Durex in South Africa
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DUREXin South Africa
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South Africa
800 Million condom marketDurex worldwide production is 1000 Million
Subsidies
reputation
culturalfragmentation
low income
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Hierarchicalorder
Traditional Society
ConspiracyBeliefs
HighInequality
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FirstTime18.5
y.o.
she is
19.2y.o.
he is
Source: US NLM [Link]
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Universe of need
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6timesPRICE-TAG
average
WHITEexplicitly targets
populations
LEADER2%ofmarketsegment
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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
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YEAR ONE
hotel PartnershipLAUNCH of sub-brand
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Smaller portions
For intense experiences
Lubricant & Condom Distribution
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PRICE
QUALITY
PUBLICSECTOR
SOCIAL MARKETING
COMMERCIAL
TARGET
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Quality
Perfect condom
Affordable
Hedonistic
Recommended
in South Africa
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buy a condom factory
300 million condomsUnmet need
FDI
custom Taxes
Logistics
+
-
-
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CONDOM Dispensers
in rural areas
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SOAP OPERAcan
SAVE LIVES
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All these guys can promote
COMDOM USE
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There’s also this
of 13-17
watch porn81% years old
of alldo it regularly45% age groups
Source: Sowetan [Link]
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YEAR twoLAUNCH of female condom
in urban areas
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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!”
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YEAR threeLAUNCH of female condom
in rural areas
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ENGAGE
midwifesIn partnership
with
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THANK YOUGot any questions?