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Marketing Strategy for Durex Case Study

Yi Hu


The objective of this paper is to introduce you to the concepts, analyses, and activities that comprise marketing management and to provide practice in assessing and solving marketing problems. The paper is designed to further develop critical thinking skills. Ultimately, it helps to develop improved decision-making skills, including the ability to analyze problems, evaluate alternatives, and make better decisions. If it is successful, you will feel more prepared to approach new situations, make decisions, and develop strategies based on careful analysis. The skills should extend beyond marketing and apply to all areas of business. In addition, this paper incorporates aspects of social responsibility and the relevance for marketing decision making. Social marketing, the use of marketing concepts to influence individuals’ behavior to improve their well-being and that of society, is gaining increasing importance due to the shift from transaction based to relationship based marketing.


Marketing Concepts; Marketing Research; Segmentation and Positioning; Consumer/Business Buying Behavior; Marketing Mix Variables

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Included Database


Annual Report and Financial Statements 2010 – Driving innovative growth, 2010. Available from: https://www. annualreports.com/HostedData/AnnualReportArchive/r/ LSE_RB_2010.pdf.

Robert Shaw, Laura Mazur(1997). Marketing accountability: improving business performance. Financial Times, Retail and Consumer Publishing. p. 41.

DOI: http://dx.doi.org/10.18686/mmf.v6i9.9986