Instructor: Zarjina T. Khalil (ZtK)

Rebranding ELITE Paint

GROUP MEMBERS

Kamrul Hasan Shawon 102 0236 030

Tahmid Rahman Tishat 121 0972 030

Md. Mainul Kader 102 0456 030

S.M Ishrak Rahman 102 0360 030

Md. Moshiur Rahman 102 0936 030

Ansarul Haque 102 0364 030

LETTER OF TRANSMITTAL

ZarjinaTarana Khalil (ZTK)Lecturer, School of BusinessNorth South UniversityDhaka, BangladeshDate: 01/01/2014

Subject: Report on dying brand- Elite Paints

Dear Ma’am,

Here is the report on our dying brand Elite Paints which was the term report for the semester Fall’2013.

In this report we have re-branded Elite paint which is a dying brand due to unattractive packaging and lack of marketing. Thus, we have re-launched Elite Paints with a new logo and slogan. We have covered the porters 5 forces model, Competitors analysis, point of parity, point of declaration, the market place and launching activities off the renewed Elite paints. By doing the practical work, we understood the relevant theoretical concept way better than any theory intensive study session would. So the scope of this report has been achieved. Also during our group work, we learned to communicate better with each other and overcome our different personalities and busy schedules.

It is our honor to submit this report to you and we are thankful for giving us such learning and innovative tasks.

If there is any question or queries regarding our report you can contact us at kamrulhasanshaon@gmail.com

Sincerely,

Kamrul Hasan Shaon

Ishrak Rahman

Md.Moshiru Rahman

Md.Maintul Kader

Tahmid Rahman Tishat

Ansarul Haque

DECLARATION

We declare that every part of the Project Report on Elite Paints submitted to our course instructor Zarjina Tarana Khalil , lecturer in the School Of Business of North South University is a record of an original work done by Kamrul Hasan Shaon, Ishrak Rahman, Md. Mainul Kader, Tahmid Rahman Tishat, Md .Moshiur Rahman and Ansarul Haque

The results embodied in this report have not been submitted to any other University or used in other course as such.

We acknowledge that, if our instructor detects any sort of malpractice in relation to this report, then he will not award us marks for our work.

Kamrul Hasan Shaon

Ishrak Rahman

Md.Moshiru Rahman

Md.Maintul Kader

Tahmid Rahman Tishat

Ansarul Haque

EXECUTIVE SUMMARY

A brand is 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 from others.Branding a dying brand is a huge challenge because one needs to re-establish the credibility and value of the product.Bangladesh’s paint industry has been growing at a double-digit rate for the past several years.There are some large paint companies along with some small and insignificant ones. The market is dominated by Berger, followed by and Romana which are losing their market to the new entrants RAK Paints and Navana Paints. (The Prime Bank study shows Berger alone holds 48 percent market share, followed by Asian Paints 12 percent, Roxy 10 percent, Pailac and Aqua each 7 percent and Elite Paints 5 percent. Uzala and Navana paints are also in the market.Market leader Berger grew by 25 percent in 2008 and Asian Paints that entered the market in 2002, whooping 50 percent. The local housing industry, which grew 20 percent last year, may do well this year, despite internal and external obstacles.) However the ones very popular Elite paints lost its position because of its unappealing package and logo and limited product line in comparison with its competitors.

Nevertheless, its established name in market and comparatively lower price than all theCompetitors can help us to capture the target market below Berger’s target group. Thus now our objective is to be the 2nd sold paint by 2017. We are re-branding Elite with an entirely new look, new logo and new slogan and targeting the middle class/upper middle class, married/early income, people who have good taste but cannot afford to paint their house according to their dream.To improve our quality we have extended our product line along with some new attractions like lessons on how to paint your walls on your own and selling complimentary materials at a discounted rate (brush, ladder, etc).

With good quality and with the promise of making our customers house look sophisticated which will not only give them warmth but also will give the feel of a beautiful house.We will be launching on February 6th, 2014 but we will start our campaigns during5th January to create awareness among the people with Billboards around Dhaka city.In addition to Billboards and a new print ad, we are introducing a new ad which will have an emotional appeal that our target customer can relate with.

TABLE OF CONTENTS

Strategic Brand Management .......................................................................................................................... 0

Group Members.................................................................................................................................................... 1

Letter of Transmittal........................................................................................................................................... 2

Declaration............................................................................................................................................................. 3

Executive summary............................................................................................................................................. 4

Introduction........................................................................................................................................................... 7

Paint Industry........................................................................................................................................................ 8

Porter’s 5 forces model...................................................................................................................................... 9

Competitive rivalry within an industry:................................................................................................10

Threats of substitute products:................................................................................................................ 10

New entrants:.................................................................................................................................................. 10

Bargaining power of suppliers:................................................................................................................ 10

Bargaining power of Buyers:..................................................................................................................... 11

Competitors Analysis........................................................................................................................................ 11

Berger.................................................................................................................................................................... 12

Romana................................................................................................................................................................. 13

RAK paints............................................................................................................................................................ 14

Pailac...................................................................................................................................................................... 15

OUR BRAND.......................................................................................................................................................... 16

Where are we now?........................................................................................................................................... 18

Reasons for Brand Failure.............................................................................................................................. 18

Unattractive Packaging............................................................................................................................... 18

Unappealing Logo.......................................................................................................................................... 18

Absence of Effective Marketing Communication................................................................................19

Lack of Variety................................................................................................................................................ 19

Where do we want to be?................................................................................................................................... 19

Our Value Framework of Elite Paint............................................................................................................20

Rebranding Elite.................................................................................................................................................. 21

Target Market..................................................................................................................................................... 22

Points of Parity................................................................................................................................................... 23

Points of Difference/differentiation..................................................................................................................23

Brand Development Strategy............................................................................................................................ 23

Brand Building Blocks...................................................................................................................................... 24

Positioning Statement......................................................................................................................................... 24

Unique selling proposition............................................................................................................................. 25

Breath Easy...................................................................................................................................................... 25

New brand logo................................................................................................................................................ 29

New Brand Slogan is........................................................................................................................................... 29

Re-packaging........................................................................................................................................................ 30

Promotion............................................................................................................................................................. 31

Traditional promotions:............................................................................................................................. 31

Unique promotions:...................................................................................................................................... 35

Facebook’s Most popular User in Bangladesh contest (Online promotion)..............................35

Elite paint’s house of the year:.................................................................................................................. 36

‘Color your dream’ Canvas:........................................................................................................................ 36

Teaser Campaigns............................................................................................................................................... 37

Launching Elite-paints..................................................................................................................................... 37

Launching event................................................................................................................................................. 38

Conclusion............................................................................................................................................................ 38

REFERENCE.......................................................................................................................................................... 39

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.

Branding has been around for centuries as a means to distinguish the goods or services from one

producer or service provider to another. While a product is anything we can offer to a market for

attention, acquisition, use or consumption to satisfy our need or want, a brand is much more than

that. This is because it has dimensions that can differentiate it from all other products that satisfy

the same need or want. Therefore, marketers are very careful with branding their products or

services. (Marketing textbook)

Branding a dying brand is huge challenge because one needs to reestablish the credibility and

value of the product. One such dying brand is Elite Paints. Elite Paints was very popular during

the 90s but right at this point the paint company is struggling hard to become customers’

preference.

The purpose of this report is to understand condition of the paint industry in Bangladesh. Paint

industry is one of the flourishing industries of Bangladesh. There are many brands of paints that

are being sold in the market. Nevertheless, through our market research we found out that “Elite”

is a brand which, although was very popular amongst people in the early 80s and 90s, has lost its

popularity. The brand’s image has been blurred due to the overpowering effects of the

competitors. Therefore, we have decided to rebrand Elite in such a way that it regains its

popularity in the market. Thus, we have focused on improving quality and targeting the market

through extensive media plan along with repackaging and re-positioning the brand “Elite”.

While doing the project, the largest source of information was gathered from internet. We have

also referred to textbooks and the market itself.

There was not much limitation except that we missed the opportunity of visiting the organization

and getting to know the managers and employees to get a better insight

PAINT INDUSTRY

Bangladesh's paint industry has been growing at a double-digit rate for the past several years

riding on the increasing demand from the construction sector, market players said.

A recent study reveals its market size based on demand is estimated at Tk 1,000 crore and

domestic production capacity Tk 920 crore. Leading private commercial bank Prime Bank

conducted the study.

The demand-supply gap, according to the study, is Tk 80 crore.

Only a few players Berger, Asian, Roxy, Pailac, Aqua etc are operating in the market with over

90 percent market share.

The Prime Bank study shows Berger alone holds 48 percent market share, followed by Asian

Paints 12 percent, Roxy 10 percent, Pailac and Aqua each 7 percent and Elite Paints 5 percent.

Uzala and Navana paints are also in the market.

Market leader Berger grew by 25 percent in 2008 and Asian Paints that entered the market in

2002, whooping 50 percent.

The local housing industry, which grew 20 percent last year, may do well this year, despite

internal and external obstacles.

Shipbuilding and automobile industries also consumed a good amount of paints, market

operators said, without giving a specific percentage.

Key products that hold the major market shares are: plastic emulsion, distemper, outer coat

(weather proof), synthetic enamel etc.

Plastic emulsion and distemper are close substitute of each other. Emulsion is basically used in

high-end residence all over the country and distempers are economy class products having a

demand in semi-urban and rural markets. Weather coat is growing very fast and presently hold

20 percent market share.

Bangladesh’s paint industry has been growing at a double-digit 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 2004 to 2008 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.

PORTER’S 5 FORCES MODEL

Porters Five Forces

Bargaining Power of Consumers:

HIGH

Bargaining power of Suppliers: Moderate

Threat of Substitute Products: Moderate

Intensity of Rivalry among Competing Firms:

HIGH

Threat of New Entrants:HIGH

COMPETITIVE RIVALRY WITHIN AN INDUSTRY:

Bangladesh has a very strong paint industry. There is an intense competition going on between

existing and new paint industries.  But the market is dominated by few players:  Berger, Asian,

Roxy, Elite and Elite etc are operating in the market with over 90 percent market share.

Berger alone holds 48 percent market share, followed by Asian Paints 12 percent, Roxy 10

percent, Aqua 7 percent and Elite Paints 5 percent.

THREATS OF SUBSTITUTE PRODUCTS:

In Bangladesh there is much substitute product when it comes to paint. Wall paper has recently

emerged. The youth have started drifting towards colorful patters which is easier with wall

papers.

Substitutes within paint qualities can be between Plastic emulsion and distemper. These are close

substitute of each other. Emulsion is basically used in high-end residence all over the country

and distempers are economy class products having a demand in semi-urban and rural markets.

Weather coat is growing very fast as it is for exterior wall and presently hold 20 percent market

share.

NEW ENTRANTS:

RAK and Navana paints are new in the market. They have been in the market since 1999 so they

are confident about grabbing a market share in the paint industry in Bangladesh.

However the market is already crowded and there is little business opportunity for any other new

entrants.

BARGAINING POWER OF SUPPLIERS:

Paints are fluid finishing compositions containing coloring substances. It forms in solid,

adhesive, protective or decorative coat way. The major resources used to produce paint are

resins, solvents, drying oils, pigments, and extenders, plasticizer and etc. basically,  Paint

industry today is a vital part of the chemical industry and has given impetus to development of

synthetic resin, pigment and solvent industries.

After the production there are also needed steel packagings for finished paint. The steel industry

is available in the processing of finished product. 

The bargaining power of suppliers of the industry is moderately high since the demand for paint

is high where as the entire paint industry relies on them.   

BARGAINING POWER OF BUYERS:

The bargaining power is high since there are too many paint industries and are very competitive.

The price varies from BDT 350- BDT 325. The products  range are also similar as a result buyers

can shift to other brands which is why Berger has been spending so much in marketing and is the

highest seller in the paint industry.

If consumers want moderate quality products at a cheaper rate, there are many competitors such

as Asian, Romana and Roxy.

COMPETITORS ANALYSIS

There are some large paint companies along with some small and insignificant ones. The market

is dominated by Berger, followed by Elite Paints and Romana which are losing their market to

the new entrants RAK Paints and Navana Paints. Once very popular, Elite Paints is slowly

falling out of the race.

The price structures of the different paint brands include:

COMPANY/BRAND DISTEMPER(1 GALLON) ENAMEL(1 GALLON)

Berger 350 870

Asian 330 820

Romana 330 820

Roxy 330 820

RAK 330 800

Navana 330 800

Elite 325 800

BERGER

Slogan: Paint your imagination

URL: www.bergerbd.com

Founded in 1960,Berger Paints is one of the oldest names in the paint industry, yet, it is one of

the most technologically advanced companies in the country

Berger Paints started ‘painting’ Bangladesh since independence. Over the past few decades,

Berger has evolved and transformed itself in becoming the leading paint solution provider in the

country with a diversified product range that caters to all your painting needs.

To bolster customer satisfaction, Berger offers Home Decor Service from where one can get an

array of services pertaining to painting.

The product range includes:

Specialized outdoor paints to protect against adverse weather conditions,

Color Bank

Superior Marine Paints

Textured Coatings

Heat Resistant Paints

Roofing Compounds

Epoxies and Powder Coatings.

ROMANA

Slogan: Choice of millions

URL: www.Romana.com

Founded 1983 and is the second largest paint manufacturer in Bangladesh.

For the last two decades Romana Paint has become an international standard paints by fulfilling

the demand millions of people. Romana Paint maintains its individual standard, quality, value

and wins a permanent position in the hearts of the citizens of Bangladesh with different class and

professionals

A big number of active sales team and an efficient management co-ordinate respect a wonderful

marketing result. They believe in quality and value people’s money.

Their Products are:

Synthetic enamel paint

Synthetic paste distemper

Plastic emulsion

Weather paint

Thinner

Synthetic undercoat

Road marking paint

Water sealer

RAK PAINTS

RAK Paints is founded by one of the leading groups, RAK Groups. RAK Paints (Private)

Limited produces solvent based and water based paints of premier quality. The primary list of

paints to be manufactured is given separately. RAK Paints (Private) Limited tries to focus on

producing finest quality products, targeting retail consumers, real estate developers, major

institutions, architects, interior designers and who are interested in exotic color combination to

enhance the appearance. They have impressive packaging and website.

RAK Paints supports green building construction.

Slogan: Pran Jagaye, Jibon Rangaye

URL: www.rakpaintsbd.com

PAILAC

Elite Group (Pvt.) Ltd. is one of the largest Manufacturing Industries in Bangladesh. Major

concentration of the group is aimed towards Elite Paint & Chemical Co. (Pvt.) Ltd. Elite Group

(Pvt.) Ltd. consist seven enterprises. Elite Group (Pvt.) Ltd. was established in 1978

In this globalization period Elite Group has stepped in to overseas by their wide range of

products to occupy vacant demands in the niche market.

Their products are:

Aluminum paint

Synthetic under coat

Thinner

Primer

Enamel paint

Current Tagline: BANGLADESH ER RONG

Elite was very popular during the 90s but as the impact of Berger paint became overpowering,

Elite slowly lost its customers. Also, there are many new companies in the market which have

come up with livelier array of products. Elite 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.

OUR BRAND

Elite Paint

Slogan: Rangiye dao

URL: www.elitepaint.com

Elite Paint is one of the leading manufacturers of paints and Varnishes in

Bangladesh. The company is operating in this particular industry for about 58 years

and it is one of the oldest names in the paint industry of Bangladesh

The company started producing and marketing their products to the local

market in 1952 and now Elite is one of the renowned paint manufacturers in the

country. At this point of time Elite offers all kinds of painting solutions in

decorative, industrial and in marine segment for both decorative and protective

purpose.

Elite paint has a strong marketing network throughout the country. The

company has their head office in Dhaka and they have their marketing operation in

different zones like Dhaka, Chittagong. Noakhali, Sylhet, Rangamati, Bogra,

Barisal, Kustia and Khulna. Theses zone are also covering few areas and the

company is trying to expand their business around the country.

The product range includes-

WHERE ARE WE NOW?

Currently the market share of Elite Paints is very small. Even the new entrants like Navana

Paints and RAK Paints have a higher share than Elite Paints. Most people know about the brand

but they do not prefer Elite Paints. The company has lost its brand preference because it did not

change itself to match the changes in the market. They have, therefore, lost the brand credibility

Industrial Paint Thinner

Decorative paint

Marine paint

as well since people do not perceive it as a brand that is worth spending money on. Customers

feel that since their look is still the same, they have to modernize their products according to the

current market scenario. While Berger constantly bring create product variations and customer

relationships, Elite remains silent.

REASONS FOR BRAND FAILURE

UNATTRACTIVE PACKAGING

The can of Elite Paint is covered with the green and Elite is typed on white with black. This is

the case of Synthetic enamel paint. In case of acrylic paint, it is blue and white and cans of

cement paint have got brown and white colors. There is no creativity or excitement in the can.

On the other hand, competitors like Berger and RAK Paints are. 

 

UNAPPEALING LOGO

The logo is written in simple Bengali or English with black color on a white background. This,

therefore, cannot easily grab the attention of customers. There is no fun or excitement in it and

the brand logo in black and white does not go with the colorful image of the product. In case of

the other products in the product line, the logo has a change in color but the look is still that

boring.

ABSENCE OF EFFECTIVE MARKETING COMMUNICATION

At this point, while Berger and RAK Paints are displaying their products impressively on the

internet, Elite does not even have its own website address. It tried to bring changes with a

television commercial but that did not work because Elite failed to position it properly.

LACK OF VARIETY

Elite Paints has only 2-4 kinds of paints where as Berger and RAK have introduced wide array of

products and wall paints.

WHERE DO WE WANT TO BE?

Right at this point, Elite Paints is at the end of the list of brands operating in Bangladesh. Right

now, we cannot dream too big because

We have understood that since Berger is a power brand, it is almost impossible to defeat it by a

dying brand. If we consider Berger as our prime competitor then we will again lose the market

badly. Therefore, we have no intention to make an effort to cross Berger’s brand equity. Instead,

our plan is to serve people for whom Berger is expensive. Also, Asian Paints and Romana Paints

are losing their popularity slowly. Although Navana Paints and RAK Paints are slowly capturing

a good market share, Elite Paints can still compete with them since the brand Elite is an old and

established brand. ELITE brand was established in 1952.Therefore we want to capture the

highest market share after Berger in next 5 years.

Thus, our objective is to become the number 2 bestselling brand within 2017.

OUR VALUE FRAMEWORK OF ELITE PAINT

CINCCOMPANY

1. Large collection

2. Standard and quality paints

CUSTOMERS

1. Providing quality paints and services related to our product.

COMPETITORS

1 Berger

2. Romana

3. Asian

COLLABORATORS

1. Retail Outlets

CONTEXT

1. Durability against adverse

weather situation, specifically during

rainy seasons.

REBRANDING ELITE

In order to capture a market share higher than any other paint companies in Bangladesh except

Berger, we need to rebrand Elite. We need to change most of the brand elements along with

product variety, package and media communication in order to become customers’ preferred

paint.

product1. Paint

Price1. affordable

2.325tk/gallon for distemperd and 800tk/gallon

for enamel

Place1.Own outlets

2. Autherized distributer

Promotion1. TVC

2. Bill Boards.3. Campaigns

Market segmentation

1. Market has been segmented into socioeconomic class.

Target market

1. Middle class to Upper middle class

Product positioning

1. Quality

2. Vast variety

3. Affordable

CUSTOMER ACQUISITOIN

1. SALES result

2. Customer’s Inquiry; immediate response through phone or email.

CUSTOMER RETENTION

1. Giving proper service and satisfaction regarding the service is guaranteed

which leads customers to be loyal about the brand

PROFIT GENERATED

Therefore we need to reposition Elite Paints by:

Keep the brand name 

Change the target market

 Change the brand logo

 Change the brand slogan

 Repackage the product

 Increase product Variations

 Redesign new commercials

 Use the Integrated Marketing Communication tools

TARGET MARKET

It is very important to define your target market extensively so that all your promotional

activities are linked. The companies that fail to define its target market fail miserably in the

market.

In case of Elite, we are going to keep the price same. This is because currently we are providing

the lowest cost products in the market. Therefore, we will not target the high income earners.

Middle Class or Upper Middle Class

Our target market can have one or more of the following characteristics:

Newly Married Couple with Starting Salaries

 Stays in a rented apartment

 Has their own house but that is given to them by parents or grandparents

Recently bought an apartment which cost all their savings

Has a good taste in living but do not have the affordability power

In the Dhaka City and in the large cities like Chittagong, Khulna, Bogra and Sylhet, families

with not high monthly income (i.e. the total family income sums up to 20,000taka to 50,000taka)

live, who have the desire to live a colorful life but cannot only because they are concerned about

money. Most of these newlywed couple with small salary will soon earn more and can afford a

small apartment. If we can value their feelings now then they will be loyal to our brand and will

remain with them in the future. We want to target them and want to make them feel that painting

walls of a room or house does not cost very high amount of money but painting a wall multiplies

the happiness in life.

POINTS OF PARITY

Points of Parity simply include:

It paints the walls like all other competitors

The paint is waterproof and durable

The product range has everything that its competitors have

POINTS OF DIFFERENCE/DIFFERENTIATION

Even though we have the low cost advantage at this point, the cost differ only 5 taka from the

immediate competitors like RAK , NAVANA and as such. Therefore, the competitors can easily

reduce their price by 5 or 10 taka. Therefore, the brand Elite is highly subjected to price wars.

That is the reason why will not bank on low price only.

All our showrooms will have a huge color bank from which people can choose

their choice of colors.

We will have trainers in our showrooms who will teach you how to paint your

walls on your own. There is a huge cost associated with appointing painters to

paint the walls. If the family together can paint the house not only will they have

reduced the cost but also they will have great fun

All the painting materials like brush, ladder and as such will be free for those who

will purchase at bulk and at a discounted price who will buy less amount of paint.

BRAND DEVELOPMENT STRATEGY

BRAND BUILDING BLOCKS

Brand Salience

Elite is a known brand but we need to create awareness that it has been re-launched with great

improvements. People must know about it.

Brand Performance

Good quality, Waterproof, plastic paints where the stains can easily be removed.

Brand Imagery

The paint looks great on walls and it will make

your house look new and sophisticated.

Brand Judgment

The brand is of better quality now but the price

is same. Therefore you can get good quality

products in low price.

Brand Feelings

Elite gives a feeling of warmth..

Brand Resonance

The kind of offers Elite will have for its customers, people will feel attached to the brand.

POSITIONING STATEMENT

“Elite Paint is a quality product at a low price that you can use yourself to paint your walls

beautiful.”

Key Insight: I want to have a beautiful house where I will live with my family.

UNIQUE SELLING PROPOSITION

BREATH EASY

Consumers of Bangladesh have their utmost trust in the quality of Elite's paints. Keeping in line

with other developed countries, Elite uses the latest technologies to fulfill consumer demands

over the years, which have always strived to be environmentally friendly. 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 Elite 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, Elite

introduces a new interior emulsion 'Breathe Easy'.

Why is it special?

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. Its low VOC formula helps prevent any air

pollution. So the lingering odor one experiences from the freshly painted walls will be no longer

there, making your house comfortable for you to live in even while being painted. Breathe Easy

is a healthy paint for a healthy lifestyle.

Size and Packaging

Available in 3.6 liters and 0.9 liters pack.

Shades

Breathe Easy is available in ColorBank's 101 shades.

Usage Area

Breathe Easy Emulsion is an interior wall finish, which can be applied on all types of smooth

plasters, false ceiling, asbestos sheet, concrete etc.

SURFACE PREPARATION

New plaster surface: It is advisable to allow new plastered surface to dry adequately before

painting. Ensure that the surface is free from loose particles and any greasy/oily substance by

cleaning the surface with emery rubbing paper or wire brush.

Repainting: Previous coatings of lime wash, distemper etc. must be thoroughly scraped off.

Earlier coatings of emulsion based paint need not to be removed if the coatings are in sound

condition. However, the gloss/sheen of such coatings must be removed by thorough sanding.

Cracked or flaked paint must be removed completely. Fungus affected areas require separate

adequate treatment. Repair the cracked portion of plasters and areas affected by leaks, drainage

etc., well prior to painting. Allow the surface to dry sufficiently.

On new/old walls: Apply 100% thinned Robb Water Based Sealer as primer. Dry the wall for at

least 4-6 hours. Then apply two coats Robb Wall putty with a 6-8 hours interval. After proper

drying (overnight) of wall putty, rub down the wall with sandpaper to provide a sound surface.

Apply one coat of Breathe Easy thinning with 100% water as the prime coat and allow the

surface to dry at least 24 hours. Now the surface is ready for paint application.

APPLICATION

Breathe Easy Emulsion can be applied with brush or roller. Apply 2 coats of Breathe Easy

Emulsion as the finish coat within 24 hours interval. 

Dilution for application:

Brush - Paint : Water = 3:1 (By volume)

Roller - Paint : Water = 4:1 (By volume)

CAUTION

- Do not overthin.

- Use the thinned paint within 12 hours.

- Do not retain the thinned material beyond

recommended time.

Elite Breathe Easy is an odorless paint. That's why when you paint your house with Breathe

Easy you don't get any bad odors.

It contains Anti-Microbial properties that resist the growth of bacteria and other microbes on the

paint film, so that the walls of your home will remain completely safe and healthy for your

family for many years to come.

The 'Stain-Free' formula in Breathe Easy helps keep walls looking brand new for a long time.

Because of this special formula, common dirt and stains can hardly affect your walls. However,

if your walls are affected by tea-coffee stains, handprints and the marks from your children's

color pencils, you can easily wash them off more than 5000 times with soap water without

affecting the color and tone of the paint Breathe easy gives the walls an impeccable long lasting

finish with a touch of soft sheen suited for healthy living. When walls are painted with any

shades of Breathe Easy, the rooms look more spacious, thus giving you a more aesthetic

interior.

To make Breathe Easy even safer for human and especially for children, it is kept free of

Alkylphenol Ethoxylate (APEO). It is lead free and environment friendly.

It contains very minimal amount of volatile organic compound (VOC), therefore it prevents

emission of greenhouse gases, thus, the environment of the house remains fresh and very

comfortable to live in.

Non-Toxic Paints

Indoor air is three times more polluted than outdoor air,  

and according to the EPA, is considered one of the top 5 hazards to human health. Paints and

finishes are among the leading causes. Paints and finishes release low level toxic emissions into

the air for years after application. The source of these toxins is a variey of volatile organic

compounds (VOCs) which, until recently, were essential to the performance of the paint. New

environmental regulations, and consumer demand, have led to the development of low-VOC and

zero-VOC paints and finishes. So now Elite paint is manufacturing non-VOC variety of paint.

These new paints are durable, cost-effective and less harmful to human and environmental

health.

Benefits

Health. Reduced toxins benefit everyone, including those with allergies and chemical

sensitivities.

Environment. Reduces landfill, groundwater and ozone depleting contaminants.

Effective. Low-VOC products perform well in terms of coverage, scrubability and

hideability (covering flaws on previous coats).

Water-Based. Easy cleanup with soap and warm water.

Little or No Hazardous Fumes. Low odor during application; no odor once cured. No

off-gassing. Painted areas can be occupied sooner, with no odor complaints.

Not Deemed Hazardous Waste. Cleanup and disposal greatly simplified.

NEW BRAND LOGO

This is our new logo. The background is black in color so that the vivacious and colorful feather

looks beautiful on it. The brand symbol is a feather. It can be used for color patterns when

customers would want to see our color collection. We can put our color collection in the shape of

a feather with each undertone bellow each other. It is said that feathers aid in waterproofing and

coloration that helps in protection.

Since we are re-positioning Elite with better more color variation and protection with no harmful

chemical, feather relates to my product. And feather has always been considered as a colorful

object. Hence: Meaningfulness and memorability (because of the dark background).

 The brand name Elite is in white so that it is visible.

NEW BRAND SLOGAN IS

Paint Your Dreams with Elite

The slogan is simple and straight forward so that people understand the meaning of it easily. It is

still very appealing because the people who we are targeting have many dreams which remain

EliteElite

unfulfilled because of not being able to afford but now they can paint their dreams into reality

with Elite Paints.

RE-PACKAGING

Elite paint needs to stand out in the market, needs more shelves in the stores. So far no

paint company in Bangladesh have ever considered packaging to be a major factor but good

packaging plays an important role in grabbing consumers attention.

The packaging is colorful, vibrant and easy to notice. It is dramatic and no other company has

ever tried to use black as the color of the paint containers. Also the logo (feather) covers the

entire container which stands out in the crowd.

PROMOTION

TRADITIONAL PROMOTIONS:

Elite

Elite Elite Elite

The major problem with Elite paint is it lacks credibility. People are aware that the

brand is in the market, but don’t consider it as an option while choosing paints. As a part of

Re Branding it will be important for us to re-introduce it to the potential target market.

Traditional promotions like Billboards, TV Advertisements, Radio will play a major part

in this regard. Advertising's goal is to drive sales of products and services through

persuasive communication tactics that influence human behavior over the long term.

Promotions share the advertising goal of driving sales. Promotions, however, drive sales by

using short-term incentives that stimulate immediate sales.

Billboards: We will set up billboards in key parts of big cities Dhaka, Chittagong, Sylhet etc. mainly near highways and flyovers.

TV Commercial: TV advertisement will also help us to get the required attention. We can

show advertisement on popular and most watched TV channels of Bangladesh like BTV

because there are still so many places where cable channels are not available. We will also

use popular cable channels like channel I, ETV, ATN, INDEPENDENT TV to show our

advertisement for reaching our target market.

We have made a television commercial in order to show how we want to go on air from Feb 06,

2014 onwards. The following is a story board of the television ad that we have designed. This ad will

have an emotional appeal that our target customer can relate with.

Radio Commercial: Now a days commercial Radio advertising is playing a great role in

Bangladesh for promoting a brand. People of big cities are the listeners of this radio

stations. There are some very popular radio programs of some radio stations for example:

Hello 8920 of radio ABC is one of the most popular programs now. We can give our

A girl sitting on a chair with a color spectra and lost inside her mind in imagination. In that moment

a question displayed on the TV screen

“Do you dream black and white or color?”

Then, the girl sees the color spectra and the next question displayed on the Screen

“Can you imagine a world without yellows?”

Then the colors from the spectra comes out and start moving around the room with a natural

rhythm .

The next question appears

“Can you hear the ocean in a blue Room?”

The colors like indigo/blue start synchronizing and make the color of ocean on the wall .

The next question

“Do you see an open canvas?”

All the color from the spectra floating all the way through air start make the room as colorful

as nature .

“yes! Now you can!’’

In the last part of the TVC Our tag line displays: Color your dreams with Elite Paint.

advertises during these popular programs to get the attention of our target market.

Seasonal campaign: We will be doing seasonal promotions. Different colors depending on

different seasons will get preference from us. We will be offering different deigns of colors

related to each Summer/Winter/Rainy season and promote them to create excitement.

Lottery: If anyone buys a square product (hand wash, powder, lotion, etc) he/she will get a

coupon and after some week we will do a lottery and the winners will be awarded free paints.

Our team will go to their house and will paint their house according to the winner’s choice of

course. That will create awareness and through word-of –mouth we will gain the attention of

our targeted market.

Paint your dream Green with ELITE

Paint your dream Green with ELITE

Guerilla Advertising : However, we are also keeping Guerilla Advertising as an option, in

places like Bus stops, shopping malls. Bus stops would be the perfect place since most

people travelling in bus are middle or upper middle class.

In different shopping malls we will use posters on the elevator or could also paint

down the walkway with unique colors, just to make it little more interesting. This will

not only be cost efficient but also will help to gain the attention or a position in the

customers mind.

UNIQUE PROMOTIONS:

FACEBOOK’S MOST POPULAR USER IN BANGLADESH CONTEST (ONLINE PROMOTION)

We will use facebook to promote our paint online. This is the cheapest way to promote

our product in no time. We will not put up ads in facebook which costs a lot of money today. We

will promote our page and open some contests for facebook users. The contest will be based on

likes and shares of individual’s pictures and the picture that gets the most like will win it.

We will collect entries by having users post on the page, message the page, comment on

or like a page post and use likes as a voting mechanism.

In other words, we can ask users to enter by posting a photo on the page or in the

comments on our posts, and then select a winner based on which entry has the most likes.

The winner will get recognition from our page and also get gifts like cloth, footwear or some

discount from Elite paint for painting their house.

But for people to vote by clicking likes, they will first have to like our page to make

the vote eligible. That’s the trick we will use to gain random users like for our page and thus

promote it virally on facebook. This sort of contests has huge popularity among users and it

should help our facebook page rapidly.

ELITE PAINT’S HOUSE OF THE YEAR:

Elite paint will give recognition to any three houses painted superbly by elite paint in

a year and put the picture of the houses in its next bill board as houses of the year for that

particular year. This contest will start from 2014 will be hosted in every year since then.

The people in Bangladesh, especially in Dhaka and Chittagong love quick recognition

and fame and elite paint gives them the perfect platform to have it. We will renew our billboard

each year with the picture of the best painted house (Of course the house must be painted with

elite paint) with the owners standing with the houses as well. This will give customers a sense

of achievement and attachment to the pain. Some people may get jealous and they may buy elite

paint and paint their house just to be on the billboard next year.

‘COLOR YOUR DREAM’ CANVAS:

We will be putting up big white canvases in front of shopping malls like Bashundhara

city, Jamuna Future Park etc where the people can volunteer to give any line or shape using a

paint brush and with the color they choose.

It will go on for 6 months and the end product should be a combination of lines,

shapes, scratches or dots from numerous customers and of different colors. We would put

all the canvases together and make the symbol.

We will use this symbol in graphical form in all our stores, catalogues, offices and all the

other places possible as a connecting point with our customers. This will symbolize our

bonding with the customers.

TEASER CAMPAIGNS

We will have teaser campaigns on billboards which will be on for 10 days before the launch of

Elite Paints. The above billboards which will be placed in both commercially and residentially

crowded areas that include:

Airport Circle

Gushan 2 Circle

Mohakhali Flyover

Bijoy Sharani

Linking Road

New Market

LAUNCHING ELITE-PAINTS

We will launch Elite Paints on February 05, 2014.  However, the teaser campaigns will start

from January 5, 2013 so that we can create awareness among the target group.

Have you ever imagined painting your dream??

Have you ever imagined painting your dreams?

LAUNCHING EVENT

We will launch it on February 6, 2014 which is a Friday it will be in the International Trade Fair, Dhaka.

In the fair we will have a huge stall in the middle of the field where the launching Elite Paint in a new

way will take place around 6 p.m. During this event, the new package and the logo will be revealed and

people will be given a small sample of Elite Paints to try out their inner creativity on white boards. They

will also be given tips on how to create designs on walls.

CONCLUSION

That was all about our report which shows how we have rebranded Elite paint which is a dying brand.

Though it is a great challenge for us to rebrand a dying a brand. We have to reestablish the credibility and

value of the product. We have re-branding Elite with an entirely new look, new logo and new slogan and

targeting the middle class/upper middle class. We have also improved our product quality as well as

extended product line. People now will have more choice to select the product with better quality than

before. With good quality and with the promise of making our customers house look sophisticated which

will not only give them warmth but also will give the feel of a beautiful house. For this effort of

reestablishing the brand we will be able to create awareness among people about Elite paints best quality

products.

REFERENCE

Drukenbrod. Mark

Nov 2, 2004,

date of retrieval: 3rd December2011;

Retrieved from: http://www.specialchem4coatings.com/resources/editorials/editorial.aspx?

id=2046

Bangladesh Economics News, January 24, 2010,

Date of retrieval : 3rd December2011;

Retrieved from:

https://www.bangladesheconomy.wordpress.com/2010/01/24/paint-makers-continue-double-

digit-growth/

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Web.

12 Dec. 2011. <http://www.paintmaking.com/basic_ingredients.htm>.

"What Is Branding and How Important Is It to Your Marketing Strategy?

" Marketing – Information and Advice on Marketing Strategy, Marketing Plans, and Marketing

Careers and Jobs. Web. 12 Dec. 2011.

<http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm>.

RAK Paints (Pvt) Limited. Web. 12 Dec. 2011. <http://www.rakpaintsbd.com>.

Paint Your Dream with Elite