Advertising Durex Condoms in Egypt

  • Length: 817 words (2.3 double-spaced pages)
  • Rating: Excellent
Open Document

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Text Preview

More ↓

Continue reading...

Open Document

Advertising and promotion:

Egypt ranks very high among developing countries, with 324 radios per 1,000 people, 122 television sets per 1,000, and 40 newspapers per 1,000. However, high costs of broadcast media advertising present a major obstacle, even when regulations prohibiting advertising for pharmaceuticals are waived. Some broadcast contraceptive advertising did appear for government and NGO services, but not commercial services. Pharmacies depend instead on outdoor signs, reaching limited audiences. Competition contraceptive alternatives are very limited. Female sterilization is unavailable except for specific medical conditions. Other women use pills or injectables.

Government participation at the market place:

Prices of all registered pharmaceuticals are controlled by the government. The price of any given contraceptive brand is usually the same, whether it is offered in the public, or commercial sector.
Condoms are the most used form of contraception in Egypt for un married couples. It is almost impossible to calculate the social marketing effect of condoms because of the above reason. Egypt there is one pharmacy for every 4,000 people meaning that the probability of accessing a condom is difficult.

5.Preliminary Marketing Plan:

1 ) The Marketing Plan :

A ) Marketing Objectives :
Targeted Market :
We are segmenting the market following the Mass Customization because condom is a contraceptive product used by 20 to 40 years old males. Durex condoms are providing a full product line to satisfy different needs and tastes.eg (love for young people, avanti for the people who has allergic to latex material)

2-3.Expected sales:
We are expecting to sell our product to males of an age range 20 to 40 years so we target less than half of the population in Egypt, in this case by informing the people about the advantages of using Durex.
We are planning to be leader of Egyptian market and maximize our income in the long-term period.

4.Market penetration and coverage:
We are using indirect exporting strategy for our business to Egypt.
Using the indirect exporting strategy is a common approach for mature international company such as Durex.
Knowing that we will beneficiate of the support of the Egyptian Ministry of Health represent a great advantage to succeeded in our market penetration.
We will ensure a wide spread coverage thanks to our local distributor.

B) Product adaptation or modification:

Our product is formed by three elements:
1-The core product or condom, which doesn't need and cannot to be adapted or modified
This because as a medical product which should prevent sexual transmissible diseases and as a contraceptive it's elaboration and production must follow specific steps use only some materials; and under go strict controls and international standards.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

How to Cite this Page

MLA Citation:
"Advertising Durex Condoms in Egypt." 123HelpMe.com. 21 Jun 2018
    <https://www.123helpme.com/view.asp?id=164702>.
Title Length Color Rating  
Should Condoms Be Given in Schools Essay - Each year there are many unwanted babies born, or even worse aborted in this country. Many which are born to young people with little or no education about condom use and sex. With a little education about condom use and safe sex many of these unnecessary pregnancies could be prevented. Many parents do not educate their children about sex; therefore the burden usually falls on the schools. Condoms should definitely be readily available in the school system, along with a Sex Education program that includes how and why to use condoms properly....   [tags: condoms, schools, sex education,] 739 words
(2.1 pages)
Better Essays [preview]
Health Belief Model: Condoms and Sexual Risk Essay - Sexual Risk Teen Pregnancy Prevention (Condom) Section 1- Health Belief Model The health belief model (HBM) is a psychosocial model that was developed during the 1950’s by social psychologists of the U.S public health services, and this model was used to explain why people failed to participate in disease prevention and detection programs. The theory is one of the most health behavior theories, which is used to explain behavior change and maintenances, but often times used to predict behavior outcome (Glanze, Rimer, & Lewis, 2002)....   [tags: health belief model, condoms]
:: 3 Works Cited
1459 words
(4.2 pages)
Powerful Essays [preview]
Condoms Essay - Condoms The word condom is probably derived from Latin "condus" meaning receptacle. Another explanation is that the gut condom was invented by the English army doctor Colonel Quondam in around 1645 and that the word is a corruption of his name. We do not know who invented condoms, but we do know that they were in use. There is evidence of this in the writings of Marquis de Sade, Casanova and James Boswell. The latter, a Scottish lawyer and writer, protected himself against sexually transmitted diseases by using a linen condom....   [tags: Sex Protection Condoms Descriptive Process Essays] 3573 words
(10.2 pages)
Powerful Essays [preview]
Why High Schools Should Provide Condoms and Sexual Education for Students - My research paper is about why high schools should provide condoms for students, along with comprehensive sexual education programs. I hope to enlighten the reader about sexual education in high school by answering these questions: How will providing condoms keep students safe. Will sexual education benefit kids. And finally, did not having sex ed affect the generation before us. My view is that most teens are going to have sex, it’s natural and instinctual, but making teens less ignorant about sex and provide them with a way to practice safer sex will result in less teenage pregnancies, STDs, and smarter choices regarding sex....   [tags: sexual education, condoms, youth] 642 words
(1.8 pages)
Better Essays [preview]
Egypt under Mubarak Essay - Egypt plays an extremely significant role as one of the major powers in the Middle East. Egyptian force in the Arab world stems from the strength of its cultural life which makes it extremely difficult to be ignored. The book, “Egypt under Mubarak” features essays from seven different authors, which examine the causes and consequences of the many crises Egypt has faced. Mubarak comes into power taking upon himself the previous Egyptian political, sociological, and economic problems left by Sadat and Nasser....   [tags: Egypt] 1204 words
(3.4 pages)
Strong Essays [preview]
Advertisings Subliminal Message Essay example - Fallacious reasoning is the act of forming strong one sided opinions based on one’s perceptions in regards to marketing. Sometimes the reasoning can present a strong message; such as that from a dogmatic viewpoint where only one true choice exist within the mind of the observer. Though not always disagreeable such as the fallacious reasoning dogmatism; fallacious reasoning is used a lot in today’s advertising to influence people in society’s thinking, social atmospheres, and outlooks. The vessels used to reach these unknowing test subjects are viewers are promoted through media networks, or popular culture icons....   [tags: Advertising ]
:: 3 Works Cited
996 words
(2.8 pages)
Strong Essays [preview]
Essay on Ancient Egypt - Ancient Egypt is a fascinating ancient civilization. The Egyptian culture was heavily polytheistic with a complex view of the afterlife, which was evident in their architecture and communication. Even today as ancient Egypt melts together with modern Egypt. The pull of their ancient cities is still seen in Cairo and Alexandia. The highly developed belief of polytheism in the Egyptian culture was made up of many gods. This belief is the base to the Egyptian culture and life. In the Egyptian polytheistic culture the gods took on form and characteristics of objects found in nature....   [tags: Egypt]
:: 6 Works Cited
2318 words
(6.6 pages)
Term Papers [preview]
condoms Essay - Why people do not use condoms Many men and women prefer unprotected intercourse or using another contraceptive method rather than using a condom. Among currently married women of reproductive age, only 5 percent use condoms for contraception worldwide, and only 3 percent in less developed regions of the world, according to United Nations estimates of contraceptive use. In this chapter we a re going to analyze or try to explain why some people don’t use condoms. In order to do this, we used some theory of the book ‘Social Psychology’ (7th edition) by David G....   [tags: essays research papers] 1751 words
(5 pages)
Powerful Essays [preview]
Advertising Essays - Advertising Works Cited Missing "Advertising has developed and supported great industries, bulwarked-"or increased- "entire economies, and changed a sufficient number of human habits" (Wood 3). Like that paragraph says, advertising affects people in what they do and how they do it. It has affected the Kleenex company, the Nylon manufacturers and a company of a new type of car, the Tucker Corporation, from the 1940’s. Advertising has changed due to these people by their ways of making people notice their product....   [tags: business Marketing Advertisisng Essays] 1889 words
(5.4 pages)
Strong Essays [preview]
Advertising Essay - Advertising 2.1 Overview of the themes First of all, it is important to understand what is advertising and others concepts of it. Advertising is defined as a paid-for form of non-personal communication that is transmitted through a mass media, in order to reach a diversity of audiences (Dibb, Simkin, Pride & Ferrell 2006, p. 538). Moreover, advertising also can be defined as any paid form of non-personal promotion transmitted through a mass medium, means that audiences are far more likely to be interested in the subject matter of the advertising carried by their chosen medium, and is described to be part of the marketing mix under the promotional tools (Brassington & Pettitt 1997, p....   [tags: Business Marketing Advertising] 1064 words
(3 pages)
Strong Essays [preview]

Related Searches






2-A standard condom's pocket which may be of different colors stamped with our brand's name in diagonal; the pocket is made of a special waterproof, airtight ,hermetically sealed material.
This special standard pocket doesn't need any modification or adaptation and it is sold as it is all around the world.

3-The packaging which can be of different colors and carry different images depending on the line and special features of the product.

The packaging should be adapted to the country's cultural standards. For instance when exporting Durex to a country as Egypt we should take care to don't expose on our package images such as naked body parts or sexual allusive images.
An other essential modification of our package is the language used on the box and of the instruction.
The languages used should be Arabic which for instance is Egypt's national language and English the second most used language of the nation.

C . Promotion Mix:
The objective of our advertisement is to change the negative connotation that the Egyptian population may have toward condoms and to make males and couples adopt Durex as a natural and safe choice in their intimate relations.
.
For that we will collaborate with the Egyptian ministry of health as sponsors to a national campaign against HIV and other sexual transmissible diseases as well as a birth control program in the rural areas.
From this collaboration we will as well benefit from a presence in public hospitals and doctors studios .
For the media mix we will mainly focus on sponsor sing events such as governmental campaign, concerts of national stars against HIV.

We will not advertise on media as TV , news papers and radio because the cultural environment doesn't allow us .
As Ashraf Aser , UN collaborator for HIV awaken in Egypt , says that: "safe sex is not promoted out loud but the availability condoms is suggesting the same message".
The message that we want to communicate is that condoms are positives and may be use to protect from sexual diseases but as well as a normal contraceptive .
We want to make married couple and people older than 20-30 years old to feel comfortable using condoms .

We planned
for costs that for sponsoring events such as concerts we will attribute a budget of 1 million $ a year and we will contribute to the Ministry's campaign with 6 million dollars for the first 3 years.


Return to 123HelpMe.com