The strategy of communication of Manix

The condom being a little particular product, the strategy of communication of Manix is special too. However, it can be compared with that of Durex, it main competitor.

The communication shaft : quality and efficient

Tone of the message : evocative, explicit


The promises of the product : quality and pleasure

Strategy of local brand : Manix is not sold under the same name in all the countries, so, in North America the brand is sold under the name of Lifestyles and in the United Kingdom under the name of Mates.

Unifier brand : no differences according to orientation sexual
Exemple with the first add of Manix on press : two androgynous shadows (we do not distinguish if they are men or women) making love.

The others aspects of the marketing-mix :
Target : 15-35 years old most men

Product : wide and deep product range. The packaging and colors codes remind the logo of Manix ( blue color)
Price : given the width of the range, the prices are very differents according to products. The tendency today is to offer products for every type of consumer. The prices so calibrate according to the offer.

Place : Supermarket, Drugstore, School, Hospital, Internet,…

Early advertising Manix

The entrance to Manix in advertising is not as simple as it might seem. First because Manix, working in a small market, has little budget. But also because any communication on condoms, still considered by the French law as a drug is submitted various authorizations

Last difficulty: the subject remains taboo and less rewarding: "In 1998, only 40% of 15-24 years using condoms every time they had sex. Simply because the majority of them believed that wearing a condom decreased sexual pleasure. "

April 1998: The first pub Manix yet made its appearance. Capitalizing on the fineness of the product, the brand positioning it as a partner in the fun, preserving and leaving all the sensations. Composed of a single vision (with a bed sheets wrinkled and head lacerations marked Nail), the campaign press, a budget of 800000 F, resumed at the same for display in a pharmacy, says "Manix 002: less than latex, more sex."

Results: + 51% of sales

The brand is becoming so. In retailing first, where it is present in 70% of outlets, its market share increased from 22.9% in value in 1998 to 23.4% in 1999. "The numbers are clear: we have taken market share in our two major competitors, Durec and Hansaplast," concluded Irene Lobel. Based on these results, Manix continued in 2000 its strategy. In deciding this time, in addition to the 100000 Fd'opérations to student associations, and his presence with BDDP & Fils in the Gay Pride, disseminate "Imprint" in 922 theaters.

The brand of condoms, is already campaigning again in November and December with a new creation pub showing the Romeo and Juliet by Shakespeare. Except that the title was: "Romeo & Juliet & Babette Julie & Charlotte Sophie Francoise…." Purpose: To reinforce complicity with the users of condoms, "explained at Ansell. But with this kind of ad, Manix will seduce also women?

How manix managed to get on this market?

Challenger Durex, the condom brand history in France, Manix focus its communication on sharpness.

Objectives: To create a brand preference

Before the emergence of Manix, a single brand has won at the national level in France, Durex. And this without any publicity because, in 1987, French law to forbid any calls to the male condom.

Thirty years after the onset of Durex, a different brand of "French raincoat" and the English called our neighbors, however settling in France. Name: Manix. Creator: Degan laboratories. FEATURE: the sharpness of its latex, which enables it to claim the 'hood English, "as they say here, the finer the market.

The pub is still prohibited, and Durex particularly well established, Manix hard to make themselves known. The brand begins with promotional activities and sampling out of a population very focused and very user: prostitutes. While not hesitating as early as 1990 to start a new distribution channel: mass merchandisers. The actions of the leader, Durex, like challenger, Manix, does not change much: in 1997, only three out of ten consumers are able to cite and ask for a specific brand of condoms entering a pharmacy.

In this context, in 1998, the laboratories Degan go hand and Manix is sold to the Australian Ansell, the world leader in latex medical products, including surgical gloves. It does not change anything but… makes a decision, major introduce Manix pub.

Indeed, the moment: because after years of crisis, french also seem to come back in 1998, their first love, the pleasure of the senses. Dropping so, for 70% of them, sex among their priorities, and for 55%, the pleasure in number one of their motivations for making love.

Communication of Manix on medias

Manix is present on all traditional medias

On television : the new campaign (see farther : the end of humanity)
Not very present on this media because the censorship (with the BVP Bureau de Vérification de la Publicité) is very important. Manix is a sponsor of the program « Ile de la tentation » on TF1 channel
Just one exemple of an old add diffused on french TV :





Manix has focused its communication with the press and the display in order to reach the largest possible number of consumers :

On internet : http://www.manix.net/index.html

Communication vector : very important the website looks very young to reach its heart of target principal: the 15-35 years

→ Website interface is young, funny, sharp
→ Play on the pleasure and technology

Objective : to create a complicity with the consumer

Manix also uses a new type of marketing to communicate the street marketing is to use the environment (streets, buildings, etc.) in order to communicate :

If you were between Quiberon and Juan-les-Pin this summer, you were maybe able to perceive this:

Towards the end of humanity?

What could be the consequences of an addiction to pleasure? In the medium term, we believe that humanity is at serious risk. Better than a thousand words, discover our predictions in pictures. In this new communication campaign plays on the ton of humour to call to the consumer. This add was diffused only one time on TF1 before being censored what created a buzz around this one. The communication on this campaign makes that today it is one of advertisements the most looked on the net.

Who is Manix?

The products
Present since 1987 on the french market, the brand MANIX offers superior products including eleven models of condoms, vending machines and a lubricant.

From the outset, the products marketed from 1987 were among the finest in the world and have become increasingly popular among physicians, pharmacists as by consumers for their quality, safety and comfort.
Manix is second on the world condom's market behind Durex, its part of share is about 24,5%


Distribution
The products MANIX are accessible to all through a wide distribution network with more than 11,000 pharmacies in France, large and medium-sized stores, associations, councils, family planning, hospitals, secondary ...

The mark MANIX also has a strong ongoing relationship of close collaboration with the network of associations to combat AIDS. MANIX has been trading partner as "48 hours against AIDS" organized by the association Together Against AIDS in May 2001, or partners shirts Com'Aides the association AIDS in 2003.

Research and development

Involved in research and development of latex products for over 90 years, the group ANSELL brings to MANIX full capacity in technical innovations in order to provide users of condoms new products increasingly innovative, reliable and comfortable like condoms MANIX Crystal, manufactured deproteinised latex, MANIX Intense offering a dual texture, MANIX Xtra Pleasure, which is endowed with a unique form or MANIX Endurance which extends the duration of the sexual act ...