PROMOTION

DUREX IN CHINA

INTERNATIONAL MARKETING
Lecturer: Mai Quynh Anh

LEMON SUGAR GROUP

Nguyen Vu Minh Chau
Nguyen Dang Trung Viet
Nguyen Ngoc Truc
Truong Thi Thanh Hien
Nguyen Thi Thanh Nga
Tran Vu Thanh Nhan
Phan Thanh Nhan
I IV VII
Integrated marketing International Advertising Media Planning and Analysis
communications (IMC) Tactical Considerations

II V VIII
Sales Promotions in Advertising Strategy Campaign Execution and
International Markets and Goals Advertising Agencies

III VI IX
International Public The Message: Creative International Control of
Relations Challenges Advertising

OUTLINE OF PRESENTATION
I. Integrated marketing communications (IMC)
Composed of advertising, sales promotions,
trade shows, personal selling, direct selling,
and public relations
--> common objective the successful sale of a
product or service.

The availability of appropriate communication

channels to customers can determine entry
decisions
--> Research regarding the availability of
communication channels.

Different messages are appropriate for

different communications channels.
II. Sales Promotions in International Markets

Marketing activities that stimulate In markets with media limitations the

consumer purchases and improve percentage of the promotional budget
retailer or middlemen effectiveness allocated to sales promotions may
and cooperation. have to be increased.

Product sampling Gifts

Cent-offs Product tie-ins
Short-term efforts are directed to In-store Contests
the consumer or retailer to achieve demonstrations Sponsorship of
Coupons special events
such specific objectives.
Designed to supplement advertising and
personal selling in the promotional mix.
Durex dares to love youth "Brave Run"
Tongji starts running

- Durex x JD.com WeChat mobile QQ shopping

- Brave Run at the Jiading campus of Tongji
University
- The player will receive a special prize from
Durex such as condoms, sex toys, lubricants are
placed in the box.
III. International Public Relations
Creating good relationships with the popular press and other media to help companies
communicate messages to their customers, the general public, and governmental regulators
—is the role of public relations (PR).

EXAMPLE FOR DUREX:

Since 2012, Durex made a donation of

500,000 yuan per year to the China
Foundation for AIDS and STD
Prevention, also more than 6.8 million
condoms for 17 provinces in China.

--> Receiving enthusiastic support

from consumers and maintaining good
relations with the Chinese
government.
IV. International Advertising

International advertising is a strategy to tailor

advertising messages to each country

Advertising’s function: Interpret or translate

the qualities of products and services in
accordance with the needs, wants, desires
and aspirations of the consumers.

The emotional appeal, symbolism,

persuasive approach and other
characteristics of advertising must
match cultural norms of each country
Reconciling an international advertising
campaign with cultural uniqueness has
7 steps are involved:

Step 1. Perform marketing research.

Step 2. Specify the goals of the communication.
Step 3. Develop the most effective message(s)
for the market segments selected.
Step 4. Select effective media.
Step 5. Compose and secure a budget based on
what is required to meet goals.
Step 6. Execute the campaign.
Step 7. Evaluate the campaign relative to the
goals specified.
 FOR EXAMPLE

Step 1. Perform marketing research.

"520" holiday + Chinese people difficult to express
their feelings.

Step 2. Specify the goals of the communication.

Encourage people to express their love + viral for the
brand

Step 3. Develop the most effective message(s)

for the market.
Designed ten questions to assess the user's ability to
express their love.
Get graded on their ability to show love:
The higher point => the better able to show love
The bad score => Durex has prepared a video to
provide some tips to improve
Step 4. Select effective media.
Wechat platform

Step 5. Compose and secure a budget based on what

is required to meet goals.
Durex collaborated with T-mall + using social networks
=> friendly budget

Step 6. Execute the campaign.

Durex launched a campaign on WeChat
May 19
Named 'Confession Studio'

Step 7. Evaluate the campaign relative to the goals

specified.
The questions designed are common dilemmas in daily life
+ used some pretty funny answers
=> appealed to a lot of younger generations.
=> 'Confession Studio' goes viral on WeChat.
V. Advertising Strategy and Goals

The goals of advertising around

the world vary substantially.

More and more multinational

companies can be seen to be
managing the balance between
standardization of advertising
themes and customization.

Product Attribute and

Benefit Segmentation
Regional Segmentation
1.Product Attribute and Benefit Segmentation

A market offering really is a bundle of satisfactions the buyer

receives.

Example of Durex:
effectively prevent pregnancy - main function
thinness, taste - additional function
adjusted product packaging - additional function
2. Regional Segmentation

To avoid the confusion that results when

a market is exposed to multiple brand
names and advertising messages, as well
as for reasons of efficiency, companies
strive for harmony in brand names,
advertising, and promotions.
For example: A pan- European promotional
strategy would mean identifying a market
segment across all European countries and
designing a promotional concept appealing to
market segment similarities.

For example: condom ads in Vietnam and

China will be more subtle. Durex often uses
witty similes instead of directly referring to
the issue of Sex as in Europe.
VI. The Message: Creative Challenges
1.Global Advertising and the Communications Process

The International Communications Process

1. AN INFORMATION SOURCE. 2. ENCODING.
The International
The information source is a The message from the source
marketer with a product to sell converted into effective Communications
to a specific target market symbolism for transmission to
It can never be assumed that a receiver.
Process
“if it sells well in one country,
it will sell in another".

4. DECODING. 3. A MESSAGE CHANNEL.

The interpretation by the Message channels must be
receiver of the symbolism carefully selected if an
transmitted from the encoded message is to reach
information source. the consumer.

6. FEEDBACK.
The feedback step of the
5. RECEIVER.
communications process is
Consumer action by those
important as a check on the
who receive the message and
effectiveness of the other steps.
are the target for the thought
The effectiveness of the
transmitted.
international communications
process can be impaired by noise.
The Communications Process Example of Durex:

Durex took a light-hearted

approach by creating a
7. NOISE fictional character named
Uncontrollable Little Dudu
Unpredictable influences Giving amusing messages,
The model’s significance is pictures, and videos, provides
that one or all steps in the sexual health information and
process, cultural factors, posts about love and emotional
or the marketer’s SRC can Creating a place to receive
affect the ultimate success customer feedback through
of the communication. DuDu
“Do you know Dudu? Do you
want to know more about
him/her? Come and talk to
Dudu ”
2. Legal Constraints
Laws that control comparative advertising
vary from country to country in Europe
and Asia
A variety of restrictions on advertising
specific products exist around the world.
Advertising on television is strictly
controlled in many countries
Some countries' laws limit accessibility to
broadcast media
The limitations placed on the length and
number of television commercials
Internet services
Special taxes
EXAMPLE OF DUREX:
Durex received a penalty for crossing legal boundaries
with the digital marketing of vibrators.
In December 2019, the brand received a penalty of
800,000 yuan ($119,445) for using suggestive images and
crude taglines in an advertising
In an ad featuring Heytea, it wrote, “Tonight, not a drop
left.” In another one featuring Eleme, it wrote, “Tonight,
make every mouth full.”
3. Linguistic Limitations

Language is one of the major barriers to effective

communication through advertising.
Language is a matter of cultural pride and preservation
Language raises innumerable barriers that impede effective,
idiomatic translation and thereby hamper communication
Low literacy in many countries
Multiple languages within a country

=> In-country testing with the target consumer group is the only
way to avoid such problems.
EXAMPLE OF DUREX:

Durex wrote, “There are 35 ways to make a

woman burn with desire.”
A string of instructions loaded with both
explicit expressions and sexual innuendos:
caressing her all over and feeling the
temptation of curves, stimulating breasts
and letting flames burn all over the place,
and exploring the deepest and causing
ripples in the water of sexual desire.
When translating these explanations into
Chinese, they received mixed reviews from
Chinese people because it was obscene
Durex was forced to withdraw advertising
from all platforms.
4. Cultural Diversity

The problems associated with communicating to people in diverse

cultures present one of the great creative challenges in advertising.
Subcultures
The problem of changing traditions.
EXAMPLE
The Chinese used to be very shy
about showing affection in public.

Durex combined with ULTRA

electronic music festival to
exclusively create "Durex Kiss Land"
Daring to love and to show their love
5. Media Limitations Production
and Cost Limitations

Media may diminish the role of advertising in the

promotional program.
Example of production limitations:
Poor-quality printing
Lack of high-grade paper
Static-filled television and poor-quality billboards
Low-cost reproduction in small markets poses a
problem in many countries.
Hand-painted billboards must be used instead of
printed sheets
EXAMPLE OF DUREX:

Advertising was just too expensive in China

There are more than 3,000 different
terrestrial, cable and satellite TV channels
in China
=> It takes a lot of money to reach the target
audience
Each channel runs advertising auctions
that are so competitive that a 30-second
prime-time advertising slot in Beijing costs
four times more than the same slot in New
York City
Durex is one of the brands with sensitive
products => running ads on large
billboards is an unlikely thing in China.
VII. Media planning and Analysis

The communication revolution is taking place strongly

In addition, the network effects of electronic media are also on the rise — in the
form of PCs, the Internet and mobile phones.

To advertise, advertisers must consider

many factors:
Availability
Cost
Coverage
Relevance
=> Creates a complex landscape and
constant competition among media types.
 Magazines Radio and Direct mail Mobile
and television Phone
newspapers applications
and other
social media

EXAMPLE:
Durex went for a radical strategy makeover
- Leverage Weibo to get cheap advertising
- Engage with key opinion leaders (KOLs) online to build a premium image
=> Steer away from offline advertising, and go for the all-digital trifecta of social
media, digital opinion leaders.
VIII. Campaign Execution and
Advertising Agencies

The advertising agency: “a service organization that specializes

in planning and executing advertising programs for its clients”.
 Local domestic agency
+ Best cultural interpretation &
feel for the market.
+ Weak level of sophistication.
+ Problematic cross-cultural
Consists of: communication.

Company-owned agency Multinational agency with local

Local domestic agency branches:
Multinational agency with + Best compromise
local branches + The sophistication provides a
coordinated worldwide
advertising campaign.

Compensation
- US system: 15%
- Vary from medium to medium.
Consumer criticism: about a specific
interaction with company or from
frustration.

Deceptive advertising: different

interpretations of what constitutes a
IX. International
misleading advertisement. Control of Advertising:
Broader Issues
Decency and blatant use of sex:
Standards for appropriate behavior
vary from culture to culture.

Self-regulation: a system by which

the advertising industry actively INTERNATIONAL
polices itself. MARKETING
 EXAMPLE
Durex worked with S-Lab in China
=> create an online sex museum.

An experience between eroticism

and art putting an emphasis more on
intimacy rather than plain sex.

In China, sex is considered taboo

=> Durex is well aware of this and
therefore tries to push “educational”
campaigns.