Manix is a brand belonging to Ansell, a company operating in three business segments (professional health care division, consumer health care gloves and occupational division for gloves and clothing worn for protection). Manix is developed in the consumer health care division, which also supplies sexual health products. To fit to consumers needs, Manix created three product lines: Natural Sensation line, New Sensations line, and Bien-Etre. Moreover, Manix is the challenger of Durex in the French market (Durex has a 35 % market share; Manix 26 %) and is followed by Intimy (10 % market share). A study of the internal and external environments of Manix will be discussed in this report, in order to define the objectives and the strategy which will be followed. The external analysis will help us to understand Manix's environment, and its industry (sexual health products). By this way, we will be able to comprehend some of the choices Manix made, as well as its marketing opportunity and environmental threats.
[...] sustainable competitive Negative image of condom advantages Rubber as commodity available in Instability on the super and Asia hypermarket distribution network No control of their price Relation with the health sector Competition between Manix and Tiny communication budget Durex Strategy of communication Some problems with the Low prices of smaller competitor slot-machine Substituable products distribution network After having evaluating Manix's strengths, weaknesses, opportunities and threats, we can now develop the objectives to reach Objectives The main objectives Manix should choose (hierarchically, from the most to the least important) are as follows: - manage to become the leader on the French market by increasing their market share by at least. [...]
[...] Thus manufacturers have to prove a certain level of quality and a compatibility with others products such as lubricants. An additional norm can be obtained by manufacturers, which is the European Community. This stamp is a further evidence of safety and quality commitment but is not compulsory. Manufacturers have also to be in conformity with ISO 9002, EN 46002 and EN 600 norm standards. It implies that each product requires to be controlled inside the factory and that LNE (Notional Laboratory of Essays) checks periodically its production process. [...]
[...] - Manix knows how to use correctly the distribution channels o concerning distribution, Manix's penetration rate is (both by retail networks organized by buying centers and distributed by independent). It means that Manix products are available in of the points of sale. o Manix uses various distribution channels (retail networks, pharmacies, Internet, slot machines) in all France and makes effort to make discreet purchases possible and easier. o their slot-machines are more functional and well-designed than competitors' one. - Ansell uses technology transfer between its three divisions (professional healthcare division, consumer healthcare division, occupational division with gloves and clothing worn for protection) o may decrease costs in technology and research; o better the power of innovation (namely the New Sensation Line) o and the quality of the products (for example, the NF norm - which proves the true aptitude of their products to prevent from viruses and pathogenic agents transmission testifies to this quality). [...]
[...] First in traditional societies, procreation is an important value and is in opposition with the use of condom. Taboos related to sex are also barriers to the use of condoms: purchase of condoms is sources of embarrassment and customers still have a certain feeling of guilt, while the product is widely advertised. Secondly condoms have a negative image since consumers consider their use as more complicated, less amusing and less exciting than without. Third since the 80s and the awareness of AIDS devastation the consumption of condoms increased but nowadays, the fears has become so common in people's mind that they release their attention and have sometimes risky behaviours. [...]
[...] Higher investments are required to satisfy customers. The final SWOT Analysis: Strengths Opportunities Use of technology transfer Norms EC) between SBUs Doctors and pharmacists Use of a different communication confidence Efforts to adapt the consumers' AIDS fear needs Prevent pregnancy and STD Manix knows how to use its Slot machine and internet as a distribution channels with distribution network efficiency Differentiation by the communication means Strategy based on innovation from Manix and Durex Weaknesses Threats Difficulties of finding Taboos related to sex. [...]
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