Exploring the Urban Market of Paints for Re-launching the Obsolete Brand ELITE PAINT through Social Media (Facebook)

1 | P a g e

Executive Summary:

Elite paint is a paint company of Bangladesh which was founded in 1952. Its head office is

located in Uttara, Dhaka and factory in Chittagong. It has depots in all major cities. Since its

inception, the company has grown to become one of the country’s leading paint brands. Elite

Paint’s brand promise is ‘Rangiye Dao’.

Elite paint was quite popular before and had many marketing activities visible. But now Berger

and Asian Paints are the market leader and they are the most renowned brands in the paint

industry of Bangladesh. Elite paint currently holds only 5 % market share whereas market

leader Berger holds 48% market share.

Elite Paint has become a forgotten brand and people are not aware of the paint brand. So in

this report we have designed a plan to revive this brand. We have divided our plan into two

different marketing communications mix and tried to make sure that all marketing messages

are consistent from all perspective. We also tried to align all communications messages with

Elite Paint’s brand promise ‘Rangiye Dao’. Elite Paint already had good quality TV and print ads

ready but they did not use them frequently in different media.

But in this report we will not focus on the TV media or print media, rather we will focus on the

social media advertising and sponsorship. Our main focus will be on Brand Recall and acquire

and retain market share by building a clean and strong Brand Image through social media

advertising and sponsorships.

2 | P a g e

Background:

Elite paint was quite popular before and had many marketing activities visible. But now Berger

and Asian Paints are the market leader and they are the most renowned brands in the paint

industry of Bangladesh. Elite paint currently holds only 5 % market share whereas market

leader Berger holds 48% market share.

Paint Companies Market Share (%)

Berger 48%

Asian Paints 12%

Roxy Paint 10%

Aqua Paint 7%

Elite Paint 5%

Source: The Prime Bank Study

Elite Paint has become a forgotten brand and people are not aware of the paint brand. So in

this report we have designed some social media plan to revive this brand at minimum cost.

Objectives:

• Reposition the brand in the market

• Increase the market share of from 5% to 8%

• Brand recall for the former consumer

• Sustainable growth for the brand

• Create a better brand image in social media

3 | P a g e

Market Research on Consumer:

Core Problem:

Exploring the urban market of paints for re-launching the obsolete brand Elite Paint

Marketing Research Problem:

1. What are the factors that will provide an effective brand recall for Elite paint?

2. Is adopting Social media advertising would be beneficial for Elite Paint?

Broad Objectives

To find out the factors that drives consumer to select a paint brand

Specific Objectives

• To find out the demographic features of consumers

• To identify the channels that reach the paint customers

• To assess the Brand Recall of Elite paint

• To find out the perceived quality a consumer seeks on paint

Hypothesis

H1: Consumer does not care much about paint brand during purchase

H2: Elite paint does not have brand recall at all

H3: Social media has minimum or no effect on paint consumers

Rationale

• Existing vendors in the market can perceive the extension opportunities in the market.

Also, they can assess the customer satisfaction level and needs that exist.

• The collected data has scopes for further market research on relevant topics

Scope

The respondents were mostly product based buyers and hence the other aspects of paint

industry which are dealers, retailers and manufacturer were not fully explored

4 | P a g e

Limitations

• Budget Constraints

• Time Constraints

• Infrequent purchase and little interaction of consumer with product caused information

gap

Methodology

Data Collection

Primary Data was collected from paint users through online survey and focused group

discussion. An online questionnaire was developed in that regard.

Sample Size

Based on availability, we have taken the sample size of 25. Where 20 were surveyed online and

5 were surveyed through focused group discussion

Questionnaire Development

Questionnaire was developed in accordance with standard procedure. The questionnaire is

provided in the appended part.

Research Result

Demographic Features of Consumer:

Age Class:

It is evident from the research that respondent of young age range are the major consumer of

paint product.

13

7

41

Age Class

21-30 year

31-40 year

41-50 year

51-60 year

Social Economic class:

From the research we see that most of the paint consumers are middle and higher income

class.

Effective Marketing Channel:

The surveyed 25 people said that they usually come to know

commercial and Print ads mainly. Social media has zero effect in informing brand message

though it is a high exposure medium.

Brand Recall of Elite Paint:

0

2

4

6

8

10

10000-25000 26000-

Effective Marketing Channels

Brand Recall for Elite Paint


The surveyed 25 people said that they usually come to know about paint brands from TV


though it is a high exposure medium.

-40000 41000-65000 Above 65000

No. of respondents

12

24

7

Effective Marketing Channels

TVC

Radio

Billboards

Print Ads

Social Media

7

18

Brand Recall for Elite Paint

5 | P a g e


about paint brands from TV


No. of respondents

TVC

Radio

Billboards

Print Ads

Social Media

Yes

No

6 | P a g e

Perceived quality a consumer seeks on Paints:

Consumer of paints mainly seeks Color option and Durability in selecting a paint brand.

Influencer on the purchase:

Research Finding

From the market research we come to know that paint consumers are mainly the middle and

higher social income class. Mainly the young and middle aged consumers are the decision

makers on what paint brand to use. During the purchase user usually seeks for color options

and durability of the paint brand. Elite paint has quite good quality product in market regarding

the durability option. Also they have a wide variety in color options yet the brand recall rate is

so low. This may be because of the absence in the marketing communication channels. Paint

consumers are usually exposed to multimedia channels like TVC, radio, print ad, billboard ads

etc. But the most effective media is the frequent visual media which are TV commercials and

print ads of newspaper and magazines. Another common media for marketing could have been

social media like facebook or twitter but this channel has not been used yet. So the

effectiveness of social media on paint industry is yet unknown and this can be explored at a

very low cost.

8

11

4

2

0 2 4 6 8 10 12

Durability

Color Options

Smoothness

product Packaging

Respondents

6

67

4

Influence on Purchase

Advertisements

Mason

Dealer/Retailer

Friend/Family/Acquaintance

7 | P a g e

Recommendation

Social Media marketing

We will use facebook as the main platform for Elite Paint’s online marketing as it is less

expensive than other media. Elite Paint’s page is www.facebook.com/ElitePaintBangladesh but

it has only 132 likes. So currently they cannot reach many people through it. We will use

facebook’s “sponsored ad service” like cost per thousand impressions (CPM) or cost per click

(CPC) to show this page to facebook users of our country. In facebook news feed people will see

Elite paint’s post (sponsored) directly. These posts will have “like” option and people can like

Elite paint’s facebook page directly from there news-feed. Through these colorful posts Elite

paint facebook page will get more than 100,000 likes within days.

Sample facebook post (sponsored) on news-feed

After creating a decent fan-base, they have to give various posts. They can give posts for Pohela

Baishakh, New Year, Eid, Independence Day, Victory Day, Christmas Day, Mother’s Day etc

important days. These posts will be able to connect emotionally with page fans and will get a

lot of likes and shares. As a result the number of page-likers will increase. If possible, they have

8 | P a g e

to give posts intelligently so that people’s activities on these days can be related to Elite paint’s

product. For example, we can use ‘road alpona’ image on ‘pohela baishakh’ to connect the

paint products with people. And people will be highly aware of the brand ‘Elite Paint’ as a paint

product. The “Rangiye Dao” brand promise is also reflected in this type of post.

Proposed post for ‘pohela baishakh’

They have to give posts about interesting or trendy topics to keep page fans interested. They

can give regular posts during Bangladesh’s cricket matches with updated scorecards and

player’s performance. For example, they can congratulate Sakib Al Hasan for a good innings.

These cricket or sports related posts get likes and are shared a lot. So the number of page-likers

will increase and Elite paint will have a bigger audience in this page. Sample made post:

They can give posts about Elite paint’s products in between the above mentioned type of posts.

These posts will have images of print ads, videos of TV commercials or new sales promotion,

discounts, price offs etc. more frequently. As other media like newspapers or TV channels are

very expensive, they can post online version of those ads in the facebook page regularly.

will work as a great support to campaigns that are already running in traditional media.

They can also arrange painting related contests among facebook fans. Fans can upload their

drawn painting and the most liked pictures will get prizes. They can al

Contest” of given specific post with attractive prizes for winners. Usually fans share these kinds

of posts very enthusiastically and more than 1000 shares are very normal in a sharing contest in

facebook. As a result Elite Paint faceb

selected by lottery among the page sharers. They will also give posts about Elite paint’s other

activities like sponsorship, events and experiences, CSR activities, press releases etc. These will

easily reach people and customers will feel Elite Paint’s strong presence in the paint industry of

our country.

Sample print ad to be shared in a facebook post

So through this facebook page Elite paint will be able to reach more people very easily. People

will be aware of the paint brand “Elite Paint” and this will surely increase number of customers.

Budget and duration:

We will use facebook heavily as it is less expensive than newspaper or TV ads. We will use

facebook Ad’s CPM bid type and bid $ 0.50 fo

cost $ 50 (Tk 3850). We plan to show Elite paint’s sponsored posts on Thursday, Friday and

other 2 days a week. So the total monthly cost will be Tk 61,600. The duration of this facebook

ad campaign is 6 months. Therefore total budget for facebook Ad is Tk. 369,600.


e images of print ads, videos of TV commercials or new sales promotion,


very expensive, they can post online version of those ads in the facebook page regularly.



drawn painting and the most liked pictures will get prizes. They can also create a “

” of given specific post with attractive prizes for winners. Usually fans share these kinds


facebook. As a result Elite Paint facebook page will get huge exposure. The winner will be



each people and customers will feel Elite Paint’s strong presence in the paint industry of

Sample print ad to be shared in a facebook post


l be aware of the paint brand “Elite Paint” and this will surely increase number of customers.


facebook Ad’s CPM bid type and bid $ 0.50 for 1000 views. So 100,000 views for one day will



hs. Therefore total budget for facebook Ad is Tk. 369,600.

9 | P a g e


e images of print ads, videos of TV commercials or new sales promotion,


very expensive, they can post online version of those ads in the facebook page regularly. This



so create a “Sharing

” of given specific post with attractive prizes for winners. Usually fans share these kinds


ook page will get huge exposure. The winner will be



each people and customers will feel Elite Paint’s strong presence in the paint industry of


l be aware of the paint brand “Elite Paint” and this will surely increase number of customers.


r 1000 views. So 100,000 views for one day will



hs. Therefore total budget for facebook Ad is Tk. 369,600.

10 | P a g e

Appendix A (References)

www.elitepaint.com.bd/

www.facebook.com/ElitePaintBangladesh

11 | P a g e

Appendix B (Questionnaire)

Questionnaire for Elite Paint

Respondent’s Name:

Designation:

Organization:

Address:

Contact no.: e-mail:

Date: ___/___/____ Time:

dd mmyyyy

Please tick the right choice. (Optional)

1. Have you ever brought paint for use?

o Yes

o No

If your answer is yes then proceed for the next questions. I f answer is no then leave the survey.

2. From which media channel you come to know about paint brands?

o TV Commercial

o Radio Advertisement

o Print ads from newspaper or magazine

o Billboards

o Social Media

o Other [ ]

3. What factors you keep on mind during purchase of paint?

o Durability

o Color Options

o Smoothness

o Package of the product

o Other [ ]

12 | P a g e

4. Who influences you most in the purchase?

o Advertisements

o Mason

o Dealer/Retailer

o Friend/Family/Acquaintance

5. What brands immediately comes to your mind while talk about Paint?

[ ]

[ ]

[ ]

6. Do you recall a paint brand named Elite Paint?

o Yes

o No

7. Do you think promoting a paint brand in facebook would be effective?

o Yes

o No

8. Your Age range

o 21-30 years

o 31-40 years

o 41-50 years

o 51-60 years

9. Your monthly income range

o 10000-25000 BDT

o 25001-40000 BDT

o 40001-65000 BDT

o Above 65000

10. You live in

o Urban Area

o Suburban Area

o Rural Area

Thank You!

Business

Exploring the Urban Market of Paints for Re-launching the Obsolete Brand ELITE PAINT through Social Media (Facebook)