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Mkt 304 group assignment

IMC Marketing 304 (Trường Đại học FPT)

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DUREX
LECTURER: BUI THI HANH THAO

VIETNAM
IMC PLAN
GROUP ASSIGNMENT

GROUP 3 Ò MKT 304 Ò MKT1609

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Team
MEMBER
GROUP 3

HA PHUONG ANH NGUYEN KHOA HOANG DIEP

MARKETING MANAGER PLANNER

NGUYEN LE PHUONG UYEN TRAN MINH NGOC

CONTENT CREATOR ACCOUNT

PHAM MINH HIEU NGUYEN THI THANH TRA

MARKETER RESEARCH DATA ANALYST

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TABLE OF
PAGE 01
DUREX

CONTENT
1. Introduction
1.1. Company
1.2. Product
1.3. Objectives

2. Analysis of Promotional
Program Situation
2.1. Internal analysis
2.2. External analysis

3. Analysis of Communication Process

3.1. Analyze receiver’s response processes
3.2. Analyze source, message, channel factors.
3.3. Establish communication goals and objectives

4. Develop Integrated Marketing

Communications Program
4.1. Advertising
4.2. Sales promotion
4.3. Direct marketing
4.4. Digital/Internet marketing
4.5. Public Relations/Publicity

5. Budget Determination
5.1. Set tentative marketing communications budget
5.2. Allocate tentative budget

6. Evaluate promotional program

DUREX

results/effectiveness
7. Conclusion
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PAGE 02

Durex
1.INTRODUCTION
1. Company
Durex is a British condom brand founded in 1929,
once developed by SSL International. However, in July
2010 Durex was officially acquired by Reckitt Benckiser
Group. ( Durex, 2022 )
Durex brand stands for
"Durability, Reliability, and Excellence"
Currently, Durex is present in all countries around the
world, sold in more than 150 countries, is the number one
best-selling brand in more than 40 countries. Durex's
market share is twice that of its close competitor. Durex
dominates 26.46% of the world's $4 billion condom
market and becomes the No. 1 brand on a global scale.

Vision
To inspire people to take
responsibility for their sexual
health, based on the principle that
information leads to knowledge
which, in turn, leads to action.
Mission
( Durex, 2022 )
To develop and support key initiatives that harness sexual
health expertise globally to raise awareness of the safer sex
message, communicate a ‘prevention not cure’ ethos, and
encourage consistent condom use. ( Durex, 2022 )
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PAGE 03

2.PRODUCT
1.2.1. EXISTING PRODUCTS
On the Vietnamese market, Durex only focuses on selling 2
main product lines: Condoms and Lubricating Gel.
Each line of condoms has different quantities such as box of
3, box of 6, box of 12.
Some popular Durex condoms in Vietnam are:
Durex Invisible, Durex Fetherlite, Durex Performa,
Durex Pleasuremax,
Durex Kingtex,....
Some popular Durex
Gel in Vietnam are:
Durex Play Soothing
2in1 Massage , Durex
Play Tingling Lube ,
Durex Play Strawberry
Lube,...

1.2.2. NEW PRODUCT

Durex Choose :
Synthetic condoms -
Durex brand
Packaging: 6 pcs/1
box. Change the box
design with the main
color being blue and
purple.
Product price: 150k / 1
product

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3.OBJECTIVE
General Goal
Increase new product awareness

1 million customers of Durex Vietnam

know about the new product
“Durex Choose”
within 2 months.
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PAGE 05

Durex
11.ANALYSIS OF
PROMOTIONAL
PROGRAM
SITUATION

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PAGE 06

1. INTERNAL
ANALYSIS
A. OPERATION & BRAND NAVIGATION

DUREX EXECUTIVE BOARD

Brand Navigation
Over 90 years of experience in refining the customer
experience and becoming the go-to brand for reliable
products.

Working closely with experts during the R&D process, Durex

put great emphasis on product quality: 100% of condoms
are electrically tested, and each batch has to go through 5
quality tests.

Moreover, Durex's condoms are dermatologically tested to

ensure a high level of protection while satisfying the
different sexual needs of consumers.

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PAGE 07

1. INTERNAL
ANALYSIS
B. FIRM’S ABILITY TO IMPLEMENT
THE PROMOTIONAL PROGRAM

Durex is the world's biggest condoms and lubricants brand,

recognized in more than 40 countries. With strong
financial potential, Durex easily invests in communication
activities, market research, and new product development.

Durex has over 90 years of experience in refining customer

experience and becoming the go-to brand for reliable
products.

Durex's Marketing team is highly regarded, catching the

trend, smart in approaching sensitive issues. The creative
content has helped Durex create sympathy with
consumers, raising the level of brand awareness.

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PAGE 08

1. INTERNAL
ANALYSIS
C. SWOT ANALYSIS

Durex is the world's leading condom brand The prices of Durex's products are still
holding up to 26% of the global market quite high, the level of competition is high.
share. Main distribution channel: DKSH Group

S W
The production scale is extremely large with accounts for a large portion of the profit.
modern equipment, transparent and safe In addition, there are unofficial
production process, and quality is tested distribution channels such as hand-
according to ISO standards. carried goods, smuggled goods, etc. The
Many diverse products, eye-catching source of goods is not clear, causing
packaging, optimally meeting the needs of suspicion of retailers.
customers. Durex Vietnam does not have a main
Has a nationwide distribution system. Durex distribution store, the joint distribution
distributes its products including general with other products of the same type
and modern trade, from supermarkets, gives customers more choices, which is
pharmacies to eCommerce platforms,... detrimental to the purchase and sale of
Strong PR and marketing activities, creative products.
advertising programs that do not cause The product is inconsistent in terms of
objection to viewers, make a good image, packaging color, as well as the
impression on consumers and bring about elements constituting the brand identity.
nationwide brand recognition effect.

Consumers' awareness of health protection Diversified competitors, limited market

O T
and safe sex is increasing, leading to share, difficult to compete with brands
increasing demand for condoms. from Japan, Thailand,...
The psychology of Vietnamese people Users only know the Durex brand but do
prefers to use famous branded goods. not understand the product well, so they
Advanced production technology helps to are easily influenced by the reference
increase competitiveness in the future. group and easily replaced by other
Durex's advertising is both humorous and products.
realistic, thereby helping to stimulate the Difficulty in advertising and spreading
needs of the target customer group who messages to suit the traditional culture of
have a new perspective on sex. Vietnamese people.
Many fakes and imitations are rampant in
the market, affecting Durex's image.
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2. EXTERNAL
ANALYSIS
A. CONSUMER BEHAVIOR ANALYSIS
A survey of 1,245 Vietnamese men across the country in July 2017,
conducted by market research firm W&S through the website
vinaresearch.net, shows that honest figures reflect Vietnamese
men's perceptions when it comes to mentioning the word. to
the issue of safe sex and consumer behavior for condom
products.

MALE CONDOMS ARE THE TOP CONTRACEPTIVE METHOD

CHOSEN BY MEN (85.0%) PAGE 09
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2. EXTERNAL
ANALYSIS
A. CONSUMER BEHAVIOR ANALYSIS

According to the survey, Durex is the most used condom

brand. Because when it comes to quality, variety, design,
prestige as well as marketing activities, Durex is superior to
other brands. So even if it is to enter the market later, the
price is higher, but Durex is still the first choice of
Vietnamese men.
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B. MARKET SEGMENTATION AND

TARGET MARKETING

Durex identifies 2 primary customer segments:

THE POME GROUP THE CORE USERS

Customers who have never Customers under 45
had sex or have already who are the most
had sex without condoms, active in sex .
aged 18-24.

Target customers are mainly male, living in big cities, with

medium-high income. Have a modern lifestyle and be open
about sexual issues, care about health, and safe sex practices.

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Durex positioned itself as a company that is

more than just being a condom brand but a
company taking care of the emotional and
sexual wellbeing of couples globally. The
brand focuses on the strong emotional
experience and feelings of customers when
using the products, therefore, thickness and
scents are two dimensions that the company
considers and produces diversity. (Chien,
2020)

For the new product "Durex Choose", Durex

positions this product as more than just
caring for sexual health. But it also gives
users new experiences, bringing the most
uplifting and hedonistic emotions while still
ensuring smoothness and safety following the
tagline printed on the box "All pleasure in 1
box".

III. ANALYSIS OF
COMMUNICATION PROCESS
A. ANALYSE RECEIVER’S
RESPONSE PROCESSES

The AIDA model which stands for

Awareness - Interest - Desire - Action
model will be applied to analyze the
receiver's response process. The AIDA
Model was developed to represent the
stages a salesperson must take a
customer through in the personal selling
process (Advertising and Promotion: An
Integrated Marketing Communication,
2017).

This model depicts the buyer as

passing successively through attention,
interest, desire, and action. The
company must first get the customer’s
attention and then arouse some interest
in the company’s product or service.
Strong levels of interest should create
the desire to own or use the product.
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STAGE AIDA STRATEGIES - TACTICS

- Durex Special Release, combined with the

talk show of the speaker, Youtuber - Dich
Lep.

COGNITIVE
- Run ads, TVC, posters on social media
ATTENTION channels.

- The product "Durex Choose" appeared on

the famous KOL's TikTok channel.

- Durex Choose is a new product of Durex

and Vietnam is the first country to be
launched.
INTEREST - New products have impressive packaging
with special features. (includes 6 types of
pleasure in 1 box)

- Experience Booth: Don't shy away from

change.
AFFECTIVE
- New products have special features that
will bring a new experience to users.

- Appearing in articles, magazines, famous

DESIRE media channels (Advertising Vietnam, VN
Express...)

- Trusted by famous KOLs and with honest

reviews ( Đích Lép, Duy Thẩm ... )

- Discount on new products with limited

quantity on e-commerce platforms
( Shopee, Lazada, ..)

BEHAVIORAL ACTION - The time sale is only in 1 month.

- Products are available in all distribution

channels: convenience stores,
supermarkets, pharmacies,...

AIDA MODEL
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B. ANALYZE SOURCE,
MESSAGE, CHANNEL
FACTORS
1.ANALYZE SOURCE
The term "source" is used to mean the person
involved in communicating a marketing message,
either directly or indirectly.
(Advertising and Promotion: An Integrated Marketing
Communication, 2018) .
In this campaign, we decided to choose Huynh Quang
Minh (Dich Lep) to be the Communication Ambassador
for Durex Vietnam for 3 main reasons.

Huynh Quang Minh used He is one of the few

to be a speaker for the KOLs in Vietnam
series “Biệt Đội Ba Con openly sharing about
Sói”- Durex Vietnam's sex education
sex education program.

Huynh Quang Minh and his girlfriend

co-created the YouTube channel Tizi Dich Lep, which
specializes in sharing sex education, counseling on
psychophysiology, and emotions. The channel is loved and
watched by a large number of young people. In addition,
they are also the founders of the Group “Chào Cờ Chào
16+”, which has more than 900,000 participants discussing
sex education.

In addition, in this campaign, the company will

cooperate with some famous tiktokers who have
experience and knowledge about safe sex.

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B. ANALYZE SOURCE,
MESSAGE, CHANNEL
FACTORS
2. MESSAGE

Durex Choose
"THOÁT LY KHUÔN KHỔ, DUREX CHỌN HỘ"

Along with it is the campaign: “Don’t shy away from change”. The
campaign aims to encourage customers to get rid of the boring
stereotypes when using only familiar condoms. A little change
will make your love life more interesting. Therefore, do not
hesitate to try other Durex products.
The new product Durex Choose includes a combo of 6 features in
1 box that will bring customers a variety of experiences and
sublimation in love.

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B. ANALYZE SOURCE,
MESSAGE, CHANNEL
FACTORS

3. CHANNEL
Durex Vietnam uses many different channels to promote
and sell products. And have a variety of communication
channels such as Facebook, Youtube, Instagram, TikTok.

But only prominent in some channels like Facebook with

nearly 12 million followers. And TVCs advertise products
with millions of views on Durex Vietnam’s youtube channel.

Therefore, we will take this advantage and promote

communication on 3 main social networking platforms:
Facebook, Youtube, and Tiktok . Here are the channel
factors we will use for this campaign.
Advertising: TVC
Sales Promotion: e-commerce platform include :
Shopee, Lazada, website Durex Vietnam
Direct Marketing: Experience Booth, Automatic
condom vending machine
Advertising: TVC
Digital Marketing: Youtube. Facebook, Tiktok, Google
Public Relation: Talkshow, Series Speak It Out PAGE 16
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C. ESTABLISH
COMMUNICATION GOALS
AND OBJECTIVES

Advertising
- 1 million people access new products at Durex retail
chains within 2 months.
(from 1/3 - 1/5 )

Sale Promotion
- 2000 customers experience new products and evaluate
products in 1 month.
(from 1/3 - 1/4)

Direct Marketing
- Receive 5000 direct customer interactions with the
brand within 2 months.
(From 1/3 - 1/5)
+ The number of participants to experience the Booths:
1000 people/1 day/6 Booth.
- 10,000 people reach the new Durex distribution channel
in 2 months.
(From 1/3 - 1/5)

Public relations/Publicity
- 2 million potential customers are aware of the new
product "Durex Choose"
The Durex special release combined with talkshow:
+ 300 live participants
+ Minimum 5000 viewers on Livestream

Speak It Out Series:

+ Number of participants contributing articles to the
Series: 50 people
+ Number of interactions: 1 million Views/1 Video PAGE 17
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C. ESTABLISH
COMMUNICATION GOALS
AND OBJECTIVES

Digital Marketing
1. 500,000 visits to new products on Durex commerce sites
in two months.

+ Shopee: 70,000 visits

Website: 20,000 visits
+ Lazada: 10,000 visits

2. The number of interactions with the content of the

Tiktoker.

- Views:
Content creators:
+ Thung Long: 500k views
+ Linda Ngo: 800k views
- Clicks on the product link:
Reviewers:
+ 1900.6996_: 1000 clicks
+ haininh.nguyen : 5000 clicks
+ Duythamchannel: 2000 clicks

3. Increase 1 million customers accessing and interacting

with new product launch posts on Durex Vietnam's social
media channels (FB, TikTok, Youtube) within 2 months
(March 1 - May 1)

- Promotional poster for the World Cup qualifying event of

the Vietnamese football team in March 2022.
Facebook: 3000 likes, 200 comments, 100 shares/ 1 post
- TVC: Short TVC advertises new product "Durex Choose"
posted on social media platforms.
Facebook: 3000 likes, 200 comments, 100 shares/ 1 post
+ Tiktok: 50k views, 2000 hearts
+ Youtube: 100k views PAGE 18
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IV.IMC
PROGRAM
GROUP 3

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Advertising

IN-STORE
In the past few years, when convenience store systems have
sprung up like mushrooms in big cities, urban people's shopping
habits for "essentials" are gradually changing. Now urban
consumers can shop anytime, anywhere with a dense system of
convenience stores that are open 24/7. When buying condoms
at convenience stores, customers will minimize the "shy"
situation in the shopping process. In addition, there will be no
situation of not being able to find a place to sell late at night.
Therefore, the chain of convenience store brands such as
Circle K Vinmart, Ministop becomes a perfect choice for
customers.

Display advertising TVCs on LCDs at cashier counters at

150 branches of 2 convenience store chains: Circle K, Vinmart
(Hanoi and Ho Chi Minh City) in the first month of product
launch.
+ Circle K: 100 stores
+ Vinmart: 50 stores
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G R O UP 3 PAGE 21

PROMOTION
In order to increase the level of customer experience with new
products and leave product reviews, the team selected the
following activities :

2.1. BUSINESS TO CONSUMERS:

Shopee is currently the e-commerce

platform with the largest number of
orders of Durex. So in the Online market,
Durex will focus on Shopee with the Sale
shopee activity - Hunting for great deals.
Detailed description:
Flash sale total of 1000 products in 30
days. Sales hunting time 12pm
+ Weekdays sale 49k999 (sale 30
products)
+ Super sale date: 3/3, 8/3, 15/3 (sale
50-100 products)
+ Outside the sale time frame will sell
the original product price: 150k
+ Customers who leave a review for the
product will receive a 10% discount
voucher for the next order.

2.2. BUSINESS TO
WHOLESALERS/RETAILERS
15% discount on new products
for retailers
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DIRECT DIRECT
MARKETING MARKETING
A. LAUNCHING EXPERIENCE BOOTH

+ Time: on March 14 -
White Valentine.
A total of 6 machines are
located at 2
North-South Bridge points
(Hanoi - Ho Chi Minh) at
major cinemas such as CGV,
Lotte.

+ Specific description of
Booth:
Booth decorated in white
Valentine style. Inside the
Booth there will be a part
shaped like a tube for
customers to put their hands
in.
After that, customers will
go through a process of
experiencing within 10
minutes the features of
condoms included in Durex
Choose products.

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DIRECT DIRECT
MARKETING MARKETING

+ EXPERIENCE PROCESS:
First, the machine will give off a chocolate aroma.
Next, the machine will massage the customer's hands
with the papillae.
The machine will then spray mist into the customer's
hand.
At level 4, customers' hands will be vacuumed through
a layer of material similar to that of BCS Fetherlite.
At level 5, the machine will condense, dry hands, and
disinfect customers. in a few minutes.
Finally, the machine will give off a strawberry aroma
and end the experience. Customers can evaluate the
experience right at Booth's touch screen and Check-in here
to receive some gifts.
+ GIFTS:
Each customer will receive 1 chocolate bar and
10% voucher for new products.

Next to Booth, there will be a condom vending

machine so that customers can easily buy products.
=> This activity helps increase the level of customer
interaction with the brand, as well as new products.

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PAGE 24

DIRECT DIRECT
MARKETING MARKETING
B. AUTOMATIC CONDOM VENDING MACHINE

Realize that condom

vending machines are
very popular in foreign
markets such as Japan,
or European countries.
However, when it was
imported to Vietnam, it
was estranged.

TRIED LINKING WITH LOVE HOTELS

(JACAYL), TURNING THEM INTO RETAIL
LOCATIONS FOR DUREX.

Benefits of partners in the first time:

+ Receive 5% discount on product value.
+ Appears on some posts of Fanpage Durex Official
Vietnam.
Brand benefits:
+ Set up condom vending machines at partner hotel
chains.

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MARKETING

Social
media
According to statistics, as of June 2021,
Vietnam has nearly 70 million Internet users.
Social media such as Facebook, Youtube, Tiktok
bring high efficiency, reach a large number of
target customers. Especially through social
networking platforms such as Facebook,
Youtube, Tiktok. These are also extremely
familiar advertising platforms of Durex to
customers. Therefore, the group still chooses to
use advertising activities on social networking
sites.

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MARKETING
Social
media
Facebook
+ Launching TVC and Poster introducing new products
at Fanpage Durex Vietnam.

+ Series of articles on the topic: "Bored of "love" -

Who's fault" at the Fanpage and Groups 16+ of
Influencer Tizi Dich Lep. Include Hashtag
#DurexChooseChange and Brand Logo on the post
publication.

+ The series of articles introduces and stimulates

curiosity about the experience Booth.

+ Continue to post posters that catch the trend like the

old orientation. Especially on 3 important occasions:
March 8, March 14 and the World Cup qualifying soccer
event between the Vietnam-Omen team.

+ Run ads

Youtube
+ UPLOAD SERIES SPEAK IT OUT

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DIGITAL
MARKETING
Social
media
Tiktok
- Post interesting excerpts from the Series Speak It Out.

- TVC Durex Choose

- Book Tiktoker about Content to build funny promotional

videos for products: According to the analysis and evaluation
team, there are 2 suitable choices for Durex: "Thung long
family" channel and "Linda Ngo" channel.

+ About "Thung Long Family" channel: created by a

Creator couple. Their Video content focuses on humorous,
creative elements, similar to Durex's current marketing
position. They have 1.7M Followers and the videos keep a
steady level of engagement from 300k - 3M views.

+ About Linda Ngo channel created by a young Creator

couple creating creative content around their lives. They now
have nearly 4M Followers and a series of viral clips from
1M - 21M Views.

- In addition, Durex will also Book Tiktokers on Review array

to increase coverage for new products. The selected
Reviewers are:

+ 1900.6996_
+ haininh.nguyen
+ Duythamchannel
They are all Tiktokers with huge Followers and Views in the
Reviewers village.
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MARKETING
E-COMMERCE

According to a report by the Department of

E-commerce and Digital Economy (Ministry of Industry
and Trade), with 53% of the population participating in
online shopping, the e-commerce market in Vietnam in
2020 has grown by 18%, reached US$11.8 billion,
accounting for 5.5% of the total retail sales of consumer
goods and services nationwide.

In Vietnam, there are four big players dominating the

market: Shopee, Tiki, Lazada, and Sendo. According to a
2020 Epsilon report on cross-generational marketing, 75%
of Generation Z and Gen Y use smartphones to shop
online. This is also the customer file that Durex is aiming
for. Therefore, choosing to promote activities on
e-commerce platforms is extremely necessary.

The group offers the following activities:

- Apply Freeship offer for orders from 100,000 VND or

more on e-commerce platforms.
- Attach affiliate links to e-commerce platforms on
channels of Tiktokers and Social Media channels of Durex.
- Advertising on the e-commerce floor: Keyword
advertising for product search, advertising for store
search.

GOOGLE

- Advertise on Google: Google search

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A. ORGANIZE A NEW PRODUCT LAUNCH.

- The product launch will be combined with
talkshow activities to highlight the meaning of
the campaign's message: Brave men, not afraid
Public Relation/ Publicity
of change.

- Talkshow content talks about men's fears

and pressures in life, as well as sex.

- Spellbinder is Huynh Quang Minh.

B. BROADCAST SERIES SPEAK IT OUT

This is a series of Videos that are broadcast
on the Youtube platform. Series with content:
conveying the hard-to-tell stories of men.

- Format: Unidentified women read letters

from anonymous men about the pressures and
trauma they have endured.

- The series will be broadcast for 5 episodes

on Durex Vietnam's Youtube channel. In
addition, the show's highlights will be posted on
Durex's Tiktok channel.

- Profits from the Series will be used to

support orphans.

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V. BUDGET
DETERMINATION
type of 1/03/2022 -> 2/4/2022 ->
Total
Proportiti
media 1/04/2022 1/5/2022 on

Advertising on LCD
at convenience store
advertising
675,000,000V
ND
33,7%

675,000,000VND

Sale on E-
commerce
sale (Shopee, Lazada) 100,000,000
5%
promotion VND

100,000,000VND

Experience Booth
80,000,000 x 6

480,000,000 VND

direct Still running the 640,000,000

32%
marketing Automatic condom machine VND

vending machine
80,000,000 x 2

160,000,000VND

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V. BUDGET
DETERMINATION
type of 1/03/2022 -> 2/4/2022 ->
Total Proportition
media 1/04/2022 1/5/2022

TVC

7,000,000VND

Poster

4,000,000VND
Ad on E-commerce
and Social Media
KOL on Social
(Shopee, Lazada,
Media
digital Website, Facebook, 421,000,000
21%
marketing Tik Tok,..) VND
105,000,000VND

150,000,000VND
Ad on E-commerce
and Social Media
(Shopee, Lazada,
Website, Facebook,
Tik Tok,..)

155,000,000VND

Product launch

65,000,000VND Series Speak It Out

public (3 volumes) 165,000,000
8,2%
relation Series Speak It Out VND

(2 volumes) 60,000,000VND

40,000,000VND

total
2,001,000,
1,066,000,000VND 935,000,000VND 100%
000 VND

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V. BUDGET
DETERMINATION

BUDGET IS ALLOCATED EQUALLY FOR EACH

PROVINCE / STORE.

THE PIE CHART BELOW ILLUSTRATES THE

PROPORTION OF BUDGET FOR THE CHOSEN
MEDIA CLASSES:

Public Relations
8.2%

Advertising
Digital Marketing 33.7%
21%

Sale Promotion
5%

Direct Marketing
32%

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VI. Evaluate
promotional program
results/effectiveness

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VII. CONCLUSION
The campaign “Don’t shy away from change”
was created to increase awareness of the new
product - Durex Choose. Durex Choose brings a
message to get rid of the boring stereotypes
when using only familiar condoms. The new
product Durex Choose includes a combo of 6
features in 1 box that will bring customers a
variety of experiences and sublimation in love.
From the analysis and activities outlined in the
IMC plan above, our team believes that the
achieved results will exceed the set targets.

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VII. REFERENCES
Belch, G. and Belch, M., (2018). Advertising and Promotion: An
Integrated Marketing
Communication. 11th ed.

George, E. B. and Michael, A. B, (2017). Advertising and Promotion:

An Integrated Marketing
Communication Perspective. 11th ed. Penn Plaza, New York:
McGraw HIll Education.

<https://blog.tomorrowmarketers.org/tu-nay-dung-coi-durex-chi-
la-bao-cao-su/> [Accessed 18 December 2017].

<https://www.bestie.vn/2020/01/huynh-quang-minh-gay-sot-khi-
tro-thanh-dai-su-2020-cua-youtube> [Accessed 11 January 2020]

<https://hocvien.haravan.com/blogs/thuong-mai-dien-tu/top-4-
san-thuong-mai-dien-tu-pho-bien-2021> [Accessed 17 August
2018]

<https://www.qdnd.vn/giao-duc-khoa-hoc/tin-tuc/tinh-toi-thang-
6-2021-viet-nam-co-gan-70-trieu-nguoi-dung-internet-680523>
[Accessed 15 December 2021]

Durex Vietnam. 2022., Giới Thiệu Về Durex | Durex Vietnam.

Available at: <https://www.durexvietnam.vn/pages/gioi-thieu-ve-
durex>.

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VII. REFERENCES
partnerships, G., report, F., marketing, S., Challenges, W., us, C.,
Policy, P., Notice, L. and us, C., 2022. About the Durex Network |
Durex Network. [online] Durex Network | Safe Sex Protection
Options. Available at: <http://www.durexnetwork.org/about-
the-durex-network/> [Accessed 12 March 2022].

<https://advertisingvietnam.com/durex-vietnam-we-are-bold-
and-saucy-but-never-in-bad-taste-regarding-the-vietnamese-
culture-l17341> [Accessed 6 August 2021]

<https://advertisingvietnam.com/durex-va-chien-luoc-
marketing-khong-giong-ai> [Accessed 23 May 2018]

<https://www.marketing91.com/swot-analysis-of-durex/>
[Accessed 25 January 2020]

2022. Yêu vô lo với DUREX JEANS. [video] Available at:

<https://youtu.be/kOzOFY0rpAo> [Accessed 4 April 2021].

<https://laodong.vn/kinh-te/ong-lon-nao-dang-chiem-linh-thi-
truong-bao-caosu-cua-viet-nam-640214.ldo> [Accessed 7
November 2018]

<https://zingnews.vn/team-ba-con-soi-chi-ra-dau-hieu-ban-
la-ga-mo-ve-an-toan-tinh-duc-post985860.html> [Accessed 3
September 2019]

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