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