logging in or signing up Durex cheryl924 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1566 Category: Education License: All Rights Reserved Like it (7) Dislike it (0) Added: April 25, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: wickycry (2 month(s) ago) this is so great,thx Saving..... Post Reply Close Saving..... Edit Comment Close By: TuanGiang (8 month(s) ago) This is so great, exactly what I am looking for Saving..... Post Reply Close Saving..... Edit Comment Close By: paepiti1 (11 month(s) ago) thx for useful slide Saving..... Post Reply Close Saving..... Edit Comment Close By: poddarishan777 (13 month(s) ago) can u put this presentation on download please i like to use the presentation to give a smalll demonstaration in my class as a awarness so please help me Saving..... Post Reply Close Saving..... Edit Comment Close By: DeadlyScorpio (14 month(s) ago) thx for sharing Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Slide 1: MM576 – Branding Project Presented by History : History History : History Today The world’s No.1 condom manufacturer 29% of global market Market leader in 40+ countries Recognized Premium condom brand Sell 4 Billion condoms per year Brand Element – Name & Logo : DU R EX Durable Reliable Excellent Easy to pronounce, remember and recognize Describes the product, uniqueness and benefits Brand Element – Name & Logo Brand Element - Characters : Brand Element - Characters Brand Element – Slo gan : Once you try it you would never do without it. Good news for your sex life, bad news for beds. Durex. Made to make you last longer. Better Shape, Better Sex. Brand Element – Slo gan Brand Element – URL : Brand Element – URL Official Website Chat Room Brand Element – local specific : Brand Image Brand Element – local specific Communications - TV Commercial : Communications - TV Commercial “The condom that makes you feel like” Brand Image : Brand Image “Sex plays a fundamental role in our physical and emotional wellbeing. “Feel sensual, sensitive and fun” Brand Image : Brand Image “We believe that a healthy and rewarding sex life should be everyone’s to enjoy.” Brand Image : Brand Image SEXPERIENCE Community Connection : Community Connection Points-of-Parity : Points-of-Parity Pregnancy Prevention Safer Sex: avoid STDs e.g. HIV/AIDS Points-of-Parity : Points-of-Parity Distribution Channel Packaging Points-of-Difference : Points-of-Difference More than 80 years long history in the industry Market leader OBM – Self investment factories Variety of product range Points-of-Difference : Points-of-Difference Variety of side products i.e. Play O, Lubes, Vibes, etc Improve Sex Life Points-of-Difference : Reputation/ Reliability Test by HK Consumer Council 2009 35 styles condom in the market. Top 4 are from Durex. 【Durex】Extra Safe 【Durex】Pleasuremax Warming 【Durex】Ribbedj 【Durex】Sensation 【Okamoto OK】Dot De Hot Points-of-Difference Quick check - yes/no : Quick check - yes/no Condom is your preferred pregnancy prevention mean? 2. Durex is you or your partner’s preferred brand? 5. Do you think Durex is the most reliable condom? 3. Will you select condom because of the thinness? Will you select condom because of the packaging? Survey : Survey Facebook group Online Survey 2 weeks 89 response 22 disqualified Brand Distribution : Brand Distribution Age Group Distribution by Brand : Age Group Distribution by Brand Brand Distribution by Age Group : Brand Distribution by Age Group Distribution Channel : Distribution Channel Others Weak Correlated Elements : Weak Correlated Elements Income Marital Status Number of times Focus Group : Focus Group Co-interviewers Experience Durex Two groups 35+, 8 pax, the oldest 51 <35, 7 pax, the youngest 16 Focus Group (35+) : Focus Group (35+) Safety and durable does matter! Live in Wanchai, buy in TuenMun Don’t think too much the different between brands ^.^ try the ribs but don’t see the different No concern about price, doing less and less lar ~ Have you….??? Do you …? What about….? Tai Loi Alan I try O gel with my wife but she question me how I know this product Focus Group (<35) : Focus Group (<35) Embarrassing in supermarket with housewives around U 0.03 of course! Will try the 0.02 Ad hoc use, not care the brands, easy to grab in 7-11 but still buy other things together to feel less embarrassing Tighter and thinner is better~ Better can open in one hand, u know when u r busy… ^3^ What feature..?? How frequent…? How many….? Tai Loi Alan I don’t use Durex cos’ my dad use it Perceptual Map : Perceptual Map SEX Need Fun / Playful Enjoy life PERFORMANCE Durable Reliable IMAGE Safety Prestige price High quality NEGATIVE Ambiguous product range Bad packaging Less advertisement Less promotion Western size Threat : Threat Emerge of Japanese brands Pioneer of Polyurethane Products of Asian Threat : New Material : Polyurethane Thinner Better heat transfer Three times stronger Odorless Threat Highly transparent Smoother Allergy-free Threat : Threat Top 10 Sales in Hong Kong: Durex Close Fit 12's Pack Durex Performa 6's Pack Sagami Xtreme Superthin 15's Pack 0.02 Hydro Polyurethane 10's Pack Durex Avanti Ultima 10's Pack Sagami Original 0.02 12's Pack Durex Fetherlite Elite Ultima 10's Pack Dot de Hot 10's Pack Durex ExtraSensitive 36 pcs bulk pack 0.03 Real Fit 10's Pack Information source : www.sampsonstore.com Recommendation : Recommendation Condom: Highly personalized usage items WANT it to appeal to personality and individual needs n Recommendation : Recommendation < 35 >= 35 Differentiate Market Targeting Recommendation : Recommendation New Young Line New Name New Logo New Packing New Image Recommendation : Recommendation New Young Line New Name New Logo New Packaging – tin box Functional : easy to unpack Aesthetic : trendy, unique Recommendation : Recommendation New image devoted to the one you love; loving, caring and romantic Herzberg’s two factor theory: Hygiene – prevent pregnancy and decease Motivator – loving and caring to your love Recommendation : Recommendation New Feeling Local culture conscious; conservative about SEX LOVE appeal; not sex appeal Recommendation : Recommendation Advertisement: an example Sagami Original 002: ..and yet.. love needs distance Love Distance campaign Young couple over long distance love Between Fukuoka and Tokyo Run 1000KM until reunited on Dec 24th Gold Prize winning at Cannes Lions International Advertising Festival 2009 Recommendation : Recommendation Distribution Channel : Vending Machine self-service, Less embarrassing especially among the urban youth Recommendation : Recommendation Connection to the Community: Sex Education to Teenagers Sexual Health Protection to Children Recommendation : Recommendation Main line products: Still market leader? More advertising activities Consolidate products range to eliminate self-competition Thank you : Thank you You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Durex cheryl924 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1566 Category: Education License: All Rights Reserved Like it (7) Dislike it (0) Added: April 25, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: wickycry (2 month(s) ago) this is so great,thx Saving..... Post Reply Close Saving..... Edit Comment Close By: TuanGiang (8 month(s) ago) This is so great, exactly what I am looking for Saving..... Post Reply Close Saving..... Edit Comment Close By: paepiti1 (11 month(s) ago) thx for useful slide Saving..... Post Reply Close Saving..... Edit Comment Close By: poddarishan777 (13 month(s) ago) can u put this presentation on download please i like to use the presentation to give a smalll demonstaration in my class as a awarness so please help me Saving..... Post Reply Close Saving..... Edit Comment Close By: DeadlyScorpio (14 month(s) ago) thx for sharing Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Slide 1: MM576 – Branding Project Presented by History : History History : History Today The world’s No.1 condom manufacturer 29% of global market Market leader in 40+ countries Recognized Premium condom brand Sell 4 Billion condoms per year Brand Element – Name & Logo : DU R EX Durable Reliable Excellent Easy to pronounce, remember and recognize Describes the product, uniqueness and benefits Brand Element – Name & Logo Brand Element - Characters : Brand Element - Characters Brand Element – Slo gan : Once you try it you would never do without it. Good news for your sex life, bad news for beds. Durex. Made to make you last longer. Better Shape, Better Sex. Brand Element – Slo gan Brand Element – URL : Brand Element – URL Official Website Chat Room Brand Element – local specific : Brand Image Brand Element – local specific Communications - TV Commercial : Communications - TV Commercial “The condom that makes you feel like” Brand Image : Brand Image “Sex plays a fundamental role in our physical and emotional wellbeing. “Feel sensual, sensitive and fun” Brand Image : Brand Image “We believe that a healthy and rewarding sex life should be everyone’s to enjoy.” Brand Image : Brand Image SEXPERIENCE Community Connection : Community Connection Points-of-Parity : Points-of-Parity Pregnancy Prevention Safer Sex: avoid STDs e.g. HIV/AIDS Points-of-Parity : Points-of-Parity Distribution Channel Packaging Points-of-Difference : Points-of-Difference More than 80 years long history in the industry Market leader OBM – Self investment factories Variety of product range Points-of-Difference : Points-of-Difference Variety of side products i.e. Play O, Lubes, Vibes, etc Improve Sex Life Points-of-Difference : Reputation/ Reliability Test by HK Consumer Council 2009 35 styles condom in the market. Top 4 are from Durex. 【Durex】Extra Safe 【Durex】Pleasuremax Warming 【Durex】Ribbedj 【Durex】Sensation 【Okamoto OK】Dot De Hot Points-of-Difference Quick check - yes/no : Quick check - yes/no Condom is your preferred pregnancy prevention mean? 2. Durex is you or your partner’s preferred brand? 5. Do you think Durex is the most reliable condom? 3. Will you select condom because of the thinness? Will you select condom because of the packaging? Survey : Survey Facebook group Online Survey 2 weeks 89 response 22 disqualified Brand Distribution : Brand Distribution Age Group Distribution by Brand : Age Group Distribution by Brand Brand Distribution by Age Group : Brand Distribution by Age Group Distribution Channel : Distribution Channel Others Weak Correlated Elements : Weak Correlated Elements Income Marital Status Number of times Focus Group : Focus Group Co-interviewers Experience Durex Two groups 35+, 8 pax, the oldest 51 <35, 7 pax, the youngest 16 Focus Group (35+) : Focus Group (35+) Safety and durable does matter! Live in Wanchai, buy in TuenMun Don’t think too much the different between brands ^.^ try the ribs but don’t see the different No concern about price, doing less and less lar ~ Have you….??? Do you …? What about….? Tai Loi Alan I try O gel with my wife but she question me how I know this product Focus Group (<35) : Focus Group (<35) Embarrassing in supermarket with housewives around U 0.03 of course! Will try the 0.02 Ad hoc use, not care the brands, easy to grab in 7-11 but still buy other things together to feel less embarrassing Tighter and thinner is better~ Better can open in one hand, u know when u r busy… ^3^ What feature..?? How frequent…? How many….? Tai Loi Alan I don’t use Durex cos’ my dad use it Perceptual Map : Perceptual Map SEX Need Fun / Playful Enjoy life PERFORMANCE Durable Reliable IMAGE Safety Prestige price High quality NEGATIVE Ambiguous product range Bad packaging Less advertisement Less promotion Western size Threat : Threat Emerge of Japanese brands Pioneer of Polyurethane Products of Asian Threat : New Material : Polyurethane Thinner Better heat transfer Three times stronger Odorless Threat Highly transparent Smoother Allergy-free Threat : Threat Top 10 Sales in Hong Kong: Durex Close Fit 12's Pack Durex Performa 6's Pack Sagami Xtreme Superthin 15's Pack 0.02 Hydro Polyurethane 10's Pack Durex Avanti Ultima 10's Pack Sagami Original 0.02 12's Pack Durex Fetherlite Elite Ultima 10's Pack Dot de Hot 10's Pack Durex ExtraSensitive 36 pcs bulk pack 0.03 Real Fit 10's Pack Information source : www.sampsonstore.com Recommendation : Recommendation Condom: Highly personalized usage items WANT it to appeal to personality and individual needs n Recommendation : Recommendation < 35 >= 35 Differentiate Market Targeting Recommendation : Recommendation New Young Line New Name New Logo New Packing New Image Recommendation : Recommendation New Young Line New Name New Logo New Packaging – tin box Functional : easy to unpack Aesthetic : trendy, unique Recommendation : Recommendation New image devoted to the one you love; loving, caring and romantic Herzberg’s two factor theory: Hygiene – prevent pregnancy and decease Motivator – loving and caring to your love Recommendation : Recommendation New Feeling Local culture conscious; conservative about SEX LOVE appeal; not sex appeal Recommendation : Recommendation Advertisement: an example Sagami Original 002: ..and yet.. love needs distance Love Distance campaign Young couple over long distance love Between Fukuoka and Tokyo Run 1000KM until reunited on Dec 24th Gold Prize winning at Cannes Lions International Advertising Festival 2009 Recommendation : Recommendation Distribution Channel : Vending Machine self-service, Less embarrassing especially among the urban youth Recommendation : Recommendation Connection to the Community: Sex Education to Teenagers Sexual Health Protection to Children Recommendation : Recommendation Main line products: Still market leader? More advertising activities Consolidate products range to eliminate self-competition Thank you : Thank you