n.05_September_October.2009.Englisch._

Fullofpraise:

marketingbosses

aresatlsfiedwittl

theDurexbrand

@GuardianNewsandMediaLimited 2009

Building loyalty is key tu

success in sclljng condoms,

becauscthisisnota business

wherebuyerstakelangtoad-

mirethepacbging,readthe

insrrucrionsordecideonthe

lowesr price. As analysrs at

DeutscheBank, whoregard

SS'-~asagoodinvest-

mem,reportedrecently:"Thc

averageconsumcrtakesjust

sc"ensecondscochoosea con-

dom, and many consumers

areconcemedaoomthequal-

iryoftheproducrbecauseof

the potemialseverirvofrhe

conscquencesoffailure." In

other words,a wcll-known

brand ehat fies bmdoesn't

splitis essential co success.

SSL's financedirccror, Mark

Moran, said: "Thctrickis

eosupnt; consisrencv. We

don'twantcheapknock.offs

mardon'tdothcjobproperly."

Wattsisnowwaitingtost:eifeheOr.Schollbrandin

rheUS,partofthehugeScheringgroup,becomesavail·

ableafterMerck'stakeovcrofScheringinMarchthis

year."Jfitdoescomefree,wewillhavea goodlook.But

itwilldependoneheprice.Witha rurnoycrof.€laamil-

lion,it wouldnotbetransformatjonal,butit wouldgivc

ustwoglobalbrands,insceadofoneanda half."

DeutscheBankbclievestherearerisksforSSL- such

asa strongerpound,condornsafcC)',andrheusualrrou-

bletharcomeswithaCQuisitions.But,irsa}'s:"'Uany-

thing,theproblemSSLfacesisrhatofhavingroomany

opporruniries...

Scholl andDurex, sayanalysrs, could move ioto

more pharrnaceuricalandlifestyle products- from

Qrthopaedicsandfootfa.~hionroeroticunderwearand

producinga widerrangeof"~",asweUastest-

ingfoesexuallytransmjucddjseases.

SSLisalreadyworkingonnewproductsto,among

otherthings,incre3selibidoaudstimulationasweilasto

improvepcople'smoods.Anotherproducrisanerecrion-

strengtheningcondom.Alsoplannedisadothingcol-

leecion. "YoucangetpcoplecowearaT-shirtwirh

Durexonie,"saidValle."Ir'sthargoodabrand." BI

[WWW)Prac!lsemarketingvocabulary.lodwatehlheDurexPlay

commeriealatwww.busineS5-spotiightdelvocabulary

I

(

OH YES '"

SSl

Burwhcrheririsfomeareoefruit-flavouredcandorns,

businessisbooming.InMay,SSL:mnouncedf642.4

milJioninpre-IaxvrQfitsforthe 12 mamhsto 31 March

• a 33 percemeisecomparedtotheycafheiore.Thc
  firmsaidehatrisingdemandforirscandornsintheUK
  audeasternEuropesawDurex.s..a.ksgrowby7.3per
  centcof266.9million.
  ThcSSLbrandsareavailablcin 130 countrics,bur 75
  percentofsalescarnefromEuropeandthcgroupis
  lookingforameeopporruniriestoexpand.RecenrJy,
  SSLexercisedanoptioncoincreaseiesholdinginthe
  RussiancandorncompanyBLBVrojusrover 50 per
  cent.BLBVseilscondomsandmediealproducrsinRus-
  sia.Belarus,Kazakhsran,theBalricstau'!'audRomania.
  OtherdealsgaveSSLflllJownershipofa Ukrainecon-
  dombusinessandrheCrcstcondornbrandinSwit7.er-
  land.
  "TheohviousholenowisKorea." saidW:nts,"and
  wedon'thavernuchcandornbusinessinJapanorin
  LatinArnerica.TheyaretOpofthelist."Pricesrobuy
  otherfirms,hesaid,havcnowstanedtOcomedown,
  "becauseIhereis no privateeQuilycomperjtionout
  thereanymore".
  Chinaisa hugemarket."Westartedtherea coupleof
  yearsagn,~saysValle."Nowthemarketisthesizcof
  eheUK."A newSSLcondomfacrnryrherewillbcable
  toproduceonehillioncondornsa yearaea thirdofthe
  costofproducingtheminEurope.


• 
  

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