Meril Splash Fresh is Beauty

Meril Splash

Fresh is Beauty

 ‘Fair Complexion’- to a huge chunk of the people of our country this may be a word or concept that hangs around their mind consciously or subconsciously, in spite of the fact of living in the sub-continent where majority of the people has a moderate skin tone. This mind set of the people has been for ages and most of the beauty products introduced in the sub-continent mostly concentrates on it. But Square toiletries came up with a concept that forced people to think otherwise. They kicked started the notion- which signifies beauty is not about possessing a fair complexion. Rather, it is freshness of a woman that articulates beauty. When you step out of your home every morning one thing that you definitely want is to look your best and hold the freshness all day long. But as the day takes its toll, the freshness somehow tends to fade away with sweat, dirt, pollution and exhaustion. But you want to wash away all this grimy memories and feel fresh at the end of the day. The light rainfall of the shower you’ll take with Meril Splash will give you the utter sparkle and refreshment.

‘White complexion is what beauty stands for’- a very common perception of Bangladeshi people. Through the Meril Splash fresh camping, Square Toiletries delivered the message to their target customers that beauty is not white complexion, beauty is freshness. In the campaigning they used different type of 360 degree campaign to link the touch point to their target consumers.

CUSTOMER Profile

Demographic:	Gender: Female; Age: 15-35; Occupation: students, housewives, corporate personnel; Life style: busy;  Income: middle income group
Geographic	Location: Urban and rural areas 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’s IMC campaign, Square Toiletries Ltd. tried to show that beauty is not confined in fair skin tone rather beauty means freshness that one feels. The IMC tools used by Meril- Advertising, Interactive Marketing, Direct Marketing, Sales Promotion, PR, and Personal Selling.

 Advertising- Meril mainly uses three forms of above the line communication to reach their target consumer:

1.      Television Advertisements:Meril telecast this TVC both public and private tv channels .It is very successful TVC of Meril
    https://www.youtube.com/watch?v=4u3HYcxd1qE

2.      Radio advertisement: Meril telecast this ad in radio because their target market both urban and rural .

3.      Billboard Advertisements: Meril post their billboard in many busy roads .

4.Newspaper: Maril publish their ad on many news paper during their campaign

  Interactive marketing:customer can get info/communicate in internet .

Internet: https://www.facebook.com/merilsplash?fref=ts
http://squaretoiletries.com/meril_splash.php

  Sale promotion: Cherishing the freshness of Bangladeshi girls, Meril Splash and Persona had come together with an event called “Inspiring Freshness”.

in that campaign , the marketers of Square toiletries used different coupons, point of purchase display to promote their product

  Public Relation: As public relation refers, non-personal communications regarding an organization, product, service, or idea not directly paid or run under identified sponsorship, Meril sponsors events such as Music shows, TV shows etc.

During the eid-ul-ajha they came up with a telefilm to promote the campaign.  

  Personal selling: Meril uses many sales persons to communicate, sell, give service and building relation with its potential consumers.

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

People Review

Comment:

The message of this IMC campaign is really new and innovative as it captured a very sensitive spot of the people of Bangladesh.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 :http://www.squaretoiletries.com/meril_splash.php

https://www.facebook.com/merilsplash
http://banglamusic.com/news/feroza-begum-gets-meril-splash-persona-legendary-award-3680.html