This week, the business scene of Marvin guy's Let's get started began to appear on Facebook and other social networking sites. media sites.
Advertising vows, Durex max Intense max Strong condom "speeds her up" and "slows him down ".
Determined to steal AmericaS.
Trojan horse for sale-Americans’ go-
Condom brand--
The Durex owner, Li Jieshi group, invited star couples to include ice bags.
T and Coco's "get on the bus-
Syncing "marketing campaign and planning a series of radio and online advertising.
What's at stake is a category of control. S.
According to market symphonri ri Group, sales exceeded $0. 43 billion as of June 10
A research company in Chicago
While Durex has become a generic term for condoms in most parts of Europe, the brand's share in the US is only 15%S. market.
Church & Dwight
69% of total sales. At $33.
6 million, the United States of TroyS.
According to Nielsen, the advertising budget is about 26 times that of Durex last year.
"They are against the dominant leader," said Jack Trout, president of trout and partner Limited. , a brand-
A consulting firm in Greenwich, Connecticut.
"This is a big problem.
Condoms are one of the oldest products in the world.
Evidence of condom use dates back to 1220 B. C.
According to the Durex website, in Egypt.
According to Durex, materials from linen to fish sacs have been used as preventive drugs since then until the introduction of rubber in 1843 until the success of latex in 1930.
Nevertheless, the modern condom market is undergoing a transformation from a practical function of protecting pregnancy and disease to an entertainment product.
This laid the foundation for growth.
Condom sales increased by 8.
In the 52 weeks ended June 10, sales were 1% and related categories were so-called sexual-
Enhanced equipment rose 21% to $15.
According to data from symphonri ri, the same period was 7 million.
The company's data does not include Wal-Mart. Wal-Mart Stores Ltd.
The largest retailer in the world
English Grange
At the end of 2010, recitt Benckiser acquired the Durex parent company SSL International Plc for about 2 pounds.
5 billion ($3. 9 billion).
"We have a positive expansion plan for the Durex brand in the United States. S.
Kevin Harshaw, director of health, personal care and sexual welfare marketing at Reckett Benckiser, said:"being.
When the price of clean shares to get the flow.
Prices in London were 2% so far this year, while those in Church & Dwight in New York rose 19%.
At 2: 38 P. M. , Lijie fell 3% to 3,277 p. m.
The Church and Dwight are down in London.
$ 7% to $53. 91 in New York.
The Durex market is shameless in the United States. K. --
Rubber balloons;
People slam on the vibrating drill. -
Reckett Benckiser bet that similar ads will play well on Americans.
The company's US business has tripled. S.
The marketing budget for this year is $15 million. In the U. S.
Durex's goal is the forgotten 25-39-year-old Love crowd that Hashaw calls.
The brand is also looking for growth in a broader market known as "sex"
Including Durex's new "happy vibration ring" and other fun toys.
According to the company, one of the top products Durex will launch is the Vivo Max Intense line, a condom with a lubricant that can delay the climax of a man.
Durex is working on what's called "sexy" and other social tools.
The media promoted the brand.
This year, Durex Facebook launched a campaign to urge participants to nominate the state's official gender position, which sponsored 5,000 "Durex Girls Talk" companies --
At the party event, participants can get samples and coupons here.
Last year, the company held a "get room" competition ---
The couple shared their sex story on Facebook and had the chance to win both-
Accommodation in a New York hotel-
Hosted by Bridget Marquart, the "girl next door" reality show.
Troy is not sitting behind.
The brand is launching its own Trojan vibration series, which was launched in 2010, including an online video that promises that the vibrator is "great, it will blow your hair back.
"The brand also sponsored a presentation at last year's Consumer Electronics Show.
While Trojan did not respond specifically to the Durex movement, "We have been looking for new ways to engage with our fans through multiple channels," Nyla Saleh, A spokeswoman for Princeton, New Jersey
Church & Dwight, who works for Edelman, said in an emailmail.
However, it may be difficult for Americans to change their brands.
Americans tend not to spend a lot of time comparing-
Buying condoms, says former U. S. President Gary Couric. S.
The director of marketing goes to the Latin American unit at clean time.
"Take whatever they see," he said, "and run away.