(DISTRIBUTION EFFECTS IN CONDOM MARKET)
Introduction of Product
The main reason for using a condom is to prevent unexpected pregnancy this is followed by the wish to prevent sexually transmitted diseases.
We can describe condom as a contraceptive or an essential tool that is used for AIDS/HIV prevention. Condom is a sensitive subject to talk about like other sex related topics for our society. Therefore, our product is not an ordinary item. From it's advertisement to it's packaging it must be carefully handled.
To avoid AIDS, sexually active people who are not mutually monogamous must know about AIDS, know about condoms, know that condoms prevent AIDS, know how to get condoms, and know how to use them correctly.
In most countries almost everybody has heard of AIDS. Knowledge of condoms is also widespread. Yet many people who know about AIDS and about condoms do not know that using condoms can prevent AIDS.
This lack of knowledge can be deadly.
Our successful brand OKEY was owner of the half of condom market in 2001. What is the effect of distribution on this market success? We will try to analyze this.
"Okey" entered to condom market in 1991 by Eczacibasi Holding. EczacÃÂ±baÃ ÂÃÂ± is a prominent Turkish industrial group with a combined net turnover exceeding $1.4 billion, 37 companies and almost 7,200 employees in 2002. EczacÃÂ±baÃ ÂÃÂ±'s core sectors are pharmaceuticals, building materials and consumer products. The Group is also active in finance, information technology and welding technology.
In Turkey, EczacÃÂ±baÃ ÂÃÂ± is the leader in seven of its 13 industries, including pharmaceuticals, ceramic sanitary ware, tissue paper and personal care products. It also has the most extensive distribution coverage, reaching over 90 percent of the nation's sales points.
International partnership is a central component of the EczacÃÂ±baÃ ÂÃÂ± Group's growth strategy.