koko

Satisfactory Essays
1.0 Executive Summary
A high-level summary of the marketing plan.
Alliance Cosmetic Group
This marketing plan for SILKY GIRL includes aspects such as a Situation Analysis, Objectives, SWOT, PEST, Porter’s five forces, Measuring of Target Markets, Strategic Marketing Mix, and the Implementation and Evaluation. With Porter’s five forces, we will be able to understand how we should improve the company and understand competitors better. Also, it will help us understand the market and how we should position our company before entering the market 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 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 color cosmetics in the mass retail market. SILKYGIRL offers a complete range of high quality color cosmetics that will meet the needs of discerning consumers in both the urban and suburban markets. SILKYGIRL's brand personality is fun, young, colorful and exudes confidence. The core promise of the brand is delivered through the latest color 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,

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