Post on 10-Feb-2016
description
Marketing 465Azas Shahrier
0930088030 Maria E Kibtia
1120244030
Sabiha Afrin Sraboni
1220138030 Sruti Ahmed
12300276630
Mirza Md. Aushaful Haque
1230134030 Miraz Al Mamun
1230818030
Brand Revitalization of Pailac
Paints
PAILAC PAINTS
INTRODUCTIONAccording to the American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. Marking has been around for a considerable length of time as an intends to recognize the merchandise or administrations starting with one maker or administration supplier then onto the next. While an item is anything we can offer to a business opportunity for consideration, securing, utilization or utilization to fulfill our need or need, a brand is significantly more than that. This is on the grounds that it has measurements that can separate it from all different items that fulfill the same need or need. Along these lines, advertisers are extremely cautious with marking their items or administrations. Marking a diminishing brand is colossal test on the grounds that one needs to restore the validity and estimation of the item. One such passing on brand is Pailac Paints. Pailac Paints was exceptionally famous amid the 90s yet comfortable point the paint organization is battling hard to turn into clients' inclination. The motivation behind this report is to comprehend state of the paint business in Bangladesh. Paint industry is one of the thriving commercial enterprises of Bangladesh. There
are numerous brands of paints that are being sold in the business sector. All things considered, through our statistical surveying we figured out that "Pailac" is a brand which, in spite of the fact that was exceptionally prominent amongst individuals in the mid 90s, has lost its notoriety. The brand's picture has been obscured because of the overwhelming impacts of the contenders. Consequently, we have chosen to rebrand Pailac in such a route, to the point that it recovers its notoriety in the business. In this way, we have concentrated on enhancing quality and focusing available through broad media arrange alongside repackaging and re-situating the brand "Pailac". While doing the undertaking, the biggest wellspring of data was assembled from web. We have likewise alluded to reading material and the business sector itself. There was very little impediment with the exception of that we missed the chance of going to the association and becoming acquainted with the directors and workers to show signs of improvement understanding.
PAINT INDUSTRYBangladesh’s paint industry has been growing at a rapid growth rate for the past several years riding on the increasing demand from the construction sector. According to the figure at the right side, the industry has grown significantly from 2012 to 2015 and it still is growing. A recent study reveals its market size based on demand is estimated at
Tk 1,000 crore and domestic production capacity Tk 920 crore. If the housing industry keeps growing the demand for paint will rise even more. Key products that hold the major market shares are: plastic emulsion, distemper, outer coat (weather proof), synthetic enamel etc.
Competitor’s Analysis
• leading paint company in Bangladesh•Berger offers home decor services•Most technologically advanced company.•Color Bank, Superior Marine Paints, Textured Coatings Heat, Resistant Paints, Roofing Compounds, Epoxies and Powder Coatings.
• RAK paint is founded by RAK groups•Mainly targets retail consumers, real estate developers, major institutions, architects, interior designers
•The company is operating in this industry for about 58 years.•Decorative paint, Thinner, Industrial Paint, Marine paint
•Founded 1983 and is the second largest paint manufacturer in Bangladesh•Synthetic enamel paint, Synthetic paste distemper, Plastic emulsion, Weather paint, Thinner, Synthetic undercoat, Road marking paint, Water sealer
• pailac was very popular during 90’sbut as the impact of berger paint became overpowering, pailac lost their customers.• Also, there are many new companies in the market which have come up with livelier array of products. Pailac cannot sustain in the competition at this point even though the brand has huge potential. The brand name is an establish one and people know about it very well. Therefore, a strong effective push can convert the slider brand into a power brand.
products Aluminum paint, Synthetic under coat, Thinner, Primer, Enamel paint
Our Brand Pailac
Current market position of pailac is not that good because of so many local and global competitors. Very small market share.The brand has it’s awareness but people do not prefer to buy Pailac Paints. The company has lost its brand preferenceNo variationCustomer relationship remains silentPailac does not have any strategy to compete with the upcoming challenges in the paint industry.
Current Market Position of Pailac Paints
Reasons for Brand FailureUnattractive LogoTraditional Packaging Lack of VarietyLack of Effective Marketing CommunicationBrand recall drops Increase in competition Failed to position
Be a recognized and preferred brandsBuild our brand equityUpgrade as a market forceCapture a good market shareRise as the benchmark in the Paint industryKeep on delivering world-class products Ensuring best consumer satisfaction Attain the ultimate objective – Wealth MaximizationTry to hold the top position Build a strong distribution networkAchieve effective and efficient management team and HRSurpass the competitors in longevity and revenue growthTo increase the turnover by 100% within next 5 years Remain socially committed ethical Company
Where do we want to be?
RebrandingKeep the brand name Change the target market, brand logo and sloganRepackage the productIncrease product VariationsRedesign commercialsCreate new campaign Availability of shadesCause related marketing – Paint orphanages and old homes
Target Market – middle to affluent class
Have the affordability Want to live a colorful lifeProfessional peopleBusiness people having handsome incomeJob holders having respectable salariesRecently bought an apartmentLandlord of rented apartmentHave their own house; given by parents or grandparents
PODColor BankDiscount on accessories and paintsService CenterDirect marketing24/7 call centerCustomizationExperience CenterSpray color
POP Waterproof and Durable Environment Friendly Vast Product Range – Weather coat, Plastic and Acrylic paint Good chemical
components
Brand development Strategy Brand building blocksBrand Salience Pailac is almost dying brand now and many people don’t know about it. So we
need to create awareness in a unique way that it has been re-launched with
different attributes.
Brand Performance Special quality color that can perform better than other competitors in market.
Brand Imagery The paint makes your house more natural & dreamy.
Brand J udgment Pailac is offering better color than previous one. People can get good quality
products in attractive prices.
Brand Feelings Thinking about Pailac gives an amazing feeling of natural world.
Brand Resonance The kind of offers Pailac such customize design, experience centers will have for
its customers, so that people will feel attached to the brand for a long time.
Brand development Strategy Brand building blocks
Brand Element
Brand Name: Pailac Paint
Logo:
Slogan: Color Your World
Website: www.pailacpaints.com.bd
Packaging
Co-branding
Launching Event
Balloon Promotions
“Pohela Boishakh”
Concerts & TV show
Print Advertisement
CampaignTeaser campaign- Billboards. Will run for 15 days
before the launching. Will be placed in
crowded areas.
Facebook teaser. Start before 20 days of
launching. Will give people hint. Try to cement “ SOMETHING
AWESOME” in peoples’ mind.
Seasonal campaign- For summer/winter/rainy season.
Offer different colours and design.
During festivals and occasions we will provide customised design.
This will help in allocating budget for this period and next year.
Conclusion
In the above report we tried to rebrand Pailac Paints. If we can follow
all the steps suggested in our report then it can definitely become
one of the popular paint brands in Bangladesh from a dying brand.
We re-established the credibility and value of the product. We came
up with an entirely new look, new logo and new slogan targeting the
middle class/ upper middle class. We extended our product line along
with some new attractions. People now will have to select the product
with better quality than before. By all this efforts, now Pailac Paints
can position itself in a better way in the minds of the customers.
End of presentation.THANK YOU