The total U.S. market for condoms, including sales through all retail channels touched $398.3 million in 2005. It has been increasing by 2.8% from 2004. The U.S. condom market is a stable and matured one growing at a steady rate every year.
So in terms of main players which preoccupied the condom market, the profitability of the market is high.
There are strong barriers of entry and these make it difficult to enter the condom market, so the number of producers has remained small. In terms of new companies which want to enter the market, the profitability of the market is low.
[...] of condom both pregnancy and STD. Insisting use of condom be 3. No side effect like interpreted as a lack of trust in birth-control pills their partner 4. Constant public education on STD Lack of privacy at the point of and the benefits of condom induce sale or distribution. growth. 4. Oral contraceptives have 5. Focus moves from contraception decreased the demand for condoms to pleasure 6. Radio and television began to accept condom advertising more openly Description of product Definition of condoms A condom is a flexible cover, usually made of thin rubber or latex, used by the man during sexual intercourse. [...]
[...] Use a condom every time.' Written in white in a black background, this sobering message creates a serious atmosphere which implies the gravity of the topic involved. The tone of the advertisement is also informational, providing facts and figures in a responsible manner that effectively raises the viewers' consciousness and awareness about the potential consequences of unprotected sex among those who are sexually active. The current sexual health epidemic in the US was the reason why Trojan decided to withdraw its 12 year old ‘Trojan man', a traditional humorous marketing symbol and change its communication strategy to a more serious tone that better delivered the importance of using condoms. [...]
[...] ) security) King Kong (It's for the big size) Big size Propose condom (letters such as BE Custom - made MINE TONITE, DO ME -are on it) Colorful condom Tasteful condom (for instance, chocolate taste for the Valentine's Day) Magnifying ones Wrinkled ones Delaying Adding Lubricant Adding Love gel Pricing There is no price differentiation for the condoms in the US market. There are a lot of varieties among different condom brands but most of them fall between the ranges $ 0.50 0.99 per condom. [...]
[...] Durex's strategies in US condom market have ultimate intention to increase customer's involvement. Because Trojan is very dominant in the US market, if customer with low-involvement, just habitually buy the product over and over, it would be harder for Durex to compete against Trojan. Durex wants customers to go through decision-making process, compare condom's function and quality. If Durex's strategies worked and customers got differentiation of condoms, Durex can be more profitable by raise of price in short-term, and can get customer loyalty in [...]
[...] For example, marketing vice president of Trojan said that Trojan would start “multimillion-dollar ad campaign”, spending million on advertising; however there was no mention of R&D. Increase Market share Trojan's strategy to increase market shares is very passive. It depends on natural expansion by US population growth and takes market share from competitors rather than creating new shares. Market Driving, Durex Market driving firm focuses on exceeding existing customer needs thus creating new values. So this firm has pro-active strategies. Durex has several factors which are considered as Market driving firm. New Latent Needs New latent needs can be defined as pleasure, fun of sex. [...]
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