Comprehensive Analysis of Durex Branding Management Strategies Report

This report provides a comprehensive analysis of Durex's branding management strategies. It begins with an introduction to the organization, its history, mission, and vision. The report then delves into identifying, developing, and establishing Durex's brand positioning and values, including segmentation, targeting, and brand mantra. It examines the design and implementation of brand marketing programs to build brand equity, utilizing models like Keller's Brand Equity Pyramid and discussing criteria for choosing favorable brand elements. The report further explores the brand value chain and the importance of consumer involvement. Finally, it addresses managing the brand for long-term growth, including an overview of Ansoff's growth strategies. The report uses various diagrams and models to illustrate key concepts and provides insights into Durex's marketing mix and customer engagement.

BRANDING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
1 Introduction about the organisation Durex..........................................................................1
2 Identifying, developing and establishing brand positioning and values..............................3
3 Designing and implementing brand marketing programs to build brand equity.................6
4 Brand value chain................................................................................................................7
5 Managing the brand for long-term growth..........................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Branding management is the process by which organisation can promote their band in order
to enhance their customer segment. It is the planning and analysis that how the brand is being
perceived by the customers and target market. It is very essential for the organisation to create
good relationship with the customer which helps them to connect themselves with the large
target market. There are different tangible assets that are associated with the brand management
that are product, price, place, promotion. Other than that there are intangible assets also that are
process, people and physical evidence. These two both tangible and non tangible assets helps the
venture to attract target customers with that it also helps the venture to maintain their brand. This
states that customers will always try to buy their products whether their price is high or low. For
this report, Durex LTD have been selected, it is the organisation which serve different range of
condoms. It is the UK based venture which serves nine verities of latex condom which includes
sheik and Ramses in North America. Durex condoms are the rubber condoms which are mostly
served in the UK.
1 Introduction about the organisation Durex
Durex is the trademark name which sells different range of condoms to the customers in
order to serve protection from intercourse. It were made by United Kingdom-based SSL
International. It serves nine different verities of condom to the customers of UK which also
includes Sheik and Ramses as well as Avanti condoms. It is the condoms which have been sold
mostly in the UK (Vigneron and Johnson, 2017), it have been declared as the most runner up of the
most accounts sales for condoms in US. The biggest competitor of the company is Trojan
condoms. Other than that they have also sponsor Olympic games, they provide150000 free
condoms to more than 1000 athletes. The organisation was introduced in 1915, an 102 years ago.
They serve different range of products such as sex toys, gels, massage and lubes, condoms,
pleasure sets and explore intercourse. It is the most oldest band in Uk which serve different
varieties of condoms to the people.
About the brand
They have lots of history from last 80 years, this is the rubber company which was found
by the LA Jackson which sell imported condoms and barber shop suppliers in the year 1915. It
was the London rubber company which have taken trademark of Durex which was the rubber
company. In year 1950 they have sold their first lubricated condom. In year 1960, they were the
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first Durex. In year 1970, they were the first condom company who have advertised their band in
the market of several countries. In 1990, there were the first condom brand who have adopt a
Global seal of quality as standard. In 1995 they have started selling different verities of condoms
in different colour and flavour. After that they have created their website in year 1996 and now
they have 42 different website where they sell their different range if products. 1997 they have
produced non latex condoms which were used by the non-allergenic material which is being
manufactured by the Durex which is more softer and have more elastic as compare to the natural
rubber latex. In 2001 they have manufactured Pleasuremax, which serve ultimate pleasure
condom for both of the partners (Renton and Richard, 2017). They have started manufacturing
condom with ribbed and dotted texture with the perfect shape which helps to reduce stimulation
of both of the partners, in year 2003 they have launched an exciting range of play lubricants. In
year 2008, they have promoted safe sex for the young generation and in year 2016, they have
made just love safe condom ranges. The brand name of the organisation now has been given as
Reckitt Benckiser.
This graph shows the revenue of the organisation which is increasing year by year and in
year 2012, they have generated 11 billion pounds.
Mission
Core vision of the venture is to inspire people to take proper accountability and
responsibility of their sexual health which is based on the principle that proper information leads
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to effective knowledge which then turns to appropriate action. Other than that, they have several
vision also, that are:
 Serve safe and enjoyable intercourse pleasure to the target market
 Provide new protection from the safety issues to the customers.
 Enhance proper delivery of products and services so that they can lead to globalisation
Vision
 To be faithful with their different duties so that they can serve proper protection to the
customers.
 To be practical always and avoid different frivolousness..
 To build proper environment in the organisation so that workers can work in friendly
atmosphere.
2 Identifying, developing and establishing brand positioning and values.
Segmentation: It is the process by which organisation identifies the different bases for the
segmenting the market place as well as they develops different segment profiles. In this stage
venture identify the different type of customers according to the needs and wants. There are
several ways by which firm can segment their market such as demographic, behavioural,
personal, psychological etc. Durex have done their segmentation on two basis that ate condoms
and sell of well-being products such as message lotions, creams, guide books about the
intercourse life and different verities of perfumes. They have segmented 37% of the target
market who are sexually active, 28% to those customers who have very strong feeling for the
intercourse, 26% of those who think intercourse is fun and adventure (Atwal and Williams, 2017).
Targeting: It is the process by which venture evaluate the commercial and potential
attractiveness of each segment that have been decided in segmentation process. There are several
segments at which targeting have been decided that are criteria size, differences, money,
accessible and focus on differentiate benefits. hey have target lovers who need protection when
they are having intercourse.
Positioning: It is the process by which organisation implements the targeting. There are
different segments at which organisation execute positioning that are product, price, place and
promotion.
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Brand mantra of Durex: It is the ultra slim Durex pocket packs which keeps the spice
alive in the relationship.
Mind map: it is the diagram which shows that central idea is placed in the middle and
other related factors are around it.
It is being analysed that mind map of the Durex is based on several factors such as
functional, symbolic, product related, organisational level, brand personality, usage and
experimental. On the basis of function they have products which are based on different size,
conformability, durable and good quality. On the operational level they are they are
international, have innovative marketing, reputable etc.
POP: This is the strategy by which organisation focus on their brand positioning. It is
also called as point of parity (Renton and Davenport, 2016). It is the strategy by which venture try
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to serve same products as the competitors are serving. If the organisation need to beat with their
rival, they also need to adopt same strategy of production so that t
POD: It is another way by which organisation focus on the positioning their market but it
is apposite to the point of parity. Here venture try to produce differentiate products as compare to
their competitors. They try to manufacture innovative products and services so that they can
attract large number of target market. Durex is focusing on the POD where they are producing
dotted condoms (Lee and Sok, 2017)
.
Keller’s Brand Equity Pyramid CBBE model
It is the model which helps the venture to create their brand image in the market place so
that they can attract large number of customers. There are several factors that influence the
strength of particular product or brand. If the organisation understands about these factors they
can think to launch new product in the market so that they can gain large competitive advantage
and have good position in the market. In order understand these all factors Keller have given the
brand equity pyramid which have 4 stages, that are as follows:
Brand identification: It is the process by which organisation need to create their brand
image in their market place so that they can attract large customers. In simple words it can be
said that organisation need to stand out in market place so that customers can recognise their
brand.
Brand meaning: It is the process by which venture organisation try to connect and
communicate with the customer to those who are aware about the organisation and brand. As per
this model, performance of the venture consist five categories that are product durability,
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reliability, serviceability, efficiency, empathy and service effectiveness. Other than that
secondary factors are style, design, packaging and price of the products and services.
Brand response: In this category, customers give feedback about the products and
service of the venture which is based on their feeling and judgement (Urde, 2016). They make
different judgement about the different factors such as quality, credibility, consideration,
superiority.
Brand resonance: It is in the top of brand equity model, it is most difficult for the
venture to acquire most desirable by the venture. This stage is being break down into four stage
that are behavioural loyalty, attitudinal attachment, sense of community and active engagement
with the stakeholders of the organisation.
3 Designing and implementing brand marketing programs to build brand equity
Criteria for choosing favourable brand elements
There are several factors that determine the brand name of the venture so that it can serve
attractiveness and innovation to the target market, factors are as follows:
Memorable: It is the most important aspect for the venture to select the brand name of the
venture, the name or logo should be memorable by the customers hen only they cab search for
the brand, if they are not able to recall the name of firm then the logo is not appropriate
Meaningful: Other than that it is also important factor for the venture to select the name. It
states that the firm need to keep the venture’s name according to the purpose of their existence
and products they serve.
Protectable: It is also one of the most important factors, they need to keep their organisation’s
name in such a way that it can not be stole by any other venture.
Marketing mix
It is very important part of marketing and brand management of the ventyure.
Organisation need to focus on several spects of marketing that is product, price, place and
promotion. Product is the way by which venture can canter needs and wants of the customers
(Brunk, 2016). Price is perceived value of the products by which customers exchange good with
money, there are several pricing strategy such penetration, skimming, bundling etc. Place is the
distribution channel through will goods is transferable to customers and promotion is the
different marketing techniques by which firm promote their products and services such as
advertisement, social media marketing etc.
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Consumer involvement
Customer involvement plays very significant role in brand management. Venture first
need to identify needs and wants of the customers and then manufacture products according
which helps them to serve optimum level of satisfaction. With the help of customer involve firm
can manage their brand easily
4 Brand value chain
This process shows that marketing program investment, customer mindset, market performance
and shareholder value plays very significant value to manage brand of the organisation. This
helps them to multiply their brand image with program quality, market place conditions and
investors sentiment (da Silveira, and Lages, 2017).
5 Managing the brand for long-term growth
Ansoff growth matrix
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This matrix states that organisation need to implement different strategies in different
conditions. They can implement any one of these strategies or mix of them which helps them to
create positive brand image in the market place (Zenker and Braun, 2017). This helps them to
expand their business with different strategies such as market penetration, product development,
diversification and market development.
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CONCLUSION
It can be concluded from the project report that a good brand manager will always try to
create relationship with both of the upstream and downstream partners which includes customers
and supply chain members. Brand management always start with the good knowledge about the
brand. In simple words it can be said that brand management is the process by which marketer
uses different techniques of marketing in order to create good image in the mind of customers
and their target market. Effective brand management will be acquired when the organisation will
always try to keep their prices high with that point they find loyal customers.
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REFERENCES
Books and Journal
Vigneron, F. and Johnson, L. W., 2017. Measuring perceptions of brand luxury. In Advances in Luxury
Brand Management. Palgrave Macmillan, Cham.
Renton, M and Richard, J. E., 2017. Erratum to: Finding fit: An exploratory look at SME brand
orientation and brand management in the New Zealand food and beverage sector. Journal of Brand
Management. 24(2). pp.209-209.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In Advances in
Luxury Brand Management. Palgrave Macmillan, Cham.
Lee, W. J and Sok, P., 2017. Unpacking brand management superiority: Examining the interplay of brand
management capability, brand orientation and formalisation. European Journal of Marketing. 51(1). pp.177-199.
Renton, M. and Davenport, S., 2016. Finding fit: An exploratory look at SME brand orientation and
brand management in the New Zealand food and beverage sector. Journal of Brand Management. 23(3).
pp.289-305.
Urde, M., 2016. The brand core and its management over time. Journal of product & brand
management. 25(1). pp.26-42.
Brunk, K. H., 2016. Towards a better understanding of the ethical brand and its management. The
Routledge Companion to Contemporary Brand Management. p.280.
da Silveira, C., and Lages, C., 2017. Brand Identity in a Context of Cocreation: When Consumers Drive
Brand Identity Changes (An Abstract). In Marketing at the Confluence between Entertainment and
Analytics. Springer, Cham.
Zenker, S. and Braun, E., 2017. Questioning a “one size fits all” city brand: Developing a branded house
strategy for place brand management. Journal of Place Management and Development. 10(3). pp.270-
287.
Buil, I and Martínez, E., 2016. The importance of corporate brand identity in business management: An
application to the UK banking sector. BRQ Business Research Quarterly. 19(1). pp.3-12.
Kapferer, J. N., 2017. Managing luxury brands. In Advances in Luxury Brand Management. Palgrave
Macmillan, Cham.
Buil, I and Matute, J., 2016. From internal brand management to organizational citizenship behaviours:
Evidence from frontline employees in the hotel industry. Tourism Management. 57. pp.256-271.
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