How the three main brands on the French market communicate through their websites? Which one is the most useful, complete and playful? Which strategy are they implementing? Website presence is nowadays mandatory and companies have understood that the content and the design displayed has to differentiate itself from the competition. Let’s see what Manix, Durex and Intimy’s websites can offer to customers and how they are ranked among each others.
- Content
Relevance: 13/15
The website is more global, as we can chose our country on the first page, and we can find translations in all languages. It provides a full and complete information about products, advices and tips for many situations. Nevertheless, we can notice from the homepage that the content emphasizes more on replying to people’s wonderings rather than on the product itself.
- Ease of use
Goals: 12/15
Thanks to the tips about any kind of subjects related to sex, Durex provides full information and clear goals for anyone who wants to know more about sex or about protection (ex: the demo of how to put a condom). The product range section is wide and very well explained, where each one can find his pleasure!
- Made for the medium
Community: 2/10
The only action taken is the Mondial Sex Campaign: 29,000 adults are talking about their sex life: the aim is to get to know what they are thinking, feeling, and the impact of their sexual life on their life.
Personnalization: 5/5
Durex knows well how to give tips to its customers,and focus freely around any subjects concerning sex (for ex: losing its virginity, putting a condom, trying new positions, love and sex, orgasm etc…). Besides, the use of a toolbar according to each profile is a bonus for people who doesn’t know specifically what they want.
- Design: 5/5
The design of Durex’s website is playful, clear with fun colors, intuitive and easily readable with a big typography. There is even a demo to put condoms and a hidden page if we want to switch for few seconds on another page!
- Content
Relevance: 10/15
You can find easily a detailed product range well highlighted, tips and replies about all the questions around sex and the use of condoms.
- Ease of use
Goals: 10/15
It suggests a wide range of products, from the playful to the « experience » condoms and intimate gels, with clear functions according to each need.
- Made for the medium
Community: 8/10
You can become the « monthly official tester » and enter in the Manix Club, and even tell your own funny story about sex, with people rating it. A party is even organized with DJ Manix called the « Manix Tour » in french clubs.
Personnalization: 5/5
There is a « sexual personnality tests » which help people to know which kind of condoms are best fitted for them. All sex quizzes can help to know more about each one own desires and sex profile. There is even a « Manix doctor » who can reply to your questionings. Thus, it highlights the funny and pleasant side of sex: with the « Sex challenge », a bowl which has to be shaken in order to see the sexual challenges to do with your partner.
- Design: 1/5
The style is masculine, the colors a bit dark and it is not easily readable as it is written in very tiny letters.
Nouveau logo Intimy depuis 2013
- Content
Relevance: 9/15
We can find a wide information about products,but less tips and advices than the two other websites.
- Ease of use
Goals: 11/15
A clear positioning is adapted to each kind of searched sensations.
- Made for the medium
Community: 1/10
There is no clear will of belonging to a community. We can find only testimonies and FAQ on the website.
Personnalization: 4/5
The website provides quizzes and tests on many sex subjects. You can send your questions to an expert if you need it.
- Design: 2/5
The interface is great and the navigation pretty easy.
To conclude, Durex is the big winner of this website analysis, with Manix not far away and Intimy as the last one. Durex’s website is really interesting by its focus on daily life tips, regarding love, sex and health. The design and the browsing is facilitated by clear colors, a big typography and well organized sections. In another kind, Manix website’s is useful and provides good community actions but is much less attractive in term of design and navigation than Durex. Finally, Intimy’s website would deserve to be fuller of information and more attractive in this actions.
| Web Strategy Analysis | Durex | Manix | Intimy |
| Content | |||
| Relevance /15 | 13 | 10 | 9 |
| Ease of use | |||
| Goals /15 | 12 | 10 | 11 |
| Made-for-the-medium | |||
| Community /10 | 2 | 8 | 1 |
| Personalisation /5 | 5 | 5 | 4 |
| Design | |||
| Browsing, attractivity /5 | 5 | 1 | 2 |
| Overall rating | 37/40 | 34/40 | 27/40 |
Written by H.Z
Sources:
Durex official website
Manix official website
Intimy official website
brunettesandblondinettes.wordpress.com 