Meril Splash –think fresh campaign.

“Meril Splash- Fresh is beautiful” is a renowned product of Square toiletries limited in Bangladeshi cosmetic industry. The positioning of the product in consumer mindset is extra freshness. In August, 2014, Square toiletries launched a new IMC campaign for “Meril Splash” which is known as think fresh campaign.

Beauty lies in white complexion is a common concept of Bangladeshi people. Through the think fresh campaign Square toiletries addressed to their target consumer that beauty is not in white complexion, beauty is freshness. In that campaign they’ve used different tools of 360 degree campaign to link the touchpoints to their target consumer.

Customer Profile:

Demographic	Age:16-35 Occupation: Student, House wife, Service holder, Businessperson. Life Cycle: Married, unmarried. Income: middle income group Gender: Female
Geographic	Location: Urban, Suburban, Rural Area: All cities of Bangladesh
Psychographic	Preference: Price, Quality Attitude: Positive Perception: Open Minded Lifestyle: Busy

Integrated Marketing Tools used for the campaign: In Meril Splash’s IMC campaign company try to show that beauty is not only fair skin beauty means freshness. So Meril Splash tries to use every IMC tool that focus freshness not fairness. Massage of this IMC campaign is really new and innovative. IMC tools used by Meril Splash is advertising, interactive marketing, direct marketing, sales promotion, public relation, and personal selling.

Advertising: They used mainly three types of above the line communication to reach their target consumers and try to focus on freshness.

                Newspaper ads: In different newspapers of Bangladesh they gave advertisement of that campaign.

                      

                Billboard ads: In various areas they’ve used billboard ads to reach their consumers.

                Electronic media ad: Square Toiletries has used different Bangladeshi television channels like Ntv,Rtv,Banglavisionetc to promote the campaign.

Interactive marketing: In the era of internet, Square toiletries manages to promote the campaign through their facebook page, YouTube, and their official website.

Direct marketing: Through their facebook page and email address freshisbeautiful@squaregroup.com they are interacting with their consumers.

Sales promotion: In that campaign , the marketers of Square toiletries used different coupons, point of purchase display to promote their product.

Public relation: During the eid-ul-ajha they came up with a telefilm to promote the campaign.  Meril splash also sponsored many television shows and movies.  Meril splash arranged raffle draw event also.  Other PR tools used by Meril Splash are press release, press conference, donation, sponsorship

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Personal selling: Square toiletries has sales person in different stores like agora, shopno  etc to promote Meril Splash and sell them to consumers.

People’s review:

In Bangladeshi cosmetic market , the think fresh campaign of meril splash has done something out of the box. It’s quite appreciated among the target market and among different marketers also. And they have given different reviews regarding that campaign:

My Opinion:

The marketers of Meril splash have done a quite fantastic job in the think fresh campaign. They've reached consumers mind and change their judgment on complexion, which has successfully met the self- actualization need of consumers. By doing so they've increased the brand image of Meril Splash. And If they can maintain that image Meril Splash can be a sustainable brand for future,which is a source for higher brand equity.  And the campaign can be a benchmark for other companies to create that kind of successful ad

Reference:

1.https://www.youtube.com/watch?v=4u3HYcxd1qE.

2. http://squaretoiletries.com/news_campaign_meril_splash.php.

3. https://www.facebook.com/merilsplash?ref=ts&fref=ts.