FACULTY OF

ECONOMICS AND BUSINESS

HOA SEN UNIVERSITY

Customer Behaviour Final Report

ANALYSIS OF CONSUMER BEHAVIOUR AND
MARKETING STRATEGY OF DUREX

Instructor : Mr. Truong Quang Vinh

Class ID : 0300
Group : 7
Students :

Student Work % of
Name
ID division Contribution
Presenter,
22106447 Lê Khánh Hà 100%
Reporter

22113534 Phan Nguyên Hạo Reporter 100%

Presenter,
22114615 Lưu Thanh Ngân 100%
Reporter
Presenter,
22114970 Trương Tấn Phát 100%
Reporter
Presenter,
22114765 Vũ Lê Hồng Phúc 100%
Reporter
Presenter,
22116967 Trình Ngọc Linh Phương 100%
Reporter

Semester 2233, 24th May 2023

Group Report Customer Behaviour

TABLE OF CONTENTS

ACKNOWLEDGEMENT ......................................................................................iii

LIST OF FIGURES................................................................................................. iv

GENERAL INTRODUCTION ............................................................................... 6

CONTENT ................................................................................................................ 7

1 Durex introduction ........................................................................................... 7

1.1 Branding .................................................................................................... 7

1.2 Logo ........................................................................................................... 7

1.3 Address of Durex ...................................................................................... 7

1.4 Tel .............................................................................................................. 7

1.5 Email .......................................................................................................... 7

2 The knowledge of consumer behaviour on the development of marketing

strategies .................................................................................................................... 8

2.1 Marketing communication ...................................................................... 8

2.2 Segmentation ............................................................................................. 9

2.3 Targeting ................................................................................................... 9

2.4 Differentiation ......................................................................................... 10

2.5 Positioning ............................................................................................... 11

2.6 Need, want, demand of customers......................................................... 11

2.7 Product feature ....................................................................................... 11

3 The marketing research about Durex........................................................... 12

3.1 Identify the problem ............................................................................... 13

3.2 Search information ................................................................................. 14

3.3 Evaluate alternatives, purchase decisions, attitudes and post-

purchase behaviour ............................................................................................ 16

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4 Durex’s consumer behavior ........................................................................... 18

4.1 Overview .................................................................................................. 18

4.2 Survey of consumer needs, behavior, and habits about products...... 18

5 Marketing Mix in 6 months ........................................................................... 23

5.1 Product .................................................................................................... 23

5.2 Price ......................................................................................................... 26

5.3 Promotion ................................................................................................ 27

5.4 Place ......................................................................................................... 33

CONCLUSION ....................................................................................................... 35

LIST OF REFERENCES ...................................................................................... 36

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ACKNOWLEDGEMENT
First of all, we would like to thank Hoa Sen University for bringing this subject into
the teaching process, so that we can access this useful and interesting subject. Next,
we would like to express our sincere thanks to lecturer Truong Quang Vinh for his
dedicated teaching and guidance for this subject. During the course, we appreciate all
the good learning opportunities and conditions that you have brought us. Customer
Behavior is a discipline that provides us with excellently helpful knowledge in our
major as well as in real life. The concepts, examples, cases are all very practical and
modern. We were super excited to learn this subject and spent a lot of time to prepare
our report that we actually hope you will be satisfied with ours.

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LIST OF FIGURES
Figure 3-1: The Marketing Funnel (Wijenayake, 2023) .......................................... 12
Figure 3-2: Consumer Decision Making Process (Anjali, 2022) ............................. 12
Figure 3-3: “Ba Con Sói” Campaign (DurexVietnam, 2019) .................................. 13
Figure 3-4: “Cởi mở” Campaign (Vietcetera, 2023) ................................................ 13
Figure 3-5: Youtube “Chạm không đỉnh” short video effectively promotes Durex
Invisible products (HuỳnhLậpOfficial, 2020) .......................................................... 14
Figure 3-6: Youtube “Mỏng manh nhanh chạm đỉnh” stand-up comedy clip
effectively promotes Durex Invisible products (SaigonTếu, 2020) ......................... 15
Figure 3-7: Durex “Yêu vô lo với Durex Jeans” campaign effectively promotes Durex
Jeans products (DurexVietnam, 2021) ..................................................................... 15
Figure 3-8: An Overview of the Perception Process (Solomon, 2020) .................... 16
Figure 3-9: Three Hierarchies of Effects (Solomon, 2020) ...................................... 17
Figure 4-1: Survey question “What is your sex?” .................................................... 18
Figure 4-2: Survey question “How old are you?” .................................................... 19
Figure 4-3: Survey question “Are you interested in safe sex protection products?” 19
Figure 4-4: Survey question “Do you know about Durex?” .................................... 20
Figure 4-5: Survey question “What products do you know Durex through?” ......... 20
Figure 4-6: Survey question “Where do you usually see Durex products?” ............ 21
Figure 4-7: Survey question “How often do you use Durex products?” .................. 21
Figure 4-8: Survey question “What are your criteria when choosing condoms?” ... 22
Figure 4-9: Survey question “Why do you choose Durex instead of others?”......... 22
Figure 5-1: Durex packaging product....................................................................... 23
Figure 5-2: Various features of Durex products ....................................................... 24
Figure 5-3: Durex condom product portfolio (DurexVietnam) ................................ 24
Figure 5-4: Durex condom product portfolio (DurexVietnam) ................................ 25
Figure 5-5: Durex “Lần đầu mạnh dạn combo” ....................................................... 26
Figure 5-6: Durex “Mạnh dạn khám phá combo” .................................................... 27
Figure 5-7: Master Plan ............................................................................................ 28
Figure 5-8: Durex updates an attractive post on Facebook ...................................... 29
Figure 5-9: Durex interacts with users on Facebook ................................................ 30

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Figure 5-10: Facebook users intensely interested in Durex’s contents .................... 30

Figure 5-11: Sales promotion on 4/4 easily motivated customers to take action ..... 32
Figure 5-12: Durex official store on Shopee ............................................................ 33
Figure 5-13: Durex official store on Lazada ............................................................ 34
Figure 5-14: Durex official store on Tiki ................................................................. 34

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GENERAL INTRODUCTION
From 1929 until now, Durex have always produced condoms from the best materials,
ensuring high quality..., and so its quality always exceeds global standards so
consumers can be confident to strongly “stop the enemy” with anyone, at any end -
Durex has grown to become one of the giants in the production of condoms
worldwide with the strategy of “hit” in new markets. Growing to its position brand,
Durex invested in Asian countries and achieved significant revenue, and Vietnam is
one of the markets where Durex is investing heavily.

The changes of life, economy and culture in Vietnamese society have a direct impact
on the sex life of the young population. In addition, the development of media such
as social networks or free movement between countries has led to the formation of
open-minded ideas for Vietnamese youth. According to a survey by Durex in 2016,
the average age of having sex for the first time in Vietnam is 19.7 years. In Vietnam
in the period 2011 to 2020, the rate of spending money to buy condoms has increased
from 70 - 80%, estimated at 1,029,486 billion VND. With changes in the demand for
condoms and the world’s 15th largest golden population pyramid with 98 million
people, Vietnamese society is leading the rapid transformation into a potential
market. Usage rate figure Durex’s global market is 26%, but in Vietnam it is only
16%, not really exploiting its full potential. Besides, Durex is positioned as a high-
end product line, so product counterfeiting is still quite high compared to domestic,
Thai or Japanese condom brands.

The advantage of this pricing strategy is to help Durex elevate the brand, but the
obvious disadvantage is that it is not really suitable for the pocket of Vietnamese
consumers. However, Durex is currently the leading brand in the condom market in
Vietnam. Through communication methods and marketing strategies, Durex has
successfully established itself in the minds of consumers. We were curious about the
mind-bending methods and strategies that Durex used. Therefore, these are reasons
explaining why we do a topic reporting about Durex.

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CONTENT
1 Durex introduction
1.1 Branding
Durex is a brand of condoms and personal lubricants owned by Reckitt Benckiser so
the company has a lot of financial advantages. Reckitt Benckiser has a capital of $59
billion. Durex is only a subsidiary, but it is financially supported by the parent
company and brings benefits in the long run. Durex was registered as a trademark in
1929, Durex products are well known and occupy a quarter of the global market.

1.2 Logo
Durex stands for 3 words: “Durability”, “Reliability” and “Excellence”. Blue and
white are the two main colors, blue symbolizes durability and reliability, and white
gives the viewer a feeling of cleanliness and purity. With the combination of these
two tones, the brand wants to send a message to consumers about the excellent quality
of the product.

1.3 Address of Durex

Durex India (Corporate Office)
Plot No.48, Institutional Area, Sector 32, Gurgaon, Gurgaon - 122001

1.4 Tel
21 303 3000 (Durex Vietnam)
01414931562 (Durex India)

1.5 Email
[email protected] (Durex Vietnam)
[email protected] (Durex India)

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2 The knowledge of consumer behaviour on the development of marketing

strategies
2.1 Marketing communication
A general overview of how consumer behaviour can impact the development of
marketing strategies and marketing communication of Durex.

Durex, being a company that produces condoms and sexual health products, needs to
understand the behaviour of their target consumers to create marketing strategies that
resonate with them. For example, Durex may conduct research to determine what
factors influence the purchase of condoms, such as price, brand, convenience, and
safety. They may also consider the attitudes and beliefs of consumers towards sex,
relationships, and sexual health.

Based on this information, Durex can develop marketing strategies that align with the
needs and preferences of their target audience. For example, they may create
campaigns that focus on promoting safe and enjoyable sex, highlighting the benefits
of using their products.

In terms of marketing communication, Durex may use various channels to reach their
target audience, such as Social Media, TV Commercials, and Print Ads. They may
also use different messages and visuals depending on the target audience. For
example, they may use more explicit language and imagery in ads targeted at young
adults, while using more subtle messaging for older demographics.

Overall, understanding consumer behavior is crucial for developing effective

marketing strategies and communication that resonate with the target audience.
Durex can use this knowledge to create campaigns that promote their products and
encourage safe and enjoyable sex.

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2.2 Segmentation
Durex needs to segment their target market based on various factors such as age,
gender, sexual orientation, lifestyle, and attitudes towards sex. By doing so, they can
tailor their marketing strategies to meet the specific needs and preferences of each
group.

Durex may segment their market into young adults, middle-aged adults, and seniors.
They may create marketing campaigns that focus on the benefits of using condoms
for each group. For young adults, they may highlight the importance of safe sex and
the variety of condom options available. For middle-aged adults, they may focus on
the benefits of using condoms for family planning and reducing the risk of sexually
transmitted infections. For seniors, they may focus on the benefits of using condoms
for maintaining sexual health and intimacy.

Durex may also segment their market based on sexual orientation. They may create
marketing campaigns that cater to the needs of the LGBT community, such as
promoting the use of condoms for protection during anal sex.

By understanding the needs and preferences of their target audience, Durex can create
effective marketing campaigns that cater to the specific needs of each segment. This
can help them increase brand awareness, generate leads, and ultimately increase sales.

2.3 Targeting
Needs to target Durex marketing efforts towards specific groups of consumers based
on various factors such as age, gender, sexual orientation, lifestyle, and attitudes
towards sex.

For example: Durex may target young adults who are sexually active and value safe
sex practices. They may use popular Social Media platforms such as Facebook and
Instagram to reach this demographic. They may also partner with Social Media

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Influencers to promote their brand and their products such as Minh Trang Youtuber
(SexEdu by Trang) and Phuong Nam (SaigonTeu).

For targeting middle-aged adults Durex may use more traditional marketing channels
such as TV Commercials and Print Ads to reach this demographic. They may also
partner with healthcare providers to promote their products to this group.

Furthermore, Durex may target the LGBTQ community by creating marketing

campaigns that cater to their specific needs. They may use targeted Online Ads and
sponsor LGBTQ events to reach this demographic.

2.4 Differentiation
Consumers’ perception of Durex quality is a premium brand that offers high-quality
products. This perception is influenced by the brand’s history of providing safe and
reliable protection and pleasure products.

Consumers value variety in their sexual experiences and seek products that can cater
to their different needs. Durex has recognized this need and has developed a wide
range of products, including condoms, lubricants, and sex toys, to cater to different
preferences and needs.

Consumers are increasingly open about their sexual preferences and seek products
that align with their values. Durex has been successful in promoting the idea of safe
and enjoyable sex, which resonates well with consumers who value sexual health and
wellbeing.

Consumers seek convenience in their sexual experiences and prefer products that are
easy to use and carry. Durex has developed products that are easy to use and come in
different sizes and pack formats to cater to different needs. These consumer behaviors
have influenced the development of marketing differentiation of Durex, which
focuses on providing high-quality, varied, socially.

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2.5 Positioning
Durex’s purpose focuses on the customer’s emotions and experience when using the
product. Therefore, they focus on developing the two sides of thickness and taste of
all products to create diversity. Durex has marketed more than 16 different products
not only condoms but also other support products.

2.6 Need, want, demand of customers

Consumers need a product line that helps them protect their health against dangerous
sexually transmitted diseases such as HIV/AIDS, Chlamydia, Gonorrhea, and Genital
Herpes. Therefore, condoms were born to meet this essential demand of consumers.

In addition to helping to protect health, consumers also want to have a feeling of

excitement during sex, so to meet this desire, the company has researched and
developed products like Durex Invisible, Durex Sensation, Durex Pleasuremax,
Durex Real Feel,... These product lines have met the expectations of customers.

In addition to the desire for the variety of products. Consumers also asked the
company to improve product quality and develop other product lines, especially the
Durex Gel product line. Therefore, the company has developed Durex Gel products
to supply to the market.

2.7 Product feature

Durex has many different types, so the product will have its own features. Thin Durex
types will bring a more natural feel to the user. Although thin, the safety of the product
is always focused because durex condoms are always thoroughly checked for quality
before being released on the market. The brand has thin types like Durex Invisible,
Durex Invisible Extra Thin Extra Sensitive and Lubricated. Ribbed, spiked Durex
condoms like Durex Sensation, Durex Pleasuremax will bring more stimulation in
love. There are also artificial Durex types such as Durex Real Feel that will increase
the feeling of the user and also have a very good protective effect. Not only condoms,
Durex also has Durex Gel products to help users easily operate and increase feeling.

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3 The marketing research about Durex

When Durex entered the Vietnamese condom market, the brand encountered barriers
such as prejudice and backward thinking of Vietnamese people about sex. This makes
it very difficult for Durex, when consumer awareness about using condoms during
sex is still low (in the behavioral model, awareness is the basic step).

Figure 3-1: The Marketing Funnel (Wijenayake, 2023)

The most notable things are that from 2017 until now, Durex’s marketing strategies
are all aimed at changing consumers’ awareness and behavior about using condoms.
So, how did Durex do it and how does the Durex process influence buying decisions?

Figure 3-2: Consumer Decision Making Process (Anjali, 2022)

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3.1 Identify the problem

As mentioned above, the marketing strategies from 2017 to the present time of Durex
have taken place with the main purpose of changing consumers’ perceptions about
using condoms during sexual intercourse. There are several remarkable strategies
such as “Durex Ba Con Sói - Hiểu về tình dục an toàn; Người lạ ơi; Cởi mở;....”.

Figure 3-3: “Ba Con Sói” Campaign (DurexVietnam, 2019)

Figure 3-4: “Cởi mở” Campaign (Vietcetera, 2023)

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In addition to wanting to change the perception of Vietnamese consumers about sex,

Durex also wants to change consumers’ attitudes about Durex products through
media footage, talking about the functions and uses of the product Durex condom.

Certainly Durex applied his knowledge of Knowledge Function Attitude in customer

behaviour (a knowledge function applies when a person is in an ambiguous situation
or when he or she confronts a new product). From this theory, Durex has been very
successful on the way to change the perception of Vietnamese people, assert itself in
the minds of consumers and become the leader in the Vietnamese condom market.
When consumers have a need to buy condoms, many people will definitely think of
Durex, many people will seek information about Durex products to honor their needs.

3.2 Search information

Currently there is too much information, too many brands that Durex has to confront.
Users will find information about products from other brands to meet their specific
needs. The question here is how to make Durex the consumer choice when consumers
want to buy condoms. Currently, Durex has many product segments and product lines
to target many different shopping needs of consumers, such as Durex Invisible, Durex
Jeans, Durex Gel, Durex Performa,... The marketing strategy about product lines can
be said such as:

Figure 3-5: Youtube “Chạm không đỉnh” short video effectively promotes Durex
Invisible products (HuỳnhLậpOfficial, 2020)

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Figure 3-6: Youtube “Mỏng manh nhanh chạm đỉnh” stand-up comedy clip
effectively promotes Durex Invisible products (SaigonTếu, 2020)

Figure 3-7: Durex “Yêu vô lo với Durex Jeans” campaign effectively promotes
Durex Jeans products (DurexVietnam, 2021)
The purpose of reinforcing these strategies is generally to evoke associations,
stimulate sensations of consumers, thereby leading consumers to think, receive
formulas to use products for a specific requirement of consumers. The following is a
3-step consumer awareness model that Durex uses and applies to its marketing
strategy for its products so that consumers choose Durex.

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Figure 3-8: An Overview of the Perception Process (Solomon, 2020)

From these steps when customers search for the product information they need, Durex
will use product photos and information to elicit the need that leads to their purchase,
so that the consumers buy Durex products not other condom brands.

3.3 Evaluate alternatives, purchase decisions, attitudes and post-

purchase behaviour
From the marketing strategies that Durex affects to consumers’ perceptions and
thoughts and also asserts themselves in the minds of customers. Will Durex always
be the first choice of consumers? The answer is no because there is a theory in
consumer behaviour, it affects the evaluation of choice and choice as well as forming
consumer behavioral attitudes towards a product that they need to buy.

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Figure 3-9: Three Hierarchies of Effects (Solomon, 2020)

Consumers use information processing between competing brands and make a final
decision. As consumers differ in how they perceive which product features are
important or prominent, they will notice which properties will return the benefits they
are looking for. However, as each person will be different in how they perceive the
product but they can affect each other when looking at the conditions for choosing
fire, the tools can act like three models above. The negative or positive attitude of
someone who can be a friend or relative of a consumer has the ability to modulate a
consumer’s purchase intention. Consumers’ brand preference will increase if there is
someone who supports the brand that consumers are already loving. This statement
stems from a theory that is Balance Theory (balance theory considers how people
perceive relations among different attitude objects, and how they alter their attitudes
so that these remain consistent (or “balanced”)). These factors influence the choice
and purchase decision when consumers choose the Durex brand to honor themselves.
Along with strategies for sexual stimulation and education. Durex has created an
ecological system, a Durex document for Vietnamese people. That is what Durex has
done to become the leader in today’s premium insurance market.

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4 Durex’s consumer behavior

4.1 Overview
People are becoming increasingly interested in goods that help ensure safe sex in the
age of sex normalization. Keeping pace with the current pace of people’s lives, the
market for condoms and related products is also growing and occupying an important
position for consumers, one of the names that people are most familiar with is Durex.

In this section, the report will determine the needs and habits of using condoms, find
out what consumers want about sex protection products, and determine the level of
consumer satisfaction with Durex’s products.

4.2 Survey of consumer needs, behavior, and habits about products

• Sex ratio: With a total of 60 survey samples, the male sex ratio accounted for
53.3%, or 32 people. The female sex ratio is 46.7% corresponding to 28 people.
Furthermore, 6.6% of males stated are more interested in Durex’s products than
female consumers, equivalent to 4 people.

Figure 4-1: Survey question “What is your sex?”

• Age ratio: Based on the survey results, it can be seen that the age of customers is
very diverse. In which the largest market share is the age group from 18 to 25
years old (accounting for 83.3%), the customers in this age group are mainly

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students, those who do not have a low-income source or have not had a low
income unstable.

Figure 4-2: Survey question “How old are you?”

• Level of interest in safe sex products: Most people over the age of 18 are
interested in safe sex products whether males or females, showing that society is
gradually attaching importance to sex education and safe sex. This is a good sign
that people’s lifestyles are gradually getting better and better.

Figure 4-3: Survey question “Are you interested in safe sex protection products?”

• Durex’s popularity: Only one in sixty survey respondents did not know about
Durex, and was also the only person under the age of 18 in the survey for age. It
proves that Durex’s coverage is extremely wide.

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Figure 4-4: Survey question “Do you know about Durex?”

• Famous products of Durex: Through the survey, both condoms and lubricating
gel are outstanding products of Durex. Prove that Durex has been very successful
in promoting these two products to consumers.

Figure 4-5: Survey question “What products do you know Durex through?”

• Coverage: Durex appears in almost media platforms, from traditional media such
as television, and newspapers to modern media such as social networks, and E-
commerce platforms. In addition, the display of products in convenience stores
also helps Durex increase its popularity.

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Figure 4-6: Survey question “Where do you usually see Durex products?”

• Consumer behavior: Of those respondents that have used Durex as usual, 38.3%
choose to use it from time to time. It shows that they can learn not to have much
sex, but if they do, they still choose Durex as a product they trust.

Figure 4-7: Survey question “How often do you use Durex products?”

• Product selection criteria

With an increasingly diverse product market and numerous choices, it is very
important to meet customers’ product selection criteria.

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Based on the survey, the customer’s product selection criteria are shown very clearly.
As a company specializing in products that ensure safe sex, the quality of the product
is put on top, and this is also a factor to create competition between Durex and others.

Figure 4-8: Survey question “What are your criteria when choosing condoms?”

Figure 4-9: Survey question “Why do you choose Durex instead of others?”

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5 Marketing Mix in 6 months

5.1 Product
• Packaging product
In comparison to other condom companies, Durex’s packaging is the strength that
attracts to and absorbs its customers. Design Bridge - the business that developed the
logo - designed Durex condoms, producing a satisfying package with numerous
colors as demonstration of outstanding adaptability. Customers notice the difference
in the image as well as the vibrant colors. Durex has been able to be more focused
while convincing clients thanks to this strategy.

Figure 5-1: Durex packaging product

• Quality of product:
Durex condoms are made of natural latex, so they have high safety and extremely
good elasticity and durability.

The recently acknowledged “air pressure test” says that an international standard
condom can retain 18 liters of gas. Meanwhile, a standard Durex condom may easily
expand to contain up to 40 liters of gas. This is just one small illustration of how
Durex not only meets, but exceeds, international safety quality requirements.
All condoms have also undergone dermatological testing.

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Before they are put on the market, all condoms are electronically checked to ensure
there are no faults.
• Product portfolio:
In addition to pushing the boundaries of product testing, Durex is continually engaged
in research initiatives aimed at uncovering new methods to better goods or new trends
in life. Sex may open up a new world of prospective products.

Durex condoms are available with many different features:

Figure 5-2: Various features of Durex products

Figure 5-3: Durex condom product portfolio (DurexVietnam)

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Figure 5-4: Durex condom product portfolio (DurexVietnam)

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5.2 Price
Durex has always been known for its high-end product line, making it one of the most
well-known condom brands. Durex items are always priced in the high range of
segments.
• Product line pricing:
- Extra Thin: 80,000 – 240,000 VND
- Tendons and Spines: 60,000 – 200,000 VND
- Scent (Strawberry and Chocolate): 40,000 – 50,000 VND
• Product bundle pricing: There are some highlight combos that Durex has
released such as:
- “Lần đầu mạnh dạn combo” 276,000 VND (20% sale off): Durex Sensual
Strawberry 3 condoms, Durex Naughty Chocolate 3 condoms, Invisible Extra
Thin Extra Sensitive 3 condoms, Durex Kingtex 3 condoms, Durex Play
Classic Gel 50ml + a tie 150,000 VND (as a gift) (DurexVietnam).

Figure 5-5: Durex “Lần đầu mạnh dạn combo”

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- “Mạnh dạn khám phá combo” 669,000 VND (28% sale off): Durex Invisible
Extra Thin Extra Sensitive 10 condoms, Durex Performa 12 condoms, Durex
Play Massage Gel 200ml + a tie and a bag as 300,000 VND (as a gift)
(DurexVietnam).

Figure 5-6: Durex “Mạnh dạn khám phá combo”

5.3 Promotion
The AIDA model serves as the foundation for our marketing promotion strategy. As
Durex’s awareness is extremely wide among the target audience, we do not have to
focus too much on Awareness. We decide to attach special importance to 3 phases:
Interest, Desire, and Action.

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Figure 5-7: Master Plan

• Phase 1: Increase Interest

Social Media is becoming more developed than ever. It is indisputable that Social
Media has become an integral online platform for young people in the digital era, a
place for young people to stay up to speed on current events and trends. That is why
we decided to opt to focus primarily on marketing activities on significant Social
Media platforms.

According to our research, online video consumption is increasing, with the average
viewer spending 17 hours per week watching digital videos in 2023. We recognize
that the potential for reaching customers through web videos is significant. As a
result, we will run some fascinating videos on Facebook Ads and Instagram Ads with
a daily CPM target of 5 (5,000 impressions).

To effectively attract and engage customers, we will design and implement two-way
activities that will allow customers to communicate with us on Social Media
platforms. In specific, we will create some social media challenges such as a funny

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quiz, crossword puzzle mini game. The awards are a “Lần đầu mạnh dạn combo”, a
“Mạnh dạn khám phá combo” and 2 vouchers. In addition, we will pay attention to
Content Marketing. We will continuously update the latest trends that target audience
is widely interested in, and post articles on Facebook and Instagram with trending,
relevant and attractive content. Especially, we will engage customers directly by
reacting and replying to user comments on Social Media posts. We believe this is an
outstanding method to make an impression on consumers, to attract people to be
interested in brands and products.

Figure 5-8: Durex updates an attractive post on Facebook

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Figure 5-9: Durex interacts with users on Facebook

Figure 5-10: Facebook users intensely interested in Durex’s contents

The next significant tool is Affiliate Marketing. Following the identification of a
target market, we will choose the most suitable group of representatives to
complement our products’ content marketing. Our affiliate representatives are
Phương Nam Stand-up Comedian (SaigonTeu), Minh Trang Youtuber (Sex Edu. by
Trang), Jackie Njine Singer, VJ Dustin Phúc Nguyễn. On their Social Media such as
Facebook, Instagram, and Youtube, they will share materials that incorporate
information on Durex’s products. Our target audience will hear of Durex’s products
from affiliates that are naturally positioned within their spheres of influence.

• Phase 2: Increase Desire

We cannot ignore that TikTok is the fastest growing social media application of all
time. In fact, TikTok currently has 1 billion monthly active users and amassed over
3 billion downloads and penetrated one-third of all social media users on this planet
in less than four short years. This is an extremely creative and entertaining app, which
gathers short viral videos that have strong virality and attract a large number of users,

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Group Report Customer Behaviour

especially young people. That is why we will run Top View Ads on the TikTok
platform. Top View Ads are 5-to-60-second videos that begin playing as soon as
customers start the app and seamlessly transition into their For You feed. Top View
uses TikTok’s ad placement to highlight the business, giving a one-of-a-kind
watching experience with no competing content. This is an excellent strategy for
attracting a huge number of consumers and arousing their desire to purchase and
possess the goods. Besides, we will keep deploying Affiliate Marketing on TikTok
platform. Several famous influencers whom we will collaborate on this phase are Chu
Hoài Bảo TikToker, Minh Trang TikToker (SBT), Tizi - Đích Lép TikTokers. They
will create videos on TikTok about brands and items for their vast number of
followers. These followers will be more easily sympathetic and trusting. They might
be encouraged and desired to purchase.

With the explosive development of the Internet, E-commerce has become an

advantageous and prospective ground for businesses to explore. Shopee and Lazada
have gradually gained over users to become the dominant “big man” in this field so
we will run E-commerce Ads on both Shopee and Lazada. We choose Shopee Display
Ads and Lazada Sponsored Display Ads. These types of advertising allow Durex’s
banner to appear on the Homepage banner carousel at the top of Homepage. This way
helps increase brand presence. With visually appealing creatives, Durex will have the
ability to showcase brand name and products in one of Shopee and Lazada’s most
popular sections on the app and website. Then Durex has an amazing chance to
impact sales, show products to customers who are interested in brand or related ones.

• Phase 3: Increase Action

Firstly, we continue running Facebook and Instagram Ads. However in this phase,
we prioritize the Facebook Collection Ads and Instagram Collection Ads. In a grid-
like style, each collection ad has a main video or picture with three smaller supporting
images below. Customers who tap on the Collection Ads to browse or learn more will
be brought to a fast-loading visual post-click experience powered by Instant

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Group Report Customer Behaviour

Experience without leaving Facebook or Instagram. Collection is an ad type that

allows customers to seamlessly transition from discovery to purchase.

Secondly, to increase action on customers’ journey, we will use Shopee Shop Search
Ads and Lazada Sponsored Search Ads. Shop Search Ads place Durex’s store at the
top of search results when customers search for terms we’ve bid on. At the top of the
search results page, it displays Durex’s store name, ad image, slogan, shop coupons,
and the goods that are most relevant to the customers. This increases the visibility of
Durex’s store and may result in an increase in both shop visitors and sales.

Last but not least, we will organize sale promotions to stimulate the market. Each
month, we will provide excellent discounts to our consumers on Double Day and
Mid-Month Day. The “Double Day” discount campaign is an exceedingly brilliant
strategy since it creates several potential ways to raise income on E-commerce
platforms while also increasing consumer purchasing habits.

Figure 5-11: Sales promotion on 4/4 easily motivated customers to take action
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Group Report Customer Behaviour

5.4 Place
Durex condoms are very famous in Vietnam, about 3 out of 10 consumers appeal
with Durex so it is not a challenge to buy a condom from them. Durex sells their
products mainly in two distribution channels such as offline and online distribution
that consumers easily seek to get and take action.

The first main distribution is offline where consumers can find sex protection
products at supermarkets such as CoopMart, BigC, Lotte Mart, pharmacies, grocery
stores, convenience stores such as Circle K, Mini Stop, Family Mart,… gas stations,
adult stores, etc (Bhasin, 2020). There are many options to choose and listen to more
advice from experienced staff when purchasing.

Additionally, the second one is online purchase. Durex distributes condoms via E-
commerce sites, for example, Shopee, Lazada, Tiki, etc. Buying condoms online with
home delivery is really convenient as customers sit at home, access the applications,
select products and wait for the package to arrive. According Nguyen (2021) with a
long history of feudatory culture, Vietnam still considers a sex-related topic a delicate
matter to talk about or mention publicly. That is a way some shy young people choose
to pick condoms up because they might be afraid to buy them offline.

Figure 5-12: Durex official store on Shopee

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Group Report Customer Behaviour

Figure 5-13: Durex official store on Lazada

Figure 5-14: Durex official store on Tiki

In addition, we would like to suggest to Durex to provide a Durex application for the
Vietnamese market to distribute products so that consumers can find and buy official
products more easily because we reasearch that the platform is only available for the
Chinese market. It would become the mobile shopping platform provides a more
intimate environment for Du fans and a seamless experience of the brand’s charms.

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Group Report Customer Behaviour

CONCLUSION
In short, Durex has created a variety of effective marketing strategies thanks to its
deep understanding of its target customers’ behaviour. Overall, Durex has shown that
the company’s products are essential in this day and age to protect sexual health so
that the products have been developed by the company to be able to meet the needs
of customers such as condom thickness, pleasure and protection. Not only that,
customers have paid more attention to safe sex, sexual health, sex education and other
essential needs in sexual relations. As for the brand, they totally did a great job with
their marketing communication. In addition, to promote the main use of health
protection, the brand develops additional advertising segments to serve other
essential needs such as thin and gel products for customers to have more experience
in product selection suitable product. Therefore, Durex is the champion in the trust
of consumers in both Vietnam market and international market.

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Group Report Customer Behaviour

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