Marketing strategy of Durex ~ Marketing Mix, STP


Durex is a household name associated with safe sex and sexual health. It offers a diverse range of condoms, lubricants, and sex toys while breaking taboos through marketing campaigns. The Marketing strategy of Durex includes its marketing mix, STP, customer analysis, and many more.

Durex’s marketing campaigns are aimed at breaking down taboos surrounding sex and promoting safe sex practices among all age groups. Whether you’re single, in a committed relationship, or exploring your sexuality, Durex has a product range that caters to your needs.


Durex’s product range includes condoms, lubricants, and sex toys that cater to different sexual preferences and needs. The brand’s products are known for their quality, safety, and innovation, which have helped to establish Durex as a trusted and reliable brand.

Range of Products offered by Durex

Durex’s focus on quality and safety, along with its commitment to promoting safe and enjoyable sexual experiences, has contributed to its success over the years. Its marketing strategies have been creative, daring, and effective in breaking down taboos surrounding sex and promoting safe sex practices.


Durex’s pricing strategy is focused on offering a range of products at different price points to cater to different customer segments. The brand’s premium products are priced higher, while its basic products are more affordable.


Durex’s products are widely available across different channels, including online, supermarkets, pharmacies, and adult stores. The brand’s products are distributed globally, making it easily accessible to customers worldwide.


Durex’s promotion strategy is focused on breaking down taboos surrounding sex and promoting safe sex practices. The brand’s advertising campaigns are often bold and daring, with the aim of engaging a younger, more progressive audience.

Customer Analysis

Customers of Durex are primarily in the age group of 18-30 years who are young, at the beginning of their sex lives, are inexperienced, and are used to using condoms basically to avoid STDs (Sexual Transmitted Diseases) and prevent unwanted pregnancy while the other customer groups i.e. 31 years & above age are already experienced and they look into comfort and sensational enjoyment through new products and experiences.

Durex has a wide target audience that includes people of all ages, genders, and sexual orientations who are sexually active or planning to be. The brand caters to individuals who value safety, pleasure, and innovation in their sexual experiences.

By studying how Durex has connected with its target audience and established a strong brand identity, entrepreneurs and marketers can gain valuable insights into how to effectively promote their own products and services.

Distribution Marketing

Durex helps its frontline distribution by producing its offerings through 17 manufacturing plants across the globe. The 85 years old condoms fabricating company offers nine assortments of Latex condoms. The pioneer brand distributes the products globally through the mix of different distribution channels such as Retailers, Pop & Moms store, Wholesalers, E-commerce Sites, Supermarket chains etc.


The sexual wellbeing brand uses a mix of demographic and psychographic segmentation strategies in order to bring couples more close to each other and provide couples with fun and enjoyment along with safety.

Durex uses differentiated targeting strategy and primarily focus on the urban working class, and upper middle class as their target consumers.

It has positioned itself as a company which is more than just being a condom company taking care of the emotional and sexual wellbeing of the people globally.


Durex understands that its target customers are people aged between 18 to 24, and the best way to target them is creativity. That’s what makes Durex the leading condom brand. The brand is selling condoms with the best ads and marketing campaigns. Durex’s marketing mix has helped the brand to establish itself as a bold and innovative brand that is committed to promoting safe and enjoyable sexual experiences. By focusing on product quality, pricing, distribution, and promotion, Durex has been able to connect with a diverse range of customers and continue to lead the condom industry.