Why Most People Like To Buy Durex Condoms

Why Most People Like To Buy Durex Condoms

If you live in the UK, and you are asked to think of a brand of condoms, there is only one name which comes to mind first and that is durex However, why is this the case, and how did Durex get such a foothold on a multibillion-pound market? In this guide, we will explore the company in more detail and how events have conspired to ensure the company was a success.

History of Durex

Durex has been supplying condoms since 1929, even though the company was actually founded in London in 1915 to produce and import condoms and barber supplies. Nevertheless, the focus soon became about their brand of condoms rather than importing. The Durex brand name comes from its saying "Durability, Reliability, and Excellence."

Around 1930, the Church of England ruled that condoms might be used by married couples for birth control. This proved to be a huge boost to the sales figures of Durex, who quickly started to find themselves as the market leader.

As the profits grew, Durex increased their advertising budget all around the United Kingdom and soon advertisement spread around the world.

In 1953, 1969 and 1974 Durex saw the introduction of electronic testing, anatomically shaped condoms and spermicidally lubricated condom respectively. All of these introductions improved safety, comfort and convenience.

In the 1980s and with Durex already the market leader, the increasing awareness of HIV and AIDS further helped Durex improve their sales figures. At roughly the same time, Durex introduced its range into supermarkets and pub toilets.

With this being said, all has not been plain sailing for Durex. In 2001 six high staff members of Durex encountered a fraud case, which was later dismissed. However, at the time the company had to issue several profit warnings. These warnings brought the share price to an all-time low, and caused many to worry about the stability of the future of the company.

Since 2001, the company has gone from strength to strength as Durex increased their marketplace to Asia. The company was sold for just over Â£2.5 billion in 2010 by SSL International to Reckitt Benckiser.

Durex sells roughly one billion condoms per annum that is 2.7 million durex condoms daily making it the largest brand of condoms in the world. Actually, recent sales figures have suggested that Durex has a market share of 30%. The company has 17 factories scattered all around the world, surprisingly enough none of these factories are in the UK. This is because Durex has outsourced their factories, mostly to countries in Asia.

Summary

Durex will continue to be the market leading condom brand since they were innovators in many sections of the market and because the saying goes the original is always best. This is why plenty of people will only ever buy durex condoms and no other brand will ever get a look in regardless of what product they happen to produce.

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