Rexona-It Wont Let You Down. - 1864 Words

INTRODUCTION My chosen product category is personal care product and the specific brand chosen within that category is Rexona deodorant which eliminates bad body odors. Rexona is a deodorant brand manufactured by Anglo Dutch Company, Unilever. It was developed in 1908 by an Australian pharmacist and his wife. Currently, Rexona has at least 8 lines of deodorant. Each line features a specific quality sought in deodorants. With Rexonas unique body-responsive technology, which releases extra protection as needed, it’s known that this deodorant ‘wont let you down’. Rexona is now one of the most preferred deodorants in the local market due to its effective and efficient marketing mix strategies. One of the major marketing mix†¦show more content†¦When the commentator was talking about the product, the excitement in the song was once again played on thus it brings out the felling of relief for the viewers. 2. Describe the details of media used by the ad campaign (4 marks). The ad campaign used by Rexona is a TV commercial advertisement which was first shown on our local television on April 2007. This particular advertisement had also been shown several times on our local television that is TV3. Most of the time, this advertisement was played repeatedly in between the popular Indonesian drama titled ‘Bawang Merah, Bawang Putih’ which is schedule to every Monday to Thursday from 2.30pm to 3.30pm. The advertisement also was seen on TV3 during the ‘That’s So Raven’ show on every Friday at 5.30pm showing on April 2007 and in between the ‘Lizzie Mc Quire’ show on every Saturday at 9.00pm starting May 2007. 3. Describe in detail the target audience of the ad campaign (2 marks). The ad campaign is designed to aim and target the active teenagers who always find ways and means to boost their self confidence and self esteem in pursuing their daily life activities. It is also targeted to teenagers with body odors problem to help them solves their misery. The aim is also on young and chicky teenage girls who loves to pampered and feel good of themselves. 4. Discuss why you believe the ad would appeal to the target audience (7 marks). The first reason is on the approach of theShow MoreRelatedPG Corparate10304 Words   |  42 Pagescurrent CEO of Pamp;G Company. He has a philosophy of focusing on lower-end products. Whereas, Mr. A.G. Lafley, who focus more on the innovation of a product. Mr. A.G. Lafley has originally retired but has return to the company ever since stepping down of Mr. Bob McDonald. The Pamp;G Company has geographical advantage. Their goods are served in over 14 countries with manufacturer operation over 19 countries. The Pamp;G Company is first started with targeted segment such as pet foods, cleaningRead MoreBrand Building Blocks96400 Words   |  386 Pagesadvantage not easily overcome — convincing customers that another brand has achieved quality superior to the Acura (even if true) will be hard Achieving parity in name awareness can be extremely expensive for a brand with an awareness liability Let us now turn to the five categories of assets that underlie brand equity As each is discussed, it will become clear that brand-equity assets require investment to create, and will dissipate over time unless maintained Brand Loyalty Brand loyalty