Maintaining Profitability of rexona
As a part of Unilever, Rexona always helps people to look better and currently Rexona lead the new “Move More” campaign, encouraging people to keep moving and have a better live. Rexona has a long journey since 1977 and now is being a mature product. Based on the Core Competence Unilever, mantaining profitability must also go along with maintaining sustainable value. Therefore in this analysis I keep my focus on Maintaining the profitability of rexona by creating sustainable value.
For the purpose of this project I have conducted a combination of survey. Not only online survey that reach 200 respondents with 3 categories of ages under 17, 17-25 and above 25 years old in four big cities in Indonesia Jakarta, Bandung, Yogyakarta and Pekanbaru, but also market Direct market survey.
there are 3 options for Maintaining the profitability of rexona by creating sustainable value
∙ Increasing Revenue by Boosting the Growt of Profitable Volume
✓ 3U Project
Focusing on Increasing User, Usage, Utility of Rexona. 3U Project requires a cooperation from Marketing and Customer Development department.
Marketing can focus the effort on targeting men since men user still have huge potential market and this could also means taking advantage of the fast growth of men grooming. For the Utility, there should be a real project to strengthen ‘Move More’ Campaign just like Rexona Move Challenge that was initiated by Unilever Malaysia.
✓ Pricing
Gaining revenue by either increasing or decreasing the price is not a good choice. Increasing the price could trigger product cannibalism with Dove which currently has the advantage of strong market in 2014. Rexona price is already in a good position among the competitor with the average price of 14.000. Proven by the fact that with 200 respondent, over 40% is currently using Rexona, that means customers have come to terms with the price of Rexona. So for the time being, it is best to just stick with those prices.