Plus Protector Plus is a high quality, contemporary latex rubber condom, packaged 4-in-a-pack. It was introduced to Ghana in June 1992 as the Protector brand condom, and is primarily targeted at couples in a stable union. Protector Plus came into the marketplace in October 1995 in response to consumer demands for a high-value and contemporary condom. The improvements in value and packaging are in response to the results of a condom tracking study, conducted in March 1995, which evaluated target consumer reaction to Protector Plus against the mainstay Protector condom line. Protector Plus has a strong brand name presence on the consumer's mind. This was evident in the tracking study that was done in March 1995 Protector Plus comes with an attractive and high quality packaging, which supports its image and has added to its appeal. The price of Protector Plus as compared to other competitive brands in its market segment does give it a competitive advantage. It is extremely affordable for the convenience and protection it provides. Protector Plus also does have a high level of brand loyalty. It is used and trusted by thousands of men around and is widely available in Ghana.

Panther condoms was the first brand of condoms to be marketed by GSMF and has been the Foundations flagship for the past ten years. It is considered to be a brand for young men. Panther has a strong top of mind brand awareness amongst consumers mainly because it was introduced to the country in the 1980s. As a result, it is the best-known condom brand in Ghana. Panther comes in an attractive, high quality pack of 3, which is a response to consumer demand.

Champion

Champion’s brand mark (a macho man) has caught on well with the target market. GSMF’s positive corporate image has been transferred to the brand. Today, Champion can be described as the flagship of the Foundation. The positioning of Champion is a strong condom against STDs and HIV/AIDS and targeted at low-income people.

Aganzi

Aganzi is GSMF’s fourth condom and comes with 2 line extensions - Aganzi Classic and Aganzi Wildfire. The product is a high quality, contemporary lubricated size 52 latex rubber condoms packaged 3-in-a-pack. Aganzi’s competitive edge includes the following features: - The condom is black, flavored, ribbed, comes in an attractive high quality pack and has an enhancing formula, hence has a high sensitivity. Aganzi has been introduced in response to the emerging large niche market of trendy condoms in Ghana. It is therefore targeted at the “yuppie” society. Aganzi has been positioned as a brand for performance, pleasure, passion and satisfaction. The brand’s identity is associated with the color black.

Strengths of GSMF condoms · GSMF condoms are of the highest quality, manufactured with the latest high-tech standards in the US and approved by the US Food and Drug Administration (USFDA). Each condom is double dipped in latex giving users better sensation. All condoms are tested before distribution · The condoms are safe and reliable when used appropriately. Condoms are effective mode of contraception and disease prevention. · Latex condoms protect against STDs and HIV/AIDS.

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