v53 rexona 10 step marketing plan r olivar

10 STEP Marketing Plan for Rexona

Reainki A. OlivarFebruary 2011

1Kayeolivar.blogspot.com

Disclaimer

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.

Kayeolivar.blogspot.com

1. Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless

2. 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. Gap is that Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts

5. The market is 12.6 Billion Kayeolivar.blogspot.com

5 Steps for Part 1(PTM and Positioning)

5 Steps for Part 2(Marketing and Strategy)

6. Deodorant/ Antiperspirant7. Price is at par with competitors but

Rexona offers lower priced variants.8. Advertisements (TV, Print, Billboards),

Uses active teens, celebrities 9. Distributed Nationwide and to some parts

of the world10. The number 1 deodorant in the

Philippines and in 29 countries.


1. Rexona Primary Target Market

Demographics (16 to 40, male or female; A, 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)


Influencing Buyer BehaviorMaslow’s Hierarchy of Needs

6

Reference: 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. My 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 wants 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 Deodorant, Nivea Deodorant, Block & White Deodorant

INDIRECT Competitor: Soaps like Safeguard & Palmolive, Tawas, Milcu underarm & foot powder deodorant

Variables: Price, Age, Lifestyle


3b. Competitive Position Map

Price/ Age Matrix

12 – 18 yrs

19 - 25 yrs

26 - 35 yrs

40 yrs and up

High price

Low Price

Rexona Naturals

NiveaPearl

RexonaConfidence Skin

WhiteDeo

Block&White

Deo

RexonaClassic

RexonaCrystal Aqua

RexonaHypo-

Allergenic

NiveaRoll-On

Dry

Skin White

Deo


Price vs. Age Matrix

as of 2010

3b. Benefit positioning vs. Brand map for Deodorant

Benefit Positioning vs. Brand Matrix

as of 2010

Benefits Rexona Deo Nivea DeoSplash Skin White Deo

Block & White Deo

Prevents Underarm Odor

Whitens Underarm

Keep you dry

24 hour protection

Tailored for Men & Women

Provides the confidence to expose your underarm; "Won't let you down"

Save Money

Eliminates the unsightly white deposits on dark garments due to deodorant


4. Rexona positions reliability in its product line.

Rexona deodorant suits your budget and delivers results.

Rexona caters to both men and women, not all deodorant has this variant.

Rexona engage in events like “REXONA RUN 2010” which competitors do not.

Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts.


5a. Market size estimate using competitor data

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 Corporation’s revenues are expected to reach around P3 billion in 2010, up 15 percent from P2.71 billion the

previous year. The company expects revenues in 2011 to grow even further by at least 20 percent

Splash recorded a net income of P23.73 million and revenues of P2.71 billion in 2009.

The company's international operations account for over 10% percent of the total revenues of Splash.


Feb 07, 2011 -- The world market for deodorants registered growth during the years 2008 and 2009, albeit at a slower rate than in previous years. With the recovery from the financial crisis in 2010, the market is projected to post healthy growth in the coming years driven by manufacturers increased focus on delivering technologically advanced products in various novel product formats. In addition, rising demand for gender-specific products is expected to enhance market prospects. Further, growing population, increasing awareness and rise in disposable incomes among consumers in developing regions including Asia-Pacific and Latin America would contribute to enhanced deodorant sales.

*ref: (PRWeb.com via COMTEX), According to a New Report by Global Industry Analysts, Inc.


5a. Global Deodorants Market to Reach US$12.6 Billion by

2015

5b. Rexona shares 44% of the total market size

Unilever’s Rexona net profit as of 2010 is $6.3 Billion

Rexona currently holds 44%, and is currently the market leader.

The total projected market is at $12.6 Billion

*ref: Unilever Rexona Annual Report, Global Industry Analysts, Inc


5c. Consumer Data indicate a size of $56.44 Billion

Estimated Rexona usage per month/ per year: World Population as of Dec 2010 is

6,852,472,823. 44% market size of Rexona Average price of Rexona Deodorant is Php 68 0r

$1.56 3,015,088,042 x $1.56 = $4.7 B per month 3,015,088,042 x $1.56 x 12 = $56.44 B per year


5. Deodorant Market is at $12.6 Billion

1. Market* data = $12.6 Billion2. Company data = $6.3 Billion3. Customer Usage data = $56.44

Billion

*Global Deodorants Market, A report from Global Industry Analysts, Inc


6a. Rexona’s Product Line


Rexona Deodorant Roll-on Confidence 50mlRexona 24 Hour Intensive Confidence pH

Balanced Anti-Perspirant Deodorant Roll On

Rexona Deodorant Roll-on Low/Frag 50mlRexona 24 Hour Intensive Hypo-Allergenic Low

Fragrance with Aloe Vera Anti-Perspirant Deodorant Roll On

Rexona Deodorant Roll-on Crystal Aqua 50ml

Rexona Crystal Anti-Perspirant Deodorant, Clear Aqua.Unbeatable against white marks

6a. Rexona’s Product Line

Rexona Deodorant Roll-on Classic 50ml

Rexona 24 Hour Intensive Classic Silk Anti-Perspirant Deodorant Roll On

Rexona Anti-Perspirant Deodorant Roll-on Forces For Men 50mL

Rexona Anti-Perspirant Deodorant Roll-on Forces For Men 50mL

Rexona Quantum Men 24H Anti-Perspirant Deodorant 50mL

Rexona Quantum Men 24H Anti-Perspirant Deodorant 50mL


6a. Rexona vs. direct competition


VS.

Rexona

Nivea for

Woman

Nivea for Men

Skin White Block & White


Rexona Shelf Nivea, SkinWhite and Block&White Shelf



Rexona Men Shelf Rexona Men and Nivea Men Shelf


6a. Rexona vs. indirect competition

VS.

Bath Soaps like Safeguard &

Palmolive

Milcu Underarm

& Foot Deodorant

PowderRexona


6b. Product Description

24 Hour Protection against odor and sweat. Prolonged use won’t cause underarm

darkening. 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.

World's biggest deodorant Number 1 position in 29 countries


7. Price

Kayeolivar.blogspot.com*Base on SRP of Rustan’s Supermarket & Shopwise

Deodorant Roll-On (40 to 50ml)

RexonaPrice (Php) Rexona Average Percentage Cheaper vs… Nivea

Price (Php) SkinWhite Price (Php) Block&White Price (Php)

Women Nivea Skinwhite Block&White Women Women Women

Rexona Dry 68.75 13% 1% 3% Nivea Energy 81.50 Skinwhite Active Cool 66.25Block&White Powder Fresh 75.00

Rexona Skin Light 72.00 Nive Pure 81.50 SkinWhite Freshblossom 65.25Block&White Deo Sport 67.50

Rexona Naturals 72.75 Nivea Pearl 91.50 SkinWhite Powder Silk 66.25Block&White Clean & Fresh 75.00

Rexona Shower Clean 67.00 Nivea Extra Whitening 92.40

Rexona Free Spirit 65.00

Rexona Passion 68.00

Men Men

Rexona Men Absolute Protection 68.40 Nivea Men Dry 83.75

Rexona Men Special Edition 73.00 Nivea Men Silver 94.75

8a. Modes Rexona Use


1

2

3 4

8a. Rexona’s Promotions

Advertising TV Commercial Radio Print Ads/Billboards

Events/Activities Fun Run No Sweat Challenge – Reality Show No Sweat Movie Challenge No Sweat Dance Challenge


8a. Rexona Promo


Rexona Angel Locsin City Scan TV Commercial, “Ligo Lang, Kulang”

7700 Views http://www.youtube.com/watch?

v=jagBSp9alXQ

8a. Social Media: You Tube


8b. Splash SkinWhite Deodorant promo

They capitalize on hiring celebrities to endorse their product


8b. Nivea Deodorant Promo

Uses models with nice underarms and fresh products like water and lemon to communicate their brand


8b. Block & White Deodorant Promo

Also uses beautiful models and contest to promote their product


9. Rexona is available worldwide

Nationwide and 150 countries worldwide

Supermarkets, sari-sari stores, convenience outlets, drugstores

You can also order Rexona products through the internet.


10. Rexona’s generic winning strategy

Supply and Distribution Leverage It’s mission statement is ‘meeting the everyday needs of people everywhere’, and the

multinational definitely has a huge and expanding global reach at 150 countries worldwide.

Another key component of the growth strategy is e-commerce. Unilever’s Rexona wants to step up the use of the Internet in order ‘to improve brand communication/marketing and on-line selling & to simplify business-to-business transactions throughout the supply chain.

Low Cost Producer Operational innovations, technology upgrades and sharing resources across businesses

have helped Rexona become the low-cost producer in nearly every market they serve. Rexona will continue to find innovative means to reduce costs while maintaining the

reliability of their products and the superior service that their customers expect. Rexona constantly develop new ways of doing business with the aim of doubling the size

of our company while reducingenvironmental impact.

Differentiation Rexona’s product are proprietary and first in the deodorant market. Thus, making each

Rexona Deo unique. Rexona believe that they are well placed to help people understand how their brand

choices and small actions, when added to those of others, can make a big difference across the world.

Niche Rexona’s concentration on innovation and brand development on a focused portfolio.Kayeolivar.blogspot.com

SUMMARY


1. Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless

2. 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. Gap is that Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts

5. The market is 12.6 Billion Kayeolivar.blogspot.com

5 Steps for Part 1(PTM and Positioning)

5 Steps for Part 2(Marketing and Strategy)

6. Deodorant/ Antiperspirant7. Price is at par with competitors but

Rexona offers lower priced variants.8. Advertisements (TV, Print, Billboards),

Uses active teens, celebrities 9. Distributed Nationwide and to some parts

of the world10. The number 1 deodorant in the

Philippines and in 29 countries.


10 STEP Marketing Plan for Rexona

Reainki A. OlivarFebruary 2011


v53 rexona 10 step marketing plan r olivar

Documents

rexona deodorant

deodorant market

splash skin white deodorant

block white deodorant

rexona run

deodorant benefit positioning

white marks

white underarms thushas