Integrated Marketing Communication

1462 Words Jan 31st, 2013 6 Pages
Assignment : Brand building through an Integrated Marketing Communications program.

Topic : A FMCG Brand ( Asian Paints )


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
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