What is Rexona’s marketing strategy?

What is Rexona’s marketing strategy? Rexona is an Australian deodorant brand founded in 1928 and currently manufactured by Unilever. It has reached worldwide with good references. There are many deodorant brands, but Rexona has succeeded mainly due to its business strategy.

Now, if you have a brand in the UK, it is likely that Rexona’s marketing strategy will inspire you to create an action plan that brings you closer to your target audience. Today, all brands are guided by a marketing strategy, especially when making a living in the digital area.

About Rexona…

Australian pharmacist Samuel Fuller Sheffer along with his wife, Alice Sheffer, were the ones who developed the formula for Rexona.

However, it was in 1969 that the product became known in the consumer market. This brand is dedicated to producing deodorants and antiperspirants and has a presence in various parts of the world.

By 1930, Rexona was taken over by Lever Bros. It was then marketed under the Unilever brand through the merger of Lever Bros with Dutch Margarine Unie. Between 1960 to 1980, this brand continued its global expansion, making it a well-established brand of antiperspirant products.

Today, it is a brand mainly engaged in the production of soap in India and was introduced in the market in 1947 to compete with the Hamam brand, which belonged to Tata Sons.

What is Rexona’s marketing mix?

As we have already mentioned, Rexona has been guided by a marketing mix for a long time, and we break it down below:

• Product Strategy, What is Rexona’s marketing strategy.

Rexona is a leading brand in the world when we talk about skincare. It is available in creams, deodorants, sprays, soaps, roll-ons, sticks, and sachets. In the case of India, for example, it is marketed only as soap and roll-on antiperspirant. This way, it has an extensive portfolio of products to comply with its motto, “Rexona, it won’t let you down.” Thus, they have acquired the commitment to clinically protect people who sweat excessively, such as athletes, against foul body odor.

But this is not all, since some of its products also help control armpit stains. This is a brand that constantly innovates, especially when it comes to offering intelligent capsule products to protect the wearer on the go.

• Price Strategy.

Rexona’s products are generally moderately priced, especially in India, where soap is cheap. However, the brand also usually offers special offers and discounts. A special offer consisting of a prize package of a specified value can be won by purchasing a ticket to a sporting event through a raffle.

• Distribution Strategy, What is Rexona’s marketing strategy.

Rexona products are spread all over the world. In fact, it is one of the best-established brands of antiperspirant products. Likewise, Rexona is known in different ways depending on the country: Sure in the United Kingdom, Degree in the United States and Canada, Rexona in Japan and South Korea, and Shield in South Africa.

Its production strategy is in step with technological progress, which is why it has a website dedicated to its name. In it, its products are available to all customers, and it is designed for more than 35 different countries. Likewise, it has been designed to offer personalized products in a particular region.

• Promotion Strategy.

For the promotion of its products, Rexona makes use of both traditional and unconventional ways to launch its products. By 1920, the brand launched its first advertising campaign through competitions such as Rexona Baby and Miss Rexona.

Likewise, this brand has sports athletes as ambassadors and an alliance with the Lotus F1 Team to sponsor the Formula 1 team “Williams Martini Racing.” However, Rexona has also become known for awarding and supporting athletes, as is the case with Olympic athletes.

As for his ads, it is no secret to anyone that they are usually very eccentric and funny, which is why he makes his message reach his audience effectively. In fact, it has been possible to see in some of its advertisements how its models perform complicated feats with their arms to demonstrate the protection capacity of its products, especially the Rexona Roll-on.

Ads have also been seen where people do different acrobatics, strengthening the protection offered by this brand on their bodies. In fact, it has a tab known as “trust academy” dedicated exclusively to this purpose. The goal is for people to build their confidence through personal development, body language, and other traits.

Do you need a marketing strategy for your business?

Among the brand’s strengths, we can mention that it is the only one in the antiperspirant category to exceed the global sales threshold of 1,000 million dollars. This means that Rexona has been experiencing considerable growth in all the markets where it has sold its products in the last ten years. The most exciting thing about the matter is that many of its achievements have been thanks to its marketing strategy.

Rexona’s marketing strategy has become very practical and inspiring for brands wanting to grow. As a business owner, you need a business plan to reach your target audience to sell your products and generate more income. BluCactus can help you achieve your goals through a personalized marketing strategy that fits your goals. You can contact us right now, and we will let you know about our services.

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