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The Human Sewage Plant,[object Object]
The Human Sewage Plant?,[object Object],WHAT DO YOU SAY?,[object Object]
[object Object]
The problem was addressed in India in different ways during different centuries
First came the sandalwood, then gulaabjal,then came the Itra
Even during the pre-liberalization period, the people used same old tactics
The only modern weapon they had was the Talcum powder or the Soap.
So, there was a void for a product that could fill in the gap in the marketTACKLING THE PROBLEM OF BODY ODOUR,[object Object]
THE GENERATION OF AN ENTIRELY NEW SEGMENT,[object Object],[object Object]
The market was in its initial unstructured stage.
A few foreign brands were present in India, but their penetration was limited to the upper sections of the society only.
The market was flooded with the camouflage products.
Avoid was felt for an entirely new segment of products to fight body odor.,[object Object]
[object Object]
The company found Indian market as a huge potential market, owing to its geographical position& high population.

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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.