10 STEP Marketing Planfor Rexona

Submitted by: Katherine Aiche May 2012

It Won’t Let You Down.

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Product Ranges

Rexona Crystal

Rexona Clinical Protection

Rexona Active ShowerAntiperspirant

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Rexona’s PTM are the outgoing/sportive Individuals who want their underarm area to persist dry and odorless.

Will not trigger darkening of armpits, high demand for a brand suitable both for men/women

Has a proprietary body-responsive technology/its inherent components which do not result in white marks penetrate onto a bright material clothing.

Its unique active ingredients provides 24h protection against body odor & oxter wetness to help keep one physically fresh and mentally confident, even in the toughest moments.

Brand Positioning

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Demographics (aged 16-40, male/female, single or married & those with low-income markets such as Asia

Psychographics (Vain, Athletic, Fashionable/Trendy, Always on the go

Behavioral habits (Will to stay rejuvenated/odorless, enhance a skin condition with no side effects

Primary Target Market

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Deodorant/Antiperspirant Price is equivalent to those of competitors, but

Rexona offers lower priced variants Advertisements: TV Commercial, Print Ads, Radio,

Billboards, Capitalize on hiring celebrities to endorse their product to young community

Distributed Nationwide and other regions of the world The Number One Deodorant in Philippines/29 states

Marketing Strategy

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Direct Competitor: Splash Skin White/Nivea Deodorant, Lux, Block & White Deodorant

Indirect Competitor: Soaps including Safeguard, Palmolive, Tawas, Milcu underarm & Foot powder deodorant

Variables: Expenditure, Age, Lifestyle

Direct/Indirect Products that address my PTM’s NWD

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Rexona SWOT Analysis

Strengths

An integral part of the

Indian Market, A lingering aromatic

fragrance, Excellent Branding

and Advertising

WeaknessesLimited share in the competitive

soap Industry, Was merged with Lux earlier which proved unsuccessful and the brand was separated again.

OpportunitiesBetter packaging and International distribution, Leveraging on use of

natural ingredients to tap into semi-urban/rural markets

ThreatsCompetition from soap brand such as Nivea and Lux, Plenty of

cheaper and other

alternatives availableSWOT Analysis

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Provide high quality products at reasonable prices Expand market share through distinctive flavors and

packaging Promote the brand with latest advertising by using

renowned, sufficiently high budget celebrity endorsement

To conquer the competition by advancing further categories of the brand

Brand Strategy

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Rexona suits your budget and delivers immediate results

Convenient to use to both men/women, not all deodorant has this variant

Rexona engage in events such as ‘’Rexona Run 2012,’’which competitors do not

Word’s largest deodorant in sales and market shares

Rexona's Reliability in the Product line

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Unilever’s Rexona net Profit has acquired $6.3 billion of funding by 2010

Rexona currently holds 44% of its share, and is the market leader

The maximum projected market is at $12.6 billion

Shares in the Total Market

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Preserved use won’t trigger underarm darkening The first company to introduce Rexona Crystal, the

product that eliminates the unsightly white deposits on dark garments commonly associated with aerosols and sticks

Actual Product: flavor (ice cool, active reserve, mini free spirit), brand name (Rexona), styles (body spray, alcohol based germ fighters & roll on)

Core benefit: dispenses a good body odor

Product Description

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The Marketing Mix for Rexona Product - Rexona falls under the category of product as

a deodorant. Maintains high standards of hygiene Price - affordable and convenient, regardless of any

level of your income. Place - outsourced from various third-party distributors

to a major number of retails, donated all over the states of Asia, e.g. Bangladesh

Promotion - published through magazines/leaflets, use TV as the media of advertising as the incentive to attract more consumers, introduce the target audience to the availability & other improved versions of the product.

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Brand Mantra’s of Rexona

Resonance Judgments Feelings Imagery SalienceCustomer feels proud by using Rexona, & purchase the brand at the occasions when attending the store, Can be an indispensible product for the young community

Quality is good

Packaging is attractive

Features are outstanding

Reliable and affordable

The public believes that regardless of the circumstances it helps them to feel more convinced & rejuvenated throughout the day

An experience of the customer with Rexona is positive, Majority of the citizens have benefited from a regular utility of the product

It satisfies all the primary needs & wants of men as equivalent to women

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Rexona was originally manufactured in Australia in 1900, has launched its product to India by 1947 where market became virtually existent in 1995.

World’s largest deodorant in sales and market shares, is available in 90 countries.

Augmented product offering the rational benefit of 24h Protection guarantee.

The only brand tailored to the individual needs of men & women.

Summary

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Thank you.Any Questions?

Conclusion