Just something we prepared for a business competition...the task was to design an IMC campaign for a wall paint brand.

1. AD Maker Bangladesh 2015
Round Two Presentation
Team Challenge Accepted
Group C: IMC Campaign for Elite Paint Colorfest

2. 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

3. 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

4. 1
2
3
High quality and
sophisticated looking
Large range of color
options
Competitive
Price
Only
Premium
Local Brand
COMPETITIVE STRENGTHS
USP

5. PRODUCT PORTFOLIO & FEATURES
Colorfest Silky Finish
Colorfest Plastic Emulsion
Colorfest SPD
Colorfest Mastercoat Style
Colorfest Mastercoat Premium
Colorfest Synthetic Enamel
Shiny
Dirt
Resistant
Eco
friendly
Long
lasting

6. BRAND
VALUE
BRAND
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

7. TARGET CUSTOMERS
Upper middle class &
middle class
Married and
often parents
Both
Male & Female
Age: 25-50
People who buy/
influence buy of paint
Reside in urban
& suburban areas

8. Inclined towards
home decor
Want to avoid
hassle yet feel
good
Family oriented &
Possess sentimental
values
CUSTOMER INSIGHT

9. 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

10. Absence of
any striking
campaigns
No
differentiation from
local companies
GAP ANALYSIS

11. 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

12. Is it even good?
It is just a paint An experience
Its worth considering
MINDSET SHIFT
Current mindset Target mindset

13. 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

14. POSITIONING
Maintain premium status National brand vibe Emotional appeal
It’s an important
part of your life

15. CAMPAIGN TAGLINE
Appeal to TG Aspirational Lasting impression
শুধু ঘর নয়
জীবন কে রাঙান

16. Capture
mindshare
Deliver
message
Grab
attention
Innovative delivery
One message all media
Information dissemination
COMMUNICATION GOALS

17. Merchandise commission to
sellers & contactors based
on volume sold
Eid &
Wedding season
discounts
Sales Promotion
Branding 50 paint stores for point of purchase reinforcement

18. ONLINE MEDIA
ONLINE ADS

19. Has calming
effect
Symbolizes
royalty
Promotes
happy feeling
Gives nurturing
vibe
Boosts
creativity
Brings
warmth
Instills
passion
Brings
fresh energy
Boosts
perkiness
How Paints Influence Life

20. FACEBOOK PAGE
ACTIVATIONS

21. 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

22. ONLINE TEASERS

23. শুধু কেয়াল নাকে
স্মৃকির োরখানা?
The best things deserve
the best backdrop

24. এই কেয়াল টি ও কিা আপনার পকরবার,
ওকে রাঙান এলীট এর রং এ
শুধু ঘর নয় জীবন কে রাঙান

25. রং ছাড়া জীবন েী
কিন্তা েরা যায়?

26. উৎসকবর রকঙ জীবন কে রাঙান
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 Cox’s 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

27. েল্পনার রকঙ
জীবন কে রাঙাও
BUZZ EVENT
At িারুেলা in December

28. 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

29. 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

30. 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

31. ভাকলাবাসার রকঙ জীবন কে রাঙান
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

32. কেষ েকব ভাকলাবাসা
প্রোে েকরকছকলন?
কপ্রয়জন কে এই ভাকলাবাসা কেবকস রকঙন
SURPRISE কেকি DIAL েরুন 1414
NEWSPAPER ADS & ONLINE TEASERS

33. PRINT
Ads & Feature columns
RDCTVC BILLBOARDS
Mystery 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

34. CAMPAIGN PROJECTIONS
COST PER CONTACT
Tk. 42.16
ROI
TK. 18.35
TOTAL REACH
2,155,650

35. 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
েল্পনার রকঙ জীবন কে রাঙাও 1 6,520,000/event 6,520,000 * 1 6,520,000
ভাকলাবাসার রকঙ জীবন কে রাঙান 1 4,000,000/contest 4,000,000 * 1 4,000,000
উৎসকবর রকঙ জীবন কে রাঙান 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

36. Breakdown of average cost Calculation Total (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 Calculation Total (BDT)
েল্পনার রকঙ জীবন কে রাঙাও 1,000 * 20 + 1,000,000 + 3,000,000 + 1,500,000 + 1,000,000 6,520,000
ভাকলাবাসার রকঙ জীবন কে রাঙান 1,500,000 + 500,000 * 5 4,000,000
উৎসকবর রকঙ জীবন কে রাঙান 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
েল্পনার রকঙ জীবন কে রাঙাও 20,000 20,000 * 1 20,000
ভাকলাবাসার রকঙ জীবন কে রাঙান 10,000 10000 * 1 10,000
উৎসকবর রকঙ জীবন কে রাঙান 20,000 20,000 * 1 20,000
PR & Publicity 20,000 20,000 * 3 60,000
Total 1,495,000

37. 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 AREAPPROXIMATE**

38. IMPLEMENTATION TIMELINE
MONTHS
ITEMS 1 2 3 4 5 6 7 8 9 10 11 12
TVC
Newspaper Ads
Billboard
RDC
Store Branding
Promotion on Facebook
Online Advertisement
েল্পনার রকঙ জীবন কে রাঙাও
ভাকলাবাসার রকঙ জীবন কে রাঙান
উৎসকবর রকঙ জীবন কে রাঙান
PR & Publicity
Online Exposure
Red indicates high frequency, orange indicates medium frequency and yellow indicates low frequency

39. ADDRESSING CHALLENGES
Large target audience
Special attention to consumer behavior
and consumer touch points
Ensuring brand recall
Innovation
Message clarity & repetition
By measuring views/TRP and
conducting customer surveys
Evaluation & Monitoring

40. শুধু ঘর নয়
জীবন কে রাঙান
How paint
influences
life
Elite
promotes
family
bonding
Paint adds
to special
moments
of life
TAKEAWAYS
ভাকলাবাসার রকঙ জীবন কে রাঙান
Best backdrop for your best memories
উৎসকবর রকঙ জীবন কে রাঙান
েল্পনার রকঙ জীবন কে রাঙাও
It is like a part of your family
It can capture your personality, shape your mood refine your home

41. THANK YOU