Manix competes on the condoms market, which is composed of two important brands: Durex and Manix itself. Durex is the market leader with 35% of market share and Manix follows it with 26%: their competition is based on branding (advertising campaigns based on sponsorship) and innovation in order to extend their products range. Then three competitors share 25% of the total market value: Intimy from Juva with 10%, Handsaplast and Protex. They are either price competitors, or they have a good presence in retail network. Finally minor actors like Khondomz are also present on the market, but barriers to new entrants are quite strong as law requirement are compulsory to exist on the sexual health industry. We can assert that each product can be substitutable in terms of resistance and safety between Durex and Manix. They offer almost the same range of products.
Durex and Manix have the motivation to be the first on the French market, while the four other smaller competitors want to gain market shares.
[...] Manix Enjoy Easy Fit would be distributed in 100% of the slot-machines (by pockets of 6 units) and in the traditional super and hyper market distribution networks (both by pockets of 6 and 12). Moreover new slot- machines would be added in the distribution network. The pharmacists' network wouldn't be used for the launch of this product because of the target need of discretion. The communication strategy would be at the centre of the launch of this new product. In order to create a privileged relation with the target, the communication strategy would be totally different in various points from the previous strategies. [...]
[...] Manix decided to base its communication on the notion of pleasure so the word has been selected to be included on each packaging. As a consequence, the name of the product would be “Enjoy Easy Fit”. Furthermore, to deepen these notions of pleasure and ease of use, the slogan it has been developed. The packaging would be a revolution. The traditional boxes wouldn't be used for this product. In fact, they would be replaced by fine pockets with a small cumbersome and a dynamic look. [...]
[...] Thus, Manix won't need more money. The slot-machines will be the other sales tool that Manix will use. As a consequence, it will be important to invest in some new slot machines which will be put in some strategic places, for instance in high school infirmary or night clubs. The cost of these investments will be around 120 for 150 new slot- machines. VII) Budgets Communication budget: Actions Budget Pre-launch - New Year 50 Manix Club Tour 200 Partnership with music festival 75 25 Partnership with the Gay-pride Organization of the Manix Summer 200 Tour Partnership with salon de 25 l'érotisme” Intervention in schools 100 euros/day/school ( 50 (college, lycée, université) Radio Spot for the Valentine's Day 3 days of national campaign = 200 New Website 20 euros for the creation + 30 euros for the gifts TOTAL 900 In addition to this communication budget, a distribution budget can also be planned. [...]
[...] Finally, Manix knows that of condom buyers are men. However, the advertisings will have to reach both men and women, otherwise the amount of women-buyers could lessen, and this would also reduce Easy Fit total potential sales. Qualitative and quantitative objectives of the launch of a new product Easy Fit - and the selected strategies Manix would be using a cost leadership strategy. As a consequence, it would have to develop the sales by attracting the 15-25 year-old target characterized by a low purchasing power. [...]
[...] A further purpose for Manix is to improve its distribution channels and reinforce them (slot-machines; increase by 2 points to reach - of their penetration rate by hypermarkets). Finally Manix has to keep the image it has tried to build over the latest years, that is to say associate condoms with pleasure, and keep focusing on female gender pleasure. II) Problems and opportunities Issues confronted Social factors are key elements of the market. Indeed there is still an embarrassment for consumers of condoms to purchase them. [...]
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