View
73
Download
3
Category
Tags:
Preview:
Citation preview
Rebranding of ICI Paints
Presented By: Aisha
SamanZunaira Mustaqeem
Old Company : ICI New company : ICT New Company profile Parent Company: Dulux Pakistan Category: Paint Industry Sector: Industrial Products & Chemicals Head quarter: Lahore, Pakistan
Reasons of Rebranding
Decline in popularity of product
Decrease in demand
Reaction to losing market share
Products
Decorative paints
Industrial
Paint selector
Competitors
Berger Paints
Asian Paints
Nerolac paints
Decline in Personality of Product
2010 2011 2012 2013 20140
10
20
30
40
50
60
70
80
90
EmotionAttitudeBehavior
Logo
Slogan
“Color your Life”
Rebranding Strategy
Complete redesign with another brand character and logo
Components of print and security materials
Urban Market Rural Market International Market
Campaign Posters
Billboards
Flyer
Brochure
Envelope
Key chain
Mug
Letter head
Webpage
Visiting Card
Target Audience
Urban white collar class Double Income experts Teenagers (>16) Young grown-ups (>21) Hotel managers Interior Decorators
Tools of communication: Social Media
Facebook Twitter Slideshare
Interior Design Washable paints / Water Proof paints Crack Bridging Ability ICT Paints Tractor Emulsion
Paints with refreshing scent
Exterior Design Design Stack
Additional ICT paints shade
Introduction to Inside shades
Placement of Product
•Saddar, •Commercial Market, •F/10 Markaz, •Rana Market F/7,•Kohsar Market F/6• F/11markaz. •Shopping centers: •Centaurus, •Safa Gold Mall, •Punjab Cash and Carry(Pwd, Defense Phase 2),
Placement of Billboard
Bahria town Main gate(connecting phase 1 and phase 2 )
Kachari Chowk, Mall Road Zeropint signal D chowk
Placement of Billboard Saddar Billborad on Metro Faizabad Shaheen Chowk F/10 Main chowk
Placement of AdAdvertising Print daily paper: Jang Newspaper, The Express tribune
and magazine: Waqt Sunday Magazine. Movies, features and show reels Print promotion will be shown during these movies: Happy Ending Happy New Year The Hunger Games: Mockingjay Kill/ Dil Na Maloom Afraad
Print promotion will be shown during these dramas: Sadqe tumhare Mera Sultan Chup Raho Shanakht Print promotion will be shown during these shows: Big Boss Master Chef Comedy Nights With Kapil Jhalak Dikhhla Jaa 7
Promotion
Sampling Our master painters will visit your site Take sample of the shades you have
chosen.
Foresite: Our staff will click a picture of your
building Will provide for you 4 sets of color
mixes Which will make the shade choice
process easy .
Reasons to pick ICT Paints We are expert, service given on time
while we work to your budget. To save time, use ICT Paints Once inside
or out. Clients will just need one coat and don’t
have to wait for dry. Dulux velvet touch which had no rival till
almost a decade. More eco-friendly products which have
high potential development.
Improved cans which use less plastic that are easier to clean and recycle.
A recycling scheme in which vehicles delivering paint to Dulux Decorator Centres bring back used cans.
Future of the Company We plan to increase the capacity by
setting up a plant at Kahuta, Islamabad. Dealer network in rural markets are likely
to get the edge in positing above par growth rates over the next few years.
Setting up distribution infrastructure is expensive, it would mean that the competition is limited to the top players.
Recommended