V53 rexona 10 step marketing plan r olivar
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Transcript of V53 rexona 10 step marketing plan r olivar
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10 STEP Marketing Plan for Rexona
Reainki A. OlivarFebruary 2011
1Kayeolivar.blogspot.com
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Disclaimer
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Kayeolivar.blogspot.com
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1. Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless
2. They need a deodorant that will give them 24 hour protection.They want a product that will not cause darkening of underarms, and they demand for a brand that is tailored individually both for men and women.
3. Competitor: Splash SkinWhite, Nivea Deodorant, Block & White Deodorant
4. Gap is that Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts
5. The market is 12.6 Billion Kayeolivar.blogspot.com
5 Steps for Part 1(PTM and Positioning)
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5 Steps for Part 2(Marketing and Strategy)
6. Deodorant/ Antiperspirant7. Price is at par with competitors but
Rexona offers lower priced variants.8. Advertisements (TV, Print, Billboards),
Uses active teens, celebrities 9. Distributed Nationwide and to some parts
of the world10. The number 1 deodorant in the
Philippines and in 29 countries.
Kayeolivar.blogspot.com
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1. Rexona Primary Target Market
Demographics (16 to 40, male or female; A, B and C; single/married)
Lifestyle (Vain, Athletic, Fashionable/Trendy, Active/always on the go)
Behavior (Wants to stay fresh/ odorless and have whiter underarms)
Kayeolivar.blogspot.com
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Influencing Buyer BehaviorMaslow’s Hierarchy of Needs
6
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
The need to be recognize as someone who’s hygienic and has white underarms thus
has a status of being beautiful
Need to belong to a group who has whiter underarms
Kayeolivar.blogspot.com
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2. My PTM’s needs, wants & demands
Needs: Need to belong to a group who has whiter underarms. Need to be recognize as someone who’s hygienic and beautiful
Wants: PTM wants to have whiter underarms that wont let them down. Wants to stay fresh and dry the whole day.
Demands: The product should protect the PTM from body odor by stopping sweat or enhancing scent, and may provide additional benefits such as skin lightening and care.
Kayeolivar.blogspot.com
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3a. Direct and indirect products that address my PTM’s NWD
DIRECT Competitor: Splash Skin White Deodorant, Nivea Deodorant, Block & White Deodorant
INDIRECT Competitor: Soaps like Safeguard & Palmolive, Tawas, Milcu underarm & foot powder deodorant
Variables: Price, Age, Lifestyle
Kayeolivar.blogspot.com
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3b. Competitive Position Map
Price/ Age Matrix
12 – 18 yrs
19 - 25 yrs
26 - 35 yrs
40 yrs and up
High price
Low Price
Rexona Naturals
NiveaPearl
RexonaConfidence Skin
WhiteDeo
Block&White
Deo
RexonaClassic
RexonaCrystal Aqua
RexonaHypo-
Allergenic
NiveaRoll-On
Dry
Skin White
Deo
Kayeolivar.blogspot.com
Price vs. Age Matrix
as of 2010
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3b. Benefit positioning vs. Brand map for Deodorant
Benefit Positioning vs. Brand Matrix
as of 2010
Benefits Rexona Deo Nivea DeoSplash Skin White Deo
Block & White Deo
Prevents Underarm Odor
Whitens Underarm
Keep you dry
24 hour protection
Tailored for Men & Women
Provides the confidence to expose your underarm; "Won't let you down"
Save Money
Eliminates the unsightly white deposits on dark garments due to deodorant
Kayeolivar.blogspot.com
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4. Rexona positions reliability in its product line.
Rexona deodorant suits your budget and delivers results.
Rexona caters to both men and women, not all deodorant has this variant.
Rexona engage in events like “REXONA RUN 2010” which competitors do not.
Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts.
Kayeolivar.blogspot.com
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5a. Market size estimate using competitor data
Nivea Deodorant has acquired 3.5% of the deodorant market, and the company hopes to boost its share in the market to 5.7% with its new product.
Splash Corporation’s revenues are expected to reach around P3 billion in 2010, up 15 percent from P2.71 billion the previous
year. The company expects revenues in 2011 to grow even further by at least 20 percent
Splash recorded a net income of P23.73 million and revenues of P2.71 billion in 2009.
The company's international operations account for over 10% percent of the total revenues of Splash.
*ref: Splash & Nivea Financial Statements 2010
Kayeolivar.blogspot.com
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Feb 07, 2011 -- The world market for deodorants registered growth during the years 2008 and 2009, albeit at a slower rate than in previous years. With the recovery from the financial crisis in 2010, the market is projected to post healthy growth in the coming years driven by manufacturers increased focus on delivering technologically advanced products in various novel product formats. In addition, rising demand for gender-specific products is expected to enhance market prospects. Further, growing population, increasing awareness and rise in disposable incomes among consumers in developing regions including Asia-Pacific and Latin America would contribute to enhanced deodorant sales.
*ref: (PRWeb.com via COMTEX), According to a New Report by Global Industry Analysts, Inc.
Kayeolivar.blogspot.com
5a. Global Deodorants Market to Reach US$12.6 Billion by
2015
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5b. Rexona shares 44% of the total market size
Unilever’s Rexona net profit as of 2010 is $6.3 Billion
Rexona currently holds 44%, and is currently the market leader.
The total projected market is at $12.6 Billion
*ref: Unilever Rexona Annual Report, Global Industry Analysts, Inc
Kayeolivar.blogspot.com
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5c. Consumer Data indicate a size of $56.44 Billion
Estimated Rexona usage per month/ per year: World Population as of Dec 2010 is
6,852,472,823. 44% market size of Rexona Average price of Rexona Deodorant is Php 68 0r
$1.56 3,015,088,042 x $1.56 = $4.7 B per month 3,015,088,042 x $1.56 x 12 = $56.44 B per year
Kayeolivar.blogspot.com
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5. Deodorant Market is at $12.6 Billion
1. Market* data = $12.6 Billion2. Company data = $6.3 Billion3. Customer Usage data = $56.44
Billion
*Global Deodorants Market, A report from Global Industry Analysts, Inc
Kayeolivar.blogspot.com
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6a. Rexona’s Product Line
Kayeolivar.blogspot.com
Rexona Deodorant Roll-on Confidence 50mlRexona 24 Hour Intensive Confidence pH
Balanced Anti-Perspirant Deodorant Roll On
Rexona Deodorant Roll-on Low/Frag 50mlRexona 24 Hour Intensive Hypo-Allergenic Low
Fragrance with Aloe Vera Anti-Perspirant Deodorant Roll On
Rexona Deodorant Roll-on Crystal Aqua 50ml
Rexona Crystal Anti-Perspirant Deodorant, Clear Aqua.Unbeatable against white marks
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6a. Rexona’s Product Line
Rexona Deodorant Roll-on Classic 50ml
Rexona 24 Hour Intensive Classic Silk Anti-Perspirant Deodorant Roll On
Rexona Anti-Perspirant Deodorant Roll-on Forces For Men 50mL
Rexona Anti-Perspirant Deodorant Roll-on Forces For Men 50mL
Rexona Quantum Men 24H Anti-Perspirant Deodorant 50mL
Rexona Quantum Men 24H Anti-Perspirant Deodorant 50mL
Kayeolivar.blogspot.com
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6a. Rexona vs. direct competition
Kayeolivar.blogspot.com
VS.
Rexona
Nivea for
Woman
Nivea for Men
Skin White Block & White
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6a. Rexona vs. direct competition
Rexona Shelf Nivea, SkinWhite and Block&White Shelf
Kayeolivar.blogspot.com
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6a. Rexona vs. direct competition
Rexona Men Shelf Rexona Men and Nivea Men Shelf
Kayeolivar.blogspot.com
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6a. Rexona vs. indirect competition
VS.
Bath Soaps like Safeguard &
Palmolive
Milcu Underarm
& Foot Deodorant
PowderRexona
Kayeolivar.blogspot.com
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6b. Product Description
24 Hour Protection against odor and sweat. Prolonged use won’t cause underarm
darkening. Proprietary body-responsive technology. The first company to introduce Rexona Crystal,
a product that eliminates the unsightly white deposits on dark garments commonly associated with aerosols and sticks.
World's biggest deodorant Number 1 position in 29 countries
Kayeolivar.blogspot.com
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7. Price
Kayeolivar.blogspot.com*Base on SRP of Rustan’s Supermarket & Shopwise
Deodorant Roll-On (40 to 50ml)
RexonaPrice (Php) Rexona Average Percentage Cheaper vs… Nivea
Price (Php) SkinWhite Price (Php) Block&White Price (Php)
Women Nivea Skinwhite Block&White Women Women Women
Rexona Dry 68.75 13% 1% 3% Nivea Energy 81.50 Skinwhite Active Cool 66.25Block&White Powder Fresh 75.00
Rexona Skin Light 72.00 Nive Pure 81.50 SkinWhite Freshblossom 65.25Block&White Deo Sport 67.50
Rexona Naturals 72.75 Nivea Pearl 91.50 SkinWhite Powder Silk 66.25Block&White Clean & Fresh 75.00
Rexona Shower Clean 67.00 Nivea Extra Whitening 92.40
Rexona Free Spirit 65.00
Rexona Passion 68.00
Men Men
Rexona Men Absolute Protection 68.40 Nivea Men Dry 83.75
Rexona Men Special Edition 73.00 Nivea Men Silver 94.75
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8a. Modes Rexona Use
Kayeolivar.blogspot.com
1
2
3 4
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8a. Rexona’s Promotions
Advertising TV Commercial Radio Print Ads/Billboards
Events/Activities Fun Run No Sweat Challenge – Reality Show No Sweat Movie Challenge No Sweat Dance Challenge
Kayeolivar.blogspot.com
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8a. Rexona Promo
Kayeolivar.blogspot.com
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Rexona Angel Locsin City Scan TV Commercial, “Ligo Lang, Kulang”
7700 Views http://www.youtube.com/watch?
v=jagBSp9alXQ
8a. Social Media: You Tube
Kayeolivar.blogspot.com
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8b. Splash SkinWhite Deodorant promo
They capitalize on hiring celebrities to endorse their product
Kayeolivar.blogspot.com
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8b. Nivea Deodorant Promo
Uses models with nice underarms and fresh products like water and lemon to communicate their brand
Kayeolivar.blogspot.com
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8b. Block & White Deodorant Promo
Also uses beautiful models and contest to promote their product
Kayeolivar.blogspot.com
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9. Rexona is available worldwide
Nationwide and 150 countries worldwide
Supermarkets, sari-sari stores, convenience outlets, drugstores
You can also order Rexona products through the internet.
Kayeolivar.blogspot.com
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10. Rexona’s generic winning strategy
Supply and Distribution Leverage It’s mission statement is ‘meeting the everyday needs of people everywhere’, and the
multinational definitely has a huge and expanding global reach at 150 countries worldwide.
Another key component of the growth strategy is e-commerce. Unilever’s Rexona wants to step up the use of the Internet in order ‘to improve brand communication/marketing and on-line selling & to simplify business-to-business transactions throughout the supply chain.
Low Cost Producer Operational innovations, technology upgrades and sharing resources across businesses
have helped Rexona become the low-cost producer in nearly every market they serve. Rexona will continue to find innovative means to reduce costs while maintaining the
reliability of their products and the superior service that their customers expect. Rexona constantly develop new ways of doing business with the aim of doubling the size
of our company while reducingenvironmental impact.
Differentiation Rexona’s product are proprietary and first in the deodorant market. Thus, making each
Rexona Deo unique. Rexona believe that they are well placed to help people understand how their brand
choices and small actions, when added to those of others, can make a big difference across the world.
Niche Rexona’s concentration on innovation and brand development on a focused portfolio.Kayeolivar.blogspot.com
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SUMMARY
34Kayeolivar.blogspot.com
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1. Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless
2. They need a deodorant that will give them 24 hour protection.They want a product that will not cause darkening of underarms, and they demand for a brand that is tailored individually both for men and women.
3. Competitor: Splash SkinWhite, Nivea Deodorant, Block & White Deodorant
4. Gap is that Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts
5. The market is 12.6 Billion Kayeolivar.blogspot.com
5 Steps for Part 1(PTM and Positioning)
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5 Steps for Part 2(Marketing and Strategy)
6. Deodorant/ Antiperspirant7. Price is at par with competitors but
Rexona offers lower priced variants.8. Advertisements (TV, Print, Billboards),
Uses active teens, celebrities 9. Distributed Nationwide and to some parts
of the world10. The number 1 deodorant in the
Philippines and in 29 countries.
Kayeolivar.blogspot.com
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10 STEP Marketing Plan for Rexona
Reainki A. OlivarFebruary 2011
37Kayeolivar.blogspot.com