Marketing Promotions Plan Condoms
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Another one of our class assignments. Challenge: The word "Condom" cannot be used in the communication
Marketing Promotions Plan Condoms
- 1. PROTEX CONDOMS Marketing and Promotions Plan
- 2. INDUSTRY OVERVIEW Condom use began to increase rapidly with the growing public awareness of the danger of HIV/ AIDS & other STDs. Condom revolution began in 1900s with major product innovations. The industry is subject to economies of scale with low cost of production & high volumes of scale. No longer perceived to be a Pregnancy prevention but a tool for pleasure enhancement. Indian condom market is estimated to be around 200 Crores with the production of over 2 billion pieces per annum. The market is highly fragmented with over 200 brands. Major Players - Moods, Kamasutra, Kohinoor, Nirodh & Durex.
- 5. OUR BRAND PROTEX PROTEX It Completes IT PROTEX stands for Protected Sex, and hence emphasizes on protection and security. Most existing brands in the category have adopted the pleasure principle (Kamasutra, Durex, Moods). Protex as a brand would stand for engaging in any kind of sexual behavior responsibly. Communication to focus on the fact that your sexual experience is complete only when you use the protection Protex has to offer. Brands Key Message- Missing it even once is NOT okay Whenever you engage in any kind of sexual activity, you are at risk and are vulnerable to AIDS/ Sexually Transmitted Diseases / Unwanted Pregnancy. Therefore, by using Protex every single time you will be acting maturely and taking control of your life.
- 6. The PROTEX Plan OBJECTIVE: o To launch Protex at a national level, and create awareness about the same. o To establish Protex as a means to responsible sex. o Creating Live Brand Experiences. TARGET AUDIENCE the marketing and promotions plan for Protex for now will focus on the following three sets of Target Audience o 15yrs-18 yrs : Schools o 19yrs 22yrs : Colleges o 23yrs 30yrs : Corporates Different activities will be conducted for all these three sets depending on their current understanding of the topic and receptiveness to such a sensitive issue. MARKETING TOOLS TO BE USED: Below-The-Line Activities, Events and Internet.
- 8. LEARN WITH PROTEX Sex Education Camp 8 City school workshop programme Delhi, Chandigarh, Mumbai, Pune, Bangalore, Chennai, Hyderabad, and Kolkata. 10 upper-middle class schools per city will be targeted (80). Objective : To inform and educate the students about the practice of sex, and safe sex practices. Focus will also be on the importance of being responsible upon sexual activity. Spreading awareness on use of condoms, and consequences of not using the same. TOOLS USED: Audio-Visual Aids, Presentations, Group Activities & Discussions. USP: Youth-to-Youth Counseling. All the facilitators will be young college students, so that the school kids can easily identify with them. SCHOOL CONTACT PROGRAMME
- 10. GENDER, SEXUALITY, AND YOU 8 City college workshop programme Delhi, Chandigarh, Mumbai, Pune, Bangalore, Chennai, Hyderabad, and Kolkata. 4-6 socially active colleges per city will be targeted. Objective : To inform and educate the students about indulging in safe sex practices only, making them aware about sexuality and rights. Condom samples to be distributed here. College students are at the peak of experimentation, hence workshops not to preach but to interact and clarify. Training the interested few city-wise to become peer facilitators for the school kids. AWARENESS WORKSHOPS
- 11. PROTEXION College Campus Drive Canter Activity across the high student areas in Delhi, Mumbai, Pune and Bangalore. Elements of Canter eye catchy colors, interesting copy, bold statements, condom vending machine, LED TV, Emcee, Promoters, Merchandise, and Pledge Cards. AV to be run during taxing time talks about birth control, and safe sex practices in an interesting, fun way. An interesting Flash Game (Slip It On) to be made, that students can play on LED TV. A group of three called to play, and the highest scorer to get a prize. Emcee Interactions Q & As and lots of Gifts!! Bold students to be awarded as well. Typically a BRANDING Exercise for Protex. CANTER ACTIVITY
- 12. PROTEX ON THE STREETS A dedicated theater group to be taken on board to create a skit about all activities the youth consider cool yet which get cooler when they do it responsibly. Skits to be performed at college campuss, university areas, youth hangouts, cultural centers, and college fests. Partner with NGOs and other organizations (UNAID, NACO, NAZ Foundation, etc). HUMAN BANNERS a condom-geared clan (think KAMINEY) doing rounds of the city at joggers parks, outside malls, market places, popular college hang-outs, cultural centers, etc. STREET PLAYS
- 13. FINDING THE BRAND CONNECT PURE ADRENALIN THRILL Sponsorships, Partnerships and Associations. Protex to associate itself not only with thrilling events, but the ones with the message of Importance of Safety. Events could include Bike Races, Go Karting, Adventure Games, Rock climbing and Camps, etc. All safety gear at these events to be Protex branded. Also, we will look at associating with Rock Shows, essentially to connect with its Generation Y audience who is fun-loving, but equally responsible.
- 15. KIOSK CAMPAIGN SAY IT WITH PROTEX Attractive kiosks to be put up at MNCs and other major corporate buildings. Valentine Week Activity, with partnership with Archies/Hallmark. Cards, Key Chains, Mugs, Photo Frames, and other interesting merchandise that promotes the use of Protex. It will act as a reminder for people to take responsibility for their sexual health and show their partners how much they care by always using protection. Concept of Gift + Innovation + Responsibility people will get attracted with the fun element, but the serious objective will also get fulfilled.
- 16. FRIDAY OFFICE PARTIES UNWIND - WITH PROTEX IN MIND Thank God Its Friday Office Parties to be organized by Protex. A chance for people to just unwind and look forward to the coming weekend. Condom Vending Machine to be put up for that evening. In such a relaxed environment Protex will be able to communicate its message of acting responsibly when it comes to sex. De-stressing Games, Quizzes, and Interactions. Sale of Merchandise T Shirts, Key Chains, De-Stress Balls, Mouse Pads. Branding Exercise + Creating a Connect.
- 17. COMPLETE IT The Circular Walk A Walkathon only in Delhi and Mumbai. Objective: To create awareness about AIDS, and the ill effects of not practicing safe sex. USP Its a CIRCULAR WALK, with woman walking towards right, and men toward left. Where they meet, we have a condom distribution team, and an educational AV playing. Partner with NGOs, other sponsors, radio channels, TV Channels, etc. To participate, a minimal fee will be charged that will go towards a charity fund. The fund will be given to a AIDS Control Organization. Tie-Ups with schools and colleges to participate as well. Commercial Sex Workers to be involved in the initiative as well. Celebrity Involvement and Endorsement. Human Banners. SPECIAL EVENT An Awareness Walkathon
- 18. A great way to increase brand recall acts as a souvenir for all touch points as well. Cool T-Shirts with interesting and bold quotes to be made. For BOYS: Not afraid to preach protection -A Protex Initiative For GIRLS: Ill go BUY, if my partner is SHY- A Protex Initiative Condom Keeper Key Chains Post Cards/Pledge Cards Condom Vending Machines Condom Shaped Stress Balls PROTEX MERCHANDISE Ill Go BUY, If my Partner is SHY
- 19. www.protex.com An interesting website propagating the key messages of the brand safe, responsible and fun loving. Applications on Website: Talk to your PROTEXpert, PROTEX-METER (do you follow safe sex quiz), Interactive Quizzes, and SLIP IT ON Flash Game. Facebook Communities Twitter Profile Linked In Profile for the corporate contacts Website link to be popularized on all our branding in on-ground activities. WEB MARKETING PLAN
- 20. When you do IT, not just use your heart, use your brains too!! PLAY SAFE ;p
- 21. THANK YOU!!!