Slide 1

Adoption process
Cognition
Attitude
Behavior

Communication strategy
Aim creating awareness and promoting sales of a product Medium impersonal ( television advertisement)Advertising appeal- fear appealMessage framing both positive and negative24 hour suraksha(positive)Avoid public embarrassment(negative) Presentation method-comparative advertisement with soap bars and talcUse the comparative advertisement(with talc and soap bars)

Influence on attitude formation
Direct experienceInfluence of family and friendsDirect marketingExposure to mass media

Attitude change
Attitude consist of Knowledge, evaluation and a predisposition to actFormation of utilitarian and ego-defensive attitude Highlighting the benefits(all day long fragrance) Change in the evaluation criteria(from fragrance to durability of fragrance and body appeal confidence)Product packaging( it was switched to push up stick and aerosol can, more convenient to use, vibrant packaging for youngsters)Trialibility launch of 5gm pushup stick for Rs5

Product positioning
Target segment of 16-20 yr old more conscious of the social benefits of smelling good. Tagline- talcum ka asar chand ghanto me gayab. Rexona ghanto tak suraksha dePosition the product on its benefits such as long lasting freshnessPosition deodorant as better than the conventional soap and talc.