The paper "Durex Marketing Analysis" is a good example of a marketing case study. Durex is an abbreviation that stands for durability, reliability, and excellence. Durex is currently ranked the second-best company producing condoms, perfumes and other family planning products (Durex, 2007). The best company is Ansell. This is evident from the breakdown in terms of sales. The current market position for Durex indicates that the business is doing well. The company is the second in sales of their family panning products after Ansell. Of the total $ 40.8, Ansell made sales amounting to $19,052 while Durex made $ 8,544.
Four seasons another competitor made sales worth $ 4, 639 while K-Y another competitor in the market was rated last with $ 5,140. The two companies managed to maximize their profits despite new entrants joining the market. In terms of national grocery lubricants, Durex is the best company making sales amounting to $ 3,212 from the total sales of $14, 789. The national grocery lubricant market grew by 3.5%. The national grocery condom market declined by 2.0% due to new entrants like Playboy.
However, Durex still managed to perform better than its rival companies did. In this category, the key competitor Ansell was the best by selling $16,338 out of the total $25,221. Durex was second after making sales of $5, 068. The company manufactures almost one billion units annually in its 17 factories around the world. The company produces different ranges of products such as has latex condoms. Amongst its famous brands are the Ramses and Sheik. These products are so famous in North America and have been making profits every year for the Durex Company.
Ansell is a key competitor and its number 1 in producing condoms and number three in selling lubricants. The company makes its marketing mainly through social sites like Facebook. The company also enjoys a good online store. K-Y is also another competitor, which is rated the best sellers of lubricants. The company does not produce condoms. The company is not active on social sites. In fact, the company has no Facebook account. The company is believed to be marketing its products through television. Four seasons is also another key competitor.
It is ranked the third-best in condom production and fourth in lubricant production. The company has a good online store and an up to date website. The company has a Facebook page. Playboy is also another company that I ranked fourth in condom production. The company produces no condoms. It has a website, which is active in the US and not in Australia. The Facebook page is not so active but present. The company also produces the Avanti condom, which is the first male condom that was made from polyurethane.
This product was developed after Durex researchers realized that some people suffered allergic reactions after using late condoms. One advantage of the Avanti condom is that it is not capable of suffering from latex rot hence not capable of causing allergic reactions to its users. The company was not the official sponsor of 2012 London Olympic Games but the company still managed to make a 150, 000 donations to more than 10,000 athletes that attended the event. The company’ s power brands either are rated first or second globally(Boyle, 2012).
The company is also listed top 25 in the UK stock exchange market share. The company made net revenue of £ 9. 458 billion.
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