About the company
Durex is the trademarked name for a range of condoms that used to be made by the English company, SSL International. The branding strategy of Durex condoms whose name was derived from Durability, Reliability and Excellence started in 1929 when the London Rubber Company (LRC) registered the trademark and began selling in public areas in 1980. The company was sold to the multinational Reckitt Benckiser in July 2010.
Durex’ mission is to develop and support key initiatives that harness sexual health expertise globally to raise awareness of the safer sex message, communicate a “prevention not cure” ethos and encourage consistent condom use. By pooling the expertise of key sex and reproductive healthcare professionals, Durex also seeks to share knowledge and help replicate best practice in the field to ensure safer sex stays at the top of everyone’s agenda. Durex’s core vision is to inspire people to take responsibility for their sexual health, based on the principle that information leads to knowledge, which, in turn, leads to action. This means talking to people to get an in-depth understanding of their needs before developing initiatives that will enable them to gain the knowledge they need to make informed choices.
Since Durex has been making highest quality condoms for nearly 80 years, with about 30% of the global branded condom market share, it is now the no. 1 condom brand in the world, covering all continents and being available in 140 countries. It sells more than four billion condoms every year. Obviously, at the different national level, the ranking can be slightly different with, for example, 80 % of market share in the UK, 59 % in Italy, 15 % in the USA and around 4 % in Japan.
The development of Durex has led to an expansion of the product range to include Durex Play lubricants and vibrators. Durex condoms continue to go from strength to strength with new products such as Durex Tingle, Pleasuremax and Performax Intense. This industry leader has more than 17 strategically placed manufacturing facilities worldwide.
About the product or service
Durex currently leads the global condom market, which the market researcher Key Note values at $11.5 billion annually and it sells more than four billion condoms every year.
Durex’ main product, is a tubular sheath made of latex or similar material with one end open, and the other end closed with a reservoir tip. It is rolled up and packaged in a small metallic or similar casing, and its main functions are preventing pregnancies as well as Sexually Transmitter Infections. The Durex Product Portfolio comprises 16 different types of male condoms -Comfort Focused, Pleasure Focused and Fun - therefore trying to attract a wider variety of consumers and achieving mass customization. Since Durex attempts to emphasize their innovative nature via their packaging, it is typically more eye-catching and creative compared to other brands.
Their primary target is...