Paint Brand

1. 1 | P a g e
Executive Summary:
Elite paint is a paint company of Bangladesh which was founded in 1952. Its head office is
located in Uttara, Dhaka and factory in Chittagong. It has depots in all major cities. Since its
inception, the company has grown to become one of the country’s leading paint brands. Elite
Paint’s brand promise is ‘Rangiye Dao’.
Elite paint was quite popular before and had many marketing activities visible. But now Berger
and Asian Paints are the market leader and they are the most renowned brands in the paint
industry of Bangladesh. Elite paint currently holds only 5 % market share whereas market
leader Berger holds 48% market share.
Elite Paint has become a forgotten brand and people are not aware of the paint brand. So in
this report we have designed a plan to revive this brand. We have divided our plan into two
different marketing communications mix and tried to make sure that all marketing messages
are consistent from all perspective. We also tried to align all communications messages with
Elite Paint’s brand promise ‘Rangiye Dao’. Elite Paint already had good quality TV and print ads
ready but they did not use them frequently in different media.
But in this report we will not focus on the TV media or print media, rather we will focus on the
social media advertising and sponsorship. Our main focus will be on Brand Recall and acquire
and retain market share by building a clean and strong Brand Image through social media
advertising and sponsorships.

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Background:
Elite paint was quite popular before and had many marketing activities visible. But now Berger
and Asian Paints are the market leader and they are the most renowned brands in the paint
industry of Bangladesh. Elite paint currently holds only 5 % market share whereas market
leader Berger holds 48% market share.
Paint Companies Market Share (%)
Berger 48%
Asian Paints 12%
Roxy Paint 10%
Aqua Paint 7%
Elite Paint 5%
Source: The Prime Bank Study
Elite Paint has become a forgotten brand and people are not aware of the paint brand. So in
this report we have designed some social media plan to revive this brand at minimum cost.
Objectives:
• Reposition the brand in the market
• Increase the market share of from 5% to 8%
• Brand recall for the former consumer
• Sustainable growth for the brand
• Create a better brand image in social media

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Market Research on Consumer:
Core Problem:
Exploring the urban market of paints for re-launching the obsolete brand Elite Paint
Marketing Research Problem:
1. What are the factors that will provide an effective brand recall for Elite paint?
2. Is adopting Social media advertising would be beneficial for Elite Paint?
Broad Objectives
To find out the factors that drives consumer to select a paint brand
Specific Objectives
• To find out the demographic features of consumers
• To identify the channels that reach the paint customers
• To assess the Brand Recall of Elite paint
• To find out the perceived quality a consumer seeks on paint
Hypothesis
H1: Consumer does not care much about paint brand during purchase
H2: Elite paint does not have brand recall at all
H3: Social media has minimum or no effect on paint consumers
Rationale
• Existing vendors in the market can perceive the extension opportunities in the market.
Also, they can assess the customer satisfaction level and needs that exist.
• The collected data has scopes for further market research on relevant topics
Scope
The respondents were mostly product based buyers and hence the other aspects of paint
industry which are dealers, retailers and manufacturer were not fully explored

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Limitations
• Budget Constraints
• Time Constraints
• Infrequent purchase and little interaction of consumer with product caused information
gap
Methodology
Data Collection
Primary Data was collected from paint users through online survey and focused group
discussion. An online questionnaire was developed in that regard.
Sample Size
Based on availability, we have taken the sample size of 25. Where 20 were surveyed online and
5 were surveyed through focused group discussion
Questionnaire Development
Questionnaire was developed in accordance with standard procedure. The questionnaire is
provided in the appended part.
Research Result
Demographic Features of Consumer:
Age Class:
It is evident from the research that respondent of young age range are the major consumer of
paint product.
13
7
4
1
Age Class
21-30 year
31-40 year
41-50 year
51-60 year

5. Social Economic class:
From the research we see that most of the paint consumers are middle and higher income
class.
Effective Marketing Channel:
The surveyed 25 people said that they usually come to know
commercial and Print ads mainly. Social media has zero effect in informing brand message
though it is a high exposure medium.
Brand Recall of Elite Paint:
0
2
4
6
8
10
10000-25000 26000-
Effective Marketing Channels
Brand Recall for Elite Paint
From the research we see that most of the paint consumers are middle and higher income
The surveyed 25 people said that they usually come to know about paint brands from TV
commercial and Print ads mainly. Social media has zero effect in informing brand message
though it is a high exposure medium.
-40000 41000-65000 Above 65000
No. of respondents
12
2
4
7
Effective Marketing Channels
TVC
Radio
Billboards
Print Ads
Social Media
7
18
Brand Recall for Elite Paint
5 | P a g e
From the research we see that most of the paint consumers are middle and higher income
about paint brands from TV
commercial and Print ads mainly. Social media has zero effect in informing brand message
No. of respondents
TVC
Radio
Billboards
Print Ads
Social Media
Yes
No

6. 6 | P a g e
Perceived quality a consumer seeks on Paints:
Consumer of paints mainly seeks Color option and Durability in selecting a paint brand.
Influencer on the purchase:
Research Finding
From the market research we come to know that paint consumers are mainly the middle and
higher social income class. Mainly the young and middle aged consumers are the decision
makers on what paint brand to use. During the purchase user usually seeks for color options
and durability of the paint brand. Elite paint has quite good quality product in market regarding
the durability option. Also they have a wide variety in color options yet the brand recall rate is
so low. This may be because of the absence in the marketing communication channels. Paint
consumers are usually exposed to multimedia channels like TVC, radio, print ad, billboard ads
etc. But the most effective media is the frequent visual media which are TV commercials and
print ads of newspaper and magazines. Another common media for marketing could have been
social media like facebook or twitter but this channel has not been used yet. So the
effectiveness of social media on paint industry is yet unknown and this can be explored at a
very low cost.
8
11
4
2
0 2 4 6 8 10 12
Durability
Color Options
Smoothness
product Packaging
Respondents
6
6
7
4
Influence on Purchase
Advertisements
Mason
Dealer/Retailer
Friend/Family/Acquaintance

7. 7 | P a g e
Recommendation
Social Media marketing
We will use facebook as the main platform for Elite Paint’s online marketing as it is less
expensive than other media. Elite Paint’s page is www.facebook.com/ElitePaintBangladesh but
it has only 132 likes. So currently they cannot reach many people through it. We will use
facebook’s “sponsored ad service” like cost per thousand impressions (CPM) or cost per click
(CPC) to show this page to facebook users of our country. In facebook news feed people will see
Elite paint’s post (sponsored) directly. These posts will have “like” option and people can like
Elite paint’s facebook page directly from there news-feed. Through these colorful posts Elite
paint facebook page will get more than 100,000 likes within days.
Sample facebook post (sponsored) on news-feed
After creating a decent fan-base, they have to give various posts. They can give posts for Pohela
Baishakh, New Year, Eid, Independence Day, Victory Day, Christmas Day, Mother’s Day etc
important days. These posts will be able to connect emotionally with page fans and will get a
lot of likes and shares. As a result the number of page-likers will increase. If possible, they have

8. 8 | P a g e
to give posts intelligently so that people’s activities on these days can be related to Elite paint’s
product. For example, we can use ‘road alpona’ image on ‘pohela baishakh’ to connect the
paint products with people. And people will be highly aware of the brand ‘Elite Paint’ as a paint
product. The “Rangiye Dao” brand promise is also reflected in this type of post.
Proposed post for ‘pohela baishakh’
They have to give posts about interesting or trendy topics to keep page fans interested. They
can give regular posts during Bangladesh’s cricket matches with updated scorecards and
player’s performance. For example, they can congratulate Sakib Al Hasan for a good innings.
These cricket or sports related posts get likes and are shared a lot. So the number of page-likers
will increase and Elite paint will have a bigger audience in this page. Sample made post:

9. They can give posts about Elite paint’s products in between the above mentioned type of posts.
These posts will have images of print ads, videos of TV commercials or new sales promotion,
discounts, price offs etc. more frequently. As other media like newspapers or TV channels are
very expensive, they can post online version of those ads in the facebook page regularly.
will work as a great support to campaigns that are already running in traditional media.
They can also arrange painting related contests among facebook fans. Fans can upload their
drawn painting and the most liked pictures will get prizes. They can al
Contest” of given specific post with attractive prizes for winners. Usually fans share these kinds
of posts very enthusiastically and more than 1000 shares are very normal in a sharing contest in
facebook. As a result Elite Paint faceb
selected by lottery among the page sharers. They will also give posts about Elite paint’s other
activities like sponsorship, events and experiences, CSR activities, press releases etc. These will
easily reach people and customers will feel Elite Paint’s strong presence in the paint industry of
our country.
Sample print ad to be shared in a facebook post
So through this facebook page Elite paint will be able to reach more people very easily. People
will be aware of the paint brand “Elite Paint” and this will surely increase number of customers.
Budget and duration:
We will use facebook heavily as it is less expensive than newspaper or TV ads. We will use
facebook Ad’s CPM bid type and bid $ 0.50 fo
cost $ 50 (Tk 3850). We plan to show Elite paint’s sponsored posts on Thursday, Friday and
other 2 days a week. So the total monthly cost will be Tk 61,600. The duration of this facebook
ad campaign is 6 months. Therefore total budget for facebook Ad is Tk. 369,600.
They can give posts about Elite paint’s products in between the above mentioned type of posts.
e images of print ads, videos of TV commercials or new sales promotion,
discounts, price offs etc. more frequently. As other media like newspapers or TV channels are
very expensive, they can post online version of those ads in the facebook page regularly.
will work as a great support to campaigns that are already running in traditional media.
They can also arrange painting related contests among facebook fans. Fans can upload their
drawn painting and the most liked pictures will get prizes. They can also create a “
” of given specific post with attractive prizes for winners. Usually fans share these kinds
of posts very enthusiastically and more than 1000 shares are very normal in a sharing contest in
facebook. As a result Elite Paint facebook page will get huge exposure. The winner will be
selected by lottery among the page sharers. They will also give posts about Elite paint’s other
activities like sponsorship, events and experiences, CSR activities, press releases etc. These will
each people and customers will feel Elite Paint’s strong presence in the paint industry of
Sample print ad to be shared in a facebook post
So through this facebook page Elite paint will be able to reach more people very easily. People
l be aware of the paint brand “Elite Paint” and this will surely increase number of customers.
We will use facebook heavily as it is less expensive than newspaper or TV ads. We will use
facebook Ad’s CPM bid type and bid $ 0.50 for 1000 views. So 100,000 views for one day will
cost $ 50 (Tk 3850). We plan to show Elite paint’s sponsored posts on Thursday, Friday and
other 2 days a week. So the total monthly cost will be Tk 61,600. The duration of this facebook
hs. Therefore total budget for facebook Ad is Tk. 369,600.
9 | P a g e
They can give posts about Elite paint’s products in between the above mentioned type of posts.
e images of print ads, videos of TV commercials or new sales promotion,
discounts, price offs etc. more frequently. As other media like newspapers or TV channels are
very expensive, they can post online version of those ads in the facebook page regularly. This
will work as a great support to campaigns that are already running in traditional media.
They can also arrange painting related contests among facebook fans. Fans can upload their
so create a “Sharing
” of given specific post with attractive prizes for winners. Usually fans share these kinds
of posts very enthusiastically and more than 1000 shares are very normal in a sharing contest in
ook page will get huge exposure. The winner will be
selected by lottery among the page sharers. They will also give posts about Elite paint’s other
activities like sponsorship, events and experiences, CSR activities, press releases etc. These will
each people and customers will feel Elite Paint’s strong presence in the paint industry of
So through this facebook page Elite paint will be able to reach more people very easily. People
l be aware of the paint brand “Elite Paint” and this will surely increase number of customers.
We will use facebook heavily as it is less expensive than newspaper or TV ads. We will use
r 1000 views. So 100,000 views for one day will
cost $ 50 (Tk 3850). We plan to show Elite paint’s sponsored posts on Thursday, Friday and
other 2 days a week. So the total monthly cost will be Tk 61,600. The duration of this facebook
hs. Therefore total budget for facebook Ad is Tk. 369,600.

10. 10 | P a g e
Appendix A (References)
www.elitepaint.com.bd/
www.facebook.com/ElitePaintBangladesh

11. 11 | P a g e
Appendix B (Questionnaire)
Questionnaire for Elite Paint
Respondent’s Name:
Designation:
Organization:
Address:
Contact no.: e-mail:
Date: ___/___/____ Time:
dd mmyyyy
Please tick the right choice. (Optional)
1. Have you ever brought paint for use?
o Yes
o No
If your answer is yes then proceed for the next questions. I f answer is no then leave the survey.
2. From which media channel you come to know about paint brands?
o TV Commercial
o Radio Advertisement
o Print ads from newspaper or magazine
o Billboards
o Social Media
o Other [ ]
3. What factors you keep on mind during purchase of paint?
o Durability
o Color Options
o Smoothness
o Package of the product
o Other [ ]

12. 12 | P a g e
4. Who influences you most in the purchase?
o Advertisements
o Mason
o Dealer/Retailer
o Friend/Family/Acquaintance
5. What brands immediately comes to your mind while talk about Paint?
[ ]
[ ]
[ ]
6. Do you recall a paint brand named Elite Paint?
o Yes
o No
7. Do you think promoting a paint brand in facebook would be effective?
o Yes
o No
8. Your Age range
o 21-30 years
o 31-40 years
o 41-50 years
o 51-60 years
9. Your monthly income range
o 10000-25000 BDT
o 25001-40000 BDT
o 40001-65000 BDT
o Above 65000
10. You live in
o Urban Area
o Suburban Area
o Rural Area
Thank You!