Durex in South Africa

DUREXin South Africa

South Africa

800 Million condom marketDurex worldwide production is 1000 Million

Subsidies

reputation

culturalfragmentation

low income

Hierarchicalorder

Traditional Society

ConspiracyBeliefs

HighInequality

FirstTime18.5

y.o.

she is

19.2y.o.

he is

Source: US NLM [Link]

Universe of need

6timesPRICE-TAG

average

WHITEexplicitly targets

populations

LEADER2%ofmarketsegment

YEAR ONE YEAR TWO YEAR THREE

condom RnD

Hotel promotion

LaunchInitial MarketingSelected areas

condom launch

Fan out throughnew areas

condom RnDMidwifes

condom launch

Educational programme

Sustainmarketingpressure

YEAR ONE

hotel PartnershipLAUNCH of sub-brand

Smaller portions

For intense experiences

Lubricant & Condom Distribution

PRICE

QUALITY

PUBLICSECTOR

SOCIAL MARKETING

COMMERCIAL

TARGET

Quality

Perfect condom

Affordable

Hedonistic

Recommended

in South Africa

buy a condom factory

300 million condomsUnmet need

FDI

custom Taxes

Logistics

+

-

-

CONDOM Dispensers

in rural areas

SOAP OPERAcan

SAVE LIVES

All these guys can promote

COMDOM USE

There’s also this

of 13-17

watch porn81% years old

of alldo it regularly45% age groups

Source: Sowetan [Link]

YEAR twoLAUNCH of female condom

in urban areas

Launch of female condom

EASY TO USE

Practical

COMFORTABLE

SHARED RESPONSIBILITY

“He’ll love it when you take control”“He’ll love it when you take control”

“Responsibility has never been so sexy!”“Responsibility has never been so sexy!”

YEAR threeLAUNCH of female condom

in rural areas

ENGAGE

midwifesIn partnership

with

THANK YOUGot any questions?