Enhancing brand image and brand awareness of Nippon Paint, A case on twin cities of Pakistan

Abstract

In this era, competition is very high due to low product differentiation and high number of brands. It is necessary for companies to increase brand awareness among the customers for obtaining competitive advantage and maintaining a strong position in the market. Nippon Paint is a Japan-based company which is operating in Pakistan since 2007. Since entry company has obtained significant success. However, the company is unable to grab the full attention of customers in twin cities Rawalpindi and Islamabad due to lack of customer awareness. Nippon paints lag in the marketing campaign in comparison to its competitors. The purpose of this study was to evaluate how Nippon paints have already launched its marketing strategies and how improving brand image by communicating it. Moreover, for evaluating the effectiveness and efficiency of the current marketing campaign of the company, a number of models are used such as PESTEL, SWOT and CBBE models. These analysis helped in gaining a significant overview of the strengths, weaknesses, opportunities and threats which the company is obtaining from the existing campaign. For designing the suitable marketing strategy Porter’s five model was implemented on the Pakistan paint industry for evaluating the current trends of the market. On the basis of this analysis significant marketing campaign is suggested which includes promotion, social media, e-retailing, mobile marketing, transit and traditional methods of advertisement plan. This plan can help the company in improving customer awareness and brand image which in turn enhance the sales for the company.