Executive Summary The communication objectives for this marketing plan are the creation of product awareness and positioning by efficiently and effectively offering information about the Amalast deodorant. The communication channels that will be used are electronic and print media. Electronic media will be the internet and television while print media will be the newspapers, magazines and bill boards. An appropriate event sponsorship for the new product campaign would be road show in capital cities. The objectives of this event would be to create face to face contact and awareness with prospective customers. Examples of two new product ideas resulting from Amalast are product durability and diversity. This is because it is expected that the deodorant will last for five days. Additionally, there is Amalast for men, and Amalast for women which creates a wide range of consumer choice. Situational Analysis Arimount Company is a beauty and grooming company aiming at changing the face of its deodorants. It will do this by introducing a new deodorant by the name Amalast. Letter ‘A’ stands for Arimount, ‘ama’ stand for amazing and ‘last’ stands for the long period the perfume’s scent will last. Amalast will contain a new chemical that will enable it to last for up to 5 days even after showering. Additionally, the deodorant has a mild but attractive scent; hence the name ‘amazing’. This way it can be worn to the office and to a party. In order for Arimount to support its marketing strategy, it will use primary market research such as questionnaires. Some of the questions will be:  1. How old are you?  2. Which deodorant brand do you use?  3. How long does it last?  4. How much does it cost?  5. For how long have you used it?  6. Which features attract you to it? Market Summary The target market for Amalast deodorant is the hygiene market. This market has many players providing products such as deodorants, sprays among others. Arimount’s target group is the youth and the working class. This is because it will be affordable enough for them to acquire. Additionally, the youth tend to be more active than the old generation. Therefore, they expect a deodorant that lasts for long. The working class is also a target because they need to appeal to the people and clients they interact with by maintaining freshness. In order for Arimount to examine customer satisfaction, it will have to conduct additional questionnaires every half annually after the introduction of the deodorant. Additionally, it will need to assess the performance of its sales revenues. This way it can monitor Amalast’s sales. In order to create customer loyalty, Arimount has to ensure that Amalast deodorant is readily available in the right quantities. It can do this by use of an inventory management system. Additionally, it should maintain the quality of its new product by ensuring that its ingredients are accurate so that it continues to last for 5 days. Product packaging, positioning and pricing are also important in maintaining customer loyalty. The packages should be attractive, and the deodorants should be placed in accessible places. Arimount should liaise with its retailers in order to ensure that Amalast deodorants are conveniently located. Arimount sho