Rexona Target Market Essay

Social
• Demographic
Singapore’s total population is 5,469,724 and teenagers are about 9.35% of the population. Our brand targets teenagers of both genders, aged from 15 to 21. Teenagers undergo puberty and some might face problems like body odour. As Singapore is facing a declining birth rate, the percentage of people below the age of 20 dropped by 1.7%. Hence, Rexona might face challenges, as the target audience is a relatively small group. Additionally, most of them are still students, thus, with deodorants costing less than $10, it is considered quite affordable for them.

• Culture
Many teens are very vain as they care a lot about their image. They are conscious about their looks and are afraid of being judged. Appearing good is important

Singapore has a warm and humid weather and people perspire easily even just by walking. Afraid that they might smell bad, they would want to spray deodorants. In additional, the buying habits of teenagers. Nowadays, online shopping is very popular among teenagers. About 28 percent of teenagers shop online. They like to shop online, as it is convenient and products are also cheaper. They can buy an item and it will arrive a few days or weeks later. Hence, Rexona will have to sell its products online too.
Economical
• Inflation
When inflation rises, people’s purchasing power decreases. It affects the consumer confidence. Hence, people stop buying things which are unnecessary. This poses a threat for deodorants, as they are a luxury item, which is a price-elastic good. However, Singapore’s inflation rate in 2014 is 1.0%, which is relatively low. Hence, this reduces the threat of Rexona’s sales being affected by inflation. This shows that Singapore is not facing inflation and people can afford to buy price-elastic goods, as the economy is better. Thus, Rexona’s sales might

For example, products like baby powder and perfumes. Also, some people try to find own ways to make natural deodorants by using lemon juice, baking soda and rubbing alcohol as they feel that these methods are healthier and more natural for their body. Hence, this poses a challenge for Rexona.

Regulatory
• Patent
Unilever innovation is recognized as it tops European patents list. As Rexona is under Unilever and is part of Unilever innovation, it is a patented product. This benefits Rexona as nobody can copy its ideas.

• Lemon Law
Consumers can ask for a repair or replacement of the defective product, or a reduction in price or for a refund, unless the company proves otherwise. Thus, Rexona should be aware of this law in Singapore and be ready to refund or reduce price should such a situation occurs. This can be a threat to Rexona as people might abuse this policy and it might cause Rexona to lose earning in its sales.

• Advertising Laws
In Singapore, there are certain rules regarding advertising. For example, all advertisements have to be legal, decent, honest and factual. Also, companies cannot bring down other companies by attacking them directly or indirectly. Hence, when marketing for Rexona, we should be aware of these laws and abide by