Assignment : Brand building through an Integrated Marketing Communications program.
Topic : A FMCG Brand ( Asian Paints )
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Company Introduction : Asian Paints is India’s largest paint company and Asia’s third largest paint company, with a turnover of Rs 77.06 billion. The group has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 17 countries and has 24 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.
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Place : Simply refers to how & where we are going to sell the product to the consumer. Currently selling the products through dealers. Company has a huge network of dealers and retail outlets which can be use to sell this new eco friendly paint product line.
o Dealers - 27000 o Retail Outlets – 3000 o Colorworld network through 18000 dealers
Apart from dealers and retail outlets, Asian Paints should also sell their products through following channels.
o HomeTown o Big Bazaar
4. Promotion : : A successful product or service means nothing unless the benefit of that product/service can be communicated to the Target Market.
o Company should convey the message to target audience why Eco friendly paint is need of the present and future.
o Advertisement through television,news paper,FM Radio, Internet,Magazines, Horadings etc
o Promotion of products through coating shows.
o Promotion by offering home solution services.
o Unique way of communicating with consumer by the recently launched the happy painting guide.
Implementation Plan : Company should create a new logo and brand identity for eco friendly
Paint product.
New Logo
The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.
The products that people buy are promoted to bring in new consumers. Promotion requires an organization to have a lot of time. Also a promotion should be clear and t o the point.
The Sherwin-Williams Company is one of the largest paint companies in the world. They have over 4,000 Stores employing almost 31,000 people (Encyclopedia, n.d.). Sherwin-Williams recently announced the purchase of the competitive company Valspar for $9.3 billion (Bloomberg, n.d.). They have tough Competition from
The companies use mall based and mall concept stores to distribute their products. Also, customers can order products online from company websites.
Nordstrom is a sophisticated departmental store that offers a pleasant shopping experience to all who step on its floor. Nordstrom’s target markets comprise women, men, girls, and kids of the upper and higher-middle section of the society. Nordstrom gives a lot to their consumers in both goods and service. When asked, clientele say they expect goods that are fashionable, long lasting, and
Paint Prescriptions is a full service finishing and painting company that is located in Soquel, California. Paint Prescriptions was founded in 1995. Few of the services they provide include general painting, walls, millwork, doors and cabinetry, exterior painting, staining, finishing, custom staining, shading and antiquing, dye stains industrial quality clears and catalyzed finishes including epoxies and water based clears, maintenance repaints, etc. Paint Prescriptions also performs touch ups, factory finish repair and matching, metal finishing and restoration, furniture refinishing, cabinet refinishing, and doors, windows and skylights - finished to factory specs. Paint Prescriptions aims to deliver the highest quality and durability. Paint
meaningful and accurate environmental information and dialogue based on scientific evidence about our products, activities and services at corporate, market and product brand level;
• International Operations: Products are distributed in New Zealand, Malaysia, Thailand, Taiwan, Singapore and Hong Kong.
Currently in the high-end of the trade market, Jones-Blair specializes in higher quality paint products that target the do-it-yourself consumers as well as the professional painters that want high quality products with great
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“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule”
Consider this scenario. Eden Beauty the organisation you work for wants you to create an advertisement or plan a promotional activity for a new range of skin care products.
Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.
Promotion – Promotion means making customers aware about your products and introducing the customers with the benefits which they can get by buying their products. They can do advertisements, direct marketing and sales promotion for the promotion of the product.