Durex SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 9160
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SWOT Analysis of Durex with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Durex

Parent Company

Reckitt Benckiser

Category

Personal care brands- Health

Sector

FMCG

Tagline/ Slogan

Feeling is Everything; For a hundred million reasons

USP

World’s most popular male contraceptive brand

STP

Segment

Contraceptives

Target Group

Urban couples 18 years and above

Positioning

Not just about protection from unplanned pregnancy but designed for pleasure

SWOT Analysis

Strengths

1. RB has been ranked as one of the Most Innovative Companies in the World by leading business magazine Forbes
2. Available in various varieties
3. One of the most popular and good quality male contraceptive brand

4. Brand presence by advertisements and prints
5. Excellent distribution network through chemist stores

Weaknesses

1.Bold advertising often leads to controversies
2. Competitive segment with even the Govt. distributing free contraceptives

Opportunities

1.People are becoming more educated in the need to protect themselves against STIs which represents an increased number of consumers

2. Rapidly advancing technology makes manufacturing more efficient, less costly, more effort can be placed on distribution

Threats

1. Social discomfiture in discussing about condoms and sex.
2. Local Brands
3. Other contraceptive methods

4. Limited brand loyalty

5. Government restrictions on advertising

Competition

Competitors

1. Shields
2. Kohinoor
3. Moods

4. KS

5. Trojan



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