杜蕾斯品牌分析.ppt

1、6/4/2023Love-making,life-changing.1Durex Branding Strategy OverviewPrepared by:肖杨宋学医孔扬The World Leading Brand6/4/2023Love-making,life-changing.2Introduction Purpose of this presentation Objective:Introducing Durex and its business;Analysis Durexs branding strategy;CSR;SWOT analysis Outcome:Suggestio

2、ns6/4/2023Love-making,life-changing.3Agenda Company profile Industry trend Products and Branding Product position Market share,revenue and channel SWOT analysis Suggestions6/4/2023Love-making,life-changing.4Company Profile Company Profile Durex is the trademarked name for a range of condoms made by

3、UK-based multinational SSL International.The name,which the London Rubber Company trademarked in 1929,is a portmanteau of Durability,Reliability,and Excellence,though some people mistake it as being Durable Latex or During Sex“.June 4,2023Love-making,life-changing.5Industry Trend Customer focus on t

4、he pleasure of having sex rather then birth control The increase of STI among people causes the increase of using condoms.Industry Trend6/4/2023Love-making,life-changing.66/4/2023Love-making,life-changing.7Branding Durexs philosophy:Sex plays a fundamental role in our physical and emotional wellbein

5、g.We relieve that a healthy and rewarding sex life should be everyones to enjoyProducts While most of Durexs competitors only make Condoms,Durex has three different product lines Condoms Lubes Personal Massagers6/4/2023Love-making,life-changing.8Product Position Durex is positioned as high end brand

6、,although Durex has low end condom products with affordable price,those low end products are in the same price range with high end products from competitors.Various product lines to meet different market segments6/4/2023Love-making,life-changing.9Durex Condom Product LineLove装 Love活力装 Jean挚爱装 Classi

7、c激情装 Together有型装 Perfect Fit双保险装 Extra Safe情迷装 Elite至尊超薄装 Fetherlite Ultima螺纹装 Excita凸点螺纹装 Pleasuremax凸点螺纹热感装 Pleasuremax Warming凸点螺纹凉感装 Pleasuremax Tingle凉感装 Tingle草莓果味装 Strawberry6/4/2023Love-making,life-changing.10DurexJissbonLove装 Love极限超薄活力装 Jean激情颗粒挚爱装 Classic冰爽型激情装 Together有型超薄有型装 Perfect Fit

8、大头超薄双保险装 Extra Safe优质超薄情迷装 Elite温馨浮点至尊超薄装 Fetherlite Ultima浪漫环纹螺纹装 Excita爽滑倍润凸点螺纹装 Pleasuremax缤纷七彩凸点螺纹热感装 Pleasuremax Warming双重保护凸点螺纹凉感装 Pleasuremax Tingle动感薄凉感装 Tingle动感组合草莓果味装 Strawberry果味组合6/4/2023Love-making,life-changing.11Other Product LinesDurexJissbonLubes快感装人体润滑液人体润滑剂热感装人体润滑液凉感装人体润滑液Vibes震震

9、环震动避孕套震震棒Play OPlay O女性快感增强液6/4/2023Love-making,life-changing.12Product Position6/4/2023Love-making,life-changing.13Product Position6/4/2023Love-making,life-changing.14Advertisements6/4/2023Love-making,life-changing.15Market Share,Revenue and Channel Market Share:Market leader in both WW and PRC Wor

10、ld wide:26%PRC:30%Revenue:PRC revenue 240M RMB Channel:Pharmacy Super markets Department stores Chain Convenience Stores6/4/2023Love-making,life-changing.16Industry Innovation Durex made the first commercialized latex condom;The first ergonomic condom The first male condom made from polyurethane,sui

11、ted for users who have an allergic reaction to latex6/4/2023Love-making,life-changing.17Corporate Social ResponsibilityDurex Sexual Wellbeing Survey(杜蕾斯全球性福指数调查)杜蕾斯“2002年男人健康日”活动2002中国国际医疗产业博览会杜蕾斯“2002年世界艾滋病日”活动2003年赞助北京计生委抗非典杜蕾斯2003AIDS慈善晚会杜蕾斯“2003年世界人口日”活动2004年上海超级品牌颁奖晚会2004年世界艾滋病日网上宣传活动杜蕾斯2005年全球

12、性调查网上推广活动赞助2005年青岛胶南赛车活动6/4/2023Love-making,life-changing.18Competitor ComparisonDurexJissbonProduct lines85Marketing67Branding98Ad107R&D107CSR1066/4/2023Love-making,life-changing.19SWOT AnalysisStrength历史悠久，产品与全球市场开拓经验丰富；品牌强势，认同度高，高端形象形成；产品品质优良；广告公关方式多样、独特，文化气息浓重；既有市场基础雄厚，具有比较优势Weakness价格偏高，产品层次不够分

13、明，影响目标用户覆盖范围；与竞争产品比较，品质特征不是特别明显；渠道拓展相对主要竞争对手稍嫌缓慢；在中国文化氛围中，宣传推广受到掣肘6/4/2023Love-making,life-changing.20SWOT AnalysisOpportunities艾滋病等威胁人类生命安全的疾病有扩大趋势，提倡洁净和安全，防止疾病传播，已经形成人类共识，市场潜在空间巨大；随着观念开放，中国等发展中国家对性的观念已经发生并且正在发生根本转变，相关产品需求潜力很大；在中国的绝对市场份额（相对总需求）仍然较小，具有成长空间；同类产品竞争尚不十分激烈，有布局谋划的时间Threats有被竞争对手挤占渠道，靠价格和

14、不十分逊色的产品取胜的危险6/4/2023Love-making,life-changing.216/4/2023Love-making,life-changing.22Suggestions Merger and Acquisition 在法律、政策、资金许可的条件下，进行并购，将潜在对手扼杀在摇篮中，扩大规模与市场份额 Multiple Branding 开辟第二品牌，以低价冲击主要跟随者，直至其不再构成威胁.Educate Customers 以品牌、公关、宣传、活动等积极培育下一代消费全体 Innovation 针对中国市场需求特点，创新、开发周边延伸产品，例如高端情趣用品等市场空白6/4/2023Love-making,life-changing.23