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Rexona
1.
2.
3.
4.
The problem was
addressed in India in different ways during different centuries
5.
First came the
sandalwood, then gulaabjal,then came the Itra
6.
Even during the
pre-liberalization period, the people used same old tactics
7.
The only modern
weapon they had was the Talcum powder or the Soap.
8.
9.
10.
The market was
in its initial unstructured stage.
11.
A few foreign
brands were present in India, but their penetration was limited to the upper sections of the society only.
12.
The market was
flooded with the camouflage products.
13.
14.
15.
The company found
Indian market as a huge potential market, owing to its geographical position& high population.
16.
The product was
unknown to the Indian public at that time, so there was a need for customer education.
17.
18.
19.
The products available
had either too strong odor, or too mild odor.
20.
The main competitors
that existed in the category of deodorants were mainly of foreign origin, & tapped the high end segments only.
21.
22.
23.
The average Indian
customer was reluctant to adopt to new changes.
24.
Though the targeted
section was that of the Indian youth, but multi-generation approval was required.
25.
26.
27.
Packaging the product
in two types of packings: push-up stick & pump spray.
28.
These steps brought
the prices down to Re1/gram.
29.
As the common
Indian consumer is price sensitive, the products were readily accepted in the market.
30.
31.
The marketing campaign
was aimed at not to offend the customer, but to make him feel that it would be great for him if he uses the product.
32.
33.
34.
The states of
Tamil Nadu & Kerala were taken as the sample population.
35.
The company launched
20gram sticks at Rs.21 per piece, & 5gm sticks at just Rs5.
36.
37.
38.
The market has
grown from nowhere in 1995 to 300 million in 2004, & is expected to touch 3169 million by the end of 2010.
39.
40.
41.
Axe, another brand
of deodorants from Unilever, launched in 1999 is today the market leader.
42.
Rexona is available
into many variants for men & women.
43.
44.
45.