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PAILAC PAINTS

INTRODUCTION
According 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 resituating 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.

PAINT INDUSTRY
Bangladeshs 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 Analysis

RAK paint is founded by RAK

groups
Mainly targets retail
consumers, real estate
developers, major institutions,
architects, interior designers

leading paint company

in Bangladesh
Berger offers home
decor services
Most technologically
advanced company.
Color Bank, Superior
Marine Paints, Textured
Coatings Heat,
Resistant Paints,
Roofing Compounds,
Epoxies and Powder
Coatings.

The company is operating in

this industry for about 58
years.
Decorative paint, Thinner,
Industrial Paint, Marine paint

Founded 1983 and is the

second largest paint
manufacturer in
Bangladesh
Synthetic enamel paint,
Synthetic paste distemper,
Plastic emulsion, Weather
paint, Thinner, Synthetic
undercoat, Road marking
paint, Water sealer

Our Brand Pailac

products
Aluminum paint,
Synthetic under coat,
Thinner, Primer, Enamel
paint

pailac was very popular

during 90sbut as the impact
of berger paint became
overpowering, pailac lost
their 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.

Current Market Position

of Pailac Paints
Current market position of pailac is not that good
because of so many local and global competitors.
Very small market share.
The brand has its awareness but people do not prefer to
buy Pailac Paints.
The company has lost its brand preference
No variation
Customer relationship remains silent
Pailac does not have any strategy to compete with the
upcoming challenges in the paint industry.

Reasons for Brand Failure

Unattractive Logo
Traditional Packaging
Lack of Variety
Lack of Effective Marketing Communication
Brand recall drops
Increase in competition
Failed to position

Where do we want to b
Be a recognized and preferred brands
Build our brand equity
Upgrade as a market force
Capture a good market share
Rise as the benchmark in the Paint industry
Keep on delivering world-class products
Ensuring best consumer satisfaction
Attain the ultimate objective Wealth Maximization
Try to hold the top position
Build a strong distribution network
Achieve effective and efficient management team and HR
Surpass the competitors in longevity and revenue growth
To increase the turnover by 100% within next 5 years
Remain socially committed ethical Company

Rebranding
Keep the brand name
Change the target market, brand logo and slogan
Repackage the product
Increase product Variations
Redesign commercials
Create new campaign
Availability of shades
Cause related marketing Paint orphanages and old homes

Target Market middle to affluent class

Have the affordability

Want to live a colorful life
Professional people
Business people having handsome income
Job holders having respectable salaries
Recently bought an apartment
Landlord of rented apartment
Have their own house; given by parents or grandparents

POD
Color Bank
Discount on accessories
and paints
Service Center
Direct marketing
24/7 call center
Customization
Experience Center
Spray color

POP
Waterproof and Durable
Environment Friendly
Vast Product Range

Weather coat, Plastic

and Acrylic paint
Good chemical
components

Brand development Strategy

Brand building blocks

Brand development
Strategy
Brand building blocks

Brand Element
Brand Name: Pailac
Paint

Logo:

Slogan:

World

Color Your

Website: www.pailacpaints.com.bd

Packaging

Co-branding

Launching
Event

Balloon Promotions
Pohela Boishakh

Concerts & TV show

Print Advertisement

Campaign
Teaser campaign

Billboards.

Will run for 15 days

before the launching.

Will be placed in
crowded areas.

 Facebook teaser.
Start before 20 days of
launching.
Will give people hint.
Try to cement SOMETHING
AWESOME in peoples mind.

 Seasonal campaign

For summer/winter/rainy season.

Offer different colours and design.

During festivals and occasions we will provide customised design.

This will help in allocating budget for this period and next year.

follow
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Conclusion

U
O
Y
K
N
A
TH
o n.
i
t
a
t
n
se
e
r
p
f
End o