This document outlines a marketing plan for a new rural paint brand called Rang De Lets Colour. It introduces the product as having anti-fungal properties available in all color shades and being ready to use without mixing. The plan discusses segmenting the market based on occasions and user status, targeting users wanting utility and protection from a paint. It positions the product as affordable in various pack sizes and differentiates it based on its utility, colors, durability and extra features like no fungus formation. Awareness will be promoted during festivals and it will be available at own outlets.

2. Angad Tanveer
Singh Singh
A-34 A-40
Rang De
Lets Colour
Karan
Thapar
A-56
Under the Guidance of:
Prof. Navneet kaur

3. Rang De
Lets Colour
Introduction
 Paint usage in rural areas is generally in the
distemper segment, hence dominated by the
unorganized players & local brands.
 Also, with the modernization of agriculture
and accompanying development of rural
India, consumer preferences are expected to
improve.
 Consumers expect better and more relevant
functional benefits from the product.

4. Rang De
Lets Colour
Product
 Having Anti- Fungal properties available in all
desired colors shades
 Single pack ready to use no mixing of water/ primer.
 In monsoon, Rang De protects interior from leakage
& subsequent damage.
 In summer, Rang De keeps interior cool.
 THREE-in-One effect ( Waterproof + Spill Proof +
Heat Resistant ) is achieved with advanced polymeric
formulations with speciality additives & fillers
 The effect is achieved on both Interior & Exterior
walls in all desired colour shades.

5. Rang De
Lets Colour
Comparison
Parameters Others Lal Bahadur
Base Water/Solvent Solvent
Application Solvent / Water to be mixed Ready to use. No need of
in specified proportion mixing
Adulteration possibilities Possible with water/ solvent Not Possible
Complete Drying 6-12 hours 1 hour
Water Repellence Fair Excellent
Finish Retention Becomes dull with time No deterioration in
brightness & finish
Other Features Fungus, moss formation No fungus, No moss
formation & Heat resistant

6. Rang De
Lets Colour
Segmentation
The concept of behavioural segmentation was
used, dividing the market into group based on
the variables such as:
 Occasions: Diwali Festivals, Oman Festivals,
Poli, Baisakhi, etc
 User Status: First time, Ex-user

7. Rang De
Lets Colour
Targeting
 The target audience for the promotion of the
product will be the user who wants some
utility from a paint to be used for decoration
the walls and also protection from the
leakages and heat of the sun.
 Local promoters and users.

8. Rang De
Lets Colour
Positioning
To create the market position for the product, the
promotion strategies will be categorized on the
basis of:
 Form: Rural sectors are not heavy consumption
people, also rural people follows the age old
tradition of coloring the horns of their bullocks so
for this purpose the company decided to
introduce the small pack size ranging from 100 ml
for small consumption to 10 liters packs for
painting the whole house.

9. Rang De
Lets Colour
Features
 Through promotion the company will
differentiate the product from the competitor
on the basis of:
 Utility(Leakages +Heat)
 Color Shades(Bright colors)
 Durability(Long Lasting)
 Extra features(No fungus & moss formation)

10. Rang De
Lets Colour
Affordability
 100 ml pack @ Rs6
 500ml pack @ Rs30
 250 ml pack @ Rs15
 1 litre pack @ Rs50
 3 litres pack @ Rs135
 5 litres pack @ Rs225
 10 litres pack @ Rs420

11. Rang De
Lets Colour
Acceptability
 High utility with Three-in-One effect
( Waterproof + Spill Proof + Heat Resistant )
 Available in all ranges of packs

12. Rang De
Lets Colour
Awareness
 Promotion during the festival seasons
Availability
 Available at its own outlet

13. Rang De
Lets Colour