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Direct Marketing Initiatives From Goodlass Nerolac
Direct Marketing Initiatives From Goodlass Nerolac
Goodlass Nerolac
A Case Analysis by-
Sagar B S 1021329
ltd Japan.
As part of its expansion program, It decided to target the rural segment.
The company initiated a club for its dealers called the ‘core dealers club’ of
The club logo was changed and focus was shifted from sales and revenue
to building relationships.
Also took steps to improve the learning activities of the club and asked the
club members to educate the painters and consumers about using rollers
In spite of these initiatives, research analysts say long term strategy should
various forms.
The Core Dealer Club of Goodlass Nerolac was a good platform for
Use of region based advertising might turnout to be a costly affair for the
company.
OPPORTUNITIES
Market penetration
Unsatisfied customers.
QUESTIONS
FOR
DISCUSSIONS
QUESTION 1
In order to build its brand in the decorative paints segment, Goodlass
Nerolac’s long term strategy should be to influence customers directly.
In fact, when it comes to selecting paint, the company should adopt
strategy whereby customers (and not the painters) make their own
decisions.”
One such initiative was the direct marketing effort aimed at the dealers and retailers
of the co.
Dealers and contractors play an important role in the purchase decision for paints, as
Goodlass is now making inroads into the decorative paints segment that makes up
Repositioning of Nerolac
omni-present.
Target market:
The booming
DECORATIVE PAINTS segment
MEANING TRANSFER THEORY
Explains that a celebrity encodes a unique set of
meanings which if well used can be transferred to
the endorsed product.
STAGES:
ENCODING MEANINGS-celebrities encode a set of
meanings in their image e.g trustworthiness
MEANING TRANSFER-to the endorsed products
MEANING CAPTURE-consumers buy products for
capturing some of the desirable meanings which
celebrities have passed on to the product
Larger than life image
NEROLAC wanted to reach out to the masses.
Mr Amitabh Bachchan thus was an obvious choice, a
legend that every man identifies with...................
Embodies same values NEROLAC stands for-
excellence
dynamism
inspiration
innovation.”
“HUM KEH REHE HAI”-the last punch words
OMNI-POTENT IMAGE
“Yeh Rang hai jo har Ek ki Zindagi ko Choota hai”
The focus shifted from sales and revenues to building strong customer
relationships.
The objective is to instill confidence among the dealers and to create healthy
competition.
To motivate dealers and provide value added services and increase consumer
It provides customer satisfaction where ,they can make their own decisions.
customer and building strong relationships with them , so that it can be ahead
of the competitors.
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