ISSP [2020] : Designing a Target Market Analysis Plan for Durex Contraceptive Products at Circle K, Vinmart+ and Other Convenience Stores

With the digital era continuously developing over the recent years, the Vietnamese lifestyle, especially amongst the younger generation has changed into a fast- paced lifestyle. This lifestyle shift has resulted in increasing consumer demand for convenience stores that are easy to access. In addition, it has driven the growth of convenience store
channels in Vietnam up to 13% in 2019.

The goal of this project is to design a new marketing strategy plan to increase the sales of Durex products at convenience stores in Vietnam. After extensive background research, interviews with several experts, field observation and an online survey, the team analyzed and evaluated the findings and suggested the recommendations that would best respond to the current lifestyles of consumers.