MKT10007 Assignment 1 PDF

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Assignment 1...

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MKT10007 FUNDAMENTALS OF MARKETING ASSIGNMENT 1: PURCHASE EXPERIENCE

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Table of Contents

INTRODUCTION

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THE PRODUCT CATEGORY

3

THE 4P’S OF MARKETING

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Product Place Price Promotion BRAND Audience Rexona as a person

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4 4 5 5 5 5 5

CONCLUSION

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REFERENCES

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INTRODUCTION This report will assess how Clinical Protection aerosol antiperspirant deodorant from Rexona has utilised the elements of “the Marketing Mix” to influence the purchasing decisions of the consumer. The marketing mix is a tool “to help understand what the product or service can offer and how to plan for a successful product offering” (Martin 2014). Using the four P’s of marketing: Product, Price, Place and Promotion, for Brand Positioning – “creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind” (Prachi 2015). This report analyses a purchase at the Woolworths grocery store on Millhouse Road, Aveley on 20/07/2019.

Image 1. Rexona clinical protection

Image source: personal camera

THE PRODUCT CATEGORY The product I have selected is Clinical Protection 96H aerosol antiperspirant deodorant by Rexona. It is a very strong deodorant and is the scent is called Shower Clean. This product is part of the product category group Health and Beauty and can be further identified by the sub-category group Female Deodorants.

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THE 4P’S OF MARKETING PRODUCT The Clinical Protection 96H antiperspirant deodorant is dermatologist test and specifically formulated to provide long-lasting protection against sweating and odour and provides three times the strength of a basic deodorant. It has a pleasant mild scent called Shower Clean. This deodorant lasts for ninety-six hours and it is recommended that it be applied at night for optimal protection as it is enhanced while the body is at rest. Image 1 illustrates the box that the deodorant is packaged in as well as the can that comes inside the box. The can and the box are made of products that can be recycled thus reducing landfill, which is an important factor for me to be able to reduce environmental impact. The main reason I purchased this product is for the strength of it. I am extremely physically active and sweat profusely and have struggled to find an antiperspirant deodorant that is effective as well as long-lasting. PLACE I bought this product from my local Woolworths grocery store. There was a display at the head of one of the aisles in front of the section where the registers are located. Image 2 shows that the display was a full side of the end, showing the various types of this product: aerosol, roll on and the different scents available. In the Health and Beauty aisles of the store, Image 3 shows the product was located at eye level and occupied two shelves next to each other, one for the cream products and one for the aerosol products. The display on the end definitely caught my attention and I further investigate the product by picking it up to read the box to read more about it. Image 2 Image 3

Image source: personal camera

Image source: personal camera

PRICE The normal price for the aerosol product is $10.00. The day I went shopping it was on sale for $7.00. It is difficult to have an exact price comparison as there were no other 96hr products; the closest was the 48hr lasting product. The sale price for the 96 hr was comparable to the regular 4|Page

price of the 48hr products. Even though the 48hr product that I normally buy was on sale for $5.00 I felt that the $7.00 was a very good price to pay to try out a new product. PROMOTION Woolworths had this product discounted at 30% less than its normal retail value. With regard to advertising for this particular product, I do not recall any advertisements on television, radio or the internet. I did, however, see an advertisement for it in the weekly mailbox catalogue after I had purchased the product. The only advertising that I saw prior to purchase was the display instore. The promotional price definitely had an impact on my decision to purchase the product. I would be hesitant to try the untried product if it was at its normal retail as it would have been double the price of the deodorant I usually purchase that was on sale for $5.00.

BRAND AUDIENCE Based on analysis of the 4P’s for this brand, the target audience for this product would be women who are physically active and women woman who suffer from the medical condition hyperhidrosis (excessive sweating). Rexona Clinical Protection is designed to form a micro shield that lasts for 96 hours and only needs to be applied once a day for all-day protection. It is three times stronger for sweat and odour protection than standard deodorants. These product characteristics would be very attractive for people who sweat excessively looking for products that provide long-lasting protection. REXONA AS A PERSON If Rexona Clinical Protection were a person, it could have several personas:  one who sweats excessively during and after exercise  a woman who is going through menopause and suffers hot flushes day and night.  one who sweats excessively because of a medical condition or medications taken. Rexona Clinical Protection is specifically designed for people who sweat excessively and the above characteristics certainly fit into that target audience.

CONCLUSION Rexona Clinical Protection marketing mix is effective in providing information to the target audience influencing the purchase of the product.

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The brand position is of a product designed for active people who are looking for superior sweat and odour protection.

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