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    V53 rexona 10 step marketing plan_R.Olivar V53 rexona 10 step marketing plan_R.Olivar Presentation Transcript

    • 10 STEP Marketing Plan for Rexona Reainki A. Olivar February 2011 Kayeolivar.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
      • Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless
      • 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.
      • Competitor: Splash SkinWhite, Nivea Deodorant, Block & White Deodorant
      • Gap is that Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts
      • The market size is around $56.44 Billion
      Kayeolivar.blogspot.com 5 Steps for Part 1 (PTM and Positioning)
    • 5 Steps for Part 2 (Marketing and Strategy)
      • Deodorant/ Antiperspirant
      • Price is at par with competitors but Rexona offers lower priced variants.
      • Advertisements (TV, Print, Billboards), Uses active teens, celebrities
      • Distributed Nationwide and to some parts of the world
      • The number 1 deodorant in the Philippines and in 29 countries.
      Kayeolivar.blogspot.com
    • 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)
      Kayeolivar.blogspot.com
    • Influencing Buyer Behavior Maslow’s Hierarchy of Needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th 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 Kayeolivar.blogspot.com
    • 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.
      Kayeolivar.blogspot.com
    • 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
      Kayeolivar.blogspot.com
    • 3b. Competitive Position Map Rexona Naturals Nivea Pearl Rexona Confidence Skin White Deo Block& White Deo Rexona Classic Rexona Crystal Aqua Rexona Hypo- Allergenic Nivea Roll-On Dry Skin White Deo Kayeolivar.blogspot.com Price vs. Age Matrix as of 2010 Price/ Age Matrix 12 – 18 yrs 19 - 25 yrs 26 - 35 yrs 40 yrs and up High price Low Price
    • 3b. Benefit positioning vs. Brand map for Deodorant Benefit Positioning vs. Brand Matrix as of 2010 Kayeolivar.blogspot.com Benefits Rexona Deo Nivea Deo Splash 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.
      Kayeolivar.blogspot.com
    • 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.
      • * ref: Splash & Nivea Financial Statements 2010
      Kayeolivar.blogspot.com
      • 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.
      Kayeolivar.blogspot.com 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
      Kayeolivar.blogspot.com
    • 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
      Kayeolivar.blogspot.com
    • 5c. Deodorant Market is at $12.6 Billion
      • Market * data = $12.6 Billion
      • Company data = $6.3 Billion
      • Customer Usage data = $56.44 Billion
      • *Global Deodorants Market, A report from Global Industry Analysts, Inc
      Kayeolivar.blogspot.com
    • 6a. Rexona’s Product Line Kayeolivar.blogspot.com Rexona Deodorant Roll-on Confidence 50ml Rexona 24 Hour Intensive Confidence pH Balanced Anti-Perspirant Deodorant Roll On Rexona Deodorant Roll-on Low/Frag 50ml Rexona 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 Kayeolivar.blogspot.com
    • 6a. Rexona vs. direct competition Kayeolivar.blogspot.com VS . Rexona Nivea for Woman Nivea for Men Skin White Block & White
    • 6a. Rexona vs. direct competition Rexona Shelf Nivea, SkinWhite and Block&White Shelf Kayeolivar.blogspot.com
    • 6a. Rexona vs. direct competition Rexona Men Shelf Rexona Men and Nivea Men Shelf Kayeolivar.blogspot.com
    • 6a. Rexona vs. indirect competition VS . Bath Soaps like Safeguard & Palmolive Milcu Underarm & Foot Deodorant Powder Rexona Kayeolivar.blogspot.com
    • 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
      Kayeolivar.blogspot.com
    • 7. Price Kayeolivar.blogspot.com *Base on SRP of Rustan’s Supermarket & Shopwise Deodorant Roll-On (40 to 50ml) Rexona Price (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 66.25 Block&White Powder Fresh 75.00 Rexona Skin Light 72.00       Nive Pure 81.50 SkinWhite Freshblossom 65.25 Block&White Deo Sport 67.50 Rexona Naturals 72.75       Nivea Pearl 91.50 SkinWhite Powder Silk 66.25 Block&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 Kayeolivar.blogspot.com 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
      Kayeolivar.blogspot.com
    • 8a. Rexona Promo Kayeolivar.blogspot.com
      • Rexona Angel Locsin City Scan TV Commercial, “Ligo Lang, Kulang”
      • 7700 Views
      • http://www.youtube.com/watch?v=jagBSp9alXQ
      8a. Social Media: You Tube Kayeolivar.blogspot.com
    • 8b. Splash SkinWhite Deodorant promo They capitalize on hiring celebrities to endorse their product Kayeolivar.blogspot.com
    • 8b. Nivea Deodorant Promo Uses models with nice underarms and fresh products like water and lemon to communicate their brand Kayeolivar.blogspot.com
    • 8b. Block & White Deodorant Promo Also uses beautiful models and contest to promote their product Kayeolivar.blogspot.com
    • 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.
      Kayeolivar.blogspot.com
    • 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 Kayeolivar.blogspot.com
      • Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless
      • 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.
      • Competitor: Splash SkinWhite, Nivea Deodorant, Block & White Deodorant
      • Gap is that Rexona has a proprietary response technology and crystals that won’t leave white marks on dark shirts
      • The market size is around $56.44 Billion
      Kayeolivar.blogspot.com 5 Steps for Part 1 (PTM and Positioning)
    • 5 Steps for Part 2 (Marketing and Strategy)
      • Deodorant/ Antiperspirant
      • Price is at par with competitors but Rexona offers lower priced variants.
      • Advertisements (TV, Print, Billboards), Uses active teens, celebrities
      • Distributed Nationwide and to some parts of the world
      • The number 1 deodorant in the Philippines and in 29 countries.
      Kayeolivar.blogspot.com
    • 10 STEP Marketing Plan for Rexona Reainki A. Olivar February 2011 Kayeolivar.blogspot.com