Pakistan (2007): Qualitative Report on "Climax" Concept Testing

Greenstar is evaluating the possibilities of launching a new condom brand in the market. Climax condoms will be launched in the premium segment with competition brands like Durex and Rough Rider which have strong brand equity and nude photographs on their packs. These brands are available in the price range of Rs.25-40. The two basic findings for this segment are that (a) the retailers will stock those brands which have higher margins (b) consumers would like to buy condoms with good quality packaging. The objective of this study is to evaluate the possibilities of launching a new condom brand in the premium segment.