The other strategies that we can use are:

Based on Roy Morgan research we have found that over 84 percent of the people over 14
years of age use deodorant, where 61 percent of women preferring roll-on , while 56 percent
of men preferring aerosol. Out of that 21 percent of male and 22 percent of female uses
Rexona.
Based on that we have targeted our marketing strategy in such a way that it creates a
change of attitude towards buying or trying out Rexona for both male and female. We have
decided to target our segments within the range of 15-35 years as according to Bloomberg
Business Review 16-20 years is the magic age (since everyone wants to be here) and is
also most considered of the social benefits of feeling and smelling good and secondly we
have targeted our secondary customers till the age of 35 because people stay vanity conscious
till the age of 30s .
The first strategy that we have developed is the using pretty girls to hand out tester in shopping
mall and provide free samples of Rexona. According to Quester, P.G., Pettigrew, S. Kopandis,
F., Rao Hill, S., and Hawkins, DI (2014)), A good impression can create a positive stimuli and
emotional appeal that can make a customer wants to commit to a product. So lets say someone
goes to a shop, If the shop assistant has very god customer services, then it will create a positive
stimuli in that person, which will urge them to go to that shop again and again. Based on that
concept, we believe that using pretty girls handing over the tester will create a sense of
Emotional appeal for the female audiences, where they can visualise themselves and
through classical conditioning concept by Quester, P.G., Pettigrew, S. Kopandis, F., Rao Hill,
S., and Hawkins, DI (2014)) , which is basically when a person likes someone , it creates
positive stimuli within them and that can actually shape them to try out new things. So let s say
that a person initially did not want to buy a the product, however, when female audiences find
free sample of Rexona in the shopping mall distributing by pretty looking girls, that will actually
create in them a sense of positive feeling , and will ultimately Shape their attitude in purchasing
the product.
In case of male, When any male member find a beautiful girl giving out free samples, through
the principle of classical conditioning , that will actually create in them a positive vibe , and force
them to try those sample , which may ultimately convince then to buy that product. According to
the theory of shaping by Quester, P.G., Pettigrew, S. Kopandis, F., Rao Hill , S., and Hawkins ,
DI(2014)) , which is basically creating a partial response by offering a free sample , leading to
the person to buy that. So by doing this we can improve peoples attitude towards Rexona.
The second strategy we came up is the use of video testimonials of customers. Now according
to Quester, P.G., Pettigrew, S. Kopandis, F., Rao Hill, S., and Hawkins, DI (2014), creditability
is an important tool in order to convince customers. So using video testimonials we can
provide the customers with the creditability source, urging our target audience come and try out
Rexona product.
Third strategy is the use of hashtags such as :#becharming Rexona and share it on
Facebook, Instagram . We found that according to the Verge magazine, there are over 75
million Instagram daily active users and out that 51 percent are male and 49 percent are female.
Based on Mobile analytics Company Flurry average amount of time people spend on
Instagram is 21 minutes. Now lets imagine 75 million people spending 21 minutes each day on
average and sharing the hashtags , then we will reach to hundreds millions of audiences. Such
is the strength of Social media. Same in case of Facebook, according to The mobile analytics
Company Flurry found that there are 703 Million people who uses Facebook every day and
according to Bloomberg Business Report, people spend 40 minutes on Facebook every day

and out of that the majority of users are within the range of 15-40 . So by using our target
customers Facebook as well as Instagram, we will reach to large range of audience by
sharing Hashtags, Uploading photos and Video testimonials. When someone sees the video
testimonials and the hashtags in the social media page, they will confident and that will
motivate help them to buy Rexona through Vicarious learning modelling, which according to
Quester, P.G., Pettigrew, S. Kopandis, F., Rao Hill , S., and Hawkins , DI(2014), the learning
based on observation and imitation of the behaviour of others. Our whole strategy lies on one
principle that is cognitive +affective= behavioural. So we have used various strategies to either
improve cognitive or affective in bringing about an overall change in behaviour.