Marketing Plan on Breathe Easy

Company Overview
Vision Mission Factory Sales Depot Products

Being socially committed ethical company, we will increase our turnover by 100 percent in every 5 years. We will remain the number one or two in all categories in which we operate.
2 (Dhaka, & Chittagong) 7 (Dhaka, Chittagong, Rajshahi, Khulna, Bogra, Sylhet and Comilla)

Color Bank, superior Marine Paints, Textured Coatings, Heat Resistant Paints, Roofing Compound and Epoxies

Leaders
Mr. Gerald K Adams Chairman since 2004 Mr. Ashfaque ur Rahman Ms. Rupali Chowdhury Mr. Jean-Claude Loutreuil Non-Executive Independent Managing Director Director since 1998 Director since April 2010 since 2008

History
1760 In 1760 a visionary German named Louis Berger, founded dye and pigment making business in England. Louis involved his family into the business and formed the company Louis Berger & Sons Limited. The company grew rapidly with a strong reputation for innovation and entrepreneurship culminating in perfecting the process of making Prussian blue, a deep blue dye - a color widely used for the uniforms of many European armies.

1950
Berger commenced the paint business in the Indian sub-continent from 1950. Initially the paints were first imported from Berger UK and later from Berger Pakistan. 1970 In 1970, Berger Paints Bangladesh Limited (BPBL), formerly known as Jenson & Nicholson, had set up its 1st paint factory at Kalurghat, Chittagong. The shareholders were Jenson & Nicholson (J&N), Duncan Macneil & Co. Limited and Dada Group. 1971 Duncan Macneil subsequently sold their shares to the majority shareholder J&N Group. The Dada Group's share was ultimately vested with the Government of the Peoples Republic of Bangladesh after the independence of the country in 1971. 1980

The name of the company was changed from J&N (Bangladesh) Limited to Berger Paints Bangladesh Limited.

Market Overview
Being socially committed ethical company, we will increase our turnover by 100 percent in every 5 years. It always emphasized on the consumer's needs and desires, thus creating a product range that is completely consumer centric. As the world is tackling various issues on climate changes, Berger too has been an earnest participant towards this cause, solemnly vowing to stop the environmental degradation so that they can give the next generation a decent place to live. Rooting from the same thought, Berger introduces a new interior emulsion 'Breathe easy'.

Product Overview

Product Overview

Competition Overview
Asian Paints
Asian Paints is also a multi-national giant. Although they are fighting neck to neck with Berger in all segments, Berger is so far clearly ahead in Innovation. Asian Paints has not the technological backbone to innovate and introduce a competitive

product against 'Breathe

easy'.

Nippon Paints

Nippon Paints is one of the worlds top 9 companies in paint industry. It has started its operation in Bangladesh back in December, 2011. Although the company currently has no competitive product like 'Breathe easy, according to market intelligence they are going to launch one Nippon Eco in last quarter, 2012.

Distribution Overview
There are two factories of BERGER; one is situated in SAVAR, Dhaka and another is located in Kalurghat heavy industrial area.

There are seven depots or sales office located in Dhaka, Rajshahi, Bogra, Khulna, Comilla, Sylhet, Chittagong.

The products are delivered from these depots to direct dealers. With the help of the dealers they marketed the products country wide.

There are 750 dealers in BD. Among them 400 dealers in Dhaka, 150 in Chittagong, 45 in Rajshahi, 30 in Bogra, 55 in Khulna nad rest are in different localities.

SWOT Analysis
Strengths
1. Technological Leadership 2. Human Expertise 3. Strong Channel Relationship

Weaknesses
1. High Cost for Raw Materials 2. High Distribution Cost

Opportunities
1. Eco-friendly 2. Worldwide Acceptance

Threats
1. High Inflation 2. Lack of Copyright Regulation

Objectives
Objectives are set as following approach:

Specific Measurable Actionable Realistic Timely

Year 1: Gaining 30% segment share of premium segment through sales volume of 250,000 liters and achieving score of 8 out of 10 in BPBLs brand image rating scale.

Year 2: Gaining 80% segment share of premium segment through sales volume of 950,000 liters.

targeting
Targeting is based on Psychographic analysis:
Social Class: Upper-upper &
Upper-middle

Lifestyle

: Achievers
Ambitious, Self actualized

Personality:

Positioning
Positioning is based on both POP & POD strategy:
POP (Point of Parity)
Glossy & Artistic Effect Odor free & Anti-Microbial properties

POD (Point of Difference)

Stain free Eco friendly Low VOC

Products
Strategies
Feature:
'Breathe easy' is a unique paint and the first of its kind in Bangladesh that will completely change your impression towards paints. 'Breathe easy' will provide your house with a healthy environment with a touch of nature for your walls. The main features of 'Breathe easy' are:
Product Description Brilliant white Pack Size 3.64 LTR 3.60 LTR 0.90 LTR 3.60 LTR 0.90 LTR 3.60 LTR 0.90 LTR 0.91 LTR 3.64 LTR 1 Kg 1 Kg

Packaging & Size:

Base N Base W0

Base W1
Water Sealer Wall Putty

Pricing
Strategies
Value based pricing approach has been used to determine the price of

'Breathe easy'.

Product Description Brilliant white Base N Base W0 Base W1 Water Sealer

Pack Size 3.64 LTR 3.60 LTR 0.90 LTR 3.60 LTR 0.90 LTR 3.60 LTR 0.90 LTR 0.91 LTR 3.64 LTR 1 Kg 1 Kg

MRP (TK.) 2330.00 1950.00 500.00 2200.00 560.00 2125.00 540.00 215.00 850.00 135.00 600.00

Wall Putty

Wholesale Price (TK.) 2213.50 1950.00 500.00 2200.00 560.00 2125.00 540.00 204.25 807.50 128.25 570.00

distribution
Strategies
The Brand

'Breathe easy

will be distributed through a network of

selected stores (dealers and/or sub-dealers), non store retailers (painters, carpenters etc), and institutional channel. Among the most important channel partners being contracted are:

1. Dealers and/or SubDealers: To distribute the brand,

the company has selected 600 zones/clusters throughout the country based on location of target customer group. In those zones, Berger will deploy 980 dealers and/or sub-dealers, who will sell the product to both customers and end users.

2. Non Store Retailers: 6 sales

depots will maintain stocks of 'Breathe easy' to sell directly to customers like painters, carpenters, contractors, etc.

3. Project Team:
The project team will be responsible for selling to different institutions.

Promotion Strategies
A hybrid model has been used for 'Breathe

easy'. The USP for 'Breathe easy' will be:

USP (Unique Selling Proposition): Healthy Paint for Your Home

The main communication tool will be:

1. TVC 2. Billboard 3. Outdoor branding 4. Newspaper Advertisement 5. Trade Shows

Activity grid
Objective Activity Detail TVC Publish Bill Board Ads Publish Newspaper Ads Trade Shows Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Building Awareness

Outdoor Events Sales Promotion

Driving Sales End user event Training End users

A Sample Clip:
'Breathe easy

Thank You