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10 STEP Marketing Plan for Rexona
Reainki A. OlivarFebruary 2011
Kayeolivar.blogspot.com
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.
Disclaimer
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1. Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless
2. What do they need, want, demand (NWD) 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. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your PTM and market
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6. Deodorant7. Price8. Advertisements (TV, Print,
Billboards), Uses active teens, celebrities
9. Distributed Nationwide and to some parts of the world
10. The number 1 deodorant in the Philippines
Steps 6 to 10
Summary headline of the marketing mix & strategy
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1. Describe the primary target market (PTM)*
Demographics (16 to 35, male or female, 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)
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2. My PTM’s NWD
Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the
productNote: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow
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Describe your PTM needs
7Reference: 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
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2. 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 want 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.
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3a. Direct and indirect products that address my PTM’s NWD
DIRECT Competitor: Splash Skin White, Nivea Deodorant, Block & White Deo
INDIRECT Competitor: Soaps like Safeguard, Dove, Olay, Tawas
Variables: Price, Age, Lifestyle, Not brand conscious individual
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3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice
This 1st Map should allow differentiation/ non-clustering of the direct competitors
Example: Price vs. AgeSize of bubbles= represent relative market
shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants
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competitive position map
ColgateTotal + whiten
Sensodyne
HapeeUnique
HapeeComplete
+ whitening
Price vs. Age Matrix as of 2011
HapeeFresh
CloseUp
whiten
ColgateSensitive
ColgateFresh
Unique
Example of a benefit positioning vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
as of 2011
Functional BenefitColgate
KidsColgate
Fresh
Colgate Total+
WhiteningColgate Sensitive
Close Up Gel
Close Up White
Hapee Kids
Hapee Fresh
Hapee Total + Whiten Unique Sensodyne
Prevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceConfidence Up Close to KissProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity
Harder to stand out amidst the competitive clutter.
4. Identify the gap between customers and competition
Where is the marketing opportunity?Teenagers who wants a deodorant
that suits their budget and delivers results.
What NWDs are not being addressed?Unique selling proposition: “Rexona
wont let you down.”
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5a. Estimate the market size using competitor data1. Top 7000 Corporation Data or news
Total Sales from 1 product companies % of sales from multi-product 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 with an industry-leading 29 per cent share of the deodorant whitening market.
2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”
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5b. Estimate the market size using company data
1. Claimed market share: Rexona currently holds approximately 30% of the deodorant market according to Stanners, and is currently the market leader.
2. Guesstimate on market share Fair share of market Distribution extent
3. Historical sales
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5c. Estimate the market size using customer data
1. Usage per day or per year Per person Per household
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5. Decide on market size in pesos, not in number of people1. Competitor data=2. Company data = 3. Customer Usage data =
*U.S. Department of Commerce, Bureau of the Census
Use instinct and best business judgment to finalize market size
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6a. Photo of product category
Show a product shotYour product and your competitorswith, without box as they look in the
supermarketAll pack sizesAll variantsAll major brands
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6a. Show how product looks vs. competition
Product shot 1 of direct competitors
Product shot 2 of indirect competitors
How product looks in supermarket shelves
or point of sales
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6b. Product Description
Describe the physical features, specifications, attributes of the product.
- 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
*Info may be in product packaging, label, brochures or website.
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7. Price
Get prices of your product Creatively compare vs. competitors
across different pack sizes and variants
Quantify the price difference in % terms vs. competitors
Conclude on what pricing strategy is being used
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8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
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8a. Your products Promotions
Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.
***Print Ads, Events, Cathcy Tagline
Show executions of this (from websites, print ads, actual commercials)
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8a. Samples of Promo
Samples
This can be in multiple slides
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8b. Competitor promo
Show also how your key competitors communicate
Their commercialsTheir websites
And why your communication stands out
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8b. Competitor promo
Samples
Can be multiple slides
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9. Place
Where is your product available? Supermarkets, sari-sari stores,
convenience outlets, drugstores Nationwide and some parts of the
world Method of delivery (some products
can be delivered to your home, ordered via internet, phone orders, etc.)
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10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche
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SUMMARY
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1. Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless
2. What do they need, want, demand (NWD) 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, Axe, Block & White Deodorant, Fa
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your PTM and market
Kayeolivar.blogspot.com
6. Deodorant7. Price8. Advertisements (TV, Print,
Billboards), Uses active teens, celebrities
9. Distributed Nationwide and to some parts of the world
10. The number 1 deodorant in the Philippines
Steps 6 to 10
Summary headline of the marketing mix & strategy
Kayeolivar.blogspot.com
Grading
Customers (PTM, NWD)- 20% Competition (Positioning Map,
Market Size) 30% Company (4Ps, Strategy)- 40%
Power Principles Formatting- 10%
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