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Undergraduate Marketing Plan For Trojan Essay

1927 words - 8 pages

Company History
Trojan is owned by Church & Dwight Company, Incorporated, also known as, Arm & Hammer. The company is headquartered in Princeton, New Jersey and employed about 3,700 people as of December 2008. Church & Dwight Co., Inc., founded in 1846, is the leading U.S. producer of sodium bicarbonate, popularly known as baking soda. Church & Dwight's consumer products business is organized into two segments: Consumer Domestic, which encompasses both household and personal care products, and Consumer International, which primarily consists of personal care products such as condoms and home pregnancy tests
Trojan Brand
Trojan® Brand Condoms are America's #1 condom and ...view middle of the document...

It is considered the widest condom available in the market today edging out its closest competitor, the Durex XXL.
Meanwhile, people who desire a more natural skin feeling have reasons to be happy as Trojan has made available its ultra-thin condom. The Trojan Ultra-Thin is the thinnest latex condom designed to give users and their partner maximum sensation during sexual intercourse. With this very thin condom, users are guaranteed to feel very comfortable as if they're using second skin.
Despite its thinness, though, this type of condom is strong and reliable just like the regular Trojan condom. It is made from premium quality latex material with a special reservoir end and smooth silicone-based lubricant for added comfort and sensitivity. All Trojan condoms are made in the U.S. and are triple tested to ensure their high quality. They are available in packs of 12 and 36 with or without spermicide.
The Trojan brand has come a long way indeed. The company behind this popular condom brand has revolutionized the condom from being just a protection against infectious diseases and pregnancy to being a tool aimed at enhancing sexual intercourse. As a part of the Church & Dwight conglomerate, Trojan condoms are really fortunate that they remain to be very competitive in the market until today amidst the presence of various brands. And let's not forget the brains behind the Trojan condoms, Merle Leland Youngs, a Presbyterian from New York, who in the early days of this brand took pains in introducing and promoting the use of condoms among adults in the U.S. as an effective way to avert the spread of diseases.

Aims
Our aim is to reposition Trojan in China as a market leader leveraging on its brand name and heritage, create top of the mind awareness, project brand richer and deeper value through quality interaction, migrate consumers from competition and reward brand loyalist.
Target
Our targets are 18 – 35 years young undergraduates and upwardly mobile consumers, who are semi-urban and urban dwellers in the A,B,C1 Social Economic Class

Rationale for target
After much research, we selected consumers that fall under this age group because they consist of a large number of unmarried youth who have active sex lives, which makes the females susceptible to unwanted pregnancies and exposes both sexes to high risks of sexually transmitted diseases. Also, the target covers more than 30% of the Chinese market, with a total figure of….Moreover, the intention is to capture China’s over 6 million undergraduates which is a significant number of consumers to reach, induce trial and persuade to make purchase decision

Target Profile
Our targets are
* Male and Female
* Young Explorers
* Style Leaders
* Enjoy to work & play
* Aspirational
* Love music & dancing
* Adventurous
* Energetic
* Ambitious
* Trendy
* Value success & empowerment

Target Emotional Triggers
* Music
* Sports
*...

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