1. The Need To Smell GoodA Case Study of Rexona Deodorant Submitted By: Aditya Zutshi (09BM8005) Amit Sarangal (09BM8082) Ambuj Aggarwal (09BM8007) Nidhi Bansal (09BM8028) Shweta Jain (09BM8031) Shilpa Gautam (09BM8085)

2. Introduction In mid 1990s HLL decided to create market for deodorant with “ Rexona” Brand Earlier existing brands Copper for men and Fa for women were merely focusing on customers how knew difference between perfumer and deodorant Majority of target population (90%) was in unawareness stage HLL adopted strategy to educate customer by marketing campaigns showing body odour is a problem Increased trail ability by introducing Rs20 and Rs5 sticks Advertisements were based upon “acceptance-rejection” theme and communicated its nothing to be ashamed of – “Shilpa Aunty” ad. New Ads focused on body-appeal confidence concept Major competitors is talcum and soaps Targeted “Magic Age” i.e. young population as target segment.

4. These are needs that arise as a result of an individual’s psychological state and his/her interactions with other and motivate a consumer to buy a product.

5. India is a high perspiration country and with high body odour sensibility. Therefore, the deodorant market became of 1000 tonnes by the end of the millennium.

6. Marketers Trigger Consumer Motives

7. Inducing Need Recognition: Marketer steers the consumer from an actual state to a desired state.

8. Need Benefit Segmentation: Marketers can emphasize benefits that satisfy recognizable needs.

10. 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.

11. 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.

14. Medium – impersonal ( television advertisement)

15. Advertising appeal- fear appeal

16. Message framing both positive and negative

17. 24 hour Suraksha (positive)

18. Avoid public embarrassment(negative)

19. Presentation method-comparative advertisement with soap bars and talc

21. Influence of family and friends

22. Direct marketing

24. Product Positioning Target segment of 16-20 yr old –more conscious of the social benefits of smelling good. Tagline-” talcum ka asarchandghanto me gayab. Rexona ghantotaksuraksha de” Position the product on its benefits such as long lasting freshness Position deodorant as better than the conventional soap and talc.

25. 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.

26. Thank You