Submitted By: Aditya Zutshi (09BM8005) Amit Sarangal (09BM8082) Ambuj Aggarwal (09BM8007) Nidhi Bansal (09BM8028) Shilpa Gautam (09BM8085) Shweta Jain (09BM8031) The Need To Smell Good A Case Study of Rexona Deodorant
Trait Theory: Trait theories seek to classify individuals into group of people who share personality types. Based on consumer innovativeness and consumer susceptibility to interpersonal influence, HUL decided not to focus on the consumers above 40 years of age.
Attitude Formation & Change : A consumer with a positive attitude toward a product is more likely to buy that product. The advertisements and marketing communication done by HUL was targeted to induce a positive attitude towards using deodorants.
Communication Process: The marketing communication of a company is designed to induce purchase, create a positive attitude towards the product, to give the product a symbolic meaning and show that it can solve the consumer’s problem better than a competitive product.
Consumer Learning : Company focus on consumer learning to acquire the purchase and consumption knowledge and experiences that they apply to future related behaviour. HUL was trying to make the consumer learn about deodorants.
Adoption Process Cognition Attitude Behaviour Q2: What is the adoption process of a deodorant among consumers?
Target segment of 16-20 yr old –more conscious of the social benefits of smelling good rather than segment above the age of 35.
Tagline-” talcum ka asar chand ghanto me gayab. Rexona ghanto tak suraksha de”
Position the product on its benefits such as long lasting freshness
Position deodorant as better than the conventional soap and talc.
Q3: Why does the company think that it would not be of any advantage to target consumers of over 40 years of age? Would they not be concerned about body odour?
Consumer Innovativeness : People stay vanity conscious well into their 30s. People above that age won’t adopt the concept easily.
High Dogmatism : People above 40 years of age are generally high in dogmatism. They have been using alternate remedies from the past many years and would be reluctant to accept the innovation.
Ego-Defensive Function : It is unlikely that consumers above 40 years of age would grow conscious of their body odour and would agree that odour is an embarrassing problem. Therefore, they would not like to defend their ego/self-concept by buying deodorant.
Consumer Susceptibility to Interpersonal Influence : Consumers above 40 years of age are unlikely to switch to deodorants because of what is being talked about by the younger segment and in advertisement.
For the above reasons, the segment of consumers above 40 years would not be an attractive segment to target.