why most ads were in Urdu language.
 Humor appeal and sex appeal were used to create high brand recall.
 Pricing was also mentioned in a few ads in order to draw attention.

INSIGHT RECIPE:

Functional: quality, convenient in birth spacing, and easy on pocket.

Emotional: pleasure, male ego, satisfaction.

Tension: Stress, with more kids comes more responsibilities and expenses.

OPPORTUNITIES

 More usage and more consumers:

 Pakistan is a youth centric country. Mostly brands are interested in investing in a
country with most consumers in it.
 Modified Brand Image:
Its brand image is deemed to be cheap because of the quality of the content previously
advertised. Therefore, modifying the image to a better brand that lives up to what it
claims to be, would help achieve a target audience who are concerned with the
benefits they can have by using this brand.
 Female condom:
Most females have no idea about existence of female condoms, if their man isn’t
comfortable in using male condom the other option which they usually choose is pill,
which can be destructive, Josh can introduce female condoms in Pakistan.
 Latex-Free condoms:
For people who have latex allergies, material used for the making of condom. A lot of
people are latex allergic, hence avoid using a condom. Therefore, launching a latex-
free would help tap that potential market as well.
 Josh Lubricants:
Introducing a lubricant line under the brand name would be a new for brand extension
 STD Prevention:
With a population of 208 million in Pakistan, an estimated 133,000 persons in
Pakistan live with HIV and/or AIDS, mostly transmitted through sexual activities.
Josh can communicate this issue and suggest itself as a solution to prevent STD
because of its pricing and the benefits it claims to give. The price point would make it
easier to tap that target audience who are not willing to use just because it will hike up
their expenses for something they don’t regard it as important due to lack of
awareness about STIs.

COMPETITORS:
 AMOR LONG LOVE AMOR LONG LOVE- studded
and ribbed

Retails at Rs.80. Retails at Rs.90.

No advertising in Pakistan No advertising done in the country yet

TOUCH DELAY DO CONDOM

 Retails at Rs.70. Retails at Rs.120.

No advertising No advertising except for online presence

as a product.

KLIMAX PURPLE X KLIMAX PERFORMAX

Retails at Rs.90, Retails at Rs.95,

No advertising yet No advertising yet

SATHI PLUS SATHI PLUS

Retails at Rs.40, Retails at Rs.30,

 Making it the second cheapest Which is the cheapest brand on the
brand available in the market.
 Having one ad launched in 2017.
market. It had one commercial aired in
2017
 DUREX

Retails at starts from Rs.250- 1500 and above available online or in stores.

Tops the list of expensive condom brands available in Pakistan.

Along with a very well established media presence over the decades.