Durex CondomsAgency Brief

Our Objective Changing of the mindset of the Indian

consumers Lifting the taboo towards condoms among

youth, with the message on ‘love, fun and safe sex’

Increasing the number of sales in our various categories of condoms

Focusing on ‘sex’ being about emotional connection between a couple, rather than it being a physical act

“Durex firmly stands for love and togetherness…” – Mr. Chander Sethi,

Senior Vice-President, South-East Asia-Reckitt Benckiser

18th February, 2013

Typical Prospectus Male Influencer: Female Lower---middle---upper class young adults (18 years – 30 years)

Marketing Objective Maintain largest market share. Ansel- 2nd best competitor with15% market

share Existence of over 75 years in India 42% global condom market share. Ensure brand loyalty remains. India supplies 50% - 60% Durex condoms

globally. Fall of supply in mid 2011- tussle in JV 20% contraceptives affected worldwide

Assumptions of Preferences and Tastes Odorless Safe-100% sure? Protection? As good as a no condom experience Flavors, variety, odors Durex Jeans cool blue condoms- 2009 Maximum pleasure Easily opening access Easy availability Subjective needs

Category which has the highest sales in India:

Superthin Ultima

Role of Brand in Prospectus’ Life Assurance of protection Hygienic Guarantee of no transmission of

STD’s “ feeling is everything” Consumer is assured he will get

maximum pleasure with maximum safety measures at the same time if he uses Durex

Specific behavior action needed to be

influenced Encouraged buying by packaging more number of single

packs in one packet Encouraged use of condoms 100% of the times when

there is no intention of pregnancy. “ SAFE SEX , BEST SEX” As there is a large variety of DUREX condoms available,

we need our consumers to know there is a type of condom by DUREX available for all kinds of pleasure and needs.

People should be proud of having sex but only safe sex DUREX synonymous to condoms already Encourage the number times people use condoms Using condoms is cool as its responsible for sustainable

development.

Legacy Values We Want to Preserve Increase of visibility in the market Focus on maximum pleasure – “feeling is

everything” We provide an extreme range of variety Durex – DURability, RELiability and EXcellence

Past Associations of the Brand needed to be Changed

Bad breath created by the tussle bet: Reckit Benckister and India’s TTK group regarding many issues.

No more future loss of supply chains and lack of product availability.

What we expect from your agency1. “Lend a Condom” Campaign New Brand Ambassadors:

Alia BhattVarun DhavanSiddharth Malhotra

2. Durex Condom posters displayed in all retail/medical stores mentioning the variety of the Durex condoms that are available + their various package deals

3. Creating more awareness of our Durex E-Store, this could tap the shy audience segment

Actors of the new Karan Johar movie “Student of

the Year”

Thank you