Rexona powerpoint
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Rexona strategy
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Rexona powerpoint
- 1. Group 4: Sjoerd Aarts, Lennard Blijdorp, Louise Eekhof, Bas van Klaveren, Matthieu Kouwenberg, Fleur Seyffert and Emile Visser
- 2. Consumer - CODA World VERZINNEN? Not age Champion Broad ????? specific against Assortment sweat Customer Trustworthy Satisfaction CUSTOMER Partnership Both for PROCESS IMAGE with several men and sports women organization R&D VERZINNEN! Department PRICE PRODUCT Competative High Quality Prices Good price / Maximun Fresh Scent Accessibility quality Production perception
- 3. Consumer Media Channels Rexona Direct Channels Indirect Channels Influencers 1. Auto RAI tire change 1. Stuntweek 1. Radiopromotion 2. Car wash 2. VI advertisement carwash 3. Facebook 'Game' 2. Trip to Brazil 4. Facebook page 3. Radiopromotion Brazil 4. Low-key Television 5. High-key Television End-Customer Segments Men 20-35 yr Men 36-49 yr Men interested in autosports Young adventures men
- 4. Consumer Approach Media channel 1: Mass Media (TV, Radio) Media channel 2: Internet (Facebook, VI Advertisements)
- 5. Customer 1 2 different target audiences, split by age. Group 1: 20 – 35 = Albert Heijn - Market research shows target audience will be more likely to go to the supermarket. - Less competition due to small shelf sizes, so specific targeting and positioning can be applied. Group 2: 36 – 49 = Kruidvat - Currently the biggest client of Rexona capable of generating large volumes of sales. - This target audience is more likely to go Kruidvat. - There is personnel available for advising the consumer.
- 6. The Customers Target Audience 20 – 35 Albert Heijn: - Use will be made of Wobblers (Daar kun je op vertrouwen) Target Audience 36 – 49 Kruidvat: - Cardboard stands made for Rexona - Reason: larger diversity of competing products
- 7. Shelf display Due to the added Wobblers and Cardboard displays the shelf will be more prominently visible.
- 8. Competitive Landscape 1 Relatively Discount/price cheap 8x4 FA Kruidvat l'Oreal NIVEA Amando DOVE Adidas REXONA AXE Gilette Low Status Odorex High Status Rexona max BOSS Armani Ferrari Relatively Image Expensive
- 9. Competitive Landscape 2 Williams F1 Co-sponsorship deal Gilette F1 Ferrari F1 Own Brand exlusive license Proctor & Gamble Hugo Boss co-sponsorship deal Vodafone- Mc Laren
- 10. Call to action
- 11. Campaign Idea
Hinweis der Redaktion
- Currently the shelf is not clearly visible compared to competing products, this is due to the fact that the white bottles and small shelf are not appealing enough. With the re-design of the bottle and the added (colorful) Wobblers this will be amended.