A B C Company Nagpur –
Marketed by Payal Enterprises.
Brand Building / Product Promotion / Sales Growth /
Schemes for Sell...
Paint Brushes – A product sold through paint
shops and Hardware shops.
Market Survey feedback on quality expected by
Pai...
» ABC Company has brushes with different quality
and brand names.
» For Consistency and market identification it is
sugges...
 Demand Created by.
 Customers who want to get their House Painted.
 Builders / Painting Contractors / Customers living...
Influencers – Shop Owners, Senior
Painters.
Motivator - Scheme to attract, ( Free gift
pen, pencil, writing pad,
Decide...
» Painters are regular buyers of Brushes and any quality problem
faced will ensure he will not buy the brush again. Painte...
1 • Customer / Builder decides to paint house / complex etc
• They identify the Painting Contractor/ Painter
2
• Painter r...
» Since The Product “Paint Brushes” are sold from
various shops the key is to have a wide range of
distribution.
˃ More No...
» The general perception about ABC Brushes in the
Market is that Quality is not consistent. Some
batches come with good qu...
» Painters are the main users and customers for paint brushes.
» Rewarding painters for choosing ABC Brushes is important ...
» Recent Competitor Acme Brushes is started by Ex-Employee of ABC
Brushes and is slowly expanding his network.
» This pers...
» The challenge is to increase availability of ABC Brushes in
every pain shop / hardware shop.
» Distribution can be expan...
» The challenge is to increase availability of ABC Brushes in every pain shop /
hardware shop.
» Distribution can be expan...
» The challenge is to increase availability of ABC Brushes in
every pain shop / hardware shop.
» Distribution can be expan...
» The challenge is to increase sales without increasing
credit. Collect credit faster and rotate money quickly.
» Each sho...
10-12-2012
16
Unisun Marketing Services
0% 2% 5% 7.50% 10% 15% 20%
One Scratch Card for
Rs.2000/- purchase 0 40 100 150 20...
Sales Manager
Sal – Rs.25000/-
Sales Executive
Hyderabad / Ranga
Reddy Rs.10,000/-
Sales Executive
Telangana Districts
HQ ...
» Sales Staff – Salary Rs.9000/- per month.
» Mobile Reimbursement Rs.500/- per month.
» Travel allowance Rs.2.50 per Km, ...
» Sales Manager – Salary Rs.17000/- per month.
» Mobile Reimbursement Rs.1000/- per month.
» Travel allowance Rs.3.00 per ...
» Quality commitment
» There should not be any quality complaints in Zoom Brushes and
ABC Super grade Brushes.
» ABC Regul...
» Unisun will guide sales manager / executive on field
related issues.
» Unisun review the sales with Payal enterprises
Ma...
Marketing plan __ __ brush company slide share
Marketing plan __ __ brush company slide share
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Marketing plan __ __ brush company slide share

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Selling in India is a complex art and product Distribution is key. Even the best products with Best AD Campaign fail due to Bad distribution. A Live Case study of __ __ Paint Brush's Marketing Plan is presented for viewers to appreciate the challenges involved.

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Marketing plan __ __ brush company slide share

  1. 1. A B C Company Nagpur – Marketed by Payal Enterprises. Brand Building / Product Promotion / Sales Growth / Schemes for Selling. 23-04-2013 Unisun Marketing Services 1
  2. 2. Paint Brushes – A product sold through paint shops and Hardware shops. Market Survey feedback on quality expected by Painters and Paint / Hardware shop dealers.  Brush Bristles should be fine smooth quality with V Shape.  Overall Brush design should be Strong with Sturdy handle, preferably wood finish.  The Package Design should be durable so as to withstand handling in transport and shops  Box Packing with branding to help shops store and retrieve the brushes quickly at selling counter.  Consistent Quality to target select customers.  Low priced brand to target single use customers. 23-04-2013 2 Unisun Marketing Services
  3. 3. » ABC Company has brushes with different quality and brand names. » For Consistency and market identification it is suggested that » ABC ZOOM - be used as High end brushes for top of the range customers. » ABC Super - Brushes to focus on good and consistent quality. » ABC Regular – Brushes will focus on low end market with lower price and lower quality. 23-04-2013 3 Unisun Marketing Services
  4. 4.  Demand Created by.  Customers who want to get their House Painted.  Builders / Painting Contractors / Customers living in Individual Houses.  Marriage Season.  Festivals – Dassera / Diwali / Sankranti etc.  Who is the customer » Paint Brushes is a accessory to Paints and hence sold along with Paints / wood polish / turpentine to painters. » End User is the Painter and his comfort decides the brand value and sales of the Brush. » Incentive to Painters will help them identify and select ABC Brushs over other competitors. » Incentive will not help to sell low quality brushes. 23-04-2013 4 Unisun Marketing Services
  5. 5. Influencers – Shop Owners, Senior Painters. Motivator - Scheme to attract, ( Free gift pen, pencil, writing pad, Decider - Customer / Contractor / Painter Who is Buying the brush. Final purchaser – Customer / Contractor. Who uses the product – Painters or Helpers. 23-04-2013 5 Unisun Marketing Services
  6. 6. » Painters are regular buyers of Brushes and any quality problem faced will ensure he will not buy the brush again. Painters reputation will depend on the brush and any bad Quality will spoil his work and he will not take risk with his livelihood. » Painting / Hardware Shop Owners depend on the Painters for selling their paints and bad quality will spoil the reputation of the paint, painter, shop and the painting contractor. » Paint is the final finish of the house / apartment / complex etc and a good paint, look are important to help the Builders sell their properties. » Customer preferences in media – Customer purchase cannot be influenced by advertisement as quality during use is more important to decide the brush. 23-04-2013 6 Unisun Marketing Services
  7. 7. 1 • Customer / Builder decides to paint house / complex etc • They identify the Painting Contractor/ Painter 2 • Painter recommends the hardware shop, paint brand and brush brand. • Customer / Builder enquire’s and decide which Paint to buy. 3 • Rates are compared from 2-3 shops and order is finalised • Painter checks colour, quantity and quality before taking delivery. 10-12-2012 7 Unisun Marketing Services
  8. 8. » Since The Product “Paint Brushes” are sold from various shops the key is to have a wide range of distribution. ˃ More No of shops ABC Brushes are available more will be the brand image and sales growth. ˃ The distribution of Brushes should be proportionate to that of the paints. Where ever paint is sold ABC brush should be sold. ˃ Hardware shops buy Brushes directly from Brush Marketers / Wholesalers. ˃ Charminar is the market leader with presence in maximum no.of outlets. ˃ Amber Brushes has maximum Brand value due to high quality , consistent quality and wide distribution reach. ˃ Local Brands, like Nano, Acme etc cater to limited market and play on price and personal rapport to sell. 23-04-2013 8 Unisun Marketing Services
  9. 9. » The general perception about ABC Brushes in the Market is that Quality is not consistent. Some batches come with good quality and as soon as sales pickup quality deteriorates. » Sales Staff are prepared to sacrifice incentive if it will help improve the quality of the brushes. » Horror stories of Bristles coming out when pulled are managed by requesting the shop owner to consider. » Delivery Boys face the brunt of frustration when they are forced to take back the material due to Bad quality. 10-12-2012 9 Unisun Marketing Services
  10. 10. » Painters are the main users and customers for paint brushes. » Rewarding painters for choosing ABC Brushes is important as a token of appreciation, support, motivation and encouragement to buy more, recommend ABC to other painters. » Gift such as pens, markers, T-shirts, Caps, Writing Pads, Pocket diary, Printed visiting cards with Name and Tel No blank so that they can write and give to customers. » Painters Meeting should be conducted to motivate them, explain about the product. This help them remember the Brand Name ABC Brushes and buy for next painting job. » A Typical Painters meeting will consist of a gift pack with T shirts, one brush, writing pad and pen along with some snacks, Tea coffee for 50 people. » Meeting can be conducted opp the paint shop itself by putting a small tent and chairs and explain about ABC brushes, models etc start at 5.00 pm close at 6.30 pm. Unisun Marketing Services 10 10-12-2012
  11. 11. » Recent Competitor Acme Brushes is started by Ex-Employee of ABC Brushes and is slowly expanding his network. » This person has learned what is important in the market in terms of Quality, packing, Bristles smoothness, V – Shape, Price, Painter Scheme such as Pen free with every brush and using his knowledge to gain market share. » Best companies learn from customers, Some companies learn from competitors mistakes, Some from own mistakes. Some companies do not learn at all. » Sachin Tendulkar is the greatest Batsmen because he has not changed his style of batting in last 20 years. Market respects consistency. Sell one quality and stick to it forever. » India is a huge market where every thing sells. Even a low quality brush. There are villagers who want a low quality brush for single one time use and throw. A low quality brush can be sold to them. » There are painters such as wood polishers who use the brush repeatedly until it is useless. They require a high quality multiple use brush. 10-12-2012 11 Unisun Marketing Services
  12. 12. » The challenge is to increase availability of ABC Brushes in every pain shop / hardware shop. » Distribution can be expanded by tying up with a paint company and giving one brush free with every 20 kg of their paint bucket. » Such tie up can be made with Sai Coat wood polish / MC Thinner. These Brands are available in every paint shop and hardware shop. Many shops stock only 1-2 brands of paints but every shop will stock wood polish / MC thinner. » Once Brand is introduced, repetitive sales can be followed up by sales team to get new orders. » Strong office back end support is required to ensure every call is attended and recorded with a call back message, call forwarding to ensure customer service. » Calls received after office hours are checked next day morning and followed up. 10-12-2012 12 Unisun Marketing Services
  13. 13. » The challenge is to increase availability of ABC Brushes in every pain shop / hardware shop. » Distribution can be expanded by CO-Marketing ABC Brush sales along with other company and sharing a percentage with them. » For E.g MC Thinner company can be approached to sell ABC Brushes through their sales team and any sales happening a 5% commission will be given. There is no investment of MC Thinner company in stocks, in credit etc. Sales Executives of MC Thinner will book orders and pass on the same to ABC Brush company and ABC will deliver and collect money on its own if sales is within Hyd and nearby areas. » For Up country sales MC thinner executive will collect and remit money to bank a/c directly. » The Sales Executive of MC Thinner will be paid a fixed travel / DA allowance of Rs.5000/- per month and a commission of 1 % on sales and 2% on collections. One executive will cover at least 50 shops and sell Rs.5 Lacs worth of brushes. » The total cost for 5 Lacs sales will be 5% = 1% + 2% + 5000/- = 20000 = 9% of Total sales. » Benefit to MC Thinner they can pay less money to their sales staff. Their staff will have more work to do cover more area and develop rapport with more dealers etc and also get 5% without any risk. 10-12-2012 13 Unisun Marketing Services
  14. 14. » The challenge is to increase availability of ABC Brushes in every pain shop / hardware shop. » Distribution can be expanded by selling to Wholesalers. » Wholesalers typically buy large quantities at a very low price and distribute it to smaller retailers on cash or credit. » Wholesalers help manufacturers to reach those small retailers who are in remote location / buy small quantities / credit history is bad / are unknown. » Wholesalers have to be dealt with by the Owner directly as margins / delivery schedules are very tight. The quality commitments have to be made by owner of ABC company / Payal Enterprises. Incase of Bad quality they should directly deal with wholesalers. Also regarding payment terms only owners can take decisions. » The trick is to not depend on one wholesaler always and keep changing the wholesaler frequently to ensure the product moves to newer counters every month. 10-12-2012 14 Unisun Marketing Services
  15. 15. » The challenge is to increase sales without increasing credit. Collect credit faster and rotate money quickly. » Each shop can buy brushes normally as per present procedure. As soon as a shop makes a payment of 2000/- in one installment or 2-3 installments he gets a scratch card. As he scratches the card he gets a gift printed on the card. » The dealer will be worried that if he does not pay quickly he will loose the high price scratch card. He cannot blame anyone as he can choose any card from the bunch the collection boy is having. 10-12-2012 15 Unisun Marketing Services
  16. 16. 10-12-2012 16 Unisun Marketing Services 0% 2% 5% 7.50% 10% 15% 20% One Scratch Card for Rs.2000/- purchase 0 40 100 150 200 300 400 Total Sales under Scheme = Rs.10,00,000 125 200 100 50 25 10 5 Total Prize money Total No of Scratch Cards distributed = 500 nos 0 8000 10000 7500 5000 3000 2000 35500 Total cost in % age= 3.6%
  17. 17. Sales Manager Sal – Rs.25000/- Sales Executive Hyderabad / Ranga Reddy Rs.10,000/- Sales Executive Telangana Districts HQ Hyderabad Sales Executive Andhra Dist HQ Vijayawada Sales Executive Rayalaseema HQ Tirupati Sales Coordinator Sal – Rs.10000/- Unisun Marketing Services 17 10-12-2012 Sales Staff should be neatly dressed with in shirt. Preferably A uniform with ABC Brush Logo can be given to create Brand Image at every shop they visit. Delivery Boys / Collection Boys should have a dress code. Jeans with Company T shirt similar to Courier boys to create a Brand image and identity in the market. A Dress code will create a discipline/pride in staff and image for the company.
  18. 18. » Sales Staff – Salary Rs.9000/- per month. » Mobile Reimbursement Rs.500/- per month. » Travel allowance Rs.2.50 per Km, Daily allowance Rs.50/- per day for working on field. » Working Hrs 10.00 am to 7.00 pm. Lunch 1.30 pm to 2.00 pm. Sunday Holiday. » Incentive 1% of Sales generated all products. » Collection 2% of collection generated. » Quality Complaints handled – Rs.500/- per Complaint if proved correct. » New Outlet added – Rs.100/- per outlet. » Painter meeting conducted – Rs.1000/- per meeting. Unisun Marketing Services 18 10-12-2012
  19. 19. » Sales Manager – Salary Rs.17000/- per month. » Mobile Reimbursement Rs.1000/- per month. » Travel allowance Rs.3.00 per Km, Daily allowance Rs.75/- per day for working on field. » Working Hrs 10.00 am to 7.00 pm. Lunch 1.30 pm to 2.00 pm. Sunday Holiday. » Incentive 0.5% of Sales generated all products. » Collection 1% of collection generated. » Quality Complaints handled – Rs.50/- per Complaint if proved correct. » New Outlet added – Rs.10/- per outlet. » Painter meeting conducted – Rs.100/- per meeting. Unisun Marketing Services 19 10-12-2012
  20. 20. » Quality commitment » There should not be any quality complaints in Zoom Brushes and ABC Super grade Brushes. » ABC Regular Grade brushes can have quality complaints maximum 10% Brushes. 23-04-2013 20 Unisun Marketing Services
  21. 21. » Unisun will guide sales manager / executive on field related issues. » Unisun review the sales with Payal enterprises Management will suggest changes in planning every month 1st week. » Unisun will design schemes suited to the market and guide sales staff in implementing them. » Unisun will take inputs about competitor activity and plan counter moves to protect market share / collections etc. » Unisun will participate in discussions with other companies for Tie –ups in marketing, product sampling . Sharing expenses on selling etc. 23-04-2013 21 Unisun Marketing Services

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