Name: HAMEER CHAND

Class: BBA(Hons) part III

Subject: Market Management

Assignment: Market Plan

Assigned by: Sir, Akram Shahani

Submitted to: Sir, Akram Shahani

Submitted by: Hameer Chand & group

Submission date:

Submission source:

1
 TABLE OF CONTENTS
1. Company Introduction
2. Executive Summary
3. Present Market Position
4. Market Description
5. Product Review
6. Competitive Review
7. Distribution Review
8. SWOT Analysis
9. Objective and Issues
Marketing Strategy
Positioning
Product Strategy
Pricing Strategy
Price Comparison With Competitor
Distribution Strategy
Marketing Communication Strategy
Hoardings
Marketing Research
Sales Budget
Manufacturing Budget
Advertising Budget
Conclusion
References

2
 COMPANY INTRODUCTION
Brighto is a Pakistani paints manufacturing company
headquartered in Lahore, Pakistan.
Brighto has a unwavering commitment to quality and
total customer satisfaction through leadership in
manufacturing technology, product innovation,
application expertise, incomparable service, and an
exceptional understanding of our customer need.

The business philosophy of Brighto paints is to work

with each customer as partner.
Website: http://www.brightopaints.com
Industry: Construction
Company size: 51 – 200 employees
Headquarter: Lahore, Pakistan
Type: Privately Held

3
 EXECUTIVE SUMMARY
Brighto paints Pvt limited is going to manufacture a
liquid form paint named “SUPREME”, a product of
Brighto paints. Our marketing challenge is to position
our product offerings as the high quality at a value-
added price.
VISION:
Every home to be painted by Brighto products
OR
To be recognised and accepted as Pakistan’s leading
paint manufacturing company
MISSION:
We empower consumers to achieve the colours of
their dreams

4
 PRESENT MARKET SITUATION
Brighto paints Pvt limited found by observation is to
enter in the now mature market. Because now a days
people specially ladies become very conscious about
their homes, they want to make changes (colours,
decoration pieces and furniture etc.) in their home
frequently.
Competition is therefore and pricing pressures squeeze
profitably.
Brighto paints must carefully target specific segments
with features that deliver value to customers.

MARKET DESCRIPTION
The market of Brighto paints Pvt limited, consist of
buyers who favour to make frequent changes in their
home accordingly to current fashion.
They may be divided into specific segments (age,
gender, income, occupation etc.)
The Brighto paints Pvt limited has launched its several
products, this is not our first product. So based on our
previous experiences we are trying to decrease the
cost of product even as potential of the product is
increasing, which makes value-added price.

5
 PRODUCT REVIEW
Brighto paints Pvt limited is going to manufacture
a liquid form paint named “SUPREME”, supreme is
form of oil paint and mixture of premier chemical
which contain high concentration about 60% -
70% of pigment in the paint.

6
Due to high concentration of pigments “Supreme”
become stronger to resist against salinity condition.
Supreme is cost effective as there is no further need to
mix some extra chemical which make value-added
price.

COMPETITIVE REVIEW
Paint industry of Pakistan is well established forced
industry participants to frequently add new features
and reduce prices. Some companies like: Diamond,
Nippon, Berger and Dawn coating etc. are directly
affecting the sale of “Supreme pain”.
The marble and tile manufacturing industries are also
indirectly affecting the sale of “Supreme paint”
because now a days people are satisfy by having
marble walls rather than paint because marbles are
durable and is one time expense.

7
 DISTRIBUTION REVIEW
The Brighto paints Pvt limited has decided to distribute
Supreme through a network of selected channels to
associate positioning.
The important distribution channels will be; Big
departmental stores like where people of lead or upper
class are going for shopping.

SWOT ANALYSIS
Strengths:-
 Superior quality
 Impressive advertising and promotional schemes
 Cost effective
 Efficient and hardworking employees
 Lower price than competitor
Weaknesses:-
 Low brand image
 High price cannot be changed to customers in the
competitive market
 Shortage of experts and skilled labours because of
heavy demand

8
Opportunities:-
 People specially ladies become very conscious
about style and durability
 Low cost
Threats:-
 Already captured major market share by
companies like: Diamond, Corona, Nippon etc.
 Threat from marble and tile manufacturing
industry
 Increased competition
 Downward pressure on pricing

OBJECTIVE AND ISSUES

Objectives:
1) Our first year objective is to achieve sales revenue
of Rs.7900500 based on sales of 25,000 litres
mean 6870 gallons Supreme at price of Rs.1050.
2) Our second year objective is to launch other
products with low price to capture the customers
from working class.
Issues:

9
 1) Major issues in launching product is heavy
investment.
MARKETING STRATEGY
“Supreme paint” a product of Brighto paints, marketing
strategy is based on following points.
 Primary consumer target is upper class who earns
income near about Rs.70,000 and above per
month.
 Secondary consumer target is middle class who
earns near about Rs.40,000 and above per month.
 Supreme penetrate in the market by lower price
than competitors with best quality.
 Supreme will be available on the selected outlets
to associate Supreme to an evocative positioning.
 Using hoardings, print media, and electronic
media for heavy promotion.
 We will provide reward to motivate dealers on
achieving targets by achieving sale target dealers
get 9% commission annually.
 We will provide reward to motivate consumers on
buying; token of Rs.50 are provided in every unit
of Supreme.
 Another encouragement for consumers will be
economical price or less than competitors.

10
 POSITIONING
We positioning the Supreme as the most affordable,
reliable, value-added and product prevention from
salinity with pleasant colours.
The positioning statement is:
“Colour your dream with supreme paint”

PRODUCT STRATEGY
Product means, anything that is sellable.
Supreme is a liquid form paint and is stronger than
Competitor to resist against the salinity condition.
Supreme will be available in a round container of 3.785
litres which is equal to 1 gallon of paint, with a wide
opening steel body and gold seal in a cylindrical shape.

PRICING STRATEGY
Price is the amount of money, customers have to pay
in order to obtain the product.
Brighto paints has decided to introduce Supreme at
Rs.1050 per gallon and gradually increase its price.
11
Price is one of the part of marketing strategy to get
maximum share of paint industry of Pakistan.
PRICE COMPARISON WITH COMPETITORS

In comparison to competitors our price is low based on

value-added price which can be increased gradually.

DISTRIBUTION STRATEGY
Distribution strategy refers to the activities of the
company that make the product to target customers.

12
Brighto paints decides to make Supreme available on
the selected outlets to associate Supreme to an
evocative positioning.
Manufacturer > Dealers/outlets > Consumers
MARKETING COMMUNICATION STRATEGY
Marketing Communication Strategy refers to the
promotion which means activities that communicate
the merits of the product and persuade target
customers to buy it.
Supreme promotion mix consists of advertising
through different types of media partners and by giving
incentives to dealers and consumers .
Brighto paints Pvt limited provide 9% commission to
dealers on achieving sale target and token of Rs.50
with every unit of Supreme to customers.
Brighto paints Pvt limited established the desired and
an innovative position in market and creative
awareness about the brand through advertisement.
Brighto paints selected four media sources for the
promotion.
I. Electronic media (FM and TV channels)
II. Print media (Magazines and newspapers)
III. Out media (Hoardings)

13
 IV. Digital media (social media sites etc.)

HOARDINGS

14
 MARKETING RESEARCH
Using marketing research, we can get clear picture
about the existing paint industry.
It is very important to do a complete survey about
existing market from consumers before entering in the
competitive market.
Brighto paints Pvt limited research instrument
(Questionnaire) for marketing research.
Questionnaire covers the following questions.
1. Which are the well known companies in
Pakistan paint industry?
2. What should be the promotional incentives?
3. What are the new requirements or
improvements in the paint?

15
 4. What should be the distribution channel taken
by the company?
5. Give suggestions on packaging?

SALES BUDGET
A sales budget is an important first step in structuring
an overall budget for your small business. With an
accurate projection of future sales, a small business
owner can make better decisions, keep expenses in line
and protect his company from failing. A sales budget
can help when structuring your company to maximize
profit. A company should analyse the expense to sales
rations in an overall financial framework to determine
how and where the company is marketing its money.
The total expenses of units are given below:
DESCRIPTION COST
Selling price(per Rs.1050 and of
gallon) 4000 units is
16
 4,200,000.
Raw material
A 1,000,000
B 1,000,000
Labour 5,00000
Factory overhead 1,000,000
Total cost 3,500,000

Profit on 4,000 units is = Rs.700,000.

MANUFACTURING BUDGET
A manufacturing overhead budget contains all the
costs, other than raw materials and labour, that will be
incurred by a manufacturing company or department
during a fiscal year. These ongoing costs are a valid
part of manufacturing expenses you incur and should
be calculated as part of your manufacturing budget.
Production 4,000 units
Material
A 1,000,000
B 1,000,000
Total 2,000,000
Labour 5,00000
Total 2,500,000.
Factory 1,000,000

17
overhead
Total 3,500,000

ADVERTISING BUDGET
The advertising budget is a plan of expenditure to be
incurred on the advertising campaign. The expenditure
may be to meet the present expenses as well as future
expenditure. Budget decisions explain the budget
strategies and programmes. The appropriation is the
total amount of the expenditure to be incurred on
budgeting. It is a limiting factor in determining the size
of the advertising campaign.
Electronic media 3M (Monthly)
(Radio and TV
channels)
Print media 0.5M (Monthly)
(Magazines and
newspapers)
18
Out door media 1.5M (Monthly)
(Hoardings)
Digital media 2M (Monthly)
(social media
sites etc.)
Total 7Million
(Monthly)

CONCLUSION
We have discussed the full description of the
marketing plan of our product.
Actually, preparing marketing plan for a product helps
to promote organisation recognition and enhance
product selling. We have tried our best to prepare our
marketing plan. We think this marketing plan will
definitely help to achieve business ideas for the new
comers and students. This marketing plan will help to
get ideas for the development of social , economic and
nation, every person and organisation has sure
responsibilities to the nation and the country.

19
Having these responsibilities we thought of such kind
of product which would be a useful product for the
target consumers and profitable for the company.
That’s why from many ideas we have the idea of this
new product by developing situations of our homes,
buildings, and hotels etc.
So, we can say that the product “Supreme paint” is a
product by which we can earn more profit and fulfil our
national responsibility.

REFERENCES
i. Principles of marketing by, Philip Kotler (appendix
– I)
ii. http://www.wikipedia.org
iii. http://www.boundless.com
iv. http://www.quora.com
v. http://www.linkdin.com

20
 THE END

21