Durex - Brand Analysis

Brand Analysis

Business & Finance, Marketing & Sales
Cover of the book Durex - Brand Analysis by Alexandre Georjon, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Alexandre Georjon ISBN: 9783638253253
Publisher: GRIN Verlag Publication: February 11, 2004
Imprint: GRIN Verlag Language: English
Author: Alexandre Georjon
ISBN: 9783638253253
Publisher: GRIN Verlag
Publication: February 11, 2004
Imprint: GRIN Verlag
Language: English

Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A-, University of Northampton (Business School), 12 entries in the bibliography, language: English, abstract: In 1929 the London Rubber Company (LRC) has registered DUREX condom trademark, whose name was derived from Durability, Reliability and Excellence. The next important steps as a global condom's provider were in 1951 with the introduction of the first fully automated production, and two years later with the development of the first electronic testing machines. During the 1980s, Durex condoms began to be sold in public area (supermarket, pubs, ...), due to the recent AIDS fear. This decade will show thanks to the sales increase, a sharp development of marketing with the first Durex poster campaign in 1982, as well as the first condom advertising on television (1987). Finally, during this last decade, Durex has followed a marketing policy aimed to increase the awareness of the brand, with: the installation of free-standing outdoor Durex vending machines (1992); the sponsorship of MTV's events (1995); the first Durex Sex Survey (1995); the launch of the first selection of coloured, flavoured and ribbed condom in the same pack (1996) and in 1997 the launch of the first non-latex protection called Avanti. At the beginning of the 21st century, Durex has launched www.Durex.com over 30 countries. These web-sites feature localised pages, in particular the use of local language. It provides sexual information, allowed people to question specialists, details the Durex condoms and the sponsored events. Durex is nowadays part of SSL International, which is a world-wide company producing a range of branded products sold to medical and consumer healthcare markets, such a Scholl, Marigold gloves, etc ...

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A-, University of Northampton (Business School), 12 entries in the bibliography, language: English, abstract: In 1929 the London Rubber Company (LRC) has registered DUREX condom trademark, whose name was derived from Durability, Reliability and Excellence. The next important steps as a global condom's provider were in 1951 with the introduction of the first fully automated production, and two years later with the development of the first electronic testing machines. During the 1980s, Durex condoms began to be sold in public area (supermarket, pubs, ...), due to the recent AIDS fear. This decade will show thanks to the sales increase, a sharp development of marketing with the first Durex poster campaign in 1982, as well as the first condom advertising on television (1987). Finally, during this last decade, Durex has followed a marketing policy aimed to increase the awareness of the brand, with: the installation of free-standing outdoor Durex vending machines (1992); the sponsorship of MTV's events (1995); the first Durex Sex Survey (1995); the launch of the first selection of coloured, flavoured and ribbed condom in the same pack (1996) and in 1997 the launch of the first non-latex protection called Avanti. At the beginning of the 21st century, Durex has launched www.Durex.com over 30 countries. These web-sites feature localised pages, in particular the use of local language. It provides sexual information, allowed people to question specialists, details the Durex condoms and the sponsored events. Durex is nowadays part of SSL International, which is a world-wide company producing a range of branded products sold to medical and consumer healthcare markets, such a Scholl, Marigold gloves, etc ...

More books from GRIN Verlag

Cover of the book Enhancing firm performance via distribution channel innovation: The case of small and medium enterprises by Alexandre Georjon
Cover of the book Gesichter der Psychiatrie von der Antike bis zur frühen Neuzeit by Alexandre Georjon
Cover of the book Jugend im Mittelalter by Alexandre Georjon
Cover of the book Odradek: eine Leerstelle. Genaues Lesen von Franz Kafkas` 'Die Sorge des Hausvaters' und sich daraus ergebende Möglichkeiten für den Unterricht by Alexandre Georjon
Cover of the book Zahlungsregelungen in AGB mit MwSt eines gewerblichen Verkäufers gegenüber einem gewerblichen Käufer (Unternehmer) by Alexandre Georjon
Cover of the book Der Gründerkrach 1873 - Ursachen sowie politische und wirtschaftliche Folgen der anschließenden Gründerkrise by Alexandre Georjon
Cover of the book Gewalt in der Schule by Alexandre Georjon
Cover of the book Differenz und Geschlecht by Alexandre Georjon
Cover of the book Gründe für Erhebung von Einfurzöllen und sonstige Einfuhrbeschränkungen hinsichtlich der Einfuhr von Waren in die Europäische Union by Alexandre Georjon
Cover of the book Der demographische Wandel als ein globales Problem? by Alexandre Georjon
Cover of the book Workaholism: Arbeitssucht als ein Beispiel einer pathologischen Bedeutung von Arbeit by Alexandre Georjon
Cover of the book Die Kapitalformen nach Bourdieu - Welchen Einfluss haben sie auf die Migrationsentscheidung? by Alexandre Georjon
Cover of the book Der spanische Bürgerkrieg. Ein Omen für Europas Zukunft? by Alexandre Georjon
Cover of the book Von der handbeschriebenen Rolle zum gedruckten Buch - Zusammenhänge zwischen historischer Entwicklung des Christentums und technischer Entwicklung des Buches by Alexandre Georjon
Cover of the book Sprachkultur und Sprachpolitik in Polen by Alexandre Georjon
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy