SHIELD PAINTS

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THE MARKETING PLAN
The current marketing situation :

Market description :

Pakistan’s paint industry is valued between Rs

33 and 38 billion. The industry is divided into tw
o segments; the organised one, accounting fo
r 30 to 40% of the market, and the unorganised
segment that takes in the rest. In the organised
sector, major players include the multinationals
(AkzoNobel Pakistan, Berger, Jotun, Kansai, Ni
ppon) and local companies (Brighto,Diamond,
Happilac, Master and Nelson).
Paints in Pakistan can be broadly classified
into three categories; decorative, industrial
and automotive. In the organised segment,
the share of decorative paints is about 60 to
75%. Decorative paints are either oil-based or
water-based. They are further segmented into
emulsions, enamels, distempers and deco
paints for surface preparation and include wall
putty, primers, special effect paints for interior
and exterior use and wood polishing systems.
Competitive analysis :

The decorative paint industry in Pakistan

constitutes about 33% market share to ICI
paints, 21%belongs to Berger paints, about 8%
is attributed to Master paints, 4% to Kansai
paints and the remaining market is shared by
other companies. It is hardly surprising that
several manufacturers in the country have
teamed up with foreign companies in a bid to
outdo their competitors. Such collaborations
lead to the development of groundbreaking
products for the local market.
Distribution review:

Currently the distibution channel consists of

large number of retailers that comprises of
both i.e high-end dealers and loal paint
dealers. The paint companies provide their
expensive products to high-end dealers which
are mostly present in urban areas where as
their normal product targets the sub-urban
population through local dealers.
SWOT Analysis
Strengths:
● Paint is mosquito repellent.
● Protective coating.
● Colorful/Vibrant look.
●Pioneers of brand.

Weaknesses:

● New product in the market.

● Have to educate people about brand.
Opportunities:
● Growth rate.
●If it goes well we can expand ope
rations.

Threats:
● High rates
● If same product launches in the
market.
●Bad publicity. (Side effects )
brand.
OBJECTIVES & ISSUES
Objective:
 To offer high quality mosquito and insect
repellent paint that is durable and can
maintain customer satisfaction.
 To keep customer confident about our
product and establish a protective
environment for them to live in.
 Contribute to the well being of the people
on the process.
 Encourage research and development
section to produce standard and quality
product in order to increase sales.
 Continue development and advancement.
 To maximize profit through sales and cost re
duction.
Issues:

 Market segmentation selection could be an

issue while selecting the target market.

 Specificity as we are currently focusing on

social class consisting of middle class to
upper class.

 Measurability.

 Achievability.
MARKETING STRATEGY
Distribution Strategy:

Initially, we will distribute the product to sole

distributor to enlarge the brand in the market
and make it worthwhile all around. Next, we
will set out seperate marketplace for the
product at high rated commercial areas. Then
to make it familiar nationwide we will send our
dealers and brand representative to the most
visited and trusted markets of the country to
make our product used in all the areas of
country.
Market Research:

We will have to check out the position of

market; how high or low the value is going to ma
ke the product and its quality up to date. We will
have to check the customer demand and needs
to make the brand popular.

Pricing:
Initially price will be reasonable, later it will
become high as per the increasing demand
of product by customers. Our 1 Gallon (4kg) of p
aint tub costs 2300/- Rs. And 24 kg paint distemb
er costs 9500/- Rs. These prices are inclusive of all
Taxes.
Marketing organization:

Marketing organization is an important

framework of relations for the achievement of
marketing goals.
• We will have to make good
relations amongst the working staff and give
them specific authorities and responsibilities to
avoid clashes in staff.
• We will have to choose the best places for
advertisement which is most necessary.
• Well trained and experienced staff will be hi
gh valued which will result in great response
.
• Customer’s demand and satisfaction will
Controls:

No over production initially until and unless it is

demanded.
Avoid conflicts with customers and no action
should be taken against customer policy.
Positioning:
Our paint has a distinctive identity with it's main feature "mo
squito repellent" it's 100% mosquito repellent paint which pr
otect your home and office from mosquitos and other insect
s.As out paint is for interior use its best for home & office us
e.
Product Strategy:
As we have identified our customers who are home owners and fir
ms we are going to start serving them and in future we are intended
to make changes in our product according to our customers needs
& demand and to serve them better. Our product strategy is compri
sed of three parts: vision, goals, and initiatives.
.
Vision:
Our Vision as a mosquito repellent paint maker is “Provide
Our customers with a high quality paint with a protective te
chnology
Goals:
Our goal is to “Make every home protective and colourful a
nd to offer a paint which will never allow our customers to
regret on thier decisions"
Initiative:
We’re taking initiatives to achieve our goal.
We are making a high quality paint and trying to implement
our vision of serving our customers to their expectations.
Action Plan
After we’ve define our goals and vision also ha
ve a plan to achieve it. The things we’ll focus i
n executing or plan is:
• Simple ( our main step is to educate our cus
tomers about our paint)
• Achievable(we have set a goal which we c
an achieve and that is “by getting a positiv
e feedback from our customers about our p
aints”)
• Relevant (we’ll take a steps which help us
to achieve our goal)
Budget:

Budget is a crucial part for us. As we define our

goal is unbeatable quality so, we are not offeri
ng cheap products. Our paint is costly but it’ll j
ustify its price with its quality.
We have examine the phases of a launch and
determine the cost associated with our produ
ct
From the initial stage to the final stage we hav
e carefully analyze our cost from the productio
n to the final delivery to the wholesaler/retailer
Our budget model is:
Total Budget = Cost of development + cost of
production + promotion + transportation + prof
THANKS FOR YOUR ATTENTION！

PRESENTED BY :

TANZEEL

JAWAD

TAHIR

TAHA