AD Maker Bangladesh 2015Round Two Presentation

Team Challenge Accepted

Group C: IMC Campaign for Elite Paint Colorfest

MARKET STUDY

48%

12%

10%

7%

5%

18%

Market Share

Berger

Asian Paints

Roxy Paint

Aqua Paint

Elite Paint

Others

Source: The Prime Bank Study

Established in 1952 in Bangladesh

One of the first movers in the local paint industry

Has depots in all major cities of the country

COMPANY BACKGROUND

1

2

3

High quality and

sophisticated looking

Large range of color

options

Competitive

Price

Only

Premium

Local Brand

COMPETITIVE STRENGTHS

USP

PRODUCT PORTFOLIO & FEATURES

Colorfest Silky Finish

Colorfest Plastic Emulsion

Colorfest SPD

Colorfest Mastercoat Style

Colorfest Mastercoat Premium

Colorfest Synthetic Enamel

ShinyDirt

Resistant

Eco

friendly

Long

lasting

BRAND

VALUEBRAND

RECOGNITION

BRAND

LOYALTY

WHEN BUYING PAINT

Rely On Expert Opinion

Seek Advice from

Influencers

Trust Personal Judgment

-Engineers

-Architects

-Paint Contractors

-Homeowners

-Painters-Information available

-Brand Personality Fit

TARGET CUSTOMERS

Upper middle class &

middle class

Married and

often parentsBoth

Male & Female

Age: 25-50

People who buy/

influence buy of paint

Reside in urban

& suburban areas

Inclined towards

home decorWant to avoid

hassle yet feel

good

Family oriented &

Possess sentimental

values

CUSTOMER INSIGHT

Berger

Trusted brand, Premium status

Focuses by range (Silk, Illusions)

Roxy

Highly affordable

Uses song & dance

Aqua

Highly affordable

Uses song & dance

Asian Paints

Good recognition

Takes a fun approach

Elite

First mover

Colors of nature (Roder Rong)

MARKET POSITIONING

Absence of

any striking

campaigns

No

differentiation from

local companies

GAP ANALYSIS

CAMPAIGN GOALS

Make existing

users feel good

about the brand

Inform

experts about

the features

Plant Elite

Colorfest in the

minds of people

Customer Retention Product awareness Target Sales

Is it even good?

It is just a paint An experience

Its worth considering

MINDSET SHIFT

Current mindset Target mindset

OPPORTUNITY

Increased digitalization More and more middle aged people seek

exciting experiences and are trend conscious

Shift in consumer mindset from thinking

only foreign brands are good

No local brand has competitive

value proposition

POSITIONING

Maintain premium status National brand vibe Emotional appeal

Its an important

part of your life

CAMPAIGN TAGLINE

Appeal to TG Aspirational Lasting impression

Capture

mindshare

Deliver

message

Grab

attentionInnovative delivery

One message all media

Information dissemination

COMMUNICATION GOALS

Merchandise commission to

sellers & contactors based

on volume sold

Eid &

Wedding season

discounts

Sales Promotion

Branding 50 paint stores for point of purchase reinforcement

ONLINE MEDIA

ONLINE ADS

Has calming

effect

Symbolizes

royalty

Promotes

happy feelingGives nurturing

vibe

Boosts

creativity

Brings

warmth

Instills

passion

Brings

fresh energy

Boosts

perkiness

How Paints Influence Life

FACEBOOK PAGE

ACTIVATIONS

SHARE DESIGN TIPS

A low ceiling appears higher if painted a lighter

color from walls

Contrast paint combination

suggestions

DIY paint projects for families and

couples for bonding

How to remove different stains

from wall

ONLINE TEASERS

?

The best things deserve the best backdrop

,

?

Buzz Event: Family Wallfie Contest

Before Eid-ul-Fitr at big malls

across major cities backdrops

painted by Elite colorfest will be

set up

Sharing of pictures with

#RangiyeDao on facebook and 3

lucky winners will be sponsored

family trip to Coxs Bazar

Booths for experiencing Elite

colorfest paint and getting

instant framed picture

with Elite logo

Volunteers will ask families who

come for shopping together to

take selfies here and explain

the contest

BUZZ EVENTAt in December

PAINT YOUR DREAM CONTEST

Send invitations to children from 20 Dhaka schools

to participate in a contest to draw their dream room

Judgment by Shishir Bhattacharjee

& Kanak Chapa Chakma

Top 3 winners get scholarships worth Tk. 10 Lac

20 children get their dream room painted by Elite

KIDS LIVE THE DREAM

Kids love painting walls since it feels

like a form of freedom

Huge wall for drawing and

coloring as they want

EXPERIENCE BOOTHS FOR PARENTS

Painted slabs to help feel texture and judge color shade, shine and quality

Free consultation with interior designers present on spot

Discount vouchers and leaflet distribution

Instant order discount

Informative catalogue featuring the color characteristics and color choice for different rooms

Valentines Activation

Apply via sms to get wall painted for free

and surprise loved ones

5 winners selected by lucky draw.

Emotional reactions captured and

released in a viral video online for buzz

Children can surprise their parents

Spouses can surprise each other

?

SURPRISE DIAL 1414

NEWSPAPER ADS & ONLINE TEASERS

PRINT Ads & Feature columns

RDCTVC BILLBOARDSMystery Theme & 3D

OTHER COMMUNICATIONS

News Breaks

Eid Programs

High TRP shows

Popular

commute hour

programs

High traffic areas

Near malls/offices/

schools/residential

Leading national

dailies and lifestyle

magazines

CAMPAIGN PROJECTIONS

COST PER CONTACT

Tk. 42.16ROI

TK. 18.35

TOTAL REACH

2,155,650

Items Quantity Average cost (BDT) Calculation Total (BDT)

Making of TVC 1 TVC 3,000,000/TVC 3,000,000 * 1 3,000,000

Airing of TVC 5 channels 800,000/month in 1 channel 800,000 * 12 * 5 48,000,000

Newspaper Ads 3 newspapers 18,500/weekend 18,500 * 2 * 30 * 3 3,330,000

Cost of making the billboard 18 billboards 50,000/billboard 50,000 * 18 900,000

Billboard cost 15 locations 80,000/month 80,000 * 15 * 6 7,200,000

RDC 2 stations 300,000/month 300,000 * 2 * 6 3,600,000

Store Branding 50 stores 10,000/store 10,000 * 50 500,000

Facebook Page 1 page 100,000/month 100,000 * 12 1,200,000

Promotion on Facebook 30,000 clicks 48/click 48 * 30,000 1,440,000

Online Advertisement 20,000 clicks 35/click 35 * 20,000 700,000

Total ATL Budget 69,870,000

1 6,520,000/event 6,520,000 * 1 6,520,000

1 4,000,000/contest 4,000,000 * 1 4,000,000

1 4,500,000/contest 4,500,000 * 1 4,500,000

PR & Publicity 3 2,000,000/event 2,000,000 * 3 6,000,000

Total BTL Budget 21,020,000

Total Budget 90,890,000

FINANCIAL BREAKDOWN

Breakdown of average cost CalculationTotal (BDT)

Average cost of ad in channels (750,000 + 800,000 + 850,000 + 900,000 + 950,000)/5 850,000

Average cost of ad in papers (17,000 + 19,000 + 19,500)/3 18,500

Average cost of billboards (70,000 * 7 + 90,000 * 7 + 80,000)/15 80,000

Average cost of RDC (200,000 + 300,000 + 400,000)/3 300,000

Breakdown of BTL campaign cost CalculationTotal (BDT)

1,000 * 20 + 1,000,000 + 3,000,000 + 1,500,000 + 1,000,000 6,520,000 1,500,000 + 500,000 * 5 4,000,000 15,000 * 100 + 1,500,000 + 3 * 500,000 4,500,000

Items Reach on average location/channel Calculation Total

TVC 200,000 200,000 * 5 1,000,000

Newspaper 30,000 50,000 * 3 150,000

Billboard 10,000 10,000 * 10 100,000

RDC 20,000 20,000 * 3 60,000

Store Branding 500 500 * 50 25,000

Facebook Page 30,000 30,000 * 1 30,000

Online advertisement 20,000 20,000 * 1 20,000 20,000 20,000 * 1 20,000

10,000 10000 * 1 10,000 20,000 20,000 * 1 20,000

PR & Publicity 20,000 20,000 * 3 60,000

Total 1,495,000

Calculation Grand Total

Total Reach 1,495,000 + 660,650 2,155,650

Items Formula Calculation Value(BDT)

Cost per contact (Total Investment/Total people reached) 90,890,000/2,155,650 42.16

Return on investment(ROI) (Total Sales/Total Investment) (2,155,650 * 0.03 * 30,000)/(90,890,000) 21.35

Items Average reach per day Calculation Total

Website 10 10 * 365 3,650

Online exposure 1,000 1,000 * 365 365,000

Word of mouth marketing 200 200 * 4 * 365 292,000

Total 660,650

ASSUMING ONLY 3% OF PEOPLE REACHED BUY ELITE COLORFEST PAINT WORTH BDT 30,000

*** ALL FIGURES ARE APPROXIMATE**

IMPLEMENTATION TIMELINE

MONTHSITEMS 1 2 3 4 5 6 7 8 9 10 11 12

TVC

Newspaper Ads

Billboard

RDC

Store Branding

Promotion on Facebook

Online Advertisement PR & Publicity

Online Exposure

Red indicates high frequency, orange indicates medium frequency and yellow indicates low frequency

ADDRESSING CHALLENGES

Large target audience

Special attention to consumer behaviorand consumer touch points

Ensuring brand recallInnovation

Message clarity & repetition

By measuring views/TRP and

conducting customer surveys

Evaluation & Monitoring

How paint influences

life

Elite promotes

family bonding

Paint adds to special moments

of life

TAKEAWAYS

Best backdrop for your best memories

It is like a part of your family

It can capture your personality, shape your mood refine your home

THANK YOU