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Ideal market opportunities to deodorants

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The hot weather conditions in Middle East presented ideal market opportunities to the deodorants. Until the Rexona deodorant was launched in 1995, the market for deodorants in Middle East was virtually non-existent. Unilever faced an uphill task of changing consumer perception towards its Rexona deodorant.

Unilever had been striving hard to position its deodorant brand across mass markets in Middle East, where consumer possessed a different set of perception for this product. Now Unilever decided to introduce Rexona deodorant in the roll-on format.

Rexona

Identify the problem?

Develop the research-objective?

Reference no: EM133378320

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