REXONA

TAKE IT EASY!

20 Aug – 30 Sep, 2007Presenter: I2B

International University

Content

1. I2B Introduction2. Objectives3. Market Analysis4. Creative Idea5. 360 degree Activities6. Execution in Reality7. Timeline8. Financial case

I2B Introduction• I2B stands for Idea 2 Innovation in Business• We are 9 students from International University.• We are from diverse background: > Marketing > Finance & Accounting• We are Executive Board of the Business Club of our university which is

established to be the bridge between students and enterprises.

“We are ambitious We are creative We are dynamic”

And together we build the common vision and love for businessThat’s why we are proud that we are a Strong team –I2B team

Objectives

• Change consumer mindset so that they will think it is necessary to use Rexona deodorant in their daily life

• Increase brand awareness in consumer’s mind

Double monthly sales

Double currently

market share

Market Analysis

Screening Market

• Direct competitors: Nivea, Refre, Izzy, Fa• Market leader: Nivea• Consumer observation: Body odor is very

troublesome and a sensitive topic => people are often afraid and don’t want to talk about this problem

• Product image:– Nivea: mature– Refre: young and active– Rexona: reliable

SWOT analysis

Target Market

Consumers from 16 to 25 years old

Brand Position

“Rexona is a deodorant with 24-hour anti-odor feature which contributes to a person’s confidence, supporting them to catch valuable opportunities in their life”

Creative Idea

Big Idea

“Take It Easy”(“Chẳng đáng mà lo!”)

“Take It Easy” attitude: People who are willing to cope with every challenge, who dare to take their valuable opportunities with confidence and comfortableness

“Take It Easy” sign

KEY OBSERVATION:

1. I’m very afraid to get close to others when I have body odor2. With body odor, I lost my confidence and felt uncomfortable

when talking or working with others.3. I lost my business deal and girlfriend due to body odor

4. If I have body odor, people will think that I’m smelly, lazy and impolite

KEY INSIGHT1. Body odor can affect greatly to a person’s confidence,

comfortableness and their relationship2. Sweat and body odor can make people lose good opportunities

3. Body odor can affect personal image

NEED/OPPORTUNITY

1. Rexona brings you confidence and comfortableness2. Rexona helps you not to lose good opportunities

and feel freely to do what you want

EARLY IDEA

“REXONA - TAKE IT EASY!”

“Take It Easy” Sign These two fingers are related to the two hands of clock A hand language means we can do it, we can take it under

any circumstances Through advertising, TVC and promotional activities, we

will build it as a new trend for young people

Spoke Person

• Representative Celebrity:– Bao Thy – Miss Audition, an exclusive

singer of Nguyen Production – very popular with youth and blog community

• Why choose her: Hot young idol Confident and successful young person => appropriate

with brand image Supported by majority of virtual community which is

growing bigger gradually in Vietnam

360 Degree Activities

360 Degree ActivitiesTo educate

consumers & increase brand

credibility

To raise awareness,

promote understanding and experience of

shoppers.

To raise awareness and

strengthen consumer preference

To promote experience, strengthen consumer

relationship

To increase brand interaction

&

educate consumers

To raise awarenessPR

Activ

atio

n

POSM Online

EventCamp

AdsTo increase sales

Advertising

• Advertising and TVC with brand image and spoke person, Bao Thy, on HTV7 & 9, VTC5, YouTube– Launching Rexona official TVC after 2 - week teaser

running ( View attached file)

• Running educational articles about body care focusing on sweat and body odor on magazines such as Tiep thi gia dinh, The gioi phu nu, 2!, etc.

“Take It Easy” Camp

• A 2-day camp at Madagui for Rexona consumers• Target participants: Students• The main language of this camp is English => a chance for young

people to practice and improve their English skills• Main Activities:

– “Take It Easy” Seminar – how to deal with challenges and stresses in daily life

– Team Building Games– “Take It Easy” Contest– “ Take It Easy” Camp – fire night with lots of entertainment– King & Queen Tango – a dancing contest

Event“Rexona – Take It Easy”

• Idea: An entertainment night based on the theme “Take It Easy” with the combination of music performance and fashion show with the participation of famous singers, bands, and designers.

• Main Theme & Color:– Theme: “REXONA – Take It Easy”– Color: Purple – White – Silver Grey

• Target Audience: 16 – 25 male & female• Estimated attendance: 4000 people• Venue: Lan Anh stadium• Ticket arrangement:

- 1000 people for RoadShow promotion promote awareness- 500 people for outstanding students having tough life society-oriented - 3500 people for product promotion promote sale

PR Activities

Activities for Spoke person: Bao Thy – Miss Audition

- Present in press conference- Present in Rexona event

Pre PR for event and camp activities to raise awareness

Post PR for road show, event and camp to remind consumers

Educational articles about body odor and self-care

POSM

• Theme:– “ Take It Easy” attitude and sign will be used in all

materials delivered to the public to increase brand awareness and create a new trend

• Tools:– Banner & Street banner– Leaflet– Premium – cinema ticket, umbrella, armband,

bracelet.

Execution In Reality

Tools used in reality

Online Marketing

• Rexona Blog:– Main theme: “Rexona – Take It Easy”– “Rexona Idol” contest– “Take It Easy” picture contest– Sharing stories of Rexona consumers about their

dilemma and embarrassing moments• TVC online:

– A “ Take It Easy” TVC will be made and uploaded on YouTube, Metacafe, and our website

Online Marketing

• Rexona Website: www.takeiteasy.com.vn – Educational articles about body odor and self-care– Detailed information about Rexona and its promotion– EQ test for personal assessment and identification so that

people can have chance to understand their strengths and weaknesses then they can easily overcome their life challenges

– Rexona TVCs, advertisements– Frequently upload news, events about Rexona and new, current

trends of young people (music, fashion, etc.)– A consultant corner for consumers about body odor and self-

care– 200 first members will receive free cinema tickets

“Take It Easy” Website

Rexona Activation

• Objective: Raise and strengthen consumer awareness about Rexona brand through main theme “Rexona- Take It Easy”

• Venue: Main universities, and high schools – University: Economic university, Technology …– High School: Le Hong Phong, Bui Thi Xuan..

• Time: 1 – 29 Sep, 2007

Rexona Activation

• Main Activities:– PGs deliver leaflets including sample EQ test, enclosing with

educational articles about body odor to attract consumers visit website www.takeiteasy.com.vn

– Dancers will perform break dance in theme song “Take It Easy” remixed to attract audiences

– At the end of the performance, all PGs and dancers will show “ Take It Easy” sign

PR for Activation

• Create a photo gallery of activation campaign in blog and website

• Pre, during and post PR for this campaign at university and high school’s websites

• Post information and pictures about the activation campaign on website www.thehe8x.net

Uniform

Venues

Architect Uni

Le Hong Phong High School

Nguyen Thi Minh Khai High School

Natural Science Uni

Note: Examples

TimeLine

Timing Activities1 – 10 Aug License Approval for promotional activities

(camp, event, road show)

1 – 18 Aug Designing Blog, Website, and leafletProducing TVCDesigning uniform

10 – 12 Aug Printing leaflet

10 – 12 Aug Recruiting PGs and dancers

12 – 18 Aug Training PGs

18 – 20 Aug Campaign review

20 Aug – 30 Sep Execution

1 – 5 Oct Report

Financial Case

Items Price(VND)

Unit Time(Day)

Total(VND)

PG Wages 50,000 4 6 1,200,000

Dancer Wage 200,000 3 6 3,600,000

PG Uniform 200,000 7 - 1,400,000

Transportation fee 50,000 7 - 350,000

Activation license 1,500,000 1 - 1,500,000

Leaflet 700 6,000 - 4,200,000

Cinema ticket 20,000 200 - 4,000,000

Website design and domain cost

2,000,000 1 - 2,000,000

Miscellaneous expenses 1,750,000 - - 1,750,000

Total 20,000,000

Reason To Believe

• Campaign’s theme mainly focuses on creating positive attitude toward Rexona => consumers think using Rexona is essential in their daily life

• “ Take it easy” concept and its sign are really cool and creative idea

• Online marketing tools are evaluated as increasingly effective tools

• “Take It Easy” slogan and sign will become a new language trend in young community

• We provide promotion to attract people to visit our website• We will deliver 6000 leaflets so at least 4000 people will be

exposure to our campaign

Thank You!