Placement of product

Rebranding of ICI Paints

Presented By: Aisha

SamanZunaira Mustaqeem

Old Company : ICI New company : ICT New Company profile Parent Company: Dulux Pakistan Category: Paint Industry Sector: Industrial Products & Chemicals Head quarter: Lahore, Pakistan

Reasons of Rebranding

Decline in popularity of product

Decrease in demand

Reaction to losing market share

Products

Decorative paints

Industrial

Paint selector 

Competitors

Berger Paints

Asian Paints

Nerolac paints

Decline in Personality of Product

2010 2011 2012 2013 20140

10

20

30

40

50

60

70

80

90

EmotionAttitudeBehavior

Logo

Slogan

“Color your Life”

Rebranding Strategy

Complete redesign with another brand character and logo

Components of print and security materials

Urban Market Rural Market International Market

Campaign Posters

Billboards

Flyer

Brochure

Envelope

Key chain

Mug

Letter head

Webpage

Visiting Card

Target Audience

Urban white collar class Double Income experts Teenagers (>16) Young grown-ups (>21) Hotel managers Interior Decorators

Tools of communication: Social Media

Facebook Twitter Slideshare

Interior Design Washable paints / Water Proof paints Crack Bridging Ability ICT Paints Tractor Emulsion

Paints with refreshing scent

Exterior Design Design Stack

Additional ICT paints shade

Introduction to Inside shades

Placement of Product

•Saddar, •Commercial Market, •F/10 Markaz, •Rana Market F/7,•Kohsar Market F/6• F/11markaz. •Shopping centers: •Centaurus, •Safa Gold Mall, •Punjab Cash and Carry(Pwd, Defense Phase 2),

Placement of Billboard

Bahria town Main gate(connecting phase 1 and phase 2 )

Kachari Chowk, Mall Road Zeropint signal D chowk

Placement of Billboard Saddar Billborad on Metro Faizabad Shaheen Chowk F/10 Main chowk

Placement of AdAdvertising Print daily paper: Jang Newspaper, The Express tribune

and magazine: Waqt Sunday Magazine.  Movies, features and show reels Print promotion will be shown during these movies: Happy Ending Happy New Year The Hunger Games: Mockingjay Kill/ Dil Na Maloom Afraad

Print promotion will be shown during these dramas: Sadqe tumhare Mera Sultan Chup Raho Shanakht Print promotion will be shown during these shows: Big Boss Master Chef Comedy Nights With Kapil Jhalak Dikhhla Jaa 7

Promotion

Sampling Our master painters will visit your site Take sample of the shades you have

chosen.

Foresite: Our staff will click a picture of your

building Will provide for you 4 sets of color

mixes Which will make the shade choice

process easy .

Reasons to pick ICT Paints We are expert, service given on time

while we work to your budget. To save time, use ICT Paints Once inside

or out. Clients will just need one coat and don’t

have to wait for dry. Dulux velvet touch which had no rival till

almost a decade. More eco-friendly products which have

high potential development.

Improved cans which use less plastic that are easier to clean and recycle.

A recycling scheme in which vehicles delivering paint to Dulux Decorator Centres bring back used cans.

Future of the Company We plan to increase the capacity by

setting up a plant at Kahuta, Islamabad. Dealer network in rural markets are likely

to get the edge in positing above par growth rates over the next few years.

Setting up distribution infrastructure is expensive, it would mean that the competition is limited to the top players.