Integrated Marketing Communication Essay

Words: 1484
Pages: 6

Assignment : Brand building through an Integrated Marketing Communications program.

Topic : A FMCG Brand ( Asian Paints )


Company Introduction : Asian Paints is India’s largest paint company and Asia’s third largest paint company, with a turnover of Rs 77.06 billion. The group has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 17 countries and has 24 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.
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o This is a self regulatory company. Even though there is no VOC ( volatile organic content ) limit for the paint product.

o Company will convey to the target audience that how the high VOC paint is harmful to the consumer and environment. It contributes in the global warming.

o This is the best engineered product which is having greater application properties and maintenance free and durable products.

o Strong Slogan : Lets save the environment together.This will be having great appeal to the consumer.

Brand Ambassador for Eco friendly Paint Products : Mr. Rahul Bose will be the right choice for the brand ambassador of this product. He is notable for his social activism.

Consumer Participation in the Communication Model : Following exercise will ensure that Consumer participates in the communication model.

o Online Feedback Interactivity

o Trained painters to provide the painting guide

o Suggestion Box at each outlets

o 24 x 7 call center ( Toll free service )

o Through PR

o Encouraging customer to participate in contest and reward with prizes.

o Educating customers by providing them the details like product benefits etc

o Providing regular training to dealers and distributors

o Replying to their feedback and querries within 24 hrs time