EXECUTIVE SUMMARY

A brand is 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 from others. Branding a dying brand is a

huge challenge because one needs to re-establish the credibility and value of the product.

Bangladesh’s paint industry has been growing at a double-digit rate for the past several years.

There are some large paint companies along with some small and insignificant ones. The market

is dominated by Berger, followed by Elite Paints and Romana which are losing their market to

the new entrants RAK Paints and Navana Paints. However the ones very popular Pailac paints

lost its position because of its unappealing package and logo and limited product line in

comparison with its competitors. Nevertheless, its established name in market and comparatively

lower price than all the competitors can help us to capture the target market below Berger’s

target group.

We are re-branding Pailac with an entirely new look, new logo and new slogan and targeting the

middle class/upper middle class, married/early income, people who have good taste but cannot

afford to paint their house according to their dream. To improve we have extended our product

line along with some new attractions like lessons on how to paint your walls on your own and

selling complimentary materials at a discounted rate (brush, ladder, etc) also through an

experience center we’ll give our customers an experience which no other paint industry has ever

thought before.

With good quality and with the promise of making our customers house look sophisticated which

will not only give them warmth but also will give the feel of a beautiful house. We’ll be doing

different types of IMC campaign with some really creative moves & drive our customer’s mind

through different marketing activities. In addition to Billboards and a new print ad, we are

introducing a new ad which will have an emotional appeal that our target customer can relate

with.

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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.

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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.

COMPETITORS ANALYSISThere are many paint industries in Bangladesh, Large companies as well as small companies.

The market leading companies are Berger, Asian, RAK, Elite and Romana. Because of all the

leading companies and too many competition Pailac is not doing well in the market.

Berger

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Berger Paints started ‘painting’ Bangladesh since independence. Over the past few decades,

Berger has evolved and transformed itself in becoming the leading paint solution provider in the

country with a diversified product range that caters to all your painting needs. To bolster

customer satisfaction, Berger offers Home Decor Service from where one can get an array of

services pertaining to painting. Founded in 1960, Berger Paints is one of the oldest names in the

paint industry, yet, it is one of the most technologically advanced companies in the country.

Products of Berger: Specialized outdoor paints to protect against adverse weather conditions,

Color Bank, Superior Marine Paints, Textured Coatings Heat, Resistant Paints, Roofing

Compounds, Epoxies and Powder Coatings.

RAK paints

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Slogan “Paint your

imagination”

RAK Paints is founded by one of

the leading groups, RAK Groups.

RAK Paints (Private) Limited

produces solvent based and water

based paints of premier quality.

The primary list of paints to be

manufactured is given separately.

RAK Paints (Private) Limited tries

to focus on producing finest

quality products, targeting retail

consumers, real estate developers,

major institutions, architects,

interior designers

Slogan “ Pran Jagaye, Jibon Rangaye”

Elite paints

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RAK Paints is founded by one of

the leading groups, RAK Groups.

RAK Paints (Private) Limited

produces solvent based and water

based paints of premier quality.

The primary list of paints to be

manufactured is given separately.

RAK Paints (Private) Limited tries

to focus on producing finest

quality products, targeting retail

consumers, real estate developers,

major institutions, architects,

interior designers

Elite is one of the renowned paint manufacturers in the

country. At this point of time Elite offers all kinds of

painting solutions in decorative, industrial and in marine

segment for both decorative and protective purpose. Elite

Paint is one of the leading manufacturers of paints in

Bangladesh. The company is operating in this particular

industry for about 58 years and it is one of the oldest

names in the paint industry of Bangladesh. The company

started producing and marketing their products to the local

market in 1952 and now Elite paint has a strong marketing

network throughout the country.

Products of Elite paints: Decorative paint, Thinner,

Industrial Paint, Marine paint

Slogan “Rangiye dao”

Romana

Founded 1983 and is the second largest paint manufacturer in Bangladesh. For the last

two decades Romana Paint has become an international standard paints by fulfilling the

demand millions of people. Romana Paint maintains its individual standard, quality,

value and wins a permanent position in the hearts of the citizens of Bangladesh with

different class and professionals.

Products of Romana : Synthetic enamel paint, Synthetic paste distemper, Plastic

emulsion, Weather paint, Thinner, Synthetic undercoat, Road marking paint, Water sealer

PailacPailac Group (Pvt.) Ltd. is one of the largest Manufacturing Industries in Bangladesh. Major

concentration of the group is aimed towards Pailac Paint & Chemical Co. (Pvt.) Ltd. Pailac

Group (Pvt.) Ltd. consist seven enterprises. Pailac Group (Pvt.) Ltd. was established in 1978.

In this globalization period Pailac Group has stepped in to overseas by their wide range of

products to occupy vacant demands in the niche market.

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Slogan “Choice of

millions”

Products of Pailac: Aluminum paint, Synthetic under coat, Thinner, Primer, Enamel paint

CURRENT MARKET POSITION OF PAILACCurrent market position of pailac is not that good because of so many local and global

competitors. Currently the market share of Pailac Paints is very small. Even the new entrants like

Navana Paints and RAK Paints have a higher share than Pailac Paints. The brand has it’s

awareness but people do not prefer to buy Pailac Paints. The company has lost its brand

preference because it did not change itself to match the changes in the market. They have,

therefore, lost the brand credibility as well since people do not perceive it as a brand that is worth

spending money on. Customers feel that since their look is still the same, they have to modernize

their products according to the current market scenario. While Berger constantly bring create

product variations and customer relationships, Pailac remains silent. Pailac does not have any

strategy to compete with the upcoming challenges in the paint industry.

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Pailac was very popular during the 90s but as the

impact of Berger paint became overpowering, Pailac

slowly lost its 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.

REASONS FOR BRAND FAILUREUnattractive Logo

Logo is a symbol or design adopted by an organization to identify it’s product. The logo of pailac

is not appealing to the customers. The logo is written in simple Bengali or English with black

color on a white background. This is difficult for the customers to pay attention. Therefore,

cannot easily grab the attention of customers. The logo always represent the brand but in this

current logo there is no fun or excitement and it is in black and white which does not go with the

colorful image of the product. In case of the other products in the product line, the logo has a

change in color but the look is still that boring.

Traditional Packaging

Packaging serves different functions for products. Packaging serves a practical purpose of

helping to store, handle, transport and display the product. Packaging also provides a means to

market products. The can of Pailac Paint is covered with the green and Pailac is typed on white

with black. This is the case of Synthetic enamel paint. In case of acrylic paint, it is blue and

white and cans of cement paint have got brown and white colors. There is no creativity or

excitement in the can.  On the other hand, competitors like Berger and RAK Paints have

attractive packaging and because of that the consumers are easily attracted and buying their

products.

Lack of Variety

Now a days consumers love to try new and different products that is different from other

products. In that case Pailac Paints has only 2-4 kinds of paints where as Berger and RAK have

introduced wide array of products and wall paints.

Lack of Effective Marketing Communication

The success of a company depends a lot on the branding and marketing efforts but it also

depends on the product. There were times when the Products ruled and manufacturing was the

king of the trade. However, with increasing industrialization, came the time of selling and

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companies with good sales people ruled the market. But slowly and surely, the market moved on

further and then came the time of Marketing and Branding.

Brand recall drops

Here actually the marketing department is to be blamed. A company has to put in efforts to

ensure that it has high brand recall value and that the brand is repeatedly bombarded to the

customer to increase brand recall. The positioning of the brand needs to be up to mark as well.

However, pailac recall drops, so customers slowly move to another brands like Berger, RAK or

Elite.This may cause of pailac failure as the recall is too low for Pailac to continue.

Increase in competition

Increasing competition has caused the brands value to be diluted. This is because already there is

such high competition that pailac is not able to stick and even they slow down in their pace, risk

being thrown out of the market. Pailac is unable to keep pace in the tough competition as they do

not have any variety. There is competition with the local as well as global brands like Asian

paints.

Failed to position

At this point, while Berger and RAK Paints are displaying their products impressively on the

internet, Pailac does not even have its own website address. It tried to bring changes with a

television commercial but that did not work because Pailac failed to position it properly.

Thus overall there are many reasons of why pailac failed. However, it comes down to the fact

that we cannot blame a product failure to marketing and branding efforts. The product needs to

have an inherent value for the branding to work.

FUTURE BRAND EXPANSIONRight at this point, Pailac Paints is at the end of the list of brands operating in Bangladesh. Right

now, we cannot dream too big because:

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We understand that since established brand like Berger, Elite, etc. are powerful names – it is next

to impossible to think about taking on and defeating them with the present state of our strength.

If we consider the recognized brands as our prime competitors, we have to make a great effort to

build our brand equity. Instead, our plan is slowly upgrade ourselves as a market force. Also,

brands like Romana Paints are losing their popularity slowly. On the other hand, Navana Paints

and RAK Paints are slowly capturing a good market share. With determination and effort Pailac

Paints can still compete with them since the brand Pailac is an old and reputable brand. If we go

steady with our improvement plans, we think we can close our gap with the market leaders in

about 5 years.

The Main Objective of the Business is to maximize customers’ satisfaction by supplying high

quality of Products, undertaking Research & Development and investigating the needs and wants

of customers to develop the product standards. Pailac wants to find the preference and choices of

contractors and Interior Designers, collect appropriate customer identification and to know the

customer better. Our strife is to rise as the benchmark in the Paint industry.

In this age of globalization Pailac Group will step in near future in to overseas by their wide

range of products to occupy vacant demands in the niche market. Being an innovative and

technology driven Company, Pailac is consistently delivering world-class products ensuring best

consumer satisfaction through continuous value added services provided by highly professional

and committed team.

Pailac will be committed to adding value to life to out performs the peers in terms of longevity,

customer service, revenue growth, earnings and cash generation. Besides the company will be

the employer of choice for all existing and future employers. But it also tries to do the best with

the ultimate objective of a business organization –Wealth Maximization.

Pailac intends to make a market share in the painting industry by increasing gradually. As our

products will be accountable for the major share of the paint market, it will become a great

success and will in turn result in significant growth of the overall market share of the company.

This will also enable Pailac to battle its competitors by weakening then in such a strategically

important segment. Pailac will try to hold its top position with strong distribution networks,

effective and efficient management team and human resource. To increase the turnover by 100%

within next 5 years it will remain socially committed ethical Company.

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Cause related marketing

As a socially responsible company, we will extend our hand to the disadvantage community in

the form of painting orphanages, old homes, etc. countrywide. For this, we will set aside 3% of

our profit.

REBRANDING PAILACPailac’s performance so far has not been among the toppers in the Paint Industry. It is necessary

that we rebrand Pailac in order to capture a market share higher than any other paint companies.

We need to change most of the brand elements along with product variety, package and media

communication with the aim of becoming customers’ preferred paint. We have to ‘Believe in

Changing for the Best’.

Therefore, Pailac Paint will be repositioned by the following ways:

Keep the brand name

Change the target market

Change the brand logo

Change the brand slogan

Repackage the product

Increase product Variations

Redesign commercials

Use the Integrated Marketing Communication tools

Create new campaign

Plan new advertisements

Availability of shades

TARGET MARKET

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Pailac has chosen target markets in the interest of overall company in a socially responsible

manner. The major focus of the company is to provide affordable quality painting and contribute

towards decorative industry segment of the country.

It is very important to define target market extensively so that all the promotional activities are

linked. The companies that fail to define its target market fail miserably in the market. In case of

Pailac, we are going to keep the price same. This is because currently we are providing the

lowest cost products in the market. Therefore, our target customers will be middle to affluent

group.

Our target market can have one or more of the following characteristics:

Recently bought an apartment.

Landlords of rented apartments.

Has their own house but that is given to them by parents or grandparents.

Has a good taste in living and want to live a colorful life.

Have the affordability.

Professional such as doctors, lawyers, engineers, etc.

Business people having handsome income.

Job holders having respectable salaries.

In the Dhaka City as well as all the major cities of the country, like Chittagong, Khulna,

Rajshahi, Bogra and Sylhet – Pailac will find its target buying groups, i.e. middle to affluent

income families (300,000 taka per year and above). With this income level, they have the

affordability to fulfill their expectation and live a color life. If we can value their feelings and

successfully satisfy their needs, they will be loyal to our brand and will stick with us. We want to

make them feel that painting does not cost much but painting a house multiplies the happiness in

life.

POINTS OF PARITY The chemical components of this product are as good as any other company’s in the

industry.

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The product range has everything that its competitors have such as weather coat, plastic

paint, acrylic paint etc.

The color spread of our paints is at par with all other competitors.

The paint is waterproof and durable.

Above all, environment friendly.

POINTS OF DIFFERENCEWe have a low cost advantage at this point with our immediate competitors, such as Berger,

Elite, RAK, and NAVANA. But, the competitors can easily take away this advantage by

reducing their price. Therefore, the brand Pailac cannot win any likely price wars. That is the

reason why will not bank on low price only and we have to look for smart point of differences to

challenge our competitors.

Color bank: All our Showrooms must be equipped with color bank so that customers

can easily pick up their colors of choice.

Service Center: Pailac’s Service Centers through company’s trainers will provide

instruction to our potential buyers how to paint on their own in our showrooms. This will

help reduce the huge cost associated with painting by professionals. If the family

members together paint their house, they can save a lot of money and have fun.

Discount on Paints: Frequent customers who will buy a certain amount, within 3 years

will get 15% off.

Discount on Accessories: All the painting equipments, like ladder, brush and sand paper,

etc. will be supplied at discount for the customers; for the bulk purchasers those will be

free.

Spray Color: Along with traditional Brush Color Pailac will sell Spray Color.

Direct Marketing: Pailac will introduce direct marketing through email and text.

24/7 Call Center: The company will set up a 24 hour call center.

Customized Product Sale: Pailac’s sales outlets will be furnished with mixing machine

complete with updated software to give the buyers their customize colors.

Experience Center: Pailac will have at least one Experience Center in all major cities.

That will provide compelling multi-sensory experience. Pailac’s state-of-the-art

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Experience Centers give integrators, architects, consultants and designers with a fully

immersive space to introduce to its clients.

BRAND DEVELOPMENT STRATEGY

Brand building blocks

Brand 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 Judgment

Pailacisoffering better colorthan previous one. People can get good quality products in attractive

prices.

Brand Feelings

Thinking about Pailacgives 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 ELEMENT14 | P a g e

Brand Name: Pailac Paint

Logo: This logo is a combination of different color of hand that representing various colorful

mind together to make a unique colorful world.

RE-PACKAGINGFor paint packaging plays vital role to grab attention. Previously Pailac’s packaging was regular

and not attractive. It’s time to change its packaging according customer’s mind

CO-BRANDINGTo reach more people co-branding is important for Pailac

Paint. So Pailac want to co-brand with country’s leading

interior design firms such as Archiden Interior &Creative

Interior. When people will come to take their interior

services then they will suggest Pailac to color walls. Both

will be benefited by this system.

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Slogan: C o l o r Y o u r W o r l d

LAUNCHING EVENTA successful new product launch takes research, planning and a skilled and knowledgeable

marketing team. The product must fulfill consumer needs and provide an emotional connection

through its promise and brand. Businesses often make the mistake of presenting new products to

consumers without adequate research or strategic planning. Today’s savvy consumers demand

products that satisfy them on many levels including quality, price, status and function. Preparing

a new product launch strategy for the best chance of success is indeed one of the toughest tasks.

Purpose

The primary purpose of a product launch is business growth. Businesses must master the concept

and process of a product launch to enable growth through successfully introducing new products

into the market. Product launches build sales and revenue through expansion of customer base.

By introducing new products, a business can target previously untapped customer markets. The

resulting growth allows businesses to hire additional sales and support staff.

Event Launch of Pailac Paints - Balloon Promotions

Balloon releases are beautiful ways to celebrate an event, remember a loved one, or just have

some fun! If we want to make our promotion more eye-catching, planning a small release of

balloons will play a vital role in brand awareness. But we need to be cautious about the

environmental hazards at the same time by remembering never to use helium for a balloon

release. Balloons should be filled with AIR only (physicians and the medical community are

complaining about increasing costs and decreasing availability; helium supplies on earth are

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limited.) We must remember to pick up and dispose of balloons that are released to avoid

environmental/wildlife hazards.

On the day of 14th April – Pohela Boishakh fest (the first day of the Bangla new year), these

balloons will be launched to promote the product with the new brand logo and slogan to attract

the customers directly from “Ramna Botomul” – a place where the occasion is celebrated with

tremendous joy. Different types of colorful balloons will be flown at once in a humongous

numbers which will be broadcasted through the partnering channel SATV. A daylong event will

be held consisting of concerts, dramas, fashion-shows, etc. A promotional package program will

be broadcasted in SATV sponsored by Pailac Paints where the top most celebrities such as

Ananta Jalil and Barsha will be anchoring the program throughout the day regarding the

launching event of Pailac. Wide range of TV commercials as well as billboards will be an added

plus for the company on that occasion as mostly people would be roaming around the city or

watching TV at home. Thus how the even launching program will be held.

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The Concert & TV Show

Today, Pohela Boishakh celebrations also mark a day of cultural unity without distinction

between class and religious affiliations. Of the major holidays celebrated in Bangladesh, only

Pohela Boishakh comes without any preexisting expectations (specific religious identity, culture

of gift-giving, etc.). Unlike holidays like Eid ul-Fitr, where dressing up in lavish clothes has

become a norm, or Christmas where exchanging gifts has become an integral part of the holiday,

Pohela Boishakh is really about celebrating the simpler, rural roots of the Bengal. As a result,

more people can participate in the festivities together without the burden of having to reveal

one’s class, religion, or financial capacity. Therefore, we will be organizing concerts and

television shows for people to create brand awareness in the first place.

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PRINT ADVERTISEMENTPrint Advertising plays a very important role in business promotions. Firstly, it creates awareness

among the consumers about the products and the services available in the market. Secondly, it

develops the image of the product in the minds of the customers. Thirdly, it increases the

visibility of the product among the customers. Fourthly, it can help in increasing the sales of the

company which directly leads to the business promotions. The concept of brand ambassadors in

advertising is increasing because the companies know that customers are inspired by them and

they buy products because of their favorite figures. Therefore, we can say that an excellent,

creative and well-designed print advertising can really help in business promotion.

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CAMPAIGN

Teaser Campaign

A teaser campaign is an advertising campaign which typically consists of a series of small,

cryptic, challenging advertisements that anticipate a larger, full-blown campaign for a product

launch or otherwise important event.

o We will use Billboards for our teaser campaign. It will run for 15 days before the

launching of Pailac Paints. They will be placed in both residentially and commercially

crowded areas such as New market, Bijayshoroni, Mohakhali flyover, Linking road,

Airport circle and Gulshan 2 circle so that they can get enough attention.

o We will also have a teaser on Facebook. We will have a Facebook page for Pailac and we

will start posting continuous photos of different types of quality paints before 20 days of

launching. Here we won’t show how pailac is going to be exactly but will only give

people hint. And we will use “SOMETHING AWESOME” – words in every post to

cement the words in the audiences’ memory.

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Seasonal Campaign

We will be doing seasonal campaigns such as for every different season (summer/ winter/ rainy

season) we will offer different colors and designs for our customers. This can create excitement

among them. Also while different festivals, we will offer different customized designs. We

willtake advantage of specific holidays, like New Year's Eve, Valentine's Day, or Halloween, to

promote our product. This will allow us to have a specific budget allocated for the period, and

will let us use this campaign the next year if it performs well. We'll just have to reactivate the

campaign in a year's time.

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CONCLUSIONIn 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

entirely a 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. With good quality and the promise to make our

customers house look sophisticated which will not only give them warmth but also give the feel

of a beautiful house. By all this efforts, now Pailac Paints can position itself in a better way in

the minds of the customers.

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REFERENCE

Drukenbrod. Mark; Nov 2, 2004, date of retrieval: 3rd December2011; Retrieved from:<http://www.specialchem4coatings.com/resources/editorials/editorial.aspx?id=2046>

Bangladesh Economics News, January 24, 2010, Date of retrieval: 3rd December2011; Retrieved from:<http://bangladesheconomy.wordpress.com/2010/01/24/paint-makers-continue-double-digit-growth/>

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"Asian Paints Business Strategy." Upload & Share PowerPoint Presentations and Documents. Web. 12 Dec. 2011. <http://www.slideshare.net/SUMEET1234567/asian-paints-business-strategy>.

"Basic Ingredients For Paint Making by Tony Johansen." Making Artists Paint In The Studio By Tony Johansen. Web. 12 Dec. 2011. <http://www.paintmaking.com/basic_ingredients.htm>.

"What Is Branding and How Important Is It to Your Marketing Strategy?" Marketing – Information and Advice on Marketing Strategy, Marketing Plans, and Marketing Careers and Jobs. Web. 12 Dec. 2011. <http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm>.

RAK Paints (Pvt) Limited. Web. 12 Dec. 2011. <http://www.rakpaintsbd.com>.

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