10 Executive Summary A Highlevel Summary
1.0 Executive Summary - A high-level summary of the marketing plan.
Alliance Cosmetic Group
The Alliance Cosmetic Group is a leading distributor of cosmetics and personal care products. Brand portfolio includes Revlon cosmetics, Revlon haircolor, Avene skincare, Elancyl bodycare, SILKYGIRL cosmetics, SILKYGIRL fragrances, SG Men fragrances, Silky Lips lipcare, Silky White face products and Silky Care feminine hygiene wash.
The Alliance Cosmetic Group launched SILKYGIRL in June 2005, adding new excitement to the landscape of colour cosmetics in the mass retail market. SILKYGIRL offers a complete range of high quality colour cosmetics that will meet the needs of discerning consumers in both the urban and suburban markets. SILKYGIRL's brand personality is fun, young, colourful and exudes confidence. The core promise of the brand is delivered through the latest colour trend and high quality specifications of the products.
SILKYGIRL is now marketed at over 1,000 cosmetics counters in Malaysia, Singapore, Brunei and Jakarta. In Malaysia, it is available at Guardian, Watsons, Parkson, Jusco, Sasa, Apex and other independent supermarkets and pharmacies. Following the success of SILKYGIRL colour cosmetics, the Alliance Group launched its fragrance line in July 2006.
Apart from introducing the SILKYGIRL women's fragrances, the Alliance Cosmetic Group also introduced the SG Men fragrances; bringing on board Malaysian heartthrob Mawi into the Silky family.
The marketing plan aims to further publicize SILKYGIRL’s product line through extensive commercial advertising as well as to further add value to their existing product lines, introducing a new product line, SILKY LUXE to cater to a different type of consumers.
Lastly, implementations were being planned out for SILKY LUXE. Marketing Strategies and the Marketing Mix, will help to build a rapport for the new brand and will lead to more profits.
The Alliance Cosmetic Group (ACG), a leading distributor of cosmetics and
Alliance Cosmetic Group
The Alliance Cosmetic Group is a leading distributor of cosmetics and personal care products. Brand portfolio includes Revlon cosmetics, Revlon haircolor, Avene skincare, Elancyl bodycare, SILKYGIRL cosmetics, SILKYGIRL fragrances, SG Men fragrances, Silky Lips lipcare, Silky White face products and Silky Care feminine hygiene wash.
The Alliance Cosmetic Group launched SILKYGIRL in June 2005, adding new excitement to the landscape of colour cosmetics in the mass retail market. SILKYGIRL offers a complete range of high quality colour cosmetics that will meet the needs of discerning consumers in both the urban and suburban markets. SILKYGIRL's brand personality is fun, young, colourful and exudes confidence. The core promise of the brand is delivered through the latest colour trend and high quality specifications of the products.
SILKYGIRL is now marketed at over 1,000 cosmetics counters in Malaysia, Singapore, Brunei and Jakarta. In Malaysia, it is available at Guardian, Watsons, Parkson, Jusco, Sasa, Apex and other independent supermarkets and pharmacies. Following the success of SILKYGIRL colour cosmetics, the Alliance Group launched its fragrance line in July 2006.
Apart from introducing the SILKYGIRL women's fragrances, the Alliance Cosmetic Group also introduced the SG Men fragrances; bringing on board Malaysian heartthrob Mawi into the Silky family.
The marketing plan aims to further publicize SILKYGIRL’s product line through extensive commercial advertising as well as to further add value to their existing product lines, introducing a new product line, SILKY LUXE to cater to a different type of consumers.
Lastly, implementations were being planned out for SILKY LUXE. Marketing Strategies and the Marketing Mix, will help to build a rapport for the new brand and will lead to more profits.
The Alliance Cosmetic Group (ACG), a leading distributor of cosmetics and