Marketing plan: Manix

Résumé du document

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.

Extraits

[...] That would avoid the problems of Condoms put out of the box and transported without any protection. The pocket can be carried in the pocket of a jeans, in an inside pocket, or in a small purse. This packaging would both avoid the risk of carrying a single condom and forgetting to refill. Condoms would be available: - In a pocket measuring 10*5*1 cm for 6 units - In a thin cardboard packaging gathering two pockets measuring 10*5*1 cm each for 12 units. [...]

[...] Thus, Manix won't need more money. The slot-machines will be the other sales tool that Manix will use. As a consequence, it will be important to invest in some new slot machines which will be put in some strategic places, for instance in high school infirmary or night clubs. The cost of these investments will be around 120 for 150 new slot- machines. VII) Budgets Communication budget: In addition to this communication budget, a distribution budget can also be planned. [...]

[...] As a consequence, its price would be 10% to 15% higher than Manix Super's. Taking the current price policy into consideration, its price would be around 6 euros and 7,2 euros for a pack of 12 and between 3 euros and 3,6 euros for the pack of 6. “Ease of image The name contributes to the “ease of image, so Manix doesn't need to use advertising based on that point any more. Indeed, stressing more this point would be a waste of money. [...]

[...] 26% market share for Manix. Turnover of million for Manix Manix forecast As said before in this plan, Manix market share should reach 36% ; it will then earn nearly 15 million euros. Moreover, Manix spends 13% of its turnover in the marketing, so it could spend almost 2 million euros. Enjoy Easy Fit objectives For Manix, “Enjoy Easy will become one of Manix main products, because it targets young consumers. Besides, Manix offers a really good price for this product. [...]

[...] Finally Manix has to keep the image it has tried to build over the latest years, that is to say associate condoms with pleasure, and keep focusing on female gender pleasure. II) Problems and opportunities Issues confronted Social factors are key elements of the market. Indeed there is still an embarrassment for consumers of condoms to purchase them. Moreover condoms have an actually negative image due to the fact that people believe sex is better without using them. Retailers also play an important role on the condoms market as they control the price of manufacturers. These latest can only propose scales to retailers to structure their offer. [...]