Campaign Plan for Organic Hand Sanitizer

:Course Code and Name: MSJ11341 Strategic Public Relations

About Square Toiletries limited

Square Toiletries Limited is one of the leading Bangladesh manufacturers of toiletries and cosmetics products operating over 50 quality products. Square started its journey with branded coconut oil under the brand “Jui” in 1988. Currently, Square is working with 16 famous brands and more than 55 products. Their target market starts with toddlers to women as well as men markets a wide array of consumer toiletries ranging from Hair Oils, Toilet soap, Baby Care, Dental Care, Shaving Products, Fabric Care, summer to winter products. The company also markets Feminine Hygiene products and mosquito repellent manufactured by its sister concern, Health Products Limited (HPL) and Square Pharmaceuticals limited respectively. (Chowdhury, 2017)

Mission

Square Toiletries Limited aims to understand the needs of their valued customer and produce products at the maximum cost-effective price that would give them the maximum amount of satisfaction. Along with that, with continuous R&D and innovation, they are constantly trying to improve their quality standards to the level where they would be able to comply with international market standards. (We Care, 2018)

In the above image, Square Toiletries wanted to ensure that their all products are of same quality and they ensure full satisfaction to the consumers.

Vision

Square Toiletries wish to understand the unique needs of customers. They want to translate that need into their products by maintaining international quality as well as offering affordable prices and a high level of service. (We Care, 2018)

Goal/Objectives

Their main objective is to gain the maximum amount of profit through conducting transparent business operations within the legal and social framework that will not harm anyone and bring justice to all. (Chowdhury, 2017)

Corporate Social Responsibility by Square Toiletries Limited

• Corporate Social Responsibility (CSR) involves activities by corporate business organizations that would bring a positive change to the environment or the society, thus bringing goodwill to the business itself. Businesses that engage in active CSR efforts take stock of the way they operate in the world to incorporate addressing cultural and social issues, with the aim of benefiting both in the process. Square Toiletries Limited has done various CSR activities through its innovative campaigns that promoted positive behavioral change. Square Toiletries Limited has been donating 1/- for each sale of Senora Sanitary Napkin to a local initiative named Acid Survivors’ Foundation (ASF). (Square Fashions, 2015) They are also known for taking part in other CSR activities like generating employment for the vulnerable community, financial aid to the disadvantaged and natural disaster-affected people, helping acid victims, tree plantation, creating awareness on health and hygiene issues, supporting education, and various community programs and many more. (Rozario, 2015)

Famous Campaigns

• “Fresh is Beauty” by Meril Splash: One of their famous campaigns was “Fresh is beauty” by Meril Splash which promoted the issue of colorism in our society. Their motive was to break the stereotype of white being the ultimate beauty standard. The three communication tools used by Meril for this campaign were Advertising, Interactive Marketing, Direct Marketing, Sales Promotion, PR, and Personal Selling. (Blogspot, 2015)

• “Jui” women’s day campaign 2017: In the year 2017, Jui launched a campaign on women’s day that became widely popular. It talked about an alarming issue of our country i.e. domestic violence. They launched a TVC which very subtly raised the issue of how everyday women are falling into the prey of domestic violence. (ICE Today, 2020)

• Sexual Harassment Campaign by “Jui”: Through this campaign “Jui” raised awareness against women violence and harassment existing in Bangladesh. They launched an advertisement where they tried to portray various ways women get harassed in our society. As a part of this campaign, they also introduced two helplines where women and children can call for help. (Khondokar,2020)

Product launch

Square Toiletries Limited has decided to launch an innovative product on the market named Meril organic hand sanitizer. This hand sanitizer claims to clean away germs of Covid-19 using all the elements from nature. Due to this Covid-19 situation, hand sanitizer has become a huge part of our daily lives. And Square has gone ahead and introducing a product that not only kills germs but is also 100% chemical-free. Our company, Square Toiletries Limited, wants to make sure the product reaches to mass in general. Hence, they will be running their campaign through various tools.

The goal/objective of this campaign is to-

1. Awareness to the audience about the product/brand.

2. Educate them about why hand sanitization is important.

3. Aware them about why organic is better than chemical.

The goals of the campaign by Square Toiletries Ltd shall be analyzed and set as SMART method:

TARGET AUDIENCE

The target audience will be people from all age group, but mostly the people who regularly goes out for work.

The audiences are going to be structured based on

Demographic:

Gender: Male & Female

Age: 10-21 & 22-40

Occupation: students, working-class people

Income: lower to middle-income group

Geographic:

Urban to rural areas

Area: All cities of Bangladesh

Psychographic:

Price, Quality, Lifestyle, Perception, Habits.

Key message

Key message will differ from one target audience to another audience. Since our audience is almost from all age groups, we will be using different types of key message for different segment of audience

Media Tools

Through this campaign, Square will not only promote their products through various media tools but will also educate the audience about the importance of sanitizing hand. The communication tool used by Meril will be - Advertising, Interactive Marketing, Sales Promotion and PR.

Advertising – We will use different forms of advertising i.e. online and television over the time in order to reach a larger portion of audience.

Interactive marketing – We can do different kinds of interactive marketing by placing hand sanitizing machine booth in front different restaurants, hotels or office where a germ checker will be placed where the participants will be able to understand how much germs the sanitizer has killed.

Sales Promotion- for sales promotion, we will be making use of billboards and posters in the local shops.

PR – The social media influencers will talk about the benefits of using organic hand sanitizer through their Instagram handle. Also, we will provide mini packets to the shopping mall goers and in the bus stand.

Sales Promotion- for sales promotion, we will be making use of billboards and posters in the local shops.

PR – The social media influencers will talk about the benefits of using organic hand sanitizer through their Instagram handle. Also, we will provide mini packets to the shopping mall goers and in the bus stand.

Monitoring and measuring success

To understand the success rate of this campaign, we will analyze the social media post reach and the TRP rate of television. Other than that, we will also conduct the survey at the end of the campaign i.e. end of March 2021 where we will survey the market distributors to understand its sale.