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