Situation analysis

Problem Statement and Issues

The main issue CARE ™ is facing is Malaysia do not allow any form on advertising for their product on Malaysia's mainstream media, such as Printed Ads, Billboard Ads, Television Ads, Radio Ads and Cinema Ads are all banned. There are not much way for to promote CARE ™ Product, but there are still some media and opportunity to get CARE ™ name out there so that more people will aware about their brand.

Objectives and Aims

Objectives
- Take advantage of what can be done on the internet to let more people know about CARE ™ Condom.
- Promote CARE ™ Condom in a non-sexually related way.
- Having roadshow in places where only CARE ™ Condom's target audience hang out.
- Get people to know about CARE ™ Condom without involving the younger generation kids.

 Aims
- Create brand awareness only to the specific target audience.
- Skip the non-related audience and only hit on the specific target audience.
- Educate young adults condom is not about pregnancy prevention.

The Brand

CARE ™ Condom is established in Year 2006, it is a Malaysia High Quality Condom brand. It is made out of 100% latex with lubricant around it. All the product have been through 3 quality test to ensure the effectiveness of it. CARE ™ Condom main aim is to protect couple of spreading STD while having sexual intercourse, same time preventing unwanted pregnancy. The target audience of CARE ™ Condom are adults from age 18 till 40s or even 50s, mostly are young adults from age 18 till 30.

CARE ™ condom have different shape, size and flavors condom to cater to people that enjoy sexual intercourse according to what they think and feel is more important.

Strength and Weakness

- Strength

·         Have different flavors, smell, texture and shape.

·         High quality with lots of Quality Check certified.

·         Slightly cheaper than the main competitor brand.

- Weakness

·         Weak brand identity

·         Lack of awareness and confidence, most of Malaysian does not know the existing of CARE ™ Condom.

Advantages and Disadvantages

- Advantages

·         Couple able to enjoy something different for their sexual intercourse, something fresh and won't get bored.

·         The quality of the condom will to slowly build up customer after they used it once.

·         Customer might give it a chance, since is a high quality condom with a slightly cheaper price.

- Disadvantages

·         It is not 100% effective.

·         Some customer may choose the flavor which the dislike, and have a bad impression of this brand.