Another one of our class assignments. Challenge: The word "Condom" cannot be used in the communication

1. PROTEX CONDOMS
Marketing and Promotions Plan

2. INDUSTRY OVERVIEW
 Condom use began to increase rapidly with the growing public awareness of the
danger of HIV/ AIDS & other STD’s.
 Condom revolution began in 1900’s with major product innovations.
 The industry is subject to economies of scale with low cost of production & high
volumes of scale.
 No longer perceived to be a Pregnancy prevention but a tool for pleasure
enhancement.
 Indian condom market is estimated to be around 200 Crores with the production of
over 2 billion pieces per annum.
 The market is highly fragmented with over 200 brands.
 Major Players - Moods, Kamasutra, Kohinoor, Nirodh & Durex.

3. ?
What’s Missing?

4. It Completes‘IT’

5. OUR BRAND – “PROTEX”
 PROTEX – It Completes “IT”
 PROTEX stands for “Protected Sex”, and hence emphasizes on protection and
security.
 Most existing brands in the category have adopted the pleasure principle
(Kamasutra, Durex, Moods). Protex as a brand would stand for engaging in any kind
of sexual behavior responsibly.
 Communication to focus on the fact that your sexual experience is complete only
when you use the protection Protex has to offer.
 Brand’s Key Message- “Missing it even once is NOT okay”
 Whenever you engage in any kind of sexual activity, you are at risk and are
vulnerable to AIDS/ Sexually Transmitted Diseases / Unwanted Pregnancy.
Therefore, by using Protex every single time you will be acting maturely and taking
control of your life.

6. The “PROTEX” Plan
 OBJECTIVE:
o To launch “Protex” at a national level, and create awareness about the same.
o To establish “Protex” as a means to responsible sex.
o Creating Live Brand Experiences.
 TARGET AUDIENCE – the marketing and promotions plan for Protex for now will
focus on the following three sets of Target Audience
o 15yrs-18 yrs : Schools
o 19yrs – 22yrs : Colleges
o 23yrs – 30yrs : Corporates
Different activities will be conducted for all these three sets depending on their
current understanding of the topic and receptiveness to such a sensitive issue.
 MARKETING TOOLS TO BE USED: Below-The-Line Activities, Events and Internet.

7. EVENT
PLANNING MIX
School
Contact
Programme
College
Activations
Street Plays
Sponsoring
Youth
Events
Corporate
Activities
Workshops
Special
Events

8. “LEARN WITH PROTEX Sex Education Camp”
 8 City school workshop programme – Delhi, Chandigarh, Mumbai, Pune, Bangalore,
Chennai, Hyderabad, and Kolkata.
 10 upper-middle class schools per city will be targeted (80).
 Objective : To inform and educate the students about the practice of sex, and safe sex
practices.
 Focus will also be on the importance of being responsible upon sexual activity.
 Spreading awareness on use of condoms, and consequences of not using the same.
 TOOLS USED: Audio-Visual Aids, Presentations, Group Activities & Discussions.
 USP: “Youth-to-Youth Counseling”. All the facilitators will be young college students,
so that the school kids can easily identify with them.
SCHOOL CONTACT PROGRAMME

9. COLLEGE ACTIVATIONS

10. “GENDER, SEXUALITY, AND YOU”
 8 City college workshop programme – Delhi, Chandigarh, Mumbai, Pune, Bangalore,
Chennai, Hyderabad, and Kolkata.
 4-6 socially active colleges per city will be targeted.
 Objective : To inform and educate the students about indulging in safe sex practices
only, making them aware about sexuality and rights.
 Condom samples to be distributed here.
 College students are at the peak of experimentation, hence workshops not to preach
but to interact and clarify.
 Training the interested few city-wise to become peer facilitators for the school kids.
AWARENESS WORKSHOPS

11. “PROTEXION College Campus Drive ”
 Canter Activity across the high student areas in Delhi, Mumbai, Pune and Bangalore.
 Elements of Canter – eye catchy colors, interesting copy, bold statements, condom
vending machine, LED TV, Emcee, Promoters, Merchandise, and Pledge Cards.
 AV to be run during taxing time – talks about birth control, and safe sex practices in
an interesting, fun way.
 An interesting Flash Game (Slip It On) to be made, that students can play on LED TV.
A group of three called to play, and the highest scorer to get a prize.
 Emcee Interactions – Q & A’s and lots of Gifts!!
 Bold students to be awarded as well.
 Typically a BRANDING Exercise for Protex.
CANTER ACTIVITY

12. “PROTEX ON THE STREETS”
 A dedicated theater group to be taken on board to create
a skit about all activities the youth consider ‘cool’ yet which
get ‘cooler’ when they do it responsibly.
 Skits to be performed at college campus’s, university
areas, youth hangouts, cultural centers, and college fests.
 Partner with NGO’s and other organizations (UNAID, NACO,
NAZ Foundation, etc).
 HUMAN BANNERS – a condom-geared clan (think KAMINEY)
doing rounds of the city at joggers parks, outside malls,
market places, popular college hang-outs, cultural centers, etc.
STREET PLAYS

13. FINDING THE BRAND CONNECT
“PURE ADRENALIN THRILL”
 Sponsorships, Partnerships and Associations.
 Protex to associate itself not only with thrilling events, but the ones with the
message of “Importance of Safety”.
 Events could include Bike Races, Go Karting, Adventure Games, Rock climbing and
Camps, etc.
 All safety gear at these events to be “Protex” branded.
 Also, we will look at associating with Rock Shows, essentially to connect with its
Generation Y audience – who is fun-loving, but equally responsible.

14. CORPORATE ACTIVITIES

15. KIOSK CAMPAIGN
“SAY IT WITH PROTEX”
 Attractive kiosks to be put up at MNCs and other major corporate buildings.
 Valentine Week Activity, with partnership with Archie’s/Hallmark.
 Cards, Key Chains, Mugs, Photo Frames, and other interesting merchandise that
promotes the use of Protex.
 It will act as a reminder for people to take responsibility for their sexual health and
show their partners how much they care by always using protection.
 Concept of Gift + Innovation + Responsibility – people will get attracted with the fun
element, but the serious objective will also get fulfilled.

16. FRIDAY OFFICE PARTIES
“UNWIND - WITH PROTEX IN MIND”
 Thank God It’s Friday Office Parties to be organized by Protex.
 A chance for people to just unwind and look forward to the coming weekend.
 Condom Vending Machine to be put up for that evening.
 In such a relaxed environment Protex will be able to communicate its message of
acting responsibly when it comes to sex.
 De-stressing Games, Quizzes, and Interactions.
 Sale of Merchandise – T Shirts, Key Chains, De-Stress Balls, Mouse Pads.
 Branding Exercise + Creating a Connect.

17. “COMPLETE IT – The Circular Walk”
 A Walkathon only in Delhi and Mumbai.
 Objective: To create awareness about AIDS, and the ill effects of not practicing safe
sex.
 USP – It’s a CIRCULAR WALK, with woman walking towards right, and men toward
left. Where they meet, we have a condom distribution team, and an educational AV
playing.
 Partner with NGOs, other sponsors, radio channels, TV Channels, etc.
 To participate, a minimal fee will be charged that will go towards a charity fund. The
fund will be given to a AIDS Control Organization.
 Tie-Ups with schools and colleges to participate as well.
 Commercial Sex Workers to be involved in the initiative as well.
 Celebrity Involvement and Endorsement.
 Human Banners.
SPECIAL EVENT – An Awareness Walkathon

18.  A great way to increase brand recall – acts as a souvenir for all touch points as well.
 Cool T-Shirts with interesting and bold quotes to be made.
 For BOYS: “Not afraid to preach protection” -A Protex Initiative
 For GIRLS: “I’ll go BUY, if my partner is SHY”- A Protex Initiative
 Condom Keeper Key Chains
 Post Cards/Pledge Cards
 Condom Vending Machines
 Condom Shaped Stress Balls
PROTEX MERCHANDISE
I’ll Go BUY,
If my Partner
is SHY

19. “www.protex.com”
 An interesting website propagating the key messages of the brand – safe,
responsible and fun loving.
 Applications on Website: Talk to your “PROTEXpert”, PROTEX-METER (do you
follow safe sex quiz), Interactive Quizzes, and SLIP IT ON Flash Game.
 Facebook Communities
 Twitter Profile
 Linked In Profile – for the corporate contacts
 Website link to be popularized on all our branding in on-ground activities.
WEB MARKETING PLAN

20. When you do “IT”, not just use
your heart, use your brains
too!!
PLAY SAFE ;p

21. THANK YOU!!!