v53 10 step marketing plan for rexona_draft

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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


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


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


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)


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


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


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.


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


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


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.”


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”


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


5c. Estimate the market size using customer data

1. Usage per day or per year Per person Per household


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


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


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


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.


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


8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use


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)


8a. Samples of Promo

Samples

This can be in multiple slides


8b. Competitor promo

Show also how your key competitors communicate

Their commercialsTheir websites

And why your communication stands out


8b. Competitor promo

Samples

Can be multiple slides


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.)


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


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


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


Grading

Customers (PTM, NWD)- 20% Competition (Positioning Map,

Market Size) 30% Company (4Ps, Strategy)- 40%

Power Principles Formatting- 10%

v53 10 step marketing plan for rexona_draft

Business

beautiful wants

block white deodorant

nivea deodorant

rexonas ptm

ptms needs

ptms nwd needs

ptms nwd direct competitor

darkening of underarms