Steps of Marketing plan

1. It Won’t Let You Down.
Submitted by: Katherine Aiche
May 2012

2. Rexona Clinical Protection
Rexona Crystal
Rexona Active Shower
Antiperspirant
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3.  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.
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4.  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
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5.  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
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6.  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
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7. Strengths Weaknesses
An integral part of the Indian Limited share in the competitive
Market, A lingering aromatic soap Industry, Was merged with Lux
fragrance, Excellent Branding and earlier which proved unsuccessful
Advertising and the brand was separated again.
SWOT Analysis
Opportunities Threats
Better packaging and International Competition from soap brand such
distribution, Leveraging on use of as Nivea and Lux, Plenty of
natural ingredients to tap into cheaper and other alternatives
semi-urban/rural markets available
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8.  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
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9.  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
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10.  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
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11.  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
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12.  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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13. Resonance Judgments Feelings Imagery Salience
Customer feels Quality is The public An experience It satisfies all
proud by using good believes that of the the primary
Rexona, & regardless of customer with needs & wants
purchase the Packaging is the Rexona is of men as
brand at the attractive circumstances positive, equivalent to
occasions when it helps them Majority of the women
attending the Features are to feel more citizens have
store, Can be an outstanding convinced & benefited from
indispensible rejuvenated a regular
product for the Reliable and throughout the utility of the
young affordable day product
community
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14.  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.
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15. Thank you.
Any Questions?
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