Rexona deodorants is seeking to increase its market share and sustainability in Nigeria. It analyzes statistics showing demand for deodorants is growing in Nigeria but penetration is still relatively low. Rexona's target consumers are Nigerians aged 15 and above, focusing on demographics and psychographics like those seeking to stay odorless and enhance their skin. It outlines a communication strategy called "ESCAPE" utilizing education, social platforms, and partnerships. A budget is proposed to fund advertising and outreach over 3 phases totaling $2 million Nigerian naira. Key performance indicators and a vision to reach 12 million consumers by 2016 are also mentioned.

1. REXONA DEODERANTS
THE QUEST FOR INCREASE IN MARKET
SHARE AND SUSTAINABILITY

2. AKUSO HOPE
DEPARTMENT OF MECH. ENGINEERING
akusohopejonah@gmail.com
AKIBU LAWAL
DEPARTMENT OF PHYSICS
lawalakibu@gmail.com
AHMAD MUSTAPHA
DEPARTMENT OF QUANTITY
SURVEYING
mustaphaahmad9@gmail.com

3. THE STATISTICS!
“In Nigeria, 2 out of 10 households have deodorants at home.
Amongst the youth, only 30% of females and 18% of males
claim to use deodorant everyday.”
Source:- Community sampling by The Idealists.
“According to July 2014 report, McKinsey Global Institute,
Nigeria’s consumption could rise to $1.4t a year, by 2030.
Non-food products (personal care products) to record
10.6% and 6.8% for food”
Source:- BUSINESSDAYONLINE (5th Oct., 2015)
Demand for deodorants increased strongly for the last
five years, excluding the economic crisis of 2009.
Sources:- http://www.euromonitor.com/deodorants-in
Nigeria/report.

4. Women’s deodorant Men’s deodorant
Product Variants

5. Competition
Nivea Yardley Gillette
SpinzFa

6. Target Consumers
Demographics (aged 15
and above, male/female,
single or married & those
with low-income markets
such as Africa.
DEMOGRAPHICS PSYCHOGRAPHI
CS
(Vain, Athletic,
Fashionable/
Trendy, Always
on the go.
BEHAVIORIAL
HABITS
Behavioral habits
(Will to stay
rejuvenated/odorless,
enhance a skin
condition with no
side effects.
Target Consumers primarily shop in local cosmetic stores,
supermarkets, mega malls, pharmacy stores and retail outlets.

7. THE IDEALISTS THEME
“refresh your confidence”
Rexona gives the perfect
confidence needed and at the
right time with its 3-SURE
effectS of helping you:
Stay cool,
Stay Fresh, and
Smell Nice .
SURE
NOW
REXONA

8. COMMUNICATION
STRATEGY
The “ESCAPE”
APPROACH
EDUCATION
Includes:
Workshops and seminar
Competitions and Publications
SOCIAL PLATFORMS
Includes:
Social Networks, Media-Radio and Television, Prints-
Billboards, signposts.
COLLABORATIONS AND PARTNERSHIPS
Includes:
Retail shops, Civil and public service organizations, Religious
bodies, recreational centers, sport bodies, hotels, public
maintenance organizations, health centers and small scale markets.

9. SOCIAL CHANGE – What Really
makes a difference!
DREAMS And ASPIRATIONS SUCCESS
There exist a financial disparity between the rich
and poor. The question is “How to bridge the gap
so that the poor can have a feeling of what it
means to be confident. The answer to this lies in
‘REXONA SACHETS’ which are more affordable.
LOVE
CONFIDENCE

10. ESCAPE approach
THE 3 A’s
A
Available
Accessible
Affordable

11. BUDGET ANALYSIS
PHASE 1 (2 MONTHS)
• Radio and Television
adverts.
#400,000
• Social Media Adverts
(Blogs and Facebook).
#200,000
• Markets and Sale Points
collaborations.
#100,000
• Prints advert (Billboards,
Flyer, posters, and
newspapers).
#300,000
PHASE 2 (2 MONTHS)
• Workshops, Seminars and
Symposiums on Health and
Hygiene.
#100,000
• Students’ Competition.
#150,000
• Social Media Adverts.
#100,000
• Prints Advert.
#150,000
PHASE 3 (1 MONTHS)
• Health Publications on
hygiene.
#50,000
• Stage Shows Featuring
artists, comedian and
motivational speakers.
#300,000
• Issuing of awards to active
customers and marketers.
#50,000
• Social Media Adverts
#50,000
• Prints Advert (Flyers and
posters).
#50,000
Total: #1,000,000
Total: #500,000
Total: #500,000
Seed Capital: #2,000,000
Incentives (Promos,
Giveaways, souvenirs, etc.)

12. Target Region
North West Nigeria
Target Population
56% (20,000,000) of Total
population (over
37,000,000)
(Youths and Adults)
15%
77%
8%
BUDGET ANALYSIS
Education
Social platforms
Collaborations &
Partnerships

13. KEY PERFORMANCE INDICATORS
Education
 Turnout in seminars and
workshops
 Students participation in
competitions
 Participant response
 Applause
 Number of positive question
asked
 Health publications
distributed
Social Platforms
 Selfie Campaign turnout on
Instagram
 Number of Facebook likes
 Number of viewers on the Media
Collaborations and
Partnerships
 Rate of investments/shares/bonds
 High demand from stores and
other outlets
 Level of cooperation with
collaborated partners
OUR VISION: 12 MILLION CONSUMERS BY 2016

14. YOUTUBE VIDEO CONCEPT
Relationships can be affected,
even worse destroyed, if the
people close to an individual have
a problem with one’s odour
leading to low self esteem as a
result of discrimination.
In view of this, REXONA is the
solution.

16. THANK YOU