BRAND EXTENSION ANALYSIS

SUBMITTED TO:

PROF. SAMEER MATHUR

SUBMITTED BY:

PRERNA PAL (PGP30265), SEC-A

PAL.PRERNA22@GMAIL.COM

7054130494

REXONA DEODERANTS

Product Ranges

SoapsDeodorants

Rexona was created in Australia in 1908 by Mrs Alice Sheffer, the wife of SF Sheffer,

the founder of the Sheldon Drug Company

Rexona was bought by British soap maker

Lever Bros, who would soon join Dutch

Margarine Unie to form Unilever

Rexona continued to expand, bringing superior sweat

protection to people all over the globe. Today, it’s known around the

world as Rexona, Rexena, Shield, Degree or Sure – depending on

where you are

REXONA

ClassicCotton DryPower dry

Stress controlClinical protection

everyday freshClinical protection

shower cleanHypo allergenic

Sport

Product ranges In the 1960s the world met Rexona antiperspirant, later to become Sure in the UK. It was then introduced in Finland and quickly rolled out to the rest of the world

World's largest deodorant in sales and market shares

One of the fastest growing brands in Unilever Arabia

Created innovative fragrance technology to make one of the world’s best antiperspirant brands even better

Women Men

OriginalQuantumEssentialsXtracool

AquashieldIce cool

SensitiveTurboSport

REXONA DEODERANTS

Portfolio consist of:Soaps &

Detergents- 48%, Personal products-31%, Beverages-

12%, Packaged foods-

6%, Others- 3%

India's largest Fast Moving Consumer Goods Company 16,000 employees and annual turnover of INR 30,170 crores Portfolio includes leading household brands such as Lux,

Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond and Bru

In 2015, it reported a profit of 4315.26 crores and 3867.49 crores in 2014

Subsidiaries and joint ventures: Unilever India Exports Limited, Lakme Lever Private Limited, Pond’s Exports Limited,Unilever Nepal Limited, Hindustan Unilever Foundation, Bhavishya Alliance Child Nutrition Initiatives, Kimberly Clark Lever Private Limited

HUL

Women’s deodorant Men’s deodorant

PRODUCT PORTFOLIO

• The deodorants belong to the personal care category• The deodorant has a market size of 393.6 million US

Dollars in 2014• Deodorant sprays continues to see the highest value

growth of 28% in 2013• Hindustan Unilever Ltd continues to lead with 24%

value share in 2013• Men’s deodorants accounted for 70% value share of

deodorants in India• The deodorant market is growing at 17-18% year-

over-year for the past three years

Product Category

• HUL has the highest market share in deodorants of 23.95 in 2013

• In India Axe of HUL has the highest market share of 20.9% in 2013

• Rexona deodorants has 3.3%, 1.2%, 0.9%, 0.7%, 0.3% and 0.1% market share in year 2009, 2010, 2011, 2012, 2013 and 2014 respectively

Market share

INDUSTRY ANALYSIS

• The deodorant market is growing at 17-18% year-over-year for the past three years

• Deodorant is the largest category in the male grooming space.

• The number of sub-brands and variants is 986 as of April 2014, with more than 100 new launches or re-launches over the past year

• Rank by brand (2014) 1. Fogg 2. Engage 3. Axe & Wildstone• In 2014 Vini Cosmetics, McNroe

Chemicals Pvt Ltd and Unilever Group is at 1st, 2nd and 3rd respectively in market shares in India

• HUL is the leading deodorant company in India

• The market share of HUL in 2014 was 9.9%

• Hindustan Unilever’s share in beauty and personal care continued to show a gradual decline to reach 30% in 2013, mainly due to declining shares in skin care, hair care and bath and shower

Industry Analysis Manufacturer (HUL)

INDUSTRY ANALYSIS (CONTD..)

MARKETING MIX(Product)

The product mix of Rexona Deodorant caters to both men and women.

Original ProtectionExtra Protection

Sensitive SkincareAnti-SatinsActive and Energizing

Special Fragrances

Product categories:

Rexona deodorant uses body-responsive micro-capsule technology that kicks in when it’s needed most, giving people the confidence to face the day's more stressful situations

Created innovative fragrance technology to make one of the world’s best antiperspirant brands even better

Innovations

Up to three times the protection

of a basic antiperspirantA high level of active

ingredient to combat excessive

sweatingDermatologically tested

cream with highly effective skin

moisturizing ingredients

CLINICAL PROTECTION

REXONA MOTIONSENSE

Keeps you fresher with every move

A breakthrough exclusively patented Rexona technology

MARKETING MIX (Contd..)

Design and Packaging The R&D team has literally turned

the deodorant container upside-down

A more user and environmentally friendly product. ‘By enabling the bottle to be stored upside down, gravity ensures that the fluid flows out immediately

The new design saves a serious amount of packaging plastic

PRICE The price of Rexona

Deodorants are very affordable and convenient. The price offered is very competitive. The discounts are offered on various online shopping sites such as Amazon, Snapdeal, etc.

Enabling millions of people in low-income markets across Asia to enjoy Rexona’s benefits through affordable mini-sticks, mini-roll-ons and sachets of deodorant lotions, supported by personal hygiene education programmes

It is positioned as a fitness brand. In 2014, it teamed up with Sydney Swans star Adam Goodes and the Australian Institute of Sport (AIS) to launch I Will Do, a branded content initiative designed to motivate people who want to improve their fitness

Promotion

MARKETING MIX (Contd..)

Public Relations Rexona has always used celebrities as

their brand ambassador. In India, Preity Zinta was the brand ambassador of Rexona in 2007

It has launched “MOVEMORE CHALLENGE” in which customers will get training tips from Amanda Bisk and Adam Goodes.

Rexona generate publicity through special events, sponsorships, and community activities

On July 2005, Rexona once again held the Rexona “No Sweat” Challenge. No Sweat Dance Challenge” program was also broadcasted on TV3 in 2007

It is also involved in direct marketing In Malaysia, it launched “Sweat to

change lives” in which it used digital, social and mobile technology to engage with the women

MARKETING MIX (Contd..)

Rexona has a huge distribution channel all over the world.

It does not use its own fleet of transportation, it has outsourced its distributors to various third party distributors in each country

Channels:1. Modern channel- supermarkets 2. Traditional channel- distributors collaborate with

small stores Sell products through a diverse group of distributors,

wholesalers, small and independent outlets and kiosks The regions where Rexona Deodorants are sold are:1. Africa2. America3. Asia & Pacific4. Europe

Place

SEGMENTATION

Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation

Behavior Segmentation

It caters to the demand of the whole worldThe segmentation is as follows: Africa America Asia & Pacific Europe

Gender-Male & FemaleAge- Income- low(up to Rs. 40000 p.a.), lower middle (40001-80000 p.a.), middle(80001-120000 p.a.), upper middle(120001-160000 p.a.) and high(above 160000 p.a.)

Original Protection Extra Protection Sensitive Skincare Anti-stains Active & Energizing Special Fragrances

Lifestyle- sports-oriented, outdoor-orientedPersonality- Compulsive, Gregarious, Ambitious

TARGET MARKET Rexona deodorant targets those

people who have to go to office and those who spend a long time outside their house 

Rexona target millions of people in low-income markets, such as Asia, to enjoy the brand's benefits via affordable mini-sticks, mini-roll-ons and sachets of deodorant

Rexona targets young customers(13yr.-35yr.) (both male and female) and they are educated and well-informed

DEMOGRAPHIC

PSYCHOGRAPHIC

Rexona generally targets sports-oriented customers and who work hard and take challenges

They target customers who are concerned about their fitness

Lifestyle- Athletic, Fashionable, Active

BEHAVIOR

Customers use deodorants regularly

They seek economical and fitness benefits from the product

Usage rate is generally high Wants to stay fresh/odorless and

have whiter underarms

COMPETITORS

Dove Nivea

AxeYardley Gillette

Spinz

Fa

POPs & PODs

COMPETITIVE FRAME OF REFERENCE Rexona deodorant is the world’s leading antiperspirant. The slogan is “It won’t let you down” It controls sweat, body odour and makes you feel fresh for whole

day

POPs Controls sweat Removes bad odour helps protect your clothes from white marks and yellow stains

PODs Rexona’s patented technology uses microcapsules that break down

during moments of friction to release bursts of fragrance during the day for longer-lasting protection The more you move, the more it protects

It works at 58°C also, the hottest temperature on earth The only brand tailored to the individual needs of men and women

Thank you