trojan brand condoms (consumer behavior)
DESCRIPTION
This is the PowerPoint presentation for my Consumer Behavior project. We were to select a brand and provide a complete analysis of the consumer behaviorTRANSCRIPT
Trojan Brand Condoms
Presented by:
Josh Leiker Michael HamlingCharline Boccara
Lyles Armour
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Presenters Covered Items
Lyles Armour 1. Brief History
Charline Boccara 3. Situational Factors & External Factors
Lyles Armour 5. Alternative Evaluation and Selection & Outlet selection
Josh Leiker 6. Post-Purchase process & E-Commerce
Michael Hamling 4. Internal Factors, Problem Recognition & InformationSearch
Presentation Direction
Michael Hamling 2. Primary Research
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Brief History
Created by Carter Medicine Company
• 1937: Carter-Wallace• 1965: Production of Trojan Brand Condoms Began • 2001: Church & Dwight CO., Inc acquired Carter-
Wallace $610.5 deal
Facts
• American’s # 1 Condom Brand• Expiration date Oct-2005 2340U
• 234 – Day of year • 0 – Year manufactured
• Avoid storing condoms in the wallet• 6 steps to manufacturing Trojan Brand Condoms
1. Building Strength with vulcanization, 2. A quick dip, on to the oven, then a bath3. On the dry side
• Dried in batches of about 50,000 in large dryers for two hours
4. Electronic testing5. Foiled6. Hitting the shelves
Primary ResearchResults from a survey of 52 business students
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Free Sample33%
Location Within Store
11%
Product Info Availability
56%
Influences to Choose Trojan Condoms
Women
Free Sample33%
Price8%
Package Look8%
Product Info Availability
50%
Influences to Choose Trojan Condoms
Men
Primary Research, continued
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38%
8%
37%
17%
Main Reason For Condom Use
Health Men
Birth Control Men
Health Women
Birth Control Women
Recommendation:• More product
information on packages
• Kiosks in stores with informational panels
• Dispensers next to Trojan condoms with health information and details about new and unique product features
Problematic
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Global trend: According to a CDC (Center for Disease Control) study, condom use rate is
decreasing
So we might wonder what are the causes of this tendency?
We researched the consumer decision process to try to answer this question.
We have made recommendations which we hope will help boost sales for Trojan brand
condoms.
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Situational Factors
Communications situation – Sex education“Sex education is the process of acquiring information and forming attitudes and beliefs about sex, sexual identity, relationships and intimacy”
Developing young people's skills so that they make informed choices about their behaviorSex education remains a controversial issue in the United States
Purchase Situation – In advance or as neededAccording to our survey, a large majority of people purchase condom in advance which means that marketers have a real opportunity to influence consumers’ purchase
But the purchase situation remains embarrassing for a large part of the population
Usage situations – Health, pregnancy prevention or bothMost of the people who used a condom reported a combination of reasons for doing so. Both disease prevention and contraception are their motivation. But, the reasons vary if we consider those within ongoing relationships versus those outside of an ongoing relationship.
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External Influences
Cultural variations “Cultural values are widely held beliefs that affirm what is desirable. These values affect behaviors through norms, which specify an acceptable range of responses to specific situations”
There are numerous factors which have to be taken into account in purchasing and using condoms, and these ones change across different cultures.
Example: “Condom use among young Latino males and females has more to do with preventing unwanted pregnancies than with preventing infection with sexually-transmitted diseases”
ValuesConservative value of the American society plays a huge role in choosing to purchase/use condoms
Example: Under the Bush Administration, scientific evidence on the effectiveness of condoms has been suppressed or distorted, the administration has chosen to teach abstinence as the only way to prevent the spread of AIDS
External Influences
DemographicsBehavior patterns appear to differ according to gender, age, and education level
Age: The likelihood of condom use decreases as youth become older and stabilizesGender: “Historically, sexually risky behaviors have more often been found in boys than in girls” Education: Education is a key determinant for condom use. For both men and women, condom use
is positively associated with higher levels of education
Group InfluenceReference group –standard of reference against which oneself is compared. Group influence is even
more important among teens, because most of them are looking for a behavior to adopt
Example: approximately 81% of adolescents who perceive referent-group norms as supporting condom use during sexual intercourse were frequent condom users
RECOMMENDATIONCommercials targeting women – A large majority of condoms ads are addressed to men. Usually
the scenario is made as the condom make them attractive to women. But in a value-changing society, men are not anymore the only one to take the decision of using a condom. And women play a huge role in the “negotiation” of condom use.
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Internal Influences
• Perception: Attention is first step, can be increased through advertising and product placement in kiosks
• Humorous ads from Trojan decrease the likelihood of ad avoidance• High-risk product, but low cost, leads to high involvement for non-brand loyal
consumers• Brand familiarity may cause consumers to ignore ads for products with which they
are very familiar• This can be an issue with Trojan
• Interpretation: Price-perceived quality may lead consumers to believe that inexpensive condoms will be of lower quality
• Consumers generally expect well-known brands to be of higher quality (benefit to Trojan)
Social Stigmas
Vice President of Marketing for Trojan, James Daniels: “while most sexually active people know that they should use them
[condoms], they don’t bother. Unlike selling other things people should use—like toothpaste or car insurance—condoms carry a stigma. Some see them as dirty while others are affected physically as using a condom interrupts ‘the act.’
Destigmatising the condom
Despite high levels of knowledge about sexual health, condoms are only used for 24% of sex acts (1 billion sex acts per year unprotected)
Daniels performed a study with the following results: Most consumers still view sex as shameful and dirty, and hence condoms are perceived as a shameful product More surprisingly, it was found that men really dislike condoms because of the emasculating
effect of preventing procreation. Using a condom actually disrupts the male brain
RECOMMENDATION:Use hyper-masculinity in commercials to reduce the perception of condoms as emasculating products. Describe the pleasure-enhancing features, not just the health benefits of Trojan condoms
Motives
Pregnancy prevention is a manifest motive because it is freely known and admitted
STD prevention is a latent motive because consumers are hesitant to admit that the are concerned that their partner might be diseased
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Problem Recognition
• The desire to solve a problem is largely dependent on the magnitude of the difference between one’s desired and actual states
• In the case of pregnancy prevention, this magnitude is extremely significant• The consumer is very aware of the problem, making it an Active Problem• Another form of problem recognition is called variety seeking• A consumer may become bored with one type of condom and search for an
alternative
RECOMMENDATION: Trojan must work to retain these customers within the brand. Marketing strategies should be geared towards increasing awareness of unique features that Trojan offers exclusively, such as their new pleasure-enhancing lubricated “Climax” condom.
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Information Search
• Consumers will conduct an internal search, and often an external search, based on personal evaluative criteria
• Evaluative criteria for condoms could be perceived reliability, price, or size.The consumer might use the following sources of information:
-Memory: The consumer could use past experiences, such as a bad experience with a defective condom or a good experience with a lubricated condom, to make a decision
-Personal sources: The consumer could ask for a recommendation from a friend or recall previous advice
-Independent sources: The consumer may have read a study on the effectiveness of a certain type of condom, and uses this to evaluate his or her options
-Marketing sources: The consumer may base their decision on a previously viewed advertisement
-Experiential sources: The consumer could request a sample for product trial
Information Search, cont’d
Condoms are generally similar in variety and price across brands This limits the chance that a consumer will put much effort into an external search As a result, detailed descriptions on packaging is very important because that’s where the
consumer will look if an external search is needed A consumer who views condoms negatively will also be less likely to put effort into an external
search
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Alternative Evaluation and Selection
Attribute
Material LatexNon-latex
LubeClimax ControlLubricated Non-lubricatedSpermicidal Warming
SizeExtra LargeLargeRegular
Designs Extra sensitive Extra sensitive Mutual stimulationRoomierStandard designTexturedTransmit body heat
Competitors
Durex Pleasures Plus
LifeStyles TrustexInspiral
Other Methods
Birth Control Abstinence
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Outlet Selection & Point Of Purchase Displays
Recommendation
Coupons 63% surveyed said free samples
Multiple-Item Discounts
Outlet vs. Product Choice
• Convenience
• Financial Cost
• Time Cost
Point Of Purchase Display
• Social Effect
• Fear Factor
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Post-Purchase Process
• Instrumental performance
• Minimal post-purchase dissonance
• Positive experience…?
• Affective performance
• Repeat purchaser
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E-Commerce
Recommendation
Direct order
Channels already present
www.trojancondoms.com
• Order condoms
• View and research styles
• Free samples
http://www.evolveoneevolveall.com
• Largest ad campaign
• Social networking
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E-Commerce
http://www.trojancondoms.com http://www.evolveoneevolveall.com
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Q & A