Group 4: Sjoerd Aarts, Lennard Blijdorp, Louise Eekhof, Bas van Klaveren, Matthieu Kouwenberg, Fleur Seyffert and Emile Visser

Marketing Strategy PlanRexona

Consumer - CODANot age specific

Both for men and women

Trustworthy

CUSTOMER PROCESS IMAGE

BroadAssortment

World Champion

against sweat Customer

Satisfaction

PRODUCT

VERZINNEN??????

Partnership with several

sports organization

R&D Department

Maximun Production

High Quality

Fresh Scent

PRICEVERZINNEN!

Competative Prices

Accessibility

Good price / quality

perception

Consumer Media Channels

Rexona

Direct Channels1. Auto RAI tire change2. Car wash3. Facebook 'Game'4. Facebook page

Indirect Channels1. Stuntweek2. VI advertisement

Influencers1. Radiopromotion carwash2. Trip to Brazil3. Radiopromotion Brazil4. Low-key Television5. High-key Television

Men 20-35 yr Men 36-49 yr Men interested in autosports Young adventures men

End-Customer Segments

Media channel 1: Mass Media (TV, Radio)

Media channel 2: Internet (Facebook, VI Advertisements)

Consumer Approach

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.

Customer 1

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

The Customers

Due to the added Wobblers and Cardboard displays the shelf will be more prominently visible.

Shelf display

Competitive Landscape 1

Relatively cheap

Relatively Expensive

High StatusLow Status

Discount/price

Image

l'Oreal

AXEAdidas

NIVEA

8x4

REXONAGilette

FA

Odorex

DOVE

Ferrari

BOSS

Armani

Amando

Rexona max

Kruidvat

Competitive Landscape 2

Williams F1Co-sponsorship deal Gilette F1

Ferrari F1Own Brand exlusive license Proctor & Gamble

Hugo Boss co-sponsorship dealVodafone- Mc Laren

Call to action

Campaign Idea