Rexona-It Won't Let You Down.
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 Rexona's unique body-responsive technology, which releases extra protection as needed, it’s known that this deodorant ‘won't 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 strategies is the aggressive promotional mix activities performed by Rexona. Each promotional mix had been undertaken by Rexona in assuring its success in the industry. Rexona did their promotion steps through Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Marketing. However, in completing this assignment, two out of the five promotional mix or tools will be explained in detailed which are the Advertising and Public Relations promotion mix activity.
Advertising is any paid form of media communication which includes print ads in magazines, trade journals and newspapers, radio and TV announcements, Web-based visibility-building, and billboards. Through advertising, Rexona publish few TV advertisement, commercials and announcement. Public Relations activities promote a positive image, generate publicity and foster goodwill with the intent of increasing sales. Generating favorable media coverage, hosting special events and sponsoring charitable campaigns are examples of public relations activities undertaken by Rexona. QUESTIONS
1. Describe the content of the ads in terms of message, visual or picture, and sound (if any) (10 marks).
The message which the advertisement tries to deliver to it’s audience
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 Rexona's unique body-responsive technology, which releases extra protection as needed, it’s known that this deodorant ‘won't 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 strategies is the aggressive promotional mix activities performed by Rexona. Each promotional mix had been undertaken by Rexona in assuring its success in the industry. Rexona did their promotion steps through Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Marketing. However, in completing this assignment, two out of the five promotional mix or tools will be explained in detailed which are the Advertising and Public Relations promotion mix activity.
Advertising is any paid form of media communication which includes print ads in magazines, trade journals and newspapers, radio and TV announcements, Web-based visibility-building, and billboards. Through advertising, Rexona publish few TV advertisement, commercials and announcement. Public Relations activities promote a positive image, generate publicity and foster goodwill with the intent of increasing sales. Generating favorable media coverage, hosting special events and sponsoring charitable campaigns are examples of public relations activities undertaken by Rexona. QUESTIONS
1. Describe the content of the ads in terms of message, visual or picture, and sound (if any) (10 marks).
The message which the advertisement tries to deliver to it’s audience
Bibliography: Rexona Ultimate Dance Challenge. Retrieved on 10th September 2008, from http://www.unilever.com.my/ourcompany/newsandmedia/pressreleases/rexona_Ultimatedancechallenge.asp Rexona Unilever. Retrieved on 10th September 2008, from http://www.unilever.com/ourbrands/personalcare/Rexona.asp How to Established A Promotional Mix. Retrieved on 10th September 2008, from http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_3600.htm Rexona. Retrieved on 10th September 2008, from http://en.wikipedia.org/wiki/Rexona Rexona Teens Bedroom. Retrieved on 10th September 2008, from http://www.youtube.com/watch?v=Sq_cUGG8bWE Malaysia Rexona Commercial. Retrieved on 10th September 2008, from http://www.youtube.com/watch?v=EJaoHJYU4mI