Her Selection
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Her Selecti on by Conor, Helen, Michael, Jessica
description
A presentation made for our marketing class.
Transcript of Her Selection
Her Selectionby
Conor, Helen, Michael, Jessica
What is Trojan?
What is Trojan?
What is Trojan?
What is Trojan?
What is Trojan?
Agenda1) Situation Analysis
2) Problem Identification
3) Solution Overview
4) Benefits
5) Conclusion
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis
Strengths
Product quality and effectiveness
Capability of luring customers
Ability to provide exceptional customer satisfaction
WeaknessesThe nature of the condom/contraceptive industry
Reluctance/failure to use condoms
Impulse/emergency convenience consumer product
Reliability
OpportunitiesExpansion into the female market
Add a new product line
Increase number of outlets and channels
Threats
Direct competition amid slowing growth
Alternative forms of contraception
Government Intervention
Competitive Analysis
Trojan • Top in
America• 2009
sales in US: $47.2 million
Durex • Top
world wide
• 2009 sales in US: $9.4 million
LifeStyles • Third
largest• 2009
sales in US: $5.5 million
Porter’s Five Forces Model
Rivalry among existing
Competitors
High
Threat of New entrants
low
Bargaining power of
Buyerslow
Bargaining power of Suppliers
low
Threat of Substitute products
low
Why is a marketing plan needed?
Technology
21st morals
Decreasing industrial growth
Current Positioning Map
Commercial
Marketing Goal
•To change the perception that males are always responsible for purchasing condoms to include females by introducing the product Her Selection.
Goal
Marketing Objectives
1.
•Increase sales from females by 30% in the next 2 years
2.
•Spend 20% of the advertising budget on ads targeting females in the next 12 months
3.
•Keep sales from males consistent over the next 2 years
Existing Target Market
New Target Market
Product- new packaging design - emphasis on quality
Product Development Strategies
Market Penetration Product Development
Market Development
Product Diversification
Old Product New Product
Old Market
New Market
Promotion
Media schedule
Price
1.
2. Difficult to establish market share
Price
Solution…
3. Price strategyPENETRATION
Distribution
New Positioning Map
Monitors and Controls
Risks
Competitors
Sales not reaching expected targets
General female perceptions are not being changed
Cannibalization of male products
Benefits
Increased market share
Benefits
Enhanced brand image
Back to the skit…
Conclusion
“If women can experience the joy of giving birth, surely they can also share the joys of purchasing a condom.”
– Michael Cheung
