Durex SWOT Analysis, USP & Competitors

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SWOT Analysis of Durex with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Reckitt Benckiser


Personal care brands- Health



Tagline/ Slogan

Feeling is Everything; For a hundred million reasons


Durex is the world’s most popular male contraceptive brand

Durex STP



Target Group

Urban couples 18 years and above


Not just about protection from unplanned pregnancy but designed for pleasure

Durex SWOT Analysis


1. RB has been ranked as one of the Most Innovative Companies in the World by leading business magazine Forbes
2. Durex is available in various varieties
3. Durex is 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

6. Durex is a popular product owing to top of the mind brand recall


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


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

3. Durex can leverage existing brand value to tap newer markets


1. Social discomfiture in discussing about condoms and sex.
2. Local Brands can affect business of Durex
3. Other contraceptive methods

4. Limited brand loyalty

5. Government restrictions on advertising can adversely affect Durex's business



1. Shields
2. Kohinoor
3. Moods

4. KS

5. Trojan

The table above concludes the Durex SWOT analysis along with its marketing and brand parameters.


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