The paper "Marketing Audit Report for Rexona Deodorant For Women" is a great example of a marketing case study. Rexona deodorant for women which is my product of research is a product of Unilever Company. Unilever is the biggest company known in the world for the production of antiperspirant and deodorants. Originally, Rexona was first made in Australia in the 1960s and now it’ s sold all over the world. Rexona deodorant is for both men and women because they both have different deodorant needs. About 22% of women in Australia are using the product.
These women are of middle age. The product competes with the dove brand which is used by 16% of women in Australia. Rexona deodorant is mostly used by women who love sports as they say it’ s useful in keeping them fresh. It is in various forms which include roll-on which is applied under the armpits and sprays which can be used in various parts of the body. Figure s1: source: http: //www. unilever. com/brands-in-action/detail/Rexona/292102/ 1.0 Target market Unilever appreciates the fact that the consumers of its Rexona product are significantly different in terms of their taste and appeal and as such has targeted each category of these consumers differently.
Rexona deodorant is mainly used by female aged 14 and above and specifically those whose lifestyle is sports-oriented. This is because Rexona helps them feel fresh and away from smelling sweat. The deodorants contain antibacterial ingredients that keep away the bacteria that cause good odour. They too have perfumes that make one smell good. The target market for Rexona and the targeting strategies have been informed by the various segments attributes as discussed below. 2.0 The market segment profile According to Tynan & Drayton (1987), market segmentation is the process of identifying the various sets of the company’ s customers by their various attributes and classifying them by these attributes to facilitate their targeting.
These homogenous sets of customers otherwise referred to as segments allow the company to design specific market plans to address the unique needs of each segment at a very economical way. The benefit of segmentation also entails the fact that the company is in a position to predict the reaction of each segment to the various company’ s actions like change in price, packaging among others.
According to the research I did especially in the supermarkets where the deodorant is bought by many, most female who uses Rexona deodorant is about 14 years and above. Australia being the first place Rexona was first made, it has the biggest market for the deodorants which later spread to other parts of the world. For people who sweat a lot, the antiperspirants have been designed as remedies which are mostly available in supermarkets and chemists. They contain a certain amount of aluminium that helps prevent excessive sweating which causes a lot of wetness.
Many people prefer Rexona because it provides various deodorants with different scent and hence one would choose which pleases him or her. The company has segmented its market under the following categories to facilitate market targeting: 2.1 Demographic attributes: 2.1.1 Gender of customers The company recognises that men have different requirements for deodorant from women and as such has designed both Rexona deodorants for men and those for women. The women deodorants are scented with very attractive packaging both in terms of colour and design of the packages making them slightly different.
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