Manix Brand Stategy

 Manix was created in 1987 by the French laboratory Dengan.

 

 

Key Datas:

• 1987. Manix was created
• 1994. Manix sold to Ancell
• 1997. Communication beginning
• 2000.Gold Lion in Cannes for « L’empreinte »
• 2002. Silver Lion for « Lappartemment »
• 2008: Manix lauched its e-commerce website 
• 110 millions.condoms sell per year
• 23,7 %.Market share in 2001 of Manix, vs Durex (22,4 %).

History

Since the beginning Manix positioned itself as: the thinner condom. This attribute allows people keeping all the natural sensations.  With the Infini 002, launched in the 90’s, Manix join the market and improved the Brand with TV spot advertising.

The real story began with “L’empreinte” video prized at Cannes Festival. Manix became number 2 in the market of condoms.

Then the range kept growing. In 1995, Manix was bought by Ancell, a famous company which already own Mates (number two in UK), and Lifestyles (number 3 in US).

In the 1992, Manix launched the first condom without some proteins of latex. It became a revolution for the 5% to 10% people allergic to this component France.

In 2009, loyal to its reputation, Manix introduced on the market the condom SKYN, first condom in Sensoprene a new material without latex which divides the condom thickness by 2.

Nowadays Manix is selling in France and Belgium but also in different countries as Mates and Lifestyle brands.

Strategy

Advertising (more information in the Brands advertising part)

Manix focuses itself since the beginning as a pleasure brand. With its partnership with l’Ile de la Tentation, Manix increased its approval rating from 53.74 points to 74.6 points.

Some partnerships have been done with radios like Skyrock and events « Manix play Tour » so as to target 15-24 years people .

Manix condom as a way of communication:

The brand lauched an original and new concept: the condom as a way of communication.

– targeting 15-35

– prevention brand image

– wide choice of types of products

Written by J.G

Sources:

Manix Official website

Manix: Strategies.Fr

Plurielles.fr « la Saga des Marques »