rexona dit

Introduction to

• History• Key Facts• Rexona in Pakistan• Rexona as a brand• Brand association• Make or break moments• Brand ambassador• Brand positioning• Brand activation• Pricing• Conclusion

History

Rexona was originally created in Australia in 1908 by a pharmacist

and his wife. Since then it has led the field by providing consumers

with cutting-edge technology that’s been

proven to deliver outstanding results.

•World's largest deodorant in sales and market shares

•Number 1 position across more than half the world

•Proprietary body-responsive technology

•The only brand tailored to the individual needs of men and women

Key facts

Rexona for womenFreshness

Rexona for MenRexona teens

Sports

International Products

Skin Friendly

Low Income Consumer Affordable

Rexona In Pakistan

Launched in 2005, Rexona has pioneered the category in Pakistan and is rapidly growing the market.

•First mover advantage

•Market penetration of 1%

Rexona deodorant defines itself as a 24-hour anti-perspirant deodorant with special emphasis on:

• No Wetness• No Odour

Rexona As a Brand:

Brand Vision

Rexona has the first mover advantage since no other product has been officially launched in Pakistan as yet.

Thus its main focus at this point in time is to develop awareness so that it can expand its target market.

Thus, its brand vision is:

To increase market penetration from 3% in 2009 to 5% by end of 2010

Current Products

Rexona – Oxygen

Rexona – Cool White Rexona – Ice Cool

Rexona - Silk

Brand Essence

Absolute dependability - so that u can live freely with no fear of sweat

Brand Picture

Brand Picture consists of :

•Brand Image

•Brand Contract

•Customer Based Model

Brand Image

•Brand Persona

•Brand Associations

Brand image consists of:

Brand PersonaEnergetic

Cool

Confident

Friendly

Brand Associations

The Brand Associations of Rexona are:

Make or Break Moments

•Sports

•Youth

•White, Black & Blue Colors

•Fate

•Challenges & Opportunities

•Confidence

•Wasim Akram

& most Importantly:


There are Make or Break Moments in almost every aspect of our life– When the outcome is uncertain but the implications are

profound

Make or Break Moments allow Rexona to leverage those times where a need for confidence and absolute dependability is everything

Heart pounding and adrenaline pumping instances that elicit anticipation and anxiety in the mind of protagonist and observer alike.


The link between Make or Break Moments and Won’t Let You Down is implicit.

It isolates the pivotal points where ‘Won’t Let You Down’ comes to life

– The critical moment where physical and emotional tension culminate

Whilst the category is relatively low interest to consumers, Rexona is all about high drama.

Over time such a space will position Rexona as the only brand to use when it really matters.

– Clear potential for the brand to become synonymous with Make or Break Moments - A Rexona Moment

the showthe showthe showthe showclassesclasses

the big the big questionquestion

the examthe exam

Make or Break Moments Make or Break Moments aren’t...aren’t...

datingdating

meeting the meeting the parentsparents

the the performanceperformance

Make or Break Moments Make or Break Moments are...are...

the the tournamenttournament

the tie breakthe tie break

the racethe racethe fightthe fight

the pit stopthe pit stopthe decisionthe decision

the the matchmatch

penalty penalty kickkick



cooking for cooking for friendsfriendscutting cutting

hairhair

Christmas Christmas shoppingshopping

the revealthe revealwill she like will she like it?it?


looking for looking for a joba job

the interviewthe interview the first the first spoonspoon


Brand Value Pyramid

Values

Benefits

Features & Attributes

•Best protection against wetness and odor

•“My confidence remains intact”

•Roll on deodorant

•24 hour Anti-perspirant

Brand Ambassador

Rexona, in keeping with its essence has made Wasim Akram as its Brand Ambassador in Pakistan. The reasons are simple:

•Sportsmen sweat the most, and when it comes to sport in Pakistan, there’s only one which grabs the attention of the masses – Cricket.

Thus, Wasim Akram was chosen to reflect Rexona’s Brand persona, ie:

•Confident

•Friendly

•Energetic

•Cool

Brand Contract

24 hour protection and kicks in extra protection when you need it most

Brand Positioning

Three basic components of positioning:

• Target Market

• Competition

• USP

Target Market

•16-29 year oldsPrimary: TeensSecondary: Young Adults

•Not gender specific

•Targeted at lower middle to upper middle classes.

USP

24 hour Anti-Perspirant

Positioning

•Functional Positioning - Positioning based on product features and attributes. Eg: Nesvita

•Image Positioning - Positioning based on emotional attributes & distinctive imagery rather than identification trademarks, functional attributes. Eg: Warid Telecom

•Competitive Positioning - Competitive positioning looks at how companies position themselves against each other in the marketplace. Eg: Safeguard And Lifebuoy

There are three ways to position your brand:

Rexona’s Positioning

When it was initially launched in 2005, Rexona based its positioning on the functional attributes, that is,

•24-hour anti perspirant.

This was done mainly to generate awareness of the use and benefits of deodorants

The tagline used was:

“Aap ka Aetimaad, Aap ke saath!”

Rexona’s Positioning

Earlier this year, in 2010, Rexona changed its positioning from Functional to Image positioning,

signaling a change in there brand strategy after having failed to make an impact on its target audience

A new campaign was then launched,

the “Hand Of Fate” Campaign.

Hand of Fate

Zooming in on the insecurities that plague the youth, Rexona was advertised earlier

this year, showing the hand of fate helping a woman meet her Mr. Right with sweat-

stained armpits.

The campaign was a global one with the tagline,

“it will never let you down”

Brand Activation

Brand Activation, for most people is a glorified name for BTL Activities, but it has transcended the boundaries to redefine BTL as:

“Beyond the Line”

Brand Activation is a new breed marketing approach that offers consumer engagement of the highest potential and it exceeds all lines (above and below) when developed as a marketing campaign.

Brand Activation

Traditional advertising is one-dimensional whereby a brand tries to impose its message on the consumer.

Brand Activation, on the other hand, does not pester; it invites and engages.

An activation program is based on three pillars:

•Invitation

•Experience

•Amplification

Brand Activation

Invitation:

The consumer is thrown a ‘brand’ challenge to come and participate. It is the first step that really engages the consumer.

Experience:

The consumer is immersed into a brand bubble that brings the brand ideology out in a larger than life manner. The consumer has the experience of a lifetime.

Amplification:

The entire campaign at all stages is promoted, pre/during/after.

This helps widen the impact and reaches those consumers

who did not participate or experience the brand in real time.

Brand Activation

The Rexona Brand Activation Campaign

Date with Fate

In order to create a more localized impact, as well as more one-on-one interaction with its target audience, Rexona began its brand

activation campaign called “Date with Fate”.

The campaign involved Wasim Akram going to various colleges

across Karachi, Lahore and Islamabad – and choosing a Mr.

and Miss Right from each college, after they went through a

series of mental and physical challenges.

Date with Fate

The objectives of the campaign were two-fold:

•To increase Brand Equity of Rexona in the youth segment of Pakistan

•To boost sales.

Pricing

Rexona as part of its global policy, does not engage in Premium Pricing, mainly due to the fact that its primary

targeted market is the youth.

A Rexona roll-on Deodorant in Pakistan is sold for only Rs. 75

Whereas, other imported deodorants currently being sold in the market cost in the range of

Rs. 110 to Rs. 150

Brand Based Communication

Rexona, being a Unilever Brand, has focused on its communication strategies employing a 360 degree

approach to target its consumers.

Following are some of the mediums used by Rexona as part of its Brand Based Communication strategy:

•Print Ads•TVCs•Billboards•Date with Fate Campaign•Radio

Competing for the award of Miss Right

A billboard in Karachi

At the Entrance to a store

What Al-Ries would like about Rexona…

As a newly launched brand, Rexona complies well with the following laws of branding:

•Law of Publicity – Date with Fate + free 70,000 samples + other BTL activities

•Law of Advertising – TVCs, Print Ads, Radio Ads, Outdoor Advertising

•Law of the Word - Confidence

•Law of Borders – Rexona is an International product

•Law of Singularity – 24 hour protection

CLASS WALI VIDEO

ABL

Spare those around YOU!!!

Use a Deodrant everyday!

Thank You!!

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