The paper 'Marketing Strategies for Sagami Rubber Industries " is an outstanding example of a marketing case study. Sagami Rubber Industries was the first company to manufacture coloured and dotted condoms in the world. It is also ranked as the first company to produce a condom that has the ability to adjust to the PH inside a woman’ s vagina. The reliability and focus on Sagami’ s condom business are further illustrated by the manufacture of the world’ s thinnest condom in history which is considered to be 0.02 mm thin. A 30 years special review of material and research resulted in the production of a special polyurethane condom, one of the top brands in Japan.
This marketing plan seeks to explore into the company’ s polyurethane condoms and provides reasons why these condoms should be adopted in Australia’ s market since these condoms are not just like any other condoms manufactured by other company’ s, but their unique focus on creating polyurethane condoms has been accompanied by numerous special characteristics, which gives them an advantage over other condom producers. Introduction Sagami Rubber Industries Company was founded in the year 1934.
It is considered as the first company in Japan to manufacture condoms. Since then the company has supplied condoms to more than eighty countries worldwide. However, in each of the countries that are supplied with condoms, Sagami’ s products have always been highly ranked in consumer reports, thus continues to enjoy extensive popularity as one of the world’ s best producer of condoms, (ELC International Staff, 2006). The company started by manufacturing latex condoms for the first time in Japan in 1934. These are known to be made from the finest natural rubber latex obtained from Malaysia.
Supported by high-level production technology and strict quality control, the company continued to produce very high-quality condoms for seventy years. In 1970, Sagami established a joint venture company in Malaysia, which was its primary source of latex. The company then acquired ISO 9002 certification in 1992, which has now been upgraded to ISO 13485-2000, which assures quality production. Then company then carried out a thorough review of material and research for over thirty years and as a result, Sagami Company was able to come up with a condom that was made from special polyurethane, the Sagami original, (Kaigisho, 1989).
It is considered as one of the top brands globally, due to the natural feel that makes it totally distinct from other brands. Sagami Original 0.02 is only twenty microns thick, which is estimated to be one third the thickness of a latex condom. It is widely used in Japan and Asia and other countries of the world. It is used by discerning consumers who require thinness for increased sensitivity and yet look for superior strength for increased protection.
The popularity of Sagami’ s polyurethane condoms has already spread to Italy, Spain, France, Portugal, Sweden, United States, Finland, Norway, Mexico, Indonesia, and Hong Kong and the products are now available in Australia. Mission statement Provide higher quality and unique products and services to meet the requirements of consumers and business partners. The company pursues technology and innovation to strive for perfection in quality and user experience of their superior condoms, (Katsura, & Gen. 2005).
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