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Who is our consumer?

I guess the most important question for a brand team is: who buys our products?


It's time to change your toys? One of Durex's ads displayed alongside our product range in our Mannheim Germany office

It seems to be a very simple and down to earth question at first, but you’ll be surprised at how tough it is when you try to answer it. So one afternoon the Durex brand team sat down to try and figure out who actually buys our products and the ones from our competitors. Similarly, how does our target group differ from the one of our competitors? And if we knew this, is it then possible to make assumptions of how we can expand our product portfolio to satisfy the needs of our competitors’ target groups?

The debate already started when we decided on the method of analyzing: bottom-up or top-down? Do we discuss each product and derive ‘the perfect consumer’ with her/his specific needs? For example do men and women differ when it comes to condoms? Do people in relationships o [...]

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Sarah – Marketing

Name: Sarah

Nationality: German

Where I work for at RB: Mannheim, Germany- Marketing Durex

Education:

- BSc in Economics, University of Mannheim, Germany

- Currently doing my MSc in Applied Economics & Finance, Copenhagen Business School, Denmark

Career:

I have been working at RB since June 2011 as a marketing intern for Durex – so far, what I can say is that it’s a very exciting brand :lol: . There’s so much to learn and I am constantly meeting a lot of new people!

What I’ve discovered during the period spent here is my passion for marketing, which is something I’ve studied very little about during my university days as an economics student.

At RB, I am very much enjoying the mix of creativity and analytical tasks the job brings me. Although what really tops it off is that at the end of the day, you can hold whatever you’ve helped create and say “that’s where all my effort goes!”

Read my blogs

Name: Sarah

Nationality: German

Where I work for RB: Mannheim, Germany- Marketing Durex

Education:

- BSc in Economics, University of Mannheim, Germany

- Currently doing my MSc in Applied Economics & Finance, Copenhagen Business School, Denmark

Career:

I have been working at RB since June 2011 as a marketing intern for Durex – so far, what I can say is that it’s a very exciting brand :lol: . There’s so much to learn and I am constantly meeting a lot of new people!

What I’ve discovered during the period spent here is my passion for marketing, which is something I’ve studied very little about during my university days as an economics student.

At RB, I am very much enjoying the mix of creativity and anylatical task the job brings me. Although what really tops it off is that at the end of the day, you can hold what you’ve created and say “that’s where all my effort goes!”

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