1. 10 STEP Marketing Plan for Rexona Reainki A. Olivar February 2011 Kayeolivar.blogspot.com

6. Influencing Buyer Behavior Maslow’s Hierarchy of Needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler The need to be recognize as someone who’s hygienic and has white underarms thus has a status of being beautiful Need to belong to a group who has whiter underarms Kayeolivar.blogspot.com

9. 3b. Competitive Position Map Rexona Naturals Nivea Pearl Rexona Confidence Skin White Deo Block& White Deo Rexona Classic Rexona Crystal Aqua Rexona Hypo- Allergenic Nivea Roll-On Dry Skin White Deo Kayeolivar.blogspot.com Price vs. Age Matrix as of 2010 Price/ Age Matrix 12 – 18 yrs 19 - 25 yrs 26 - 35 yrs 40 yrs and up High price Low Price

10. 3b. Benefit positioning vs. Brand map for Deodorant Benefit Positioning vs. Brand Matrix as of 2010 Kayeolivar.blogspot.com Benefits Rexona Deo Nivea Deo Splash Skin White Deo Block & White Deo Prevents Underarm Odor Whitens Underarm Keep you dry 24 hour protection Tailored for Men & Women Provides the confidence to expose your underarm; "Won't let you down" Save Money Eliminates the unsightly white deposits on dark garments due to deodorant

17. 6a. Rexona’s Product Line Kayeolivar.blogspot.com Rexona Deodorant Roll-on Confidence 50ml Rexona 24 Hour Intensive Confidence pH Balanced Anti-Perspirant Deodorant Roll On Rexona Deodorant Roll-on Low/Frag 50ml Rexona 24 Hour Intensive Hypo-Allergenic Low Fragrance with Aloe Vera Anti-Perspirant Deodorant Roll On Rexona Deodorant Roll-on Crystal Aqua 50ml Rexona Crystal Anti-Perspirant Deodorant, Clear Aqua.Unbeatable against white marks

18. 6a. Rexona’s Product Line Rexona Deodorant Roll-on Classic 50ml Rexona 24 Hour Intensive Classic Silk Anti-Perspirant Deodorant Roll On Rexona Anti-Perspirant Deodorant Roll-on Forces For Men 50mL Rexona Anti-Perspirant Deodorant Roll-on Forces For Men 50mL Rexona Quantum Men 24H Anti-Perspirant Deodorant 50mL Rexona Quantum Men 24H Anti-Perspirant Deodorant 50mL Kayeolivar.blogspot.com

19. 6a. Rexona vs. direct competition Kayeolivar.blogspot.com VS . Rexona Nivea for Woman Nivea for Men Skin White Block & White

20. 6a. Rexona vs. direct competition Rexona Shelf Nivea, SkinWhite and Block&White Shelf Kayeolivar.blogspot.com

21. 6a. Rexona vs. direct competition Rexona Men Shelf Rexona Men and Nivea Men Shelf Kayeolivar.blogspot.com

22. 6a. Rexona vs. indirect competition VS . Bath Soaps like Safeguard & Palmolive Milcu Underarm & Foot Deodorant Powder Rexona Kayeolivar.blogspot.com

24. 7. Price Kayeolivar.blogspot.com *Base on SRP of Rustan’s Supermarket & Shopwise Deodorant Roll-On (40 to 50ml) Rexona Price (Php) Rexona Average Percentage Cheaper vs… Nivea Price (Php) SkinWhite Price (Php) Block&White Price (Php) Women Nivea Skinwhite Block&White Women Women Women Rexona Dry 68.75 13% 1% 3% Nivea Energy 81.50 Skinwhite Active Cool 66.25 Block&White Powder Fresh 75.00 Rexona Skin Light 72.00 Nive Pure 81.50 SkinWhite Freshblossom 65.25 Block&White Deo Sport 67.50 Rexona Naturals 72.75 Nivea Pearl 91.50 SkinWhite Powder Silk 66.25 Block&White Clean & Fresh 75.00 Rexona Shower Clean 67.00 Nivea Extra Whitening 92.40 Rexona Free Spirit 65.00 Rexona Passion 68.00 Men Men Rexona Men Absolute Protection 68.40 Nivea Men Dry 83.75 Rexona Men Special Edition 73.00 Nivea Men Silver 94.75

25. 8a. Modes Rexona Use Kayeolivar.blogspot.com 1 2 3 4

27. 8a. Rexona Promo Kayeolivar.blogspot.com

29. 8b. Splash SkinWhite Deodorant promo They capitalize on hiring celebrities to endorse their product Kayeolivar.blogspot.com

30. 8b. Nivea Deodorant Promo Uses models with nice underarms and fresh products like water and lemon to communicate their brand Kayeolivar.blogspot.com

31. 8b. Block & White Deodorant Promo Also uses beautiful models and contest to promote their product Kayeolivar.blogspot.com

34. SUMMARY Kayeolivar.blogspot.com

37. 10 STEP Marketing Plan for Rexona Reainki A. Olivar February 2011 Kayeolivar.blogspot.com