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roxy

ON
ROXY PAINTS COMPANY Ltd.
Submitted to: Omar Nasif Abdullah (Onf)
Submitted by: "Team Checkmate"
Sayeda Ayesha Ferdous …… .1620579030
Rahatul Islam ……………… .1510495030
Khaldun Shahran …………… .1620592030
Mahbub Jamil Chowdhury ... ... 1612732030
Executive Summery

Roxy paints company limited is one of the oldest paint company in the history of our country
since 1953. A decade ago Roxy was a market leading successful company but Through the
changing of culture, lifestyle, and economic development Roxy did no able to take necessary
steps of promoting their image and did not able to continue satisfying their customers ’demands
as a rustle their market have fallen down tremendously. While we were going through all
existing models and strategies of Roxy paints aiming to prepare this report. Many of the models
was not found in place as a result, unavailable model has been developing considering strategic
vision and mission of the company as well as existing mode of operation. Now, we are very
confident this report will help Roxy Paints to drive in to the market more professionally and
strategically. This report also helped us a lot to prepare and practice most of the important
promotional strategic models.
Letter of Submission

Omar Nasif Abdullah


Lecturer
Department of Marketing and International Business
School of Business & Economics
North South University

Subject: Letter of submission for Final Report of a promotional campaign to Roxy Paints
Limited.

Dear honorable sir, we are here with submitting the final report of designing an Integrated
Marketing Communication plan for Roxy Paints' for the course MKT 337. Here we have put into
effect the learning of the course. We have conducted a research on consumer behavior to locate a
point of opportunity in the market to better design the IMC plan for Roxy Paints. This report is
consisting of a wide collection of IMC tools being put into effect.

We have constantly relied on the content of the course in making the IMC plan. In doing so, we
have gathered knowledge about the paint industry of our country, conducted a consumer survey
that yielded insight of consumer buying decision and we have worked together as a team to be
able to present the best output.
Yours sincerely,
Team checkmate
Contents
Introduction ................................................. .................................................. ............................................... 5
Mission ................................................. .................................................. .................................................. ..... 5
Vision................................................. .................................................. .................................................. ........ 5
Objectives ................................................. .................................................. .................................................. 5
Existing Promotional Activities ............................................... .................................................. .................... 6
Campaign Theme ................................................ .................................................. ........................................ 7
Logo launch ................................................ .................................................. ................................................ 7
Identify Market Challenge ............................................... .................................................. ........................... 8th
Strength, Weakness, Opportunity, Threats (SWOT) ........................................ ........................................... 12
TARGET AUDIENCE ................................................ .................................................. .................................... 13
Demographics: ................................................ .................................................. ...................................... 13
Geographic: ................................................ .................................................. ........................................... 13
Psychographic: ................................................ .................................................. ...................................... 13
Justifications of how change audience will leverage ........................................... ....................................... 13
Campaign Objective ................................................ .................................................. .................................. 14
Creative Brief ................................................ .................................................. ............................................ 14
Execution ................................................. .................................................. .................................................. 15th
Campaign Details ................................................ .................................................. .................................. 15
Source: ................................................ .................................................. .................................................. 15th
Use of IMC Tools: ............................................. .................................................. ..................................... 15
Media and Budget ............................................... .................................................. ...................................... 17
Media objective: ............................................... .................................................. .................................... 17
Media coverage: ............................................... .................................................. .................................... 17
Conclusion ................................................. .................................................. ................................................ 19
Introduction
Roxy paints Ltd. was incorporated as a paint company in 1953. It is an older and were so
prominent company around a decade back. It has a factory, warehouse, sales office and a
corporate office. Dealers and retailers drive sales. Factory situated in Hazaribagh in Dhaka city
and warehouse also. Sales and corporate office situated in Dhanmondi area in Dhaka city.
Roxy paints is one of the oldest paint producing companies in our country. They did have their
share of success. However, now they have fall down and the brand is in crisis. Our project is
fundamentally on how the brand can be energized in the market and how the brand can be
readdressed through our new promotional schemes.

mission
To bring visual delight and lasting care to the surroundings as if they are our own, with quality, trust
and social responsibility.

vision
We will be the distinctive choice in decorating the world for customers, employees, suppliers and
the community.

Objectives
To examine and develop different promotional strategies and models of Roxy Paints
company limited associating with standard strategic promotional theories which we have
learned from study materials supplied and taught by our honorable faculty.
To offer quality paint that is durable and can uphold customer consummation or
satisfaction.
To retain customer confidence and established an environment of trust and loyalty.
Create new promotional campaign to reposition in the mind of consumer and come back in a
competitive position.

Existing promotional activities


Through our research we have not find any promotional activity recently. In 2012 they have
launched a customer services named “RONGER MELA”. That was instant color system. We
have abled to find some promotional activities but could not confirm the exact time, it could be
around 2001 to 2004.

Those were two of their TVC.


Campaign theme
An advertising campaign is based on advertising messages that shares idea and the offerings of
the product and it makes up an appeal which led customer to trust the product, and the message
on which customer relay on physiologically is called the theme.
Theme is very important for a brand when it is about to run a new marketing campaign. Based on
the theme customer will know what is new, what the brand is offering. The most important thing
is quality and reliability, a carefully chosen campaign theme delivers the message of quality and
reliability.

Logo launch
Roxy paints is one of the oldest painting brand in Bangladesh. It starts its journey before the war
of liberation in 1953. Roxy has their official logo. We decided to stick with that logo. But their
old campaign theme is not adequate with their offering. Theme should reflect the offering but the
old theme (coloring your world since 1953) is not matching with the brand goal.
The market has floating customers who seek brands that gives them quality and reliability in
turns of painting. Keeping that in mind we have set our campaign theme or slogan which is
“শীত গ্রীষ্ম বর্াষ রক্সিই ভরসা”. The slogan or theme expresses the quality and reliability what
we have set as a strategy or can be said as positioning. The theme will mirror our campaign’s
goals to reach to our customer with better quality product. Throughout the IMC tools that we will
be using to bring Roxy Paints into the market and consumers ’minds, our theme strategy of better
quality assurance then other competitors will be highlighted.

The theme is chosen on the outcome of the research. When it comes about painting the wall
where people live, people think less about pricing instead people think about durability,
endurance and quality. Quality, durability and endurance is the appropriate challenge for Roxy
Paints to come up in the market. Because we want to build a trusted relationship with our
customers, we are not thinking about maximum profit making now. We want to ensure our
Customers that Roxy Paint has a high quality which will satisfy our customer and that will make
a strong, trusted bonding with the customer. If our campaign will success and we can achieve the
trust our profit will be increasing in the future.
The theme “শীত গ্রীষ্ম বর্াষ রক্সিই ভরসা” clearly speaks about the brand offering and
positioning. We think it's a nightmare that painting on the wall are falling to the ground after
twelve or thirteen months of painting. Low price can reduce cost but cannot ensure about quality
we guess. Regarding all the outcomes we decided out campaign theme or slogan.

Identify Market Challenge


As a technique to understand the market and customers point of views, we have conducted a
survey. A questionnaire was given in the survey. We tried to get answers from decision taker of
the family like father, mother or brother. The questionnaire of the survey helped us to understand
the customer’s insights as well as market. Responses of the questionnaire helped us
tremendously to shape our IMC plan. The questionnaire with the customer’s responses is given
below.
The very first question in our survey questionnaire was “Have you ever decided a brand of paint
for coloring your home or office wall? " Among 62 responses 74.2% was yes they did have a
decision for selecting brands of painting and 25.8% responded no.

In our second questionnaire we tried to know the respondent’s real action about while choosing
color. Our questionnaire was “What do you think first when it comes about wall painting?”. We
gave two options there cost and durability. Before giving this question we were thinking
respondent might choose the costs because color costs, labor costs and included all the service
charges it is about a big amount. But our respondents have proven us wrong! 77.4% respondents
have chosen durability and only 22.6% respondents have chosen costs.
Customers want durability. Actually it makes sense, people do color on their wall for a
satisfying looks not for a temporary pleasure. Our questionnaire has proven that customers
Demand confirmation that color on their wall will last longer.

The next question to the respondents was “what do you prefer most?”. We gave to options that
was quality or low price. That was our most anticipated question because we wanted to know
what makes customer to choice a particular wall painting color, what influences a customer more
in turns of choosing color. Out result was absolutely what we intuited. 88.7% out of 100
respondents have chosen quality and only 11.3% respondents have chosen low price.
After finishing wall painting people wish the color will be long lasting, wall will be looking new
for several years. We know that cost is a matter but if low price is the goal then customers have to
compromise the color. The response statistic steered a vital characteristic of the paint industry
and consumer behavior. Paint industry is completely quality oriented and susceptive of quality
sensitivity. In paint industry loyalty is everything, more quality oriented the company is, the
more customer loyalty customer will pay. These findings have been a key consequence of our
research and we have placed it at the heart of our Integrated Marketing Communication strategy
for Roxy Paints, described in the later parts of the report.

Our next questionnaire was “Is there any after sales service offered by the paint company you
used? ”. We know that customers are the assets of every business. Sales professionals must try
their level best to satisfy customers for them to come back again. 61.3% respondents responded
no, only 38.7% respondents responded yes the had an after sale service. We thought took it as an
opportunity that most of the companies are unconscious of that. We can achieve loyalty of our
respected customers by using this opportunity. We believe that the needs and demands of the
customers must be fulfilled for them to spread a positive word of mouth. In current scenario,
positive word of mouth plays an important role in promoting brands, products and services.

Again we wanted to know that “Does any paints company has an existing customer relationship
with you ”. 66.1% respondents answered NO and only 33.9% respondents answered YES.
Customers are the heartbeat of businesses, therefore, developing a healthy relationship with them
is crucial to the success of the business. Through good or bad times, maintaining a healthy customer
relationship with all our client will help us in sustaining the performance of our business. The
communication is just companies to customers but not further than that. The IMC of Roxy Paints
has to address the issue in the market to gain competitive advantage.
Our final questionnaire to the respondents was “Which company’s advertisement do you
encounter more? " We wanted to know our actual competitors. We gave four options those are
Elite, Berger, Asian and Roxy. 79% respondents have chosen Berger, 14.5% was Elite, only 6.5%
was Asian and unfortunately every respondent has ignored Roxy. Roxy is in totally neutral zone.
Roxy have no new particular promotional activity in any particular medium. They have no new
TVC, poster, newspaper advertising, magazine advertising or any out of home activity. This is a
quite challenging to restart and to do a promotional campaign. It is challenging because
influential foreign brands are attracting our market and customers like Asian paints, Nerolac
paints etc. Also within our country Berger is extraordinarily valued and desired brand that's why
it is so much tough to compete in the market. We have examined the service process of Berger to
understand why they have been flourishing in the market, Berger Paints has a market share of
fifty percent of the total market share where Roxy Paints is occupying less than ten percent.
Berger has a report published in the internet about their consumer behavior and satisfaction level
branded. Factors Affecting Customer Satisfaction on Berger Paints Bangladesh Limited. In this
situation of the market successful players of the world such as Nippon Paints, Jotun Paints and
Shalimar Paints have started their process in Bangladesh. Paints industry of Bangladesh are
becoming more competitive day by day, it is Roxy paints managers concern to think about
expanding their market with a popular brand image, or else being ordinary in this highly
competitive market will not pay in the future.
The Challenges that lie ahead of Roxy paints:
The market is so much quality oriented then before because of economic state and
lifestyle changing so to get back their position in the market, they have to penetrate in the
market through fulfilling customer’s wants and demands.
Most of the companies in the market are unaware of the customer relationship and after sales
services so Roxy has to take initial steps to use those things as competitive advantage.

Strength, Weakness, Opportunity, Threats (SWOT)

Strength weakness
Since the brand existing in the weak distribution as well as
market from 1953, Therefore, pull of brand in urban segment.
Roxy is well experienced in production capacity constrain.
paint market. Still brand image is local.
Strong dealer base in semi-insufficient fund for
urban and rural segment. promotional activities.
Highly confident management
to fight against multinational.
There are huge opportunities
for learning.
Opportunity Threats
Rapid urbanization and foreign giant paints companies have
Industrialization in Bangladesh. entered into this market.
Change of population’s life style and political unrest in the country, and
Rapid market growth. instability of raw material price.
Emerging necessity of new paint Highly competitive market place.
category.
Customer Relationship and after sales
service could be a strong competitive
advantage.

TARGET AUDIENCE

Demographics:
Age: 25-70.
Gender: Male and Female.
Income: lower middle class to upper class.
Education: Members of the family like sons of daughters.

Geographic:
We are targeting countrywide.
Most focused on cities.

Psychographic:
Owner of house.
All the household’s people who can participate in making decisions.
Painters (laboratories who do painting).
Industry user.

Justifications of how change audience will leverage

The target audience for our campaign is Men and Women between 25-70. We are targeting broad here
Because choosing house color is a family decision, everyone plays a role in decision making. Roxy is in
the market from 1953, so there is a good chance that 70 years old grandfather have good knowledge about
Roxy paint quality. With our campaign, we will just give them a little push in their mind that Roxy is a
good quality paint brand, which is in the market for 53 years. However, in this case as per our campaign goals
we want to target mostly new generations like 20 to 35. This group of generation have a very little
knowledge about the company. We would take the opportunity to introduce our brand to this young age
group, who plays a very important role in decision-making.
The town areas are our prime target because people comes to town to buy such product. So, it will be
beneficial to target all the zilla sadar as our primary target and upazillas as secondary target. As per
Roxy's sales record, Roxy sell more in city area than any other. So the city area makes a very obvious one
choice to target for the campaign.

Campaign Objective
Our main objective is to have, 60% sale and 40% communication. We want to let our target
audience to know about the existence about the brand. If we are able to achieve our target
audience attention, we will be able to increase our sale. At the moment the brand is lacking of
communication we need to focus on these sectors.

Campaign objective

Sales Communication

Our intended positioning is based on quality. As Roxy Paint is affordable and providing quality
product with best deal. We know that positioning is related to what perception a customer forms
in mind about the brand. Here, product quality will play a crucial role in forming the right
perception in the mind of our target audience. The quality approach is an excellent positioning
tool.

Creative letter
Our IMC plans to position based on:
Rational appeal
Emotional appeal

First of all, we will provide emotional appeal, that will create an emotional response. In our TVC
we have used both rational and emotional appeal. We have stated the product quality and the
benefits. We have created an emotional story which patriated a person who invested all his
savings to make his dream house which was his last contribution for his family.

Secondly we gave our customer rational appeal which leads to deals with customer logic. As we are
providing quality product to our customer which leads to their rational thinking. Here, we will
explain our product quality, our service to our target audience.
Execution
Campaign details
Our advertisement strategy is "Straight sale". Our overall IMC solution proposed will
encompass our use of IMC tools. Digital marketing and brand promotion. The IMC tools will be
reflection our selected appeals rational emotional both mechanism. It will carry our positioning
strategy with the appeals.
Source:
We are using celebrity endorsement as a message source. We are selecting “Opurbo” and
“Mehjabin” as our celebrity source. Because they have a highly influential image in our TV
media. People of young generation love these two actors. They are influential personality if the
covey our message then people will be influenced by them.

Use of IMC Tools:


TVC
Magazines
Newspaper
Bill board
poster
Event sponsorship

Television Commercial: The TVC is a non-personal mode of communication with target


audience. TVC has a huge coverage so in that case we made a TV ad which will convey our
message to our target customer. A TV set is seen from an urban household to a tea stall in a
isolated village. The wide usage of TV is a reason to use TVC. The usage of TV is also in line
with the target customer group.
Magazine: Magazine is the most trusted source between all of them. Population with lifestyle
like business man, corporate white collared, industry owners, those people generally read
magazine most. As par our targeted audience our magazine messages will reach to them.
Newspaper: We have selected Newspaper as an advertising vehicle because we can send our
message through newspaper frequently with low costs then other vehicles. Newspaper has more
expectancy than other vehicles, people trust newspaper.

Billboard: The use of billboards adds value to a complete straight communication approach. The
use of Celebrity Endorses leads to a higher percentage of retention from these billboard
advertisements.

Poster: We will be using our poster in the bus stands, railway station and beside the road. We
are choosing these places millions because of people will see our posters and that will help us to
create a communication channel.
Event sponsorship: Event sponsorship plays an essential role to make relationship with
sponsors. Through this we can expose our brand to millions of people and it will help us to make
popular brand image. Through this our company can also grow sponsorship relations with a
particular event like art exhibition, sporting event, concert or others. For event sponsorship we
can target university for any educational competition, sporting event, or other activity.
In university we will organize art exhibition and other competition. We can arrange sporting
event to engage university students.
We will also target sport industry to engage to customer at once like:
Cricket tournament
Hockey tournament
Football tournament

Customer retention:
To retain customer, those customers will buy our product, we will send a complimentary
calendar, pen, brush etc. as a gift. For some specific occasion like at the time of Puja we can gift
our Hindu corporate officer one premium red vermillion package as a gift. During Eid we can
provide an offer like buy one get one free or price reduction and price incentive. We can provide
Discounts on Buddha Purnima and Christmas day to make them feel special to us and most
valuable, after all customers are the life line of our brand. As there is a relation between color
and brand so we can use it to celebrate diversity. In "Holy" we can send 1 little box with 2 colors
to the corporate officer.

Media and Budget

Media objective:
combining use of medium and broadcast media to concentrate promotional activities with higher
stress on summer and winter and fewer stress on alternative seasons except monsoon.
Monsoon is that the season during which individuals don't sometimes paint homes due to the
wall temperature being low and wet. In summer and winter the temperature stays convenient for
residential painting. This insight of media strategy helped us to apply our advertisements in
summer and winter. Attempting to promote in monsoon can lower our targeted coverage.
Media coverage:
With the utilization of print and broadcast media we are going to reach 85% of our target
population.
Scheduling: For overall media coming up with planning we are going to use "Flighting"
strategy. Flighting is that the technique wherever the promotional campaigns seem on the media
on irregular intervals in specific seasons. The flighting planning permits to advertise the
merchandise once the demand of the merchandise is high. It permits to avoid wasting
expenditure. We scheduled in that way because Customers do no need paints in monsoon season
and also the product is sometimes in high demand throughout summer and winter season. One of
The key disadvantage of this kind of planning is that it's going to permit wear-out of promotional
message throughout non-scheduled amount.
Media timeline:
The campaign is for six months that we are going to be started from 12th September to 12th
Aprial, 2019. A campaign before the upcoming wedding season and through the winter season
can increase or influence the sale now.
Media vehicle:

Digital Media:
All updates on digital media will be posted at around 9:00 pm or 9:30 pm, since majority of the
target audience will be online during that time.
Especially the digital media which includes -
Facebook

Website
Print Media:
We will use newspapers and magazines for our advertisement.

Prothoma alo
Daily star

3. Broadcast Media:
Channel I
Jamuna

4. Outdoor Ads:

25 * 10 in a total of 250 square feet billboards will be set up throughout the country mostly focused on
metropolitan areas.
budget

Category Cost
TVC 300,000
TVC Broad casting * for one month 900,000
Billboards 1,000,000
Celebrity Endorsement Fees 2,000,000
Newspaper Advertisement 246,000
Event Sponsorship Budget 15,000,000
Magazine 500,000
Poster 100,000

Conclusion

We tried to readdress the age old paint company Roxy. Our campaign’s main motto is to create a
strategic positioning for Roxy paints. From lust decades their promotional activities were neutral.
People almost forgot the existence of Roxy paints. That is very challenging for us to build a
promotional campaign for Roxy. We are quite hopeful that through our new strategies and
activity Roxy paints will have back their competitive position in the market and will create a
desire in customer’s mind to go for it.

THANK YOU

appendix

1. Rate cards

2. Billboard AD

3. Print AD
4. Survey Questionnaires