Under the Guidance of:Prof. Navneet kaur

Rang DeLets Colour

Angad Singh A-34

Tanveer Singh A-40

Karan Thapar A-56

Introduction

Paint usage in rural areas is generally in the distemper segment, hence dominated by the unorganized players & local brands.

Also, with the modernization of agriculture and accompanying development of rural India, consumer preferences are expected to improve.

Consumers expect better and more relevant functional benefits from the product.

Rang DeLets Colour

Product

Having Anti- Fungal properties available in all desired colors shades

Single pack ready to use no mixing of water/ primer. In monsoon, Rang De protects interior from

leakage & subsequent damage. In summer, Rang De keeps interior cool. THREE-in-One effect ( Waterproof + Spill Proof +

Heat Resistant ) is achieved with advanced polymeric formulations with speciality additives & fillers

The effect is achieved on both Interior & Exterior walls in all desired colour shades.

Rang DeLets Colour

Comparison

Parameters Others Lal Bahadur

Base Water/Solvent Solvent

Application Solvent / Water to be mixed in specified proportion

Ready to use. No need of mixing

Adulteration possibilities

Possible with water/ solvent

Not Possible

Complete Drying 6-12 hours 1 hour

Water Repellence Fair Excellent

Finish Retention Becomes dull with time

No deterioration in brightness & finish

Other Features Fungus, moss formation

No fungus, No moss formation & Heat resistant

Rang DeLets Colour

Segmentation

The concept of behavioural segmentation was used, dividing the market into group based on the variables such as: Occasions: Diwali Festivals, Oman

Festivals, Poli, Baisakhi, etc User Status: First time, Ex-user

Rang DeLets Colour

Targeting

The target audience for the promotion of the product will be the user who wants some utility from a paint to be used for decoration the walls and also protection from the leakages and heat of the sun.

Local promoters and users.

Rang DeLets Colour

Positioning

To create the market position for the product, the promotion strategies will be categorized on the basis of: Form: Rural sectors are not heavy

consumption people, also rural people follows the age old tradition of coloring the horns of their bullocks so for this purpose the company decided to introduce the small pack size ranging from 100 ml for small consumption to 10 liters packs for painting the whole house.

Rang DeLets Colour

Features

Through promotion the company will differentiate the product from the competitor on the basis of: Utility(Leakages +Heat) Color Shades(Bright colors) Durability(Long Lasting) Extra features(No fungus & moss

formation)

Rang DeLets Colour

Affordability

100 ml pack @ Rs6 500ml pack @ Rs30 250 ml pack @ Rs15 1 litre pack @ Rs50 3 litres pack @ Rs135 5 litres pack @ Rs225 10 litres pack @ Rs420

Rang DeLets Colour

Acceptability

High utility with Three-in-One effect ( Waterproof + Spill Proof + Heat Resistant )

Available in all ranges of packs

Rang DeLets Colour

Awareness

Promotion during the festival seasons

Availability

Available at its own outlet

Rang DeLets Colour

Rang DeLets Colour