Advertising and promotion: Egypt ranks very high among developing countries, with 324 radios per 1,000 inhabitants, 122 televisions per 1,000 inhabitants and 40 newspapers per 1 000 inhabitants. However, the high costs of advertising in broadcast media are a major obstacle, even when regulations banning pharmaceutical advertising are lifted. Some contraceptive advertisements were shown for government services and NGOs, but not for commercial services. Pharmacies rely instead on exterior signage, reaching a limited audience. Competing contraceptive alternatives are very limited. Female sterilization is not available unless specific medical conditions exist. Other women use pills or injectables. Government participation in the market: Prices of all registered pharmaceutical products are controlled by the government. The price of a given brand of contraceptive is generally the same whether it is offered in the public or commercial sector. Condoms are the most used form of contraception in Egypt for unmarried couples. It is almost impossible to calculate the social marketing effect of condoms for the reasons discussed above. In Egypt, there is one pharmacy for every 4,000 people, which means the likelihood of accessing a condom is difficult.5. Preliminary marketing plan:1) The marketing plan:A) Marketing objectives:Targeted market:We segment the market following mass customization because Condom is a contraceptive product used by men aged 20 to 40 years. Durex condoms offer a full range of products to satisfy different needs and tastes, for example (love for young people, avanti for people allergic to latex) 2-3. Expected sales: We plan to sell our product to men in the age group of 20 to 40 years, so we are targeting less than half of the Egyptian population, in this case by informing the population about the benefits of using Durex. We plan to lead the Egyptian market and maximize our revenues in the long term. forward period.4.Market Penetration and Coverage:We use indirect export strategy for our business to Egypt.Using indirect export strategy is a common approach for mature international companies such as Durex .Knowing that we will benefit from the support of the Egyptian Ministry of Health represents a great advantage to achieve our market penetration. We will ensure wide coverage through our local distributor. B) Adaptation or modification of the product: Our product is made up of three elements: 1-The basic product or condom, which does not need and cannot be adapted or modified. This is because as a medical product intended to prevent sexually transmitted diseases and as a contraceptive, its development and production must follow specific steps and use only certain materials; and subject to strict controls and international standards.