Introduction to Groom Care PLC

1.     INTRODUCTION

Groom Care PLC is fast moving consumer goods (FMCG) manufacturing company in Sri Lanka. Company’s main product lines are toiletry soaps, detergent powder, and hair oil brands. The company is one of the market leaders in Sri Lanka for hair oil and shampoo products. We have obtained ISO 9001 and SLS certification for the production and quality management of our products. Groom Care PLC won the SLIM – Nielson Peoples Brand of the year 2012 under the category of “Personal Care Brand of the Year”.

With having 5.2 billion rupees turnover in 2011/12, Groom Care PLC provides employment opportunities for over 600 permanent employees and more than 2000 indirect employees in small and medium size herbal plantations, suppliers and distributors.

Based on the market expertise, financial strength and the trusted company image in Sri Lankan consumers mind, Groom Care PLC is going to introduce a new toiletry soap brand called “Angelina” for Sri Lankan market by targeting young female segment. This segment includes those who are exposed to happening lifestyle like sporty, working crowed and high education like adults, school segment or any other higher education segments.

1.1  Time Duration for the Marketing Promotion Plan

Marketing promotion plan will be operating from April 2013 to March 2014.

1.2  Target Audience

“Angelina” is targeting young female in Sri Lanka age group of 15 – 35 years.

1.3  Campaign Theme

“Experience the herbal freshness in your busy lifestyle”

1.4  Product Slogan

The slogan of the product will be displayed always with the product name “Angelina” throughout the marketing promotion. The slogan would be “Herbal Freshness”.

1.5  Marketing Promotional Plan Objectives

Aims and objectives of this promotional plan as follow;

·         Make consumers aware of the uniqueness of the “Angelina”

·         Unique female soap with real herbal freshness

·         Increase top of the mind awareness among young females in Sri Lanka

·         Position the Angelina on the top of female youth mind

·         Encourage young female to use Angelina

·         To create the enthusiasm among young females