Marketing project for paint industry

8/13/2019 Marketing project for paint industry

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Rebranding ELITE Paint

MKT465: Strategic Brand management

SEC: 6

Instructor: ZTK



Group Members

LETTER

OF

TRANSMITTAL

ZarjinaTarana Khalil (ZTK)

Lecturer, School of Business

North South University

Dhaka, Banglaesh

Date! "#$"#$%"#&

NAME ID

Kamrul Hasan Shaon 1020236030

Ishrak Rahman 30

Mainul anmo! 30

Moshiur Sa"ib 30

isha# ahmi$ 30

A%H% Shamim 30



Sub"e&#' Repor# on $!in( bran$) Eli#e *ain#s

Dear 'aa,

*ere is the re+ort on our ying ran -lite .aints /hich /as the ter re+ort for the seester 0all%"#12

3n this re+ort /e have re4rane -lite +aint /hich is a ying ran ue to unattractive +ackaging an

lack of arketing2 Thus, /e have re4launche -lite .aints /ith a ne/ logo an slogan2 5e have covere

the +orters 6 forces oel, 7o+etitors analysis, +oint of +arity, +oint of eclaration, the arket +lace

an launching activities off the rene/e -lite +aints2 By oing the +ractical /ork, /e unerstoo the

relevant theoretical conce+t /ay etter than any theory intensive stuy session /oul2 So the sco+e of this

re+ort has een achieve2 8lso uring our grou+ /ork, /e learne to counicate etter /ith each other

an overcoe our ifferent +ersonalities an usy scheules2

3t is our honor to suit this re+ort to you an /e are thankful for giving us such learning an innovative

tasks2

3f there is any 9uestion or 9ueries regaring our re+ort you can contact us at

karulhasanshaon:gail2co

Sincerely,

Kamrul Hasan Shaon

Ishrak Rahman

Moshiru Saib

Maintul Tonmo!

Tishat Tahmid

A"H"Shamim

#E$LARATION

5e eclare that every +art of the .roject ;e+ort on -lite .aints suitte to our course instructor

Zarjina Tarana Khalil , lecturer in the School <f Business of North South University is a recor



of an original /ork one y Karul *asan Shaon, 3shrak ;ahan, 'ainul Tonoy, Tishat

Tahi, 'oshiur Saji an 82*2Shai2

The results eoie in this re+ort have not een suitte to any other University or use in

other course as such2

5e ackno/lege that, if our instructor etects any sort of al+ractice in relation to this re+ort,

then he /ill not a/ar us arks for our /ork2

Kamrul Hasan Shaon

Ishrak Rahman

Moshiru Saib

Maintul Tonmo!

Tishat Tahmid

A"H"Shamim

E%E$&TI'E S&MMAR(

8 ran is a nae, ter, sign, syol or esign, or a coination of the intene to ientify

the goos an services of one seller or grou+ of sellers fro others2



Braning a ying ran is a huge challenge ecause one nees to re4estalish the creiility an

value of the +rouct2

Banglaeshs +aint inustry has een gro/ing at a oule4igit rate for the +ast several years2

There are soe large +aint co+anies along /ith soe sall an insignificant ones2 The arket

is oinate y Berger, follo/e y an ;oana /hich are losing their arket to the ne/

entrants ;8K .aints an Navana .aints2 (The .rie Bank stuy sho/s Berger alone hols &=

+ercent arket share, follo/e y 8sian .aints #% +ercent, ;o>y #" +ercent, .ailac an 89ua

each ? +ercent an -lite .aints 6 +ercent2 U@ala an Navana +aints are also in the arket2

'arket leaer Berger gre/ y %6 +ercent in %""= an 8sian .aints that entere the arket in

%""%, /hoo+ing 6" +ercent2 The local housing industry, which grew 20 percent last year,may do well this year, despite internal and external obstacles.) *o/ever the ones very +o+ular -lite +aints lost its +osition ecause of its una++ealing +ackage an logo an liite

+rouct line in co+arison /ith its co+etitors2

Nevertheless, its estalishe nae in arket an co+aratively lo/er +rice than all the

co+etitors can hel+ us to ca+ture the target arket elo/ Bergers target grou+2Thus no/ our ojective is to e the %n sol +aint y %"#?2

5e are re4raning -lite /ith an entirely ne/ look, ne/ logo an ne/ slogan an targeting

the ile class$u++er ile class, arrie$early incoe, +eo+le /ho have goo taste ut

cannot affor to +aint their house accoring to their rea2

To i+rove our 9uality /e have e>tene our +rouct line along /ith soe ne/ attractions like

lessons on ho/ to +aint your /alls on your o/n an selling co+lientary aterials at a

iscounte rate (rush, laer, etc)2

5ith goo 9uality an /ith the +roise of aking our custoers house look so+histicate /hich

/ill not only give the /arth ut also /ill give the feel of a eautiful house2

5e /ill e launching on 0eruary Ath, %"#& ut /e /ill start our ca+aigns uring

6th anuary to create a/areness aong the +eo+le /ith Billoars aroun Dhaka city2

3n aition to Billoars an a ne/ +rint a, /e are introucing a ne/ a /hich /ill have an

eotional a++eal that our target custoer can relate /ith"



TA)LE OF $ONTENTS

Topic Page No#

Introduction *

Paint Industr +

Porters 5 !orces mode" +,-

Competitors ana"sis .,/

Brie! oerie$ on E"itecurrent state

/,0

%easons !or Brand!ai"ure

0,1

&'(ectie 1

%e)'randing *2

P&P * P&+ **

Brand dee"opmentstrateg

*+

Brand e"ements *-

%e)pac,aging and co)'randing

*.

-aunc.ing E"ite Paints *3

-aunc.ing eents *4

Print /ds */

Seasona" Campaigns *0

%e!erence *1



INTRO#&$TION

8ccoring to the 8erican 'arketing 8ssociation (8'8) efines a ran as a Cnae, ter,

sign, syol or esign, or a coination of the intene to ientify the goos an services of

one seller or grou+ of sellers an to ifferentiate the fro those of other sellers2

Braning has een aroun for centuries as a eans to istinguish the goos or services fro one

+roucer or service +rovier to another2 5hile a +rouct is anything /e can offer to a arket for

attention, ac9uisition, use or consu+tion to satisfy our nee or /ant, a ran is uch ore than

that2 This is ecause it has iensions that can ifferentiate it fro all other +roucts that satisfy

the sae nee or /ant2 Therefore, arketers are very careful /ith raning their +roucts or

services2 ('arketing te>took)

Braning a ying ran is huge challenge ecause one nees to reestalish the creiility anvalue of the +rouct2 <ne such ying ran is -lite .aints2 -lite .aints /as very +o+ular uring

the "s ut right at this +oint the +aint co+any is struggling har to ecoe custoers

+reference2

The +ur+ose of this re+ort is to unerstan conition of the +aint inustry in Banglaesh2 .aint

inustry is one of the flourishing inustries of Banglaesh2 There are any rans of +aints that

are eing sol in the arket2 Nevertheless, through our arket research /e foun out that E-liteF

is a ran /hich, although /as very +o+ular aongst +eo+le in the early ="s an "s, has lost its

+o+ularity2 The rans iage has een lurre ue to the over+o/ering effects of the

co+etitors2 Therefore, /e have ecie to reran -lite in such a /ay that it regains its +o+ularity in the arket2 Thus, /e have focuse on i+roving 9uality an targeting the arket

through e>tensive eia +lan along /ith re+ackaging an re4+ositioning the ran E-liteF2

5hile oing the +roject, the largest source of inforation /as gathere fro internet2 5e have

also referre to te>tooks an the arket itself2

There /as not uch liitation e>ce+t that /e isse the o++ortunity of visiting the organi@ation

an getting to kno/ the anagers an e+loyees to get a etter insight2



PAINT IN#&STR(

Bangladesh's paint industry has been growing at a double-digit rate for the past seeral

years riding on the increasing demand from the construction sector, mar!et players

said.

" recent study reeals its mar!et si#e based on demand is estimated at T! $,000 croreand domestic production capacity T! %20 crore. &eading priate commercial ban! rimeBan! conducted the study.

The demand-supply gap, according to the study, is T! (0 crore.

nly a few players Berger, "sian, *oxy, ailac, "+ua etc are operating in the mar!etwith oer %0 percent mar!et share.

The rime Ban! study shows Berger alone holds ( percent mar!et share, followed by "sian aints $2 percent, *oxy $0 percent, ailac and "+ua each percent and liteaints / percent. #ala and 1aana paints are also in the mar!et.

ar!et leader Berger grew by 2/ percent in 200( and "sian aints that entered themar!et in 2002, whooping /0 percent.

The local housing industry, which grew 20 percent last year, may do well this year,

despite internal and external obstacles.

3hipbuilding and automobile industries also consumed a good amount of paints, mar!etoperators said, without giing a specific percentage.

4ey products that hold the ma5or mar!et shares are6 plastic emulsion, distemper, outercoat 7weather proof), synthetic enamel etc.

lastic emulsion and distemper are close substitute of each other. mulsion is basicallyused in high-end residence all oer the country and distempers are economy classproducts haing a demand in semi-urban and rural mar!ets. 8eather coat is growingery fast and presently hold 20 percent mar!et share.

Banglaeshs +aint inustry has een gro/ing at a oule4igit rate for the +ast several years

riing on the increasing ean fro the construction sector2 8ccoring to the figure at the right

sie, the inustry has gro/n significantly fro %""& to %""= an it still is gro/ing2 8 recent

stuy reveals its arket si@e ase on ean is estiate at Tk #,""" crore an oestic

+rouction ca+acity Tk %" crore2 3f the housing inustry kee+s gro/ing the ean for +aint



/ill rise even ore2 Key +roucts that hol the ajor arket shares are! +lastic eulsion,

iste+er, outer coat (/eather +roof), synthetic enael etc2

PORTER5S 3 FOR$ES MO#EL

+ompe#i#i,e ri,alr! -i#hin an in$us#r!'

Banglaesh has a very strong +aint inustry2 There is an intense co+etition going on et/een

e>isting an ne/ +aint inustries2 But the arket is oinate y fe/ +layers! Berger, 8sian,

;o>y, -lite an -lite etc are o+erating in the arket /ith over " +ercent arket share2

Berger alone hols &= +ercent arket share, follo/e y 8sian .aints #% +ercent, ;o>y #"

+ercent, 89ua ? +ercent an -lite .aints 6 +ercent2

hrea#s o. subs#i#u#e pro$u&#s'

3n Banglaesh there is uch sustitute

+rouct /hen it coes to +aint2 5all

+a+er has recently eerge2 The youth

have starte rifting to/ars colorful

+atters /hich is easier /ith /all

+a+ers2

Sustitutes /ithin +aint 9ualities can

e et/een .lastic eulsion an

iste+er2 These are close sustitute of

each other2 -ulsion is asically use

in high4en resience all over the

country an iste+ers are econoy

class +roucts having a ean in

sei4uran an rural arkets2 5eather

coat is gro/ing very fast as it is for e>terior /all an +resently hol %" +ercent arket share2

Ne- en#ran#s'

;8K an Navana +aints are ne/ in the arket2 They have een in the arket since # so they

are confient aout graing a arket share in the +aint inustry in Banglaesh2



*o/ever the arket is alreay cro/e an there is little usiness o++ortunity for any other ne/

entrants2

/ar(ainin( po-er o. suppliers'

.aints are flui finishing co+ositions containing coloring sustances2 3t fors in soli,ahesive, +rotective or ecorative coat /ay2 The ajor resources use to +rouce +aint are

resins, solvents, rying oils, +igents, an e>teners, +lastici@er an etc2 asically, .aint

inustry toay is a vital +art of the cheical inustry an has given i+etus to evelo+ent of

synthetic resin, +igent an solvent inustries2

8fter the +rouction there are also neee steel +ackagings for finishe +aint2 The steel inustry

is availale in the +rocessing of finishe +rouct2

The argaining +o/er of su++liers of the inustry is oerately high since the ean for +aint

is high /here as the entire +aint inustry relies on the2

/ar(ainin( po-er o. /u!ers'

The argaining +o/er is high since there are too any +aint inustries an are very co+etitive2

The +rice varies fro BDT 16"4 BDT 1%62 The +roucts range are also siilar as a result uyers

can shift to other rans /hich is /hy Berger has een s+ening so uch in arketing an is the

highest seller in the +aint inustry2

3f consuers /ant oerate 9uality +roucts at a chea+er rate, there are any co+etitors such

as 8sian, ;oana an ;o>y2

$OMPETITORS ANAL(SIS

There are soe large +aint co+anies along /ith soe sall an insignificant ones2 The arket

is oinate y Berger, follo/e y -lite .aints an ;oana /hich are losing their arket to

the ne/ entrants ;8K .aints an Navana .aints2 <nce very +o+ular, -lite .aints is slo/ly

falling out of the race2

The +rice structures of the ifferent +aint rans inclue!

C&MP/N01B%/N+ #ISTEMPER6* 7ALLON8 ENAMEL6* 7ALLON8

Berger -32 0/2

/sian --2 0+2

%omana --2 0+2

%o2 --2 0+2



%/K --2 022

Naana --2 022

E"ite -+3 022

BE%3E%

Slogan: Paint your imagination

U;L! ///2erger2co

0oune in #A",Berger .aints is one of the olest naes in the +aint inustry, yet, it is one of

the ost technologically avance co+anies in the country

Berger .aints starte G+ainting Banglaesh since ine+enence2 <ver the +ast fe/ ecaes,

Berger has evolve an transfore itself in ecoing the leaing +aint solution +rovier in the

country /ith a iversifie +rouct range that caters to all your +ainting nees2To olster custoer satisfaction, Berger offers *oe Decor Service fro /here one can get an

array of services +ertaining to +ainting2

The +rouct range inclues!

S+eciali@e outoor +aints to +rotect against averse /eather conitions,

7olor Bank

Su+erior 'arine .aints

Te>ture 7oatings

*eat ;esistant .aints

;oofing 7o+ouns

-+o>ies an .o/er 7oatings2



%&M/N/

Slogan! Choice of millions

&RL9 :::"Romana";om

0oune #=1 an is the secon largest +aint anufacturer in Banglaesh2

0or the last t/o ecaes ;oana .aint has ecoe an international stanar +aints y fulfilling

the ean illions of +eo+le2 ;oana .aint aintains its iniviual stanar, 9uality, value

an /ins a +eranent +osition in the hearts of the citi@ens of Banglaesh /ith ifferent class an

+rofessionals

8 ig nuer of active sales tea an an efficient anageent co4orinate res+ect a /onerful

arketing result2 They elieve in 9uality an value +eo+les oney2

Their .roucts are!

Synthetic enael +aint

Synthetic +aste iste+er

.lastic eulsion

5eather +aint

Thinner

Synthetic unercoat

;oa arking +aint

5ater sealer

%/K P/INTS



;8K .aints is foune y one of the leaing grou+s, ;8K Hrou+s2 ;8K .aints (.rivate)

Liite +rouces solvent ase an /ater ase

+aints of +reier 9uality2 The +riary list of +aints

to e anufacture is given se+arately2 ;8K .aints

(.rivate) Liite tries to focus on +roucing finest

9uality +roucts, targeting retail consuers, real

estate evelo+ers, ajor institutions, architects,

interior esigners an /ho are intereste in e>otic

color coination to enhance the a++earance2 They

have i+ressive +ackaging an /esite2

;8K .aints su++orts green uiling construction2

Slogan9 Pran <aga!e= <ibon Ranga!e

U;L! ///2rak+aints2co

PAILA$

-lite Hrou+ (.vt2) Lt2 is one of the largest 'anufacturing 3nustries in Banglaesh2 'ajor

concentration of the grou+ is aie to/ars -lite .aint I 7heical 7o2 (.vt2) Lt2 -lite Hrou+

(.vt2) Lt2 consist seven enter+rises2 -lite

Hrou+ (.vt2) Lt2 /as estalishe in #?=

3n this gloali@ation +erio -lite Hrou+ has

ste++e in to overseas y their /ie range of

+roucts to occu+y vacant eans in the

niche arket2

Their +roucts are!

8luinu +aint

Synthetic uner coat

Thinner

http://www.rakpaintsbd.com/

http://www.rakpaintsbd.com/



.rier

-nael +aint

7urrent Tagline! B/N3-/+ES E% %&N3

-lite /as very +o+ular uring the "s ut as the i+act of Berger +aint ecae over+o/ering,-lite slo/ly lost its custoers2 8lso, there are any ne/ co+anies in the arket /hich have

coe u+ /ith livelier array of +roucts2 -lite cannot sustain in the co+etition at this +oint even

though the ran has huge +otential2 The ran nae is an estalish one an +eo+le kno/ aout

it very /ell2 Therefore, a strong effective +ush can convert the slier ran into a +o/er ran2

<U; B;8ND

-lite .aint

Slogan! Rangiye dao

U;L! ///2elite+aint2co

-lite .aint is one of the leaing anufacturers of +aints an Jarnishes in Banglaesh2 The

co+any is o+erating in this +articular inustry for aout 6= years an it is one of the olest

naes in the +aint inustry of Banglaesh

The co+any starte +roucing an arketing their +roucts to the local arket in #6% an

no/ -lite is one of the reno/ne +aint anufacturers in the country2 8t this +oint of tie -lite

offers all kins of +ainting solutions in ecorative, inustrial an in arine segent for oth

ecorative an +rotective +ur+ose2

-lite +aint has a strong arketing net/ork throughout the country2 The co+any has their heaoffice in Dhaka an they have their arketing o+eration in ifferent @ones like Dhaka,

7hittagong2 Noakhali, Sylhet, ;angaati, Bogra, Barisal, Kustia an Khulna2 Theses @one are

also covering fe/ areas an the co+any is trying to e>+an their usiness aroun the country2



The +rouct range inclues!

Decorative +aint

Thinner

3nustrial .aint

'arine +aint

>HERE ARE >E NO>?

7urrently the arket share of -lite .aints is very sall2 -ven the ne/ entrants like Navana

.aints an ;8K .aints have a higher share than -lite .aints2 'ost +eo+le kno/ aout the ran

ut they o not +refer -lite .aints2 The co+any has lost its ran +reference ecause it i not

change itself to atch the changes in the arket2 They have, therefore, lost the ran creiility

as /ell since +eo+le o not +erceive it as a ran that is /orth s+ening oney on2 7ustoers

feel that since their look is still the sae, they have to oerni@e their +roucts accoring to the

current arket scenario2 5hile Berger constantly ring create +rouct variations an custoer

relationshi+s, -lite reains silent"

REASONS FOR )RAN# FAIL&RE

na##ra&#i,e *a&ka(in(

The can of -lite .aint is covere /ith the green an -lite is ty+e on /hite /ith lack2 This is

the case of Synthetic enael +aint2 3n case of acrylic +aint, it is lue an /hite an cans of

ceent +aint have got ro/n an /hite colors2 There is no creativity or e>citeent in the can2

<n the other han, co+etitors like Berger an ;8K .aints are2



nappea"ing -ogo

The logo is /ritten in si+le Bengali or -nglish /ith lack color on a /hite ackgroun2 This,

therefore, cannot easily gra the attention of custoers2 There is no fun or e>citeent in it an

the ran logo in lack an /hite oes not go /ith the colorful iage of the +rouct2 3n case of

the other +roucts in the +rouct line, the logo has a change in color ut the look is still that

oring"

/'sence o! E!!ectie Mar,eting Communication

8t this +oint, /hile Berger an ;8K .aints are is+laying their +roucts i+ressively on the

internet, -lite oes not even have its o/n /esite aress2 3t trie to ring changes /ith a

television coercial ut that i not /ork ecause -lite faile to +osition it +ro+erly2

a&k o. arie#!

-lite .aints has only %4& kins of +aints /here as Berger an ;8K have introuce /ie array of

+roucts an /all +aints2

>HERE #O >E >ANT TO )E?

;ight at this +oint, -lite .aints is at the en of the list of rans o+erating in Banglaesh2 ;ight

no/, /e cannot rea too ig ecause

5e have unerstoo that since Berger is a +o/er ran, it is alost i+ossile to efeat it y a

ying ran2 3f /e consier Berger as our +rie co+etitor then /e /ill again lose the arket

aly2 Therefore, /e have no intention to ake an effort to cross Bergers ran e9uity2 3nstea,

our +lan is to serve +eo+le for /ho Berger is e>+ensive2 8lso, 8sian .aints an ;oana .aints

are losing their +o+ularity slo/ly2 8lthough Navana .aints an ;8K .aints are slo/ly ca+turing

a goo arket share, -lite .aints can still co+ete /ith the since the ran -lite is an ol an

estalishe ran2 -L3T- ran /as estalishe in #6%2Therefore /e /ant to ca+ture the

highest arket share after Berger in ne>t 6 years2

hus our ob"e&#i,e is #o be&ome #he number 2 bes#sellin( bran$ -i#hin 2014%



%EB%/N+IN3 E-ITE

3n orer to ca+ture a arket share higher than any other +aint co+anies in Banglaesh e>ce+t

Berger, /e nee to reran -lite2 5e nee to change ost of the ran eleents along /ith

+rouct variety, +ackage an eia counication in orer to ecoe custoers +referre

+aint2

Therefore /e nee to re+osition -lite .aints y!

Kee+ the ran nae

7hange the target arket

7hange the ran logo

7hange the ran slogan

;e+ackage the +rouct

3ncrease +rouct Jariations

;eesign ne/ coercials

Use the 3ntegrate 'arketing 7ounication tools

TAR7ET MARKET

3t is very i+ortant to efine your target arket e>tensively so that all your +rootional

activities are linke2 The co+anies that fail to efine its target arket fail iseraly in the

arket2

3n case of -lite, /e are going to kee+ the +rice sae2 This is ecause currently /e are +roviingthe lo/est cost +roucts in the arket2 Therefore, /e /ill not target the high incoe earners2

'ile 7lass or U++er 'ile 7lass

<ur target arket can have one or ore of the follo/ing characteristics!

Ne/ly 'arrie 7ou+le /ith Starting Salaries



Stays in a rente a+artent

*as their o/n house ut that is given to the y +arents or gran+arents

;ecently ought an a+artent /hich cost all their savings

*as a goo taste in living ut o not have the afforaility +o/er

3n the Dhaka 7ity an in the large cities like 7hittagong, Khulna, Bogra an Sylhet, failies

/ith not high onthly incoe (i2e2 the total faily incoe sus u+ to %","""taka to 6","""taka)

live, /ho have the esire to live a colorful life ut cannot only ecause they are concerne aout

oney2 'ost of these ne/ly/e cou+le /ith sall salary /ill soon earn ore an can affor a

sall a+artent2 3f /e can value their feelings no/ then they /ill e loyal to our ran an /ill

reain /ith the in the future2 5e /ant to target the an /ant to ake the feel that +ainting

/alls of a roo or house oes not cost very high aount of oney ut +ainting a /all ulti+lies

the ha++iness in life2

POINTS OF PARIT(

.oints of .arity si+ly inclue!

3t +aints the /alls like all other co+etitors

The +aint is /ater+roof an urale

The +rouct range has everything that its co+etitors have

POINTS OF #IFFEREN$E@#IFFERENTIATION

-ven though /e have the lo/ cost avantage at this +oint, the cost iffer only 6 taka fro the

ieiate co+etitors like ;8K , N8J8N8 an as such2 Therefore, the co+etitors can easily

reuce their +rice y 6 or #" taka2 Therefore, the ran -lite is highly sujecte to +rice /ars2

That is the reason /hy /ill not ank on lo/ +rice only2

8ll our sho/roos /ill have a huge color ank fro /hich +eo+le can choosetheir choice of colors2

5e /ill have trainers in our sho/roos /ho /ill teach you ho/ to +aint your

/alls on your o/n2 There is a huge cost associate /ith a++ointing +ainters to

+aint the /alls2 3f the faily together can +aint the house not only /ill they have

reuce the cost ut also they /ill have great fun



8ll the +ainting aterials like rush, laer an as such /ill e free for those /ho

/ill +urchase at ulk an at a iscounte +rice /ho /ill uy less aount of +aint2

)RAN# #E'ELOPMENT

STRATE7(

B%/N+ BI-+IN3 B-&CKS

Brand Sa"ience

Elite is a kno:n brand but :e need to

;reate a:areness that it has been re,

laun;hed :ith great imroBements"

Peole must kno: about it"

Brand Per!ormance

7ood Cualit!= >aterrooD= lasti;

aints :here the stains ;an easil! be

remoBed"

Brand Imager

The aint looks great on :alls and it :ill make !our house look ne: and

sohisti;ated"

Brand udgment

The brand is oD better Cualit! no: but the ri;e is same" ThereDore !ou ;an

get good Cualit! rodu;ts in lo: ri;e"

Brand 7ee"ings

Elite giBes a Deeling oD :armth""

Brand %esonance

The kind oD oDDers Elite :ill haBe Dor its ;ustomers= eole :ill Deel atta;hed

to the brand"



POSITIONIN7 STATEMENT

Positioning Statement9 E"ite Paint is a 8ua"it product at a "o$ price t.at ou

can use ourse"! to paint our $a""s 'eauti!u"9

Ke Insig.t: I $ant to .ae a 'eauti!u" .ouse $.ere I $i"" "ie $it. m

!ami"9

NE B%/N+ -&3&

This is our ne/ logo2 The ackgroun is lack in color so that the vivacious an colorful feather

looks eautiful on it2 The ran syol is a feather2 3t can e use for color +atterns /hencustoers /oul /ant to see our color collection2 5e can +ut our color collection in the sha+e of

a feather /ith each unertone ello/ each other2 3t is sai that feathers ai in /ater+roofing an

coloration that hel+s in +rotection2 Since /e are re4+ositioning -lite /ith etter ore colorvariation an +rotection /ith no harful cheical, feather relates to y +rouct2 8n feather has

al/ays een consiere as a colorful oject2 *ence! 'eaningfulness an eoraility (ecause

of the ark ackgroun)2

The ran nae -lite is in /hite so that it is visile2

NE> )RAN# SLO7AN IS

Paint Your Dream with Elite

The slogan is si+le an straight for/ar so that +eo+le unerstan the eaning of it easily2 3t is

still very a++ealing ecause the +eo+le /ho /e are targeting have any reas /hich reain

unfulfille ecause of not eing ale to affor ut no/ they can +aint their reas into reality

/ith -lite .aints2

U;L! ---%Eli#e.ea#her%&om

te

Elite Elite

te

http://www.pailacfeather.com/




RE,PA$KA7IN7

But it nees to stan out in the arket, nees ore shelves in the stores2 So far no +aint co+any

in Banglaesh have ever consiere +ackaging to e a ajor factor ut goo +ackaging +lays an

i+ortant role in graing consuers attention2

The +ackaging is colorful, virant an easy to notice2 3t is raatic an no other co+any has

ever trie to use lack as the color of the +aint containers2 8lso the logo (feather) covers the

entire container /hich stans out in the cro/2

PROMOTION

*romo#ion

8s a +rootional ca+aign /e /ill o lottery2

3f anyone uys a s9uare +rouct (han /ash, +o/er, lotion, etc) he$she /ill get a cou+on an

after soe /eek /e /ill o a lottery an the /inners /ill e a/are free +aints2 <ur tea /ill

go to their house an /ill +aint their house accoring to the /inners choice of course2 That /ill

create a/areness an through /or4of outh /e /ill gain the attention of our targete arket2

LA&N$HIN7 ELITE,PAINTS

Elite

Elite Elite Elite



5e /ill launch -lite .aints on 0eruary "6, %"#&2 *o/ever, the teaser ca+aigns /ill start

fro anuary 6, %"#1 so that /e can create a/areness aong the target grou+2

TEASER $AMPAI7NS

5e /ill have teaser ca+aigns on illoars /hich /ill e on for #" ays efore the launch of

-lite .aints2 The aove illoars /hich /ill e +lace in oth coercially an resientially

cro/e areas that inclue!

8ir+ort 7ircle

Hushan % 7ircle

'ohakhali 0lyover

Bijoy Sharani

Linking ;oa

Ne/ 'arket

)ILL)OAR#

LA&N$HIN7 E'ENT

ae ou eer imagined painting ourdream;;

Have you ever imagined paintingyour dreams?



>e :ill laun;h it on Februar! 4= +2*. :hi;h is a Frida! it :ill be in the International

Trade Fair= #haka" In the Dair :e :ill haBe a huge stall in the middle oD the Dield

:here the laun;hing Elite Paint in a ne: :a! :ill take la;e around 4 "m" #uring

this eBent= the ne: a;kage and the logo :ill be reBealed and eole :ill be giBen a

small samle oD Elite Paints to tr! out their inner ;reatiBit! on :hite boards" The!

:ill also be giBen tis on ho: to ;reate designs on :alls"

PROMOTIONAL A$TI'ITIES

Here the SEM is Feel" It talks about ho: !ou :ould Deel looking at a beautiDul :all"

>hat !ou Deel :hen !ou see a beautiDul :all ainted in !our house b! !ou or loBedones b! our Elite Paints"

TELE'ISION $OMMER$IAL

>e haBe made a teleBision ;ommer;ial in order to sho: ho: :e :ant to go on air

Drom Feb 24= +2*. on:ards"

The Dollo:ing is a stor! board oD the teleBision ad that :e haBe designed" This ad

:ill haBe an emotional aeal that our target ;ustomer ;an relate :ith"

i!e touc.ing ane2pensie nec,"ace in a

(e$e"r s.op

us'and 'rings a ersma"" c.ain and gies

.er

i!e immediate" turnsto .im< ta,es t.e c.ain

in .er .and andpretends to "i,e it ermuc.

us'and "oo,s at t.e.ea (e$e"r set andsas in .is mind =Konoe,din tomar go"aeporie di'o emongona>

Husband and :iDe :alkingon the street and talkingabout something"

Suddenl! :iDe looks at ahouse the! are assingand kees staring :ithouta!ing attention to :hathusband is sa!ing"

us'and rea"i?es it and"oo,s at t.e .ouse9

Husband turns to her andsa!s in his mind Konoekdin emon ekta basha

amader o hobe

>iDe realiGes that thehusband understood andimmediatel! looks

some:here elseretending that she didnot ;are about the house"

B"urr scenes o! E"itePaint and .us'andpainting t.e $a""9

>iDe enters the room to;all the husband but issurrised :ith o!"

Husband looks at her androudl! indi;ates that hehas ainted a beautiDul:all Dor her"

i!e $a",s to .er.us'and and as,s .o$.e .as done it9

Husband sho:s a demo" The s;ene ;loses :ithhusband and :iDe lookingat the :all :ith hainess"



SAMPLE""""

PRINT A#'ERTISEMENT

This rint ad :ill be ublish on Prothom Alo=ItteDaC= Amar desh and #ail! Star" Also o;;asionall! in )angla and English

MagaGines"

SEASONAL $AMPAI7NS

Elite

Shaddher

moddhe rangi!en

tulon anar eibhubon,

Paint !our dream

:ith Elite

It is a product of Elite Paint & Chemical Co. Pvt.! "td.For information please contact Dhaka 01802928282,018182828290, 9282722, 018102288000, 0910198287209 ,091088990000, 09182800000!1 "onatongore, #a$ari%agh, 1209 Dhaka, &angladesh' Chittagong 100 east nasira%ad phone(099291001099201,0198280901001

te

http://bing.com/maps/default.aspx?v=2&pc=FACEBK&mid=8100&where1=3%2F13+Sonatongore%2C+Hazaribagh%2C+1209+Dhaka%2C+Bangladesh&FORM=FBKPL0&name=Pailac+Group+(Pvt.)+Limited&mkt=en-US







Paint !our dream :ith Elite Paints Paint !our dream :ith Elite

Paints

REFEREN$E

3reen%E+



Marketing project for paint industry

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