Identification of the business model

Identification of the business model

The idea of ​​doing business over the Internet is called "e-commerce," and one definition of the term describes it as "a business in which a company expands its business over the Internet." In addition to this, there are other methods to choose from: B2C stands for "business to client", while B2B stands for "business to business", and C2B and C2C stand for "customer to business" or "consumer to consumer" respectively (Genge, Haller and Duka, 2019). In addition to the many different criteria listed above, Durex has always adhered to the B2C trend as it interacts directly with customers also the entire procedure of conducting e-commerce is driven by their creativity. It followed this strategy and expanded its base as it created a plethora of fashion items and fulfilled the needs of its customers. As far as its disadvantage is concerned, it can also be said that it needs to manage a very large number of consumers, which needs more workers to be hired. So, one might see this as a vulnerability in Durex. The sexual wellness brand aims to bring couples closer by using a combination of psychographic moreover demographic segmentation approaches to offer couples with happiness and fulfillment as well as a safe environment for sexual activity.

The urban working class or upper middle class make up the bulk of Durex's target customers, and the company uses specialized targeting methods to reach them (Koch and Windsperger, 2017). It has located itself as business that is not just a condom company, but also focuses on the psychological and sexual well-being of individuals around the world. This is a strategic move of the company. The job of marketing a item is difficult, and the task becomes even difficult when related goods are considered taboo. That's not the case with Durex-branded condoms, on the other hand, as the company boils down condom marketing to a science.

Because discussing sex is socially unacceptable in India, marketing condoms in the most conservative parts of the country can be an extremely difficult task. However, there is a wide market opportunity for condom manufacturers in India. Since India is the second most populous region in the whole world, there is a want for a condom product that can promote and raise awareness of the issue in the country (Lykou, Anagnostopoulou and Gritzalis, 2018). Several time, individuals cringe when they see a condom ad; however, Durex knows how to market itself in the most effective way.

Durex has been at the forefront of advancing the condom industry since it was founded by La Jackson in 1915. In 1970, Durex became the primary condom brand in the world to be promoted in multiple countries. Also, the name "Durex" is an acronym that stands for the phrases " excellence, reliability or durability ". As the product name says, it’s durable as well as reliable for clients and has achieved excellence thanks to the marketing strategies it employs.

Durex's revolutionary advertising and marketing efforts over the years have never surprised its target audience.

Let's see how Durex's marketing strategy is subtly put into the hands of the audience to get them to engage with their product.

The company has developed several ads centered on anal sex, a rarely discussed topic that helps dispel the stereotypes associated with it. In addition to that, it also produced an ad that used everyone's least favorite word, "moist." People believe in the concept of "live in the moment", furthermore corporation believes in the concept of "marketing in the moment (Liu, Foscht, Eisingerich and Tsai, 2018) . Take a look at this incredible Durex promotion: The condom maker runs ad campaigns and promotions based on current events happening around the world. As we all recognize, the COVID-19 pandemic has swept the world or vaccination efforts are taking place globally; Durex incorporates this information into their campaigns.