Practical Applications of Management Principles

A Report
By
Barry H.I.M.Z.

DM/2015/064

Karanthilaka P.

DM/2015/034

Rupasinghe N.

DM/2015/026

De Silva J.

DM/2015/027

Sudathpriya H.I.

DM/2015/025

Nuflan N.M.N.

DM/2015/008

Dilrukshi K.G.I.

DM/2015/022

Course: HDMKT01024 - Marketing Management

Course Instructor: Dr. Bandara Wanninayake
Assignment No: 02
Semester 1, 2015
Issue Date: XXth August 2015
Submission Date: 5th September 2015
DIPLOMA IN MARKETING
Department of Marketing Management
Faculty of Commerce and Management Studies
University of Kelaniya

Page 1 of 25

CONTENTS
1. Introduction
1.1 Time Duration for the Marketing Promotion Plan
1.2 Target Audience
1.3 Campaign Theme
1.4 Product Slogan
1.5 Marketing Promotional Plan Objectives

2
2
2
2
2
3

2. Analysis of Soap Industry in Sri Lanka

2.1 Product Review

4
5

3. Competitor Analysis

4. Marketing Goals
4.1 Sales Volume
4.2 Market Share
4.3 Profit

9
9
9
9

5. Integrated Marketing Communication Objectives and Strategies

10

6. Positioning and Campaign Theme

6.1 Product Positioning
6.2 Positioning Strategies

11
11
11

7. Advertising
7.1 Target Audience
7.2 Advertising Objectives
7.3 Advertising Strategies

12
12
12
12

8. Sales Promotions
8.1 Consumer Sales Promotions
8.2 Trade Promotions

16
16
16

9. Personal Selling

18

10. Direct Marketing

19

11. Public Relations and CSR

20

12. Even and Experience

21

13. Action Plan

23
Page 2 of 25

14. Budget

25

15. Conclusion

26

16. References
16.1. Acknowledgement

27
27

Page 3 of 25

1. INTRODUCTION
Groom Care PLC is fast moving consumer goods (FMCG) manufacturing company in Sri
Lanka. Companys 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

2. ANALYSIS OF SOAP INDUSTRY IN SRI LANKA

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 countrys 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 companys 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. Todays
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.

Soap Industry

Beauty Soap

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
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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.

2.1 Product Review

Angelina is a specially designed soap for young women. Its herbal ingredients are
used mainly to keep the freshness. Todays 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.

Positioning map for Angelina Soap

High Herbal Value

Page 8 of 25

Low Freshness

Our Product Soap

Kohamba

Lifebouy
High Freshness

Low Herbal Value

Sensory Branding

3. COMPETITOR ANALYSIS
As a brand promotion manager we should analyze the market competitors and their
strategies carefully since the market is very competitive. Angelina does face direct
competition from the soaps such as Lux, Dove, Velvet, Kohomba, Rani, Vendol
Venivel and also body wash and face wash will be our indirect competitors as well.
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Considering face wash and body wash as indirect competitors, it can divide into two
categories. Those are local manufacturing and foreign manufacturing. Considering
local manufacturers Natures beauty, Rebonn, Alovera, and Janet play the major role
here. Ponds, Garnier and P & G are the foreign products.
When considering above mentioned competitors they are already giving a good
competition to the Angelina soap. Because Angelina soap new to the Sri Lankan
market this is manufacturing in Sri Lanka. We should focus on promotion especially
in advertising to build the brand image among consumers. The soap market can be
mainly classified into three segments.
Beauty
Baby
Herbal
Angelina soap falls in to the category of herbal which provides freshness. To compete
with competitors we have to plan below strategies.

Strong market research

Naturally mixed (natural herbal ingredients)
Strong advertising
Country feeling
Strong distributional channels
Event and experience
Strong public relation activities and CSR projects

Price
Distribution

Kohomba
Rs. 39.00
Retailers

Rani Sandun
Rs. 40.00
Retailers

Lifebouy
Rs. 45.00
Retailers

Groceries and
Groceries and
Super markets
super markets
strong in rural areas

Groceries and
Super markets
strong in rural areas

Target Audience

Men and women

age between 10 to
60 years

Young women age

between 16 to 35
years

Positioning

Kohomba has
positioned their
product name by
attributes (price
and quality)

Rani has positioned

their product name
by attributes (price
and quality). Rani
has two varieties,
white sandal wood
and sandalwood.

Young men and

women age
between 15 50
years.
Lifebouy has three
varieties as total,
care and herbal and
has positioned
these products
compared with
Lux, lifebuoy has
positioned their
products using less
price for the same
weight.
Page 10 of 25

Objectives

To retain their
market share in the
rural.

To extend the
majority stage of
product lifecycle
by introducing new
variety.

Promotional Mix

Use promotions
when the market
share goes down.

Advertising and
Promotional
strategy by using
beauty queens.

To increase the
proportion of the
market share by
introducing more
herbal varieties to
gain the higher
proportion of the
market.
Intensive
advertising and
promotion by using
all the tools in the
promotional mix.

4. MARKETING GOALS
Our marketing goals for next financial year in terms of sales volume, market share,
and profit will be as follows. Company will be investing 90 million, out of that an 50
million for the first year and the balance 40 million for the following year.

4.1 Sales Volume

According to the given statistics Groom Care PLC will be estimating 300,000
users for this financial year.
Page 11 of 25

4.2 Market Share

Within this promotional program Groom Care PLC is not going to capture
large share in the market. Company hopes to maximize market share by 2-3%
within this promotional program. Groom Care PLCs aim is, basically inform
customers about the benefits and uniqueness of Angelina soap.

4.3 Profit
The profit of the company is hold above average value for past three years.
Company believes that they could be further maximizing its profit though this
promotional campaign of Angelina soap.

Positioning the new Angelina soap in the target market

Increase sales of the company by 12%
Introducing new benefits to the consumers through Angelina
To maintain brand identity as a unique, exclusive and quality service

5. INTEGRATED MARKETING COMMUNICATION (IMC)

OBJECTIVE AND STRATEGIES
This promotional program is designed to achieve objectives and aims of Angelina.
The communication objectives should communicate benefits of the product rather
applying the features. All the elements of the promotional plan should communicate
the same thing also should be integrated. Therefore during this period Angelina
should use mass media such as television, radio, magazines and targeted Medias will
be advertisements and billboards.
The communication aims and objectives of Angelina as follows.
Page 12 of 25

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

Strategies of the marketing communication plan

Target advertising campaigns in the western province and urban areas in the
country. For an example advertising in TV, Radio, News Papers and Bill
Boards.
Angelina is not a soap only introduced for young females in urban areas, but
at the initial stage of our promotional campaign we are giving some priority to
young females in urban areas. Since after the introductory stage this plans to
distribute among other areas, our advertising campaign will also target rural
areas as well.
News paper advertisements that give information about benefits and the
uniqueness of Angelina.
Billboards in places where people constantly hang around.
Carry out advertisements on electronic media mainly focusing at younger
generations.
Advertisements in magazines and newspapers that reach to all our target
people.

6. POSITIONING AND CAMPAIGN THEME

6.1 Product Positioning
Positioning can be defined as act of designing the companys offering and image to
occupy a distinctive place in the minds of target market. Philip Kotler As we can
see the position of the product, services or even store is the image that comes to mind
and the attributes consumers perceive as related to it. This communication occurs
though the message itself, which explains its benefits as well as the media strategy,
employs to reach the target group.

6.2 Positioning Strategy

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Fast moving consumer goods (FMCG) products cannot be contained into specific
geographical locations as a local company; it already has a good market with
customer awareness in rural areas for the company past 30 years. As a new soap,
Angelina initially plans to introduce into urban areas and willing to expanding in
other areas. Therefore before coming up with a proper strategy we need to consider
how the competitors of Groom Care PLC have positioned themselves in the market.
Out prime focus should goes to giant competitors like Unilever and Hemas. Specialty
soaps like Lux and Velvet were well established in soaps in Sri Lankan market.

7. ADVERTISING
7.1 Target Audience
Angelina is targeting young female in Sri Lanka age group of 15 35 years. 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.

7.2 Advertising Objectives

Increase brand image and product image
Providing knowledge to the customer about the advantages and benefits of
using Angelina
Increase the customer trial
Page 14 of 25

 Communicate innovative ability, sporty, freshness and herbal effective of the

Angelina brand to the target market.
Develop and maintain the regular use of our products and push the customer to
buy Angelina soap.

7.3 Advertising Strategies

7.3.1 Above the line strategies

Television
Reach 90% of the target audience and increase the frequency. To
convinces young ladies about benefits and uniqueness of Angelina
soap (Those who young females are watching television).

Channel
Sirasa

Derana

Program
Super Star

Days
Time
Saturday and 9.00 p.m. Sunday
10.00 p.m.
11.00 p.m. 12.00 a.m.
Who wants to Friday
9.00 p.m. be a billionaire
10.00 p.m.

No. of Slots
12

Vivah

Sunday

3.00 p.m - 4.00

p.m

Dancing Star

Sunday

7.00 p.m. 8.00 p.m.

and 9.00 p.m. 10.00 p.m
10.00 p.m. 11.00 p.m.

Dream Star

Saturday
Sunday
Start Challenge Sunday

6
2

Rupavahini

Ayubowan

Monday
Friday

to 8.30 a.m.
12.30 p.m.

20

Hiru

Tele Dramas

Monday
Friday

to 07.30 p.m. 09.30 p.m.

30

Shakthi

Tele Dramas

Monday
Friday
Monday
Friday

to 10.30 a.m. 12.30 p.m.

to 06.00 p.m. 10.30 p.m.

25

Monday
Friday

to 07.00 p.m. 10.00 p.m.

25

Tele Dramas
Swarnawahini

Tele Dramas

35

Radio
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From our radio advertisement, we are trying to reach young female

population who live in both rural and urban areas. Therefore our
objective of radio advertisement is to communicate the message to the
target audience with a low budget for a longer duration (Young ladies
who are driving to work, listening to radio and ladies who are working
at night shift girls who are employed in call centers, garment factory
workers, nurses, university students, college students and anybody
listening to radios).
Channel
Hiru

Program
Breakfast
Drive

Days
Monday
Friday

Sirasa

Rasa Risi Gee

Sunday

Hindi Top Ten

Saturday

Breakfast
Show

Monday
Friday

Yes FM

Time
- 07.00 a.m. 09.00 a.m.

No. of Slots
10

12.00 p.m. 02.00 p.m.

10.00 a.m. 12.00 p.m.

- 07.00 a.m. 09.00 a.m.

Print Advertising (Newspapers and Magazines)

Reach 96% of target audience and stay at their mindset for a longer
period of time in young females in Sri Lanka in the age group of 16
35 years (those who are reading and willing to read news papers).

Sirikatha
Nawaliya
Tharuni
Manaliya
Lanka Women
Esteem
Lankadeepa (Sadella)
Divaina (Meevitha)

Below the line advertising

Reach 60% of the target market and maintain high frequency with the
better attraction (professionals and students using the internet).
Billboards on main cities and main roads
Colombo
Galle
Kurunegala
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Gampaha
Kandy
Matara
Hambanthota
Negambo
Jaffna
Vaunia
Trincoo
Anuradhapura
Nuwara Eliya

Billboards locations

Near girls schools

Play grounds
Shopping complex
Universities

Point of Sales materials on super markets

Cargills
Keells Super
Arpico
Laugh

Through the line advertising

The objective of having a through the line campaign is to get the young
ladies to recall the product and its benefits. Basically the message
should be customize to suit with the target audience.
o Face Book campaign Advertisement and fan page
o Website
o SMS Sending a personalized message to the target audience
through the Dialog network

8. SALES PROMOTION
From this strategy Groom Care PLC is looking short term incentive to encourage
purchases or sales of Angelina soap. The main objective is to penetrate the
Angelina into the market.

8.1 Consumer Sales Promotion (Pull Promotions)

Free Sample
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We are planning to provide free samples of Angelina soap to the

target audience. This promotion will be taken place in leading super
markets such as Cargills, Keells Super, Arpico, and Laughs. (after
launch first two weeks).

In packs
After ending the above sampling promotion consumers who purchase
Angelina gets a free soap box.

Price Offs
During the our marketing promotion plan we will be conducting a
price off promotion for consumers who buy more than two bars of
Angelina soaps after analyzing the buying patterns of the consumers.

8.2 Trade Promotions (Push Promotions)

In order to motivate distributors and our retailers we will be carrying out below push
promotions that will lead to push it to our consumers.

Foreign trip Singapore

For a period of six months, we will be selecting first three best sellers
of Angelina soap.

Mystery Shopper

In order to motivate and convince the sales staff of retailers, we will be

giving out cash prices to the winners.
Incentives
During the sales promotion, when the retailers purchase the Angelina
in bulk, we will be giving incentives to increase our sales.

9. PERSONAL SELLING
Personal selling is the process where our effort to perceive prospective buyers to
purchase Angelina soaps or at on a idea. This involves face to face communication
which gives and opportunity to get in-depth information about newly introduced
Angelina soap. Our main objective is to convince the target market to try out the
Angelina soap by highlighting its benefits and other features. We also will carry out
positive attitude towards Angelina soap explaining the advantages by using the new
Angelina soap comparing to other competitive soaps in the market. And also we
will be planning to use personal selling to reach end users in better constructive way.

9.1 Personal Selling Strategies

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Have a well trained couple of (handsome guy and a pretty girl) sales
representatives in leading super markets (Cargills, Keells Super,
Arpico, Laughs) and also in exhibition centers and we will make sure
to participate bridal shows, beauty pageants, beauty culture training
programs to educate out target consumers and to address to clear issues
about the newly introduced Angelina soap.

We will plan to open counters in selected, famous and busiest beauty

salons, shopping malls with one sales representative to give
information about the Angelina to the target market who visits above
places.

10. DIRECT MARKETING

This is where we need to communicate directly with our target market and generate
response towards the Angelina soap. Strategy is to build a favorable and famous
brand image among the target audience then it will help us to expand the benefits of
our Angelina soap to target audience in out target market and also to reach our
target audience and target market with Angelina soap directly and by that increase
sales with minimum cost within latest time period.

10.1 Direct Marketing Strategy

Along with our counters and stores where we are planning to setup we will be
distributing leaflets and free magazines to provide information, benefits and
features of our Angelina soap. And also from this strategy customer can take
more information and according to our hotline number they can provide more
feedback or otherwise any customer complaints regarding our Angelina
products to become successful in the future and to have an understanding of
consumers ideas and needs.

Page 19 of 25

11. PUBLIC RELATIONS AND CORPORATE SOCIAL

RESPONSIBILITY (CSR)
This is where Groom Care PLC that evaluates public attitudes identifies policies and
procedures of an individual or organization with the public interest and executes a
program to a public understanding and acceptance.

11.1 Public Relation Objectives

Objective is to increase our good will with our target market, through public relations
and CSR to provide Angelina soap information, benefits and features to our target
audience.

11.2 Strategies
We are planning to launch a press conference program with Medias.
To publish several articles in selected newspapers usefulness of (herbal
ingredients, freshness, beauty and sporty) Angelina soap.
To increase the awareness and the attraction of end consumer we will be
planning to provide free branded Angelina T-Shirts and Caps to our
distributors, retailers and their sales staff (the branded T-Shirts will be
branding with our logos and colors).
Page 20 of 25

 Since the brand is more involve with the herbal Ayurvedic ingredients we will
arrange a TV program with Ayurvedic doctors and few people who are having
skin diseases. And we will sponsor to this TV program.
We will be sponsoring mercantile, inter university and inter school netball
tournament.
We will build shower cubicles in Katharagama specially targeting the female
pilgrimages. Angelina soaps will be available free in all bath cubicles.
We will be providing sports equipments to rural schools and sponsoring best
female athlete to improve their talent and come up to national level as our
CSR activities.

12. EVENT AND EXPERIENCE

This is where we need to change young female attitude towards the Angelina soap
and by doing below event and experience we will be expecting to provide brand
experience to our target market along with our brand information.

12.1 Strategies
In 2014 we are planning to organize Angelina Miss Sri Lanka competition.
Our media partner will be Derana TV. For this event we will call applications
from young females everywhere in the country and from those contestants will
provide brand experience and brand information.
We will be organizing beauty culture training program for school leavers those
are interested in the field of beauty culture.
We will be organizing a ladies inter school swimming championship
tournament among suburb schools.

Page 21 of 25

13. ACTION PLAN

* High weight advertising based on the number of slots
** Medium weight advertising based on the number of slots
*** Low weight advertising based on the number of slots
Description
Television Advertisements
Sirasa TV
Derana TV
Rupavahini
Hiru TV
Shakthi TV

Q1

Q2

Q3

Q4

Radio Advertisements
Hiru FM
Sirasa FM
Yes FM
News Paper and Magazines Advertisements
Nawaliya
Sirikatha
Tharuni
Page 22 of 25

Manaliya
Lanka Women
Esteem
Divaina
Lankadeepa
Below the Line Advertising
Billboards
Point of Sale Materials
Gondola
Through the Line Advertising
Facebook
Website
SMS
Sales Promotion
Consumer Promotions
Free Sampling
In packs
Price Off
Trade Promotion
Foreign Trip
Mystery Shopping
Incentives
Personal Selling
Direct Marketing
Public Relations
Press Conference
Newspaper Articles
T-Shirts & Caps
TV Programs
Netball Tournament
Shower Cubicles in Kataragama
Event & Experience
Angelina Miss Sri Lanka Competition
Beauty Culture Training Programs

14. BUDGET
Overall Budget

50 Million
Page 23 of 25

Advertising Budget
Consumer Sales Promotion
Push Promotion (Trade Promotion)
Direct Marketing
Public Relations
Event and Experience

30 Million
4.5 Million
4.5 Million
1.0 Million
5.0 Million
5.0 Million

15. CONCLUSIONS
After comprehensive market analysis and bran development study, it is our
recommendation for Groom Care PLC to perceive a branding campaign for
Angelina soap launch; the aforementioned plan is our recommended course is our
action.
The marketing promotional plan for the newly invented soap Angelina is designed
to addresses all the aspects of a successful marketing promotional campaign.
Relevant information on which the marketing promotional plan is based, were
obtained through a thorough analysis of all the relevant aspects.
Marketing promotional plans objectives and strategies are designed to initiate
progressing overall marketing functions. There objectives were designed according to
the results obtained through the target market analysis. The strategies were designed
in a way in which it would be compatible with the target market.
All the aspects covered under this marketing communication plan is within the
boundaries of an estimated budget, which could slightly varies according to
economical and other macro environmental factors.
Groom Care PLC must focus on the overall integration of its marketing campaign.
This plan recommends the use of six different mediums that will communicate the
same unique selling proposition across all targets.
Upon the implementation of the above marketing promotional plan the Angelina
could be marketed successfully, achieving all the set objective and goals.

Page 24 of 25

16. REFERENCES

Google
Slideshare.net
Wikipedia.org
Principles of marketing (12th edition) Philip Kotler and Garry
Armstrong

16.1 Acknowledgement
We give our special regards to Mr. Ravi Dissanayake (Senior Lecturer Department
of Marketing) and Mr. Sampath Gunawardene (Lecturer / Course Coordinator) for
their valuable guidance and support to successfully complete this assignment.

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