Consumer Behavior

Professor: Mr. Nikhil Rao Group No 3

THE FOLLOWING PRESENTATION IS NOT RATED. IT CONTAINS SEXUAL CONTENT AND COARSE LANGUAGE. IF YOU ARE EASILY OFFENDED YOU NEED TO LEAVE THE ROOM NOW.

What is a condom?
Barrier device most commonly used during sexual intercourse to reduce the probability of pregnancy and spreading sexually transmitted diseases. It physically blocks ejaculated semen from entering the body of a sexual partner Made from : rubber, latex, and other materials They are: waterproof elastic durable inexpensive, easy to use havefew side effects Female condoms are also available

History of condoms
Condom was named from CONDUS which means a vessel or a container. Oldest paintings of condom found in Egypt portrayed around 950 B.C. First public demonstration of the condoms is recorded around 15th century in Italy By the 1700s, condoms made from animal intestines & considered as an armour against pleasure, and a cobweb against infection.. In 18th century Ist rubber condom was invented. After 1930s, latex was used to make condoms, superior then rubber.

Now condoms manufactured with varying size, shape, length, strength,

color, flavor etc.

 Primary Target = Males aged 16-24 Secondary Target = Sexually active people The government of India has taken steps to reach people through street plays to create awareness and spread knowledge among people in rural parts of India.

Condom is one word that is to be known and usage to be realized by many Indians to restrict spread of STDs in India. Few brands of condoms in India are Moods, KS, Durex, Kohinoor.
They are considered unacceptable by certain religions.

Market Size
Only 5% of the Indian population uses contraceptives Market size for condoms and oral contraceptives was Rs 600 crore in 2011

3% 11% 3%

Contraceptive market
women sterilisation

9%

pills

condoms
male sterilisation intra urinary devices 74%

Source: annual report 2009-10 union health ministry and district level household and family survey

Condom brands in the Indian market

Zaroor

So
Hi-Life Privent Moments Bigdom Green Love Kohinoor Moods

Masti Kamasutra

Deluxe Nirodh
Senorita Adam Nymph Rakshak

Ustad
Share Casanova

Key Players
MOODS KAMASUTRA

DUREX
KOHINOOR MANFORCE

Moods
Manufactured by Hindustan Latex Limited Launched in 1984 It was the thinnest condom manufactured in India Introduced glow condoms to India

 The moods range includes eighteen variants :

ultrathin, dotted, ribbed and all night

Flavoured : Chocolate, banana strawberry, coffee and bubblegum

Scented condoms: Rose, jasmine and musk glow condoms XXX condoms with dots and ribs and as Absolute Xtasy, Extra Long, Coloured and Skin.

KamaSutra Condoms
Indias third largest condom brand Manufactured by J.K. Ansell and Raymonds Before 1991 condom brands were hush-hush products. They were never boldly advertised KamaSutra launched in 1991on the philosophy that condoms were the main pleasure givers

 Condom range has 64 variants based on the 64 positions :

The condom range includes: Dotted Ribbed Contoured LongLasting Superthin Intensity(multi-textured) Smooth (plain, extra lubricated) extra large flavored scented

Durex
Started in 1915 in London, UK as London Rubber Company Durex name registered in 1929 meaning Durability, Reliability, Excellence In 1999 LRC parent merged with another company to form Seton Scholl London International Durex positioned itself as the strongest, most reliable condoms

They are no. 1 in the world

Their product range has a variety of pleasure focused, comfort focused and fun focused condoms

Market Share
moods, 15% Durex, 30%

Kohinoor, 40% Kamasutra, 24%

Questionnaires

1. Do you use condoms?

36% 64%

Yes
No

2. Which condom brands do you know?

28%
44%
32% Kamasutra

Durex
96% Moods Kohinoor

3. Which brands do you use?

4% 10%

40%

Kamasutra

Durex
kohinoor Moods 46%

4. If you were to buy condoms today, which brand would you buy?
Sales
16%

30%

12%

kamasutra

Durex
Moods

42%

Kohinoor

5. Which other brands would you also consider?

2%
28% 14%
Kamasutra

20%

Durex Moods Kohinoor

38%

ZAROOR

6. Which features do you normally look at before buying a condom?

18% 26%

56% 17%
36%

Ease of avaibility Price Qwality

32%
30%

Fit
Lubrication Thin Dotted Latex

22%

7. Which condom brand would never buy?

16%
kamasutra

46%

12%
8%

Durex Moods Kohinoor Unbranded/Local/Govt

18%

8. Which condom advertisement do you like?

24% 30% 12%
kamasutra

Durex

34%

Moods Kohinoor

9. Any feature that you would like in condoms in the future?

Safety Easy to dispose Smooth and long lasting More flavors Long length Does not get tear Elasticity More reliability Comfort Coating

Reasons people gave us for not using condoms

Putting on a condom breaks the mood. Its not romantic. Condoms taste terrible

But my partner loves me so why should I use

I never use condoms!

They are too dry and make sex uncomfortable.

Brand Ads
Moods

Brand Ads
Kamasutra

Brand Ads
Durex

The Ad we made

 AD 1

 AD 2

Recommendation and Conclusion

Explore expansion of advertising opportunities while abiding by government regulations Increased distribution through: Vending machines in washrooms Availability in nightclubs/bars free Sponsorship in educational institutions Greater involvement in educating young people about sex Put together information packages designed for 7th grade classes for example

 Really focus on Global Sex Survey use it as a more powerful marketing tool rather than a novelty display the posters and stickers in front of the retail outlet, customer gets aware that the product is available in that outlet Increase on HealthCare awareness like STDs apart from contraception

Rope in religious leaders to reduce the stigma surrounding the usage of condoms and do seminars with the support of these religious leaders
Condoms sales can also be increased by highlighting the drawbacks of pills and other capsules which are used for birth control

THANKS THAT WAS GREAT Anyone for a cigarette now?