Jat Holdings Marcom Strategy

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A Marcom Strategy for Sayelack - the World\'s Best Italian wood coating solutions

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Jat Holdings Marcom Strategy

  1. 1. For wood that ageslike fine wine..! A Below-the-line Marketing Strategy by Copyright © 2011 SideFX / Jay Abeyratne
  2. 2. Our Brief / The ChallengeSince its inception in 1993, JAT Holdings Ltd hasgrown from strength to strength and hasbecome the undisputed leader among the totalwood coating solutions providers in Sri Lanka.JAT Holding’s Flagship brand is SAYERLACK –the World’s No.1 water based, environmentallyfriendly wood coatings from Italy.Our challenge is to develop an integratedbelow-the-line communications strategy tofurther enhance the superiority and marketposition of both Sayerlack and its Brandcustodian JAT Holdings. Copyright © 2011 SideFX / Jay Abeyratne
  3. 3. The Products The ProductsSince its inception in 1993, JAT HoldingsLtd has grown from strength to strength With over 50 years of expertise, theand has become the undisputed leader SAYERLACK range includes all types ofamong the total wood coating solutions products for both interior and exteriorproviders of Sri Lanka. use to meet any customer requirement with an industry leading 20 YearsJAT Holding’s Flagship brand is protection guarantee.SAYERLACK –the World’s No.1 water based,environmentally friendly wood coatingsfrom Italy.Our challenge is to develop an integratedbelow-the-line communications strategyto further enhance the superiority andmarket position of both Sayerlack and itsBrand custodian JAT Holdings. Copyright © 2011 SideFX / Jay Abeyratne
  4. 4. The Target MarketThe architects, buildersand homeowners whobelieve in finest quality and durability. Simply the artisans whocreate and believe in objects of lasting beauty. Copyright © 2011 SideFX / Jay Abeyratne
  5. 5. Communication StrategyAn integrated BTL approach deploying innovative channels to deliver the message to the target consumer. The Big Idea: Innovative Wood Solutions from the World’s No.1 brand Copyright © 2011 SideFX / Jay Abeyratne
  6. 6. Copyright © 2011 SideFX / Jay Abeyratne Magazine Ads LMD, Business Today, Explore Sri Lanka, The Architect, The Real Estate, Top Property SL Also adaptable for Hoardings / E-mail campaigns
  7. 7. Copyright © 2011 SideFX / Jay Abeyratne Magazine Ads LMD, Business Today, Explore Sri Lanka, The Architect, The Real Estate, Top Property SL Also adaptable for Hoardings / E-mail campaigns
  8. 8. Copyright © 2011 SideFX / Jay Abeyratne LMD, Business Today, Explore Sri Lanka, Also adaptable for Hoardings /Magazine Ads The Architect, The Real Estate, Top Property SL E-mail campaigns
  9. 9. Magazine Ads LMD, Business Today,Explore Sri Lanka, The Architect, The Real Estate Copyright © 2011 SideFX / Jay Abeyratne
  10. 10. Magazine Ads LMD, Business Today,Explore Sri Lanka, The Architect, The Real Estate Copyright © 2011 SideFX / Jay Abeyratne
  11. 11. Magazine Ads LMD, Business Today,Explore Sri Lanka, The Architect, The Real Estate Copyright © 2011 SideFX / Jay Abeyratne
  12. 12. Magazine Ads LMD, Business Today,Explore Sri Lanka, The Architect, The Real Estate Copyright © 2011 SideFX / Jay Abeyratne
  13. 13. Magazine Ad LMD, Business Today, Explore Sri Lanka, The Architect, The Real EstateCopyright © 2011 SideFX / Jay Abeyratne
  14. 14. Innovative wooden park benches & trash bins with JAT Holdings branding Copyright © 2011 SideFX / Jay AbeyratneProposed Locations:The Galle Face Green, Viharamahadevi Park Colombo, Kiddies park,Independence Av. Public Area, Public Library premises Colombo, SLTA, Colombo Museum,The New National Arts & Theatre Complex Colombo, Gangarama Temple Lakefront & Park area,Victoria Park Kandy, Race course Nuwara Eliya & Gregory lakefront.
  15. 15. Copyright © 2011 SideFX / Jay Abeyratne
  16. 16. Copyright © 2011 SideFX / Jay Abeyratne
  17. 17. Brandingof elevatedsite-seeingwoodendecks Copyright © 2011 SideFX / Jay AbeyratneProposedLocations:Eco Hotels,National wildlifeparks
  18. 18. Brandingof elevatedsite-seeingwoodendecks Copyright © 2011 SideFX / Jay AbeyratneProposedLocations:Eco Hotels,National wildlifeparks
  19. 19. Brandingof elevatedsite-seeingwoodendecksProposedLocations:Eco Hotels,National wildlifeparks Copyright © 2011 SideFX / Jay Abeyratne
  20. 20. Brandingof elevatedsite-seeingwoodendecks Copyright © 2011 SideFX / Jay AbeyratneProposedLocations:Eco Hotels,National wildlifeparks
  21. 21. deck Wooden Poolside branding InnovativeCopyright © 2011 SideFX / Jay Abeyratne
  22. 22. Copyright © 2011 SideFX / Jay AbeyratneInnovativeWood based,Weather proofhoardings
  23. 23. Copyright © 2011 SideFX / Jay AbeyratneInnovativeWood based,Weather proofhoardings
  24. 24. Let’sDo it..!Our approach to a brand building differs from the usual. Instead ofpushing big budgets, here we areattempting to work with the client,stage by stage, so we could finallyarrive at a comprehensive strategy that both the client and agency Copyright © 2011 SideFX / Jay Abeyratne could be happy with. We need to work out budget definitions, date plans, work executions and get a head start with our creative strategy. Thank You.

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