DurexBranding

StrategyOverviewPreparedby:肖楊\宋學醫(yī)\孔揚TheWorldLeadingBrand5/31/20231杜蕾斯品牌分析IntroductionPurposeofthispresentationObjective:IntroducingDurexanditsbusiness;AnalysisDurex’sbrandingstrategy;CSR;SWOTanalysisOutcome:Suggestions5/31/20232杜蕾斯品牌分析AgendaCompanyprofileIndustrytrendProductsandBrandingProductpositionMarketshare,revenueandchannelSWOTanalysisSuggestions5/31/20233杜蕾斯品牌分析CompanyProfileCompanyProfileDurexisthetrademarkednameforarangeofcondomsmadebyUK-basedmultinationalSSLInternational.Thename,whichtheLondonRubberCompanytrademarkedin1929,isaportmanteauof"Durability,Reliability,andExcellence",thoughsomepeoplemistakeitasbeing"DurableLatex"or"DuringSex“.5/31/20234杜蕾斯品牌分析IndustryTrendCustomerfocusonthepleasureofhavingsexratherthenbirthcontrolTheincreaseofSTIamongpeoplecausestheincreaseofusingcondoms.5/31/20235杜蕾斯品牌分析IndustryTrend5/31/20236杜蕾斯品牌分析BrandingDurex’sphilosophy:Sexplaysafundamentalroleinourphysicalandemotionalwellbeing.Werelievethatahealthyandrewardingsexlifeshouldbeeveryone’stoenjoy5/31/20237杜蕾斯品牌分析ProductsWhilemostofDurex’scompetitorsonlymakeCondoms,DurexhasthreedifferentproductlinesCondomsLubesPersonalMassagers5/31/20238杜蕾斯品牌分析ProductPositionDurexispositionedashighendbrand,althoughDurexhaslowendcondomproductswithaffordableprice,thoselowendproductsareinthesamepricerangewithhighendproductsfromcompetitors.Variousproductlinestomeetdifferentmarketsegments5/31/20239杜蕾斯品牌分析DurexCondomProductLineLove裝Love活力裝Jean摯愛裝Classic激情裝Together有型裝PerfectFit雙保險裝ExtraSafe情迷裝Elite至尊超薄裝FetherliteUltima螺紋裝Excita凸點螺紋裝Pleasuremax凸點螺紋熱感裝PleasuremaxWarming凸點螺紋涼感裝PleasuremaxTingle涼感裝Tingle草莓果味裝Strawberry5/31/202310杜蕾斯品牌分析DurexJissbonLove裝Love極限超薄活力裝Jean激情顆粒摯愛裝Classic冰爽型激情裝Together有型超薄有型裝PerfectFit大頭超薄雙保險裝ExtraSafe優(yōu)質(zhì)超薄情迷裝Elite溫馨浮點至尊超薄裝FetherliteUltima浪漫環(huán)紋螺紋裝Excita爽滑倍潤凸點螺紋裝Pleasuremax繽紛七彩凸點螺紋熱感裝PleasuremaxWarming雙重保護凸點螺紋涼感裝PleasuremaxTingle動感薄涼感裝Tingle動感組合草莓果味裝Strawberry果味組合5/31/202311杜蕾斯品牌分析OtherProductLinesDurexJissbonLubes快感裝人體潤滑液人體潤滑劑熱感裝人體潤滑液涼感裝人體潤滑液Vibes震震環(huán)震動避孕套震震棒PlayOPlayO女性快感增強液5/31/202312杜蕾斯品牌分析ProductPosition5/31/202313杜蕾斯品牌分析ProductPosition5/31/202314杜蕾斯品牌分析Advertisements5/31/202315杜蕾斯品牌分析MarketShare,RevenueandChannelMarketShare:MarketleaderinbothWWandPRCWorldwide:26%PRC:30%Revenue:PRCrevenue240MRMBChannel:PharmacySupermarketsDepartmentstoresChainConvenienceStores5/31/202316杜蕾斯品牌分析IndustryInnovationDurexmadethefirstcommercializedlatexcondom;ThefirstergonomiccondomThefirstmalecondommadefrompolyurethane,suitedforuserswhohaveanallergicreactiontolatex5/31/202317杜蕾斯品牌分析CorporateSocialResponsibilityDurexSexualWellbeingSurvey(杜蕾斯全球性福指數(shù)調(diào)查)杜蕾斯“2002年男人健康日”活動2002中國國際醫(yī)療產(chǎn)業(yè)博覽會杜蕾斯“2002年世界艾滋病日”活動2003年贊助北京計生委抗非典杜蕾斯2003AIDS慈善晚會杜蕾斯“2003年世界人口日”活動2004年上海超級品牌頒獎晚會2004年世界艾滋病日網(wǎng)上宣傳活動杜蕾斯2005年全球性調(diào)查網(wǎng)上推廣活動贊助2005年青島膠南賽車活動………………5/31/202318杜蕾斯品牌分析CompetitorComparisonDurexJissbonProductlines85Marketing67Branding98Ad107R&D107CSR1065/31/202319杜蕾斯品牌分析SWOTAnalysisStrength歷史悠久，產(chǎn)品與全球市場開拓經(jīng)驗豐富；品牌強勢，認同度高，高端形象形成；產(chǎn)品品質(zhì)優(yōu)良；廣告公關(guān)方式多樣、獨特，文化氣息濃重；既有市場基礎(chǔ)雄厚，具有比較優(yōu)勢Weakness價格偏高，產(chǎn)品層次不夠分明，影響目標用戶覆蓋范圍；與競爭產(chǎn)品比較，品質(zhì)特征不是特別明顯；渠道拓展相對主要競爭對手稍嫌緩慢；在中國文化氛圍中，宣傳推廣受到掣肘5/31/202320杜蕾斯品牌分析SWOTAnalysisOpportunities艾滋病等威脅人類生命安全的疾病有擴大趨勢，提倡潔凈和安全，防止疾病傳播，已經(jīng)形成人類共識，市場潛在空間巨大；隨著觀念開放，中國等發(fā)展中國家對性的觀念已經(jīng)發(fā)生并且正在發(fā)生根本轉(zhuǎn)變，相關(guān)產(chǎn)品需求潛力很大；在中國的絕對市場份額（相對總需求）仍然較小，具有成長空間；同類產(chǎn)品競爭尚不十分激烈，有布局謀劃的時間Threats有被競爭對手擠占渠道，靠價格和不十分遜色的產(chǎn)品取勝的危險5/31/202321杜蕾斯品牌分析SuggestionsMergerandAcquisition在法律、政策、資金許可的條件下，進行并購，將潛在對手扼殺在搖籃中