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TABLE OF CONTENTS CONTENTS PAGE NUMBER

Nippon Paint Company profile Nippon Paint Pakistan (Private) Limited Vision and values The 5 Cs Code of Behavior& mission statement Marketing Mix Strategy The advertising plan Nippon paints Nippon advertising objectives
RECENT ADVERTISING CAMPAING OF NIPPON PAINTS IN PAKISTAN

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Malaysia campaign later in Pakistan Nippon advertising How Nippon paints can improve its latest blobby campaign
LATEST NIPPON PAINTS BLOBBY TV AD IN PAKISTAN HOW CAN NIPPON PAINTS ANALYZED ADVERTISING RESULTS Suggestion & Recommendation

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Address of Nippons paint Pakistan

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Bibliography

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Nippon Paint company profile

The company was first founded in Japan as Komyosha in 1881 by brothers Haruta and Jujiro Moteki. Together with their chief engineer Heikichi Nakagawa, they began business with projects for the Japanese navy and soon progressed to the production of viscous paints. In 1896, the company moved all their production activities to a new factory in Tokyo. Two years later in 1898, Nippon Paint was established as Japan's first true paint manufacturing company. Nippon Paint's presence quickly spread across Japan. In 1914, having secured the domestic market, the company expanded into China, India and the South Pacific. After making inroads into Taiwan and North China, Nippon Paint established the Pan Malaysian Paint Industries in 1963 - today known as Nippon Paint Singapore. In 1967, four years later, Nippon Paint Thailand and Malaysia were established. Innovative product breakthroughs have been a hallmark of Nippon Paint's growth through the decades. In 1986, the advanced "Photo ED" system for printed circuit boards was introduced. In 1992, the company introduced two more highly advanced innovations to the industry - the "Flexceed" printing plates which could be developed in water; and the water-borne recycling system. Now recognized as the paint industry leader in Asia, our paints and coats have made inroads into diverse aspects of life all around the region. In cities across Asia as varied as Ho Chi Minh and Seoul, Kuala Lumpur and Jakarta, the company plays diverse roles, enhancing and improving different aspects of life and business. In Vietnam, for example, we have acquired more than 70% share of the motorcycle coatings market. In China, Nippon Paint was the first to launch the Color Tinting System, installing more than 800 of these systems across the country. Offering more than 1000 colors, shades and hues, this service innovation has changed the way paint is retailed in the country. Besides bringing quality paint and coatings to all parts of the region, Nippon Paint constantly seeks new products and coatings that are more eco-friendly. This focus on 2

protecting the environment has earned both our Singapore and Taiwan operations the coveted ISO: 14001 certification in 1997 and 1998 respectively.

Nippon Paint Pakistan (Private) Limited Nippon Paint (Pakistan) (Private) Limited marked the successful entry into
Pakistan with the first sales going out on the 5th of November 2007. Head Quartered in Japan, Nippon Paint is the largest paint manufacturer in Asia. The company will be investing $25 million in Pakistan over the next three to five years, which will include a manufacturing facility in District Kasur, near Lahore. Currently, Nippon Paint Pakistan is doing business with 200 outlets nationwide of which 113 are equipped with the Nippon Paint Color Creations Tinting Systems. We aim to have 200 Color Creations Outlets by the end of the year 2008. The distribution network is currently spread from the far South, Karachi and Gwadar to the hilly areas of Mingora and continues to spread. All authorized dealers are equipped with Nippon Paint Color Creations which is an innovative computerized paint system which allows the consumer to choose from thousands of colors and the selected color is made available within minutes. With Nippon Paint Color Creations, consumers no longer are limited by the choices of colors as they can choose from our range of thousands of colors, and the paint will be mixed right before their very eyes. Nippon Paint Color Creations is set to transform the Pakistan paint market. Nippon Paint has specially formulated products for the Pakistan market. The five main products being, Nippon Weather bond for exterior walls, Nippon Brilliance Matt Enamel, Nippon Perfect Emulsion and Matex Gold for interior walls, and Nippon 9000 Gloss Finish for wood and metal substrate. The special formulation is the result of Nippon Paint's research and development for products to suit the substrate surfaces peculiar to Pakistan. At the same time, supporting products such as wall sealers, primers and wall putty are also available. Nippon Paint Pakistan's plant will be operational during the last quarter of 2009, and will initially employ about 300 people. Output from the plant will be for local consumption and possibly for export to neighboring countries. In the interim period, Nippon Paint 3

Pakistan is importing from its Malaysian plant so as to meet the current local market demand for its products. Nippon Paint is the largest paint manufacturer in Asia and a leading name in paint worldwide. It is number one in Japan, China, Indonesia, Singapore and Malaysia; and a key player in Thailand, Vietnam, Taiwan, Korea, Hong Kong, The Philippines and India. Throughout these countries, Nippon Paint is known for its dedication to high-quality, innovative products and excellent customer service

VISION

We aim to build upon the strength of current foundation to meet the demands of new millennium everywhere across the globe

Nippon paints seek to live in harmony with nature and society, playing their part as responsible citizens by enhancing and beautifying our surroundings, protecting nature and encouraging the personal growth of the people. Nippon paints seek to explore new technologies and markets, and create paint innovations that respond to customers' needs. Nippon paints seek to develop innovative and technologically advanced paint products that will enhance beauty and protect the surroundings. Nippon paints will create a workplace that maximizes the potential of each person, that creates mutual interdependency and trust, and that instills collective pride and identity.

Values

Management Principles
The Nippon Paint Group is committed to contributing to the welfare of society as a whole through its business activities, working together for the mutual harmony and benefit of everyone.

Corporate Vision

The Company is working to expand globally as a specialty chemical company, offering high value-added coatings. Our fundamental commitment is to become a trusted, eco-friendly company that helps protect the environment.

The 5 Cs Code of Behavior Credibility

Nippon paints respond to public confidence in performances with right and fair judgment, keeping in mind a high sense of integrity and responsibility.

Customer-oriented
Nippon paints meet customer expectations by providing them with the best solutions through the Group's joint forces and all-out efforts.

Creativity
Nippon paints create new values with wisdom, foresight and highly flexible idea

Challenge
Nippon paints establish the highest possible goals and make every effort to achieve the highest levels of standards in the world.

Collaboration
Nippon paints cultivates a corporate culture of freedom and generosity through positive communication and cooperation by acknowledging the diversity of human characteristics.

Mission Statement
To be the partner of first choice for customers and suppliers, ensuring sustained leadership position in the markets where we compete, delivering long-term business value through a high performance culture, innovation, ethics and responsible care.

Marketing Mix Strategy

Marketing activities comes in many forms. One traditional depiction of marketing activities is in terms of the marketing mix, which has been defined as the set of tools the firm uses to pursue its marketing objectives. Classified these tools into four broad groups, which he called the four Ps of marketing.

NIPPON PRODUCT (1 ST P)
A product is anything that can be offered to a market to satisfy a want or need of a customer at profit.

Any product can be classified into either a consumer product or a business product. Consumer product is the one that is bought and consumed by a final consumer. While a business product is the one that is bought for the purposes of reselling or for business use.

Nippons product comes under the definition of consumer product as an individual buys the product and he/she uses it. Nippons product is the paint that it sells in the market.

Elements of the Product

Nippon Paint is introducing the following brands to the Pakistan Market

Nippon Paint Perfect Emulsion (Interior) Nippon Paint Weatherbond (Exterior Nippon Paint 9000 Gloss Finish Nippon Paint Brilliance Matt Enamel (Interior Wood, Metal & Wall) Nippon Paint Matex Gold (Interior) Nippon Paint Super Matex (Interior) Nippon Paint Vinilex 5100 Wall Sealer Nippon Paint ACS Wall Putty Nippon Paint Coloured Undercoat 8

COLOUR CREATIONS (positioning) Your world, your color

Nippon Paint is the pioneer of tinting systems in South East Asia.

Nippon Paint now brings its Computerized Tinting System, Color Creations to Pakistan. It is a computerized paint system that lets you accurately choose the right shade, hue, tint and accent of color. All you have to do is choose the type of paint for your specific needs first. Then, choose the color that suits your theme, from more than 3,000 shades available in our two color collections. The Ambiance color series offers you softer, pastel shades, while the Evolution color series, gives you richer, bolder ones. Your selected color will then be analyzed in the color computer and the information is sent to the dispenser. The paint is then mixed and shaken, to give you the finished product. Its done right before our eyes, in minutes and in your choice of Nippon Paint Perfect Emulsion, Nippon Weather bond, Nippon Paint 9000 Gloss Finish, Nippon Paint Brilliance Matt Enamel, and Nippon Paint Matex Gold. Choosing the right paint and the right color has never been easier!

NIPPON PLACEMENT (2ND P)

Place includes company activities that make the product available to target consumers. Placement is the process in which the final good or service is made available to the end customer. The channels used for this purpose are known as Marketing Channels.

Marketing channels are defined as set of independent organization involved in the process of making a product or service available for the use or consumption by the consumer or business user.

Elements of Placement

NIPPON PRICE (3RD P)

Amount of money needed to purchase something

Nippons paint Pakistan is committed to provide high quality broad range of product at reasonable and affordable price for their prestigious customer In this regard Nippons 10

paint is using the strategy of pricing is more for less .Its mean its providing quality product at low price comparatively to their competitors in the market

Elements of Price

NIPPON PROMOTION (4TH P)

Promotion means an activity that communicates the merits of the product and persuades target customers to buy it. Good Promotion always plays an important role in the success of any product. A good product can be fail if not properly promoted. Nippon is taking big steps to promote its product by maintaining good relationship with 11

the community of Pakistan. The basic aim at the behind of these steps is to promote their own product through a moral way.

Elements of Promotion

Currently Nippons paint is using only a few tools of promotions to deliver the message to general public and their potential customer. Advertise their product through news papers TV channels and through holding board in major areas of the country.

THE ADVERTISING PLAN NIPPON PAINTS

Advertising is the way to get your message to your desired audience. The objective is to create awareness, motivation, and trial and provide information. To do this right you need a plan. As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business' reputation is established and its products are positioned within the market, the amount of resources used for 12

advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service.

Advertising Plan
Developing an advertising plan assures that your marketing dollars will be spent wisely to target the right audience. A fine-tuned advertising plan is the key to increasing awareness of your business, products and services, regardless of the size or type of your company.

Why Advertise?
Reasons for advertising will ebb and flow throughout the life of your business. The easy, finite answer is so the business makes money and survives. More detailed advertising objectives include, but are not limited to: Promote a product or service. Increase sales during goal periods. Discover a new customer base. Build awareness. Once youve determined your purpose for advertising, you can start shaping the plan Every organization should have objectives to provide a framework for action. In advertising, the well-developed campaign has aims and goals. Good objectives provide the advertiser with guidance and direction for the development of the campaign. They provide the framework for decision making. They also provide the advertiser with an aim or goal that can be used to evaluate the actual advertising results.

NIPPON ADVERTISING OBJECTIVE

Build awareness
Promote product

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 INCREASE AWARENESS: Such a campaign has as its objective to build awareness of the problems addressed in the ads. Of course every ad, regardless of the stated objective, should promote awareness in some form. Without awareness, the result could be no sales.

As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business' reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service .

PROMOTION PLAN

The medium Nippon paints use for promoting the product depends upon: Sources available to the target audience The type of product or service Where will the audience turn to get information from Campaign objectives Budget constraints

PROMOTION OBJECTIVE
To create awareness among people and increase the sales of Nippon paint products by 5% by the end of the first quarter of 2010.

PROMOTION TOOLS
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Nippon paints are intended to use the following promotion tools

RECENT ADVERTISING CAMPAING OF NIPPON PAINTS IN PAKISTAN

NIPPON PAINT BLOBBY CAMPAIGN THIS AD MADE IN MALAYSIA

NIPPON PAINT BLOBBY CAMPAIGN

Nippon Paint introduced the Paint Expert Blobbies, which consist of 28 members, and main 4 are, Nippon Weather bond Advance Blobby, Nippon Weather bond Solareflect Blobby, Nippon Spot-less Blobby, and Nippon Odour-less Air Care Blobby. They are on a 15

nationwide mission to help raise awareness about choosing the right paint for the home and the environment.

Main 4 member of blobby campaign

1. Nippon Weather bond Advance Blobby

2. Nippon weather bond solareflect blobby

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3. Nippon spot-less blobby

4. Nippon odour less air care blobby

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Other 24 blobbies are:

5. All gold

7. Black knight

8. Exotic bloom

6. Barbara blue

8. Crushed heather

9. Fire princess

10. Marsh marigold

11. Paradise waters

12. Purple empire 18

13. Blue wish

14. Caramel sugar

15. Liberty grey

16. Little angle

17. Little maid

18. Orange torch

19. Perky plum

20. Privacy pink

20. Knockout red

21. River walks

23. Sun ray

24. Vivid lime

Nippon Paints the Paint Expert Blobbies on a Mission

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Malaysia campaign later in Pakistan

Nippon Paint today introduced the Paint Expert Blobbies TM , which consist of four members, Nippon Weather bond Advance Blobby, Nippon Weather bond Solareflect Blobby, Nippon Spot-less Blobby, and Nippon Odour-less Air Care Blobby and other 24. They are on a nationwide mission to help raise awareness about choosing the right paint for the home and the environment. Born from the idea of a cheerful animated paint drop, the Nippon Paint Bobbies TM was created in late 2008. Each Blobby TM is named after a Nippon Paint color, with personalities ranging from cheerful to fiery, jovial to mischievous. They were pictured together on a relentless mission to paint Malaysia in every imaginable hue on the color chart. Since the Blobby TM characters were first introduced, Malaysians, both the young and young-at-heart, have fallen in love with them. The Blobbies TM is cute and symbolizes the happiness and excitement that color brings. Blobby TM was created as a colorful and loveable animated paint drop, and based on that same spirit we hope that our Paint Expert Blobbies TM will continue to spread the cheer of colors, Each of the four Paint Expert Blobbies TM possesses unique set of characteristics and traits. The Nippon Weather bond Advance Blobby is a tough no nonsense Blobby TM whose task is to shield and protect buildings from harsh weather. The more stylish Weather bond Solareflect Blobby is a responsible one, ever ready to protect buildings by reflecting heat, thus cooling buildings. The Nippon Spot-less Blobby is the fastest and most impulsive of all the Blobbies. It rushes hurriedly to repel stains and protect walls. The Nippon Odour-less Air Care Blobby, the geekiest of the bunch, is able to absorb formaldehyde and refreshes the air. In addition to revealing the new Paint Expert Blobbies TM , Nippon Paint will be giving consumers the opportunity to own adorable Blobby TM merchandise. Nippon Paints Blobbies TM has many fans, and we have been receiving numerous requests for copies of our TV advertisements as well as Blobby TM merchandise. With the Find the

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Paint Expert campaign we aim to reward the consumers for their support as part of Nippon paints effort to bring happiness to the community they serve. Nippon paints campaign done In Pakistan by:

Kamal Haider

Assistant Brand Manager at Nippon Paint Pakistan Pvt Ltd

Kamal Haider Summary

BRAND MANAGEMENT: Duties include Market Research, Product Launches, Livery designs, shelf display, signage strategy and others. In just 3 years of operation, Nippon Paint has Brand Awareness of 65% and TOM of 1%. PRODUCT LAUNCHING: All products launched under Nippon Paint have been done by the Marketing Team. Activities include identifying market needs, categorizing products, launching them once feasibility study is complete. 2 Mega events that include Nippon Spot-fewer Launches in PC Karachi and PC Rawalpindi were also handled.

TV COMMERCIALS: Corporate TVC of Nippon Paint and the subsequent Blobby TVC have been adapted to the Pakistani environment to be aired locally.

RESEARCH: Researches and Focus Groups conducted for the launch of the companys first ATL campaign and to measure the Brand Awareness after the ATL campaigns.

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Advertising

Nippon paints Print advertising such as that in programs for events, trade journals, magazines, newspapers

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Broadcast advertising on radio and TV

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How Nippon paints can improve its latest blobby campaign

Marketing Collateral

Nippon paint might choose to produce and distribute materials such as: Brochures Newsletters Flyers Posters

It is important that Nippon paints package design is appropriately informative and catchy

Promotional Activities

Sponsorships for special events (like fun runs)

Trade Shows - Nippon product or service might be one that is suited to exhibiting at a trade show attended by your target audience. Trade shows are typically one- or two- day events that allow businesses to set up exhibits or booths showcasing their products or capabilities

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NIPPON CHOICE OF MEDIA TO IMPROVE CAMPAIGN

After deciding on the medium that is 1) Financially in reach 2) Most likely to reach the target audience

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LATEST NIPPON PAINTS BLOBBY TV AD IN PAKISTAN

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HOW CAN NIPPON PAINTS ANALYZED ADVERTISING RESULTS

Many businesses are distressingly lax in taking steps to monitor whether their advertising efforts are having the desired effect. Usually businesses simply throw a campaign out there and hope for the best, relying on a general sense of company health when determining whether to continue, terminate, or make adjustments to advertising campaigns. The businesses that do not bother to adequately analyze their advertising efforts run the danger of throwing away a perfectly good advertising strategy or retaining a dreadful one The only way to know with any accuracy how your advertising strategy is working is to ask the consumer, the opinions of who can be gathered in several ways. Although many of the tracking alternatives are quite specialized, requiring a large budget or extensive advertising research expertise, even small businesses can take steps to measure the effectiveness of their advertising strategies. The direct response survey is one of the most accurate means of measuring the effectiveness of a company's advertising for the simple reason that it measures actual responses to a business's advertisements. Other inexpensive options, such as use of redeemable coupons, can also prove helpful in determining the effectiveness of an advertising campaign.

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Suggestion & Recommendation

Although this organization is doing a good business and its progressing with the time but there are some suggestions:

Nippon paint should concentrate on promotion of their products and try to enhance the target market. Nippon paint should try to capture the urban as well as remote area market. To get more market share it needs qualitative products with innovation styles and aggressive market activities to create awareness among public regarding their products. To make their products technically round they need more technology advancement but with reasonable price As Pakistan is developing country so they should sponsor social and sports to get the attention of general public. Regarding the advertising the organization dont have enough advertising on the print media as well as on the electronic media Providing the more and more facilities to their customers at their customer doorstep by increasing their dealers net throughout the nation Nippon paint should take advantage of Nippon paint japans good will and increase their goodwill in Pakistan quality and its product conformity. Nippon paint should reorganize their all strength and try to increase their customer share and also try to give tuff time to their competitors.

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Address of Nippons paint Pakistan

For Colour Consultancy, Free Colour Previews of your house/office, please feel free to contact: Address: 27 Km, Multan Road, Maraka 53800 Lahore, Pakistan Website: www.nipponpakistan.com Email: info@nipponpakistan.com Tel: +92-42-7541868 / +92-42-7541869 Fax: +92-42-7540228

Bibliography

These are sources from where I obtain the data and which help me to make it possible to complete this report within the given span.

1. www.nipponpakistan.com 2. http://www.nipponpaint.co.jp 3. www.alibaba.com 4. www.wikipedia.com

5. http://www.nipponpaint.com/country/pakistan/ 6. www.dawn.com 7. www.brecorder.com
And finally Mr.waseem shahzad who is authorized dealer of Nippon paint Lahore/karachi who provide me valuable information about Nippon paint

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