Marketing plan: Manix

Type :

Market study

Pages :

7 pages

Format :

.doc

Published date :

01/15/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Basic facts.
1. French condoms market and position of Manix.
2. Manix's goals and vision.
Problems and opportunities.
1. Issues confronted.
2. Opportunities.
Segments and objectives.
1. The targeted segments.
2. Qualitative and quantitative objectives of the launch and the selected strategies.
Product and price policy.
1. Low price.
2. 'Ease of use' image.
3. Attractive packaging.
Distribution.
1. Manix won't promote its new product on any television channels.
2. The visibility of the product would be assured by a direct meeting with the consumers.
Sales force.
1. General figures of the condoms market.
2. Manix forecast.
3. Enjoy Easy Fit objectives.
Budgets.
Bibliography.

Abstract

manix competes on the condoms market, which is composed of two important brands: Durex and manix itself. Durex is the market leader with 35% of market share and manix follows it with 26%: their competition is based on branding (advertising campaigns based on sponsorship) and innovation in order to extend their products range. Then three competitors share 25% of the total market value: Intimy from Juva with 10%, Handsaplast and Protex. They are either price competitors, or they have a good presence in retail network. Finally minor actors like Khondomz are also present on the market, but barriers to new entrants are quite strong as law requirement are compulsory to exist on the sexual health industry. We can assert that each product can be substitutable in terms of resistance and safety between Durex and manix. They offer almost the same range of products.
Durex and manix have the motivation to be the first on the French market, while the four other smaller competitors want to gain market shares.