What metrics would you use to evaluate Reckitt's Durex condom vending machine initiative?

Introduction

Evaluating the success of Reckitt's Durex condom vending machine initiative requires a comprehensive approach to product metrics. This innovative distribution channel for condoms presents unique challenges and opportunities. I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Durex condom vending machines are automated dispensers placed in various locations to provide convenient, discreet access to condoms. Key stakeholders include:

1. Consumers: Seeking easy, embarrassment-free access to protection
2. Reckitt: Aiming to increase sales and market share
3. Public health organizations: Interested in improving sexual health outcomes
4. Venue owners: Looking for additional revenue and value-added services

User flow:

1. Locate machine
2. Select product
3. Make payment
4. Retrieve condoms

This initiative aligns with Reckitt's strategy to increase accessibility and normalize condom use. Compared to competitors, Durex is taking a more proactive approach to distribution.

Product Lifecycle Stage: Growth - The concept is proven but still expanding to new markets and locations.

Physical Product Considerations:

• Distribution channels: Direct-to-venue placement
• Shelf-life: Monitor expiration dates and stock rotation
• Sales model: Revenue sharing with venue owners