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.
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 is that when one has bad body odors, it automatically spoils the environment as shown in the advertisement when all the three girls were having so much fun and suddenly one of them stinks, it stops all the fun and there’s nothing to be proud of being a fun spoiler. Another message from the advertisement is that it boosts the self confidence of a person. Before using Rexona, the girl with the body odors problem need to be persuaded to join the other two to dance but after eliminating the problem with Rexona Teens spray deodorant, she does not to be convinced anymore to join in the fun. This advertisement also sends a message of being happy and healthy teenagers who know how to take care of their body odors are the perfect kind of teenagers also the perfect attitude teenagers should posses.
The picture in the advertisement are all very exciting with colorful paintings, settings and decorations which automatically sets the environment of actives teenagers who never dies out of idea to make their live as interesting as possible. Since this particular range of Rexona Teens were aimed on teenage girls, the visual are set to be as kinky as it can possibly be. In a way, the three beautiful girls used in the advertisement shows other viewers that no matter how beautiful or feminine one are, it’s alright to admit that one has body odors problem and find a solution towards the problem. Overall, the advertisement presents very attractive pictures and visuals which easily attract teenagers to stay quietly on the respective channel for the next thirty one seconds.
The sound used in the advertisement are a very heart pumping, up to beat kind of music sang by the chicky girls, The Spice Girls title “If You Wanna Be My Lover”. This particular song totally pumps up the whole advertisement to be as enjoyable as it can possibly be. When the girls were having so much fun, the song shows the type of fun they were experiencing. However, when they smell...
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
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