Groom Care PLC is one
of the leading FMCG Company in Sri Lanka performing very well in the last few
decades. It is established in 1978 with the country’s exposure to the fully
fledge open economy. Groom Care started as a small family business and then
incorporated in 1985. The founder is Mrs. Rosy de Alwis, who won the Asia
Pacific Beauty Pageant Contest in 1976 after married to a young successful businessman
Mr. Athula Mahanama.
Since then company
achieved its organizational goals as well as the marketing goals. Therefore
company today is able to capture 25% of market share in domestic soap market.
Soap consumers who have a better image of from care products because of the
company strategies were prepared by Sri Lankan way so it is grater advantage
for them.
When changed the close
economy to open economy most foreign products are directly came to Sri Lankan
market. Groom Care PLC products has to face severe competition as a result of
the international company’s granted and their products are dominated by the domestic market, because their quality
was so good, promotion methods are so effective and prices are less than the
local products (as they use advanced technology).
Therefore these things
are help to create high competition in soap market. Today’s consumers have a
good opportunity to alternative products as their preferred because of many
ranges of products exists in the Sri Lankan market.
The Sri Lankan economy recorded
a GDP growth of 6.8% in 2011 and 6.4% in 2012. However inflation and interest
rate continues to rise and remain high during 2011/12 due to government policy
changes. Company must need to expansion of the distribution network, timely
introduce new products and continue brand development activities contributed
positively to a higher turnover during the year ended 31st march,
2012 turnover increased by 40% to record Rs.1,565 millions from personal care
product range.
According to above
graph categorized that users of soap users in Sri Lanka. Beauty soap and baby
soap dominate the Sri Lankan market. According to above information there is a
bigger opportunity in herbal soap market products and also currently young
female should not have a specified herbal soap for them. Therefore this is a
greater opportunity to Groom Care PLC to make a new soap for young female
segment.
1.1 Product
Review
Angelina
is a specially designed soap for young women. Its herbal ingredients are used
mainly to keep the freshness. Today’s society is dynamic. Out target market
more towards to fashions, attitude, sporty, educated and trends which are
changing rapidly. Especially young ladies are looking to experience new
products.
Beauty
soap industry is one of the major industries in Sri Lanka and there is a bigger
competition among those companies. Therefore companies prefer to introduce new
products to the market by doing a strong market research. As marketers we
should consider all the facts and trends and take reasonable steps to introduce
products accordingly.
Taking
all this factors into the account, company is willing to introducing a new soap
especially for women who holds the age between 16 – 35 years. Traditionally Sri
Lankan women are emotionally mixed, also they concern brand too. The
personality of women is immeasurable especially in our target market. They are
seeking new innovative things everyday. So, we should come out with a product
which is attractive, innovative, profitable, benefit and should fit with their
lifestyle.
The
new soap “Angelina” will be a product which would revolutionized the young
female soap industry in Sri Lanka. This product will perfectly fit with the
society above mentioned characteristics. The “Angelina” is generating to give
customer the herbal natural, lady freshness.
Sensory branding of Angelina Herbal Beauty Soap
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