Durex strategic roadmap
Transcript: Durex strategic road map 2023 Bianca Corban Puck van der Weg Emma Beekmans Vienne Coenen January January launching opioid page on the website Making a press release Launching the campaign on social media Launching the tea bags Having a press conference Launching opioid crisis page on website Launching opioid page What is the opioid crisis What is our mission as Durex Their collaboration with rehab centers An informational section about the teabags and a link to them A section where they can sign up their email A feedback form for people who have used the teabags Opioid crisis Explanation about what is going on with the opioid crisis and what Opioids do in your body Opioid crisis Mission Durex Showing that the effect of having sex release the same endorphins, mentioning that Durex is already very invested in healthcare and wanting to use their knowledge and profession to help tackle a crisis that America is struggling with, showing that the money of the teabags will be given to rehab centers in West-Virginia. They can also mention that for now they are trying to help tackle the crisis in the state with the most opioid-deaths and when this is proven a success that they want to take on more states. Mission Durex Rehab centers Here a list will be shown with whom they work and where the centers are etc. Rehab Centers Teabags Teabags There will be a button that can send people straight to the teabags and where they can buy them. Information about the ingredients and how to use the teabags. Here will also be a Q&A for further questions they may haves Email This is to stay updated with what Durex is doing and to be able to help them if they have any ideas on how to help tackle the crisis. Email Feedback Feedback Here we can create a two-way dialogue to measure the success of the teabags and improve the products to the satisfaction of the consumers. Press Release Press Release We have to focus on our target audience: the target audience of Durex. (18-30) People struggling with addiction, have been addicted or people who know someone who is addicted/ have someone in the family. We will write about our essentials: Why the collaboration with Durex? What is our end goal? How do we know if this will work? Why is it important? When and where will it happen? Campaign social media Campaign Social media Creating more awareness and spreading information about our products Listening to our consumers and how they feel about our new campaign Tea bags Teabags - Free product samples can be used to - The benefits of product sampling - The purpose of handing out free samples - How will we measure success Product samples Product Samples -Introduce your product to new people who aren’t familiar with it. -Maintain relationships with current customers and generate loyalty. -Increase the number of people who know about the things you sell. -Encourage clients to buy from you again and again, as well as additional sales of new products -Attract attention to your brand at an event, or in the run-up to one. Benefits Benefits - Help customers make purchasing decisions - Reciprocity - Increase brand exposure and affinity - Improve consumer confidence - Test new products -Increase sales at the point of purchase - Increase customer loyalty Purchasing decisions Purchasing decisions Customers must go through a number of experiences before making a purchasing decision. The first step is to recognize a need, goal, or problem. This occurs before they begin looking for information on a possible remedy. Following that, potential customers think about a solution and its alternatives. When deciding between various options, a shopper is influenced by a large amount of information. Personal preferences or biases, as well as price and availability, all have a role. They can try the product for themselves, which is a more direct experience that allows them to evaluate and grasp a solution more rationally. Reciprocity Reciprocity When someone does something good for you, it makes you want to reciprocate by doing something pleasant for them. This behavior is known as reciprocity, and it occurs when your company provides free samples to clients. They feel obligated to do something "good" in return for obtaining something from you, such as purchasing a product as a thank you for the opportunity to try a sample. It's possible that people are motivated by guilt rather than a desire to reciprocate. The psychology of giving buyers a taste of what you're selling works in your advantage in either case. Brand exposure & affinity brand exposure & affinity Samples aren't merely for luring in new clients. Giving new samples to existing clients as a special offer also helps to develop brand loyalty. Providing the samples, as well as excellent service and a pleasant ambiance, is critical—clearly, giving away free items isn't enough to win over every consumer. Improve consumer confidence consumer confidence Before handing over their credit card information in exchange for the
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