Paint manufacturer Kansai Nerolac is customising its brand promotion strategy to establish an emotional connect with its clients here to tap the West Bengal market.
“We are engaging with dealers and also with paint contractors in a unique initiative which we are calling ‘Adda'. Here, dealers participate in workshops where they do the talking, setting us an agenda, which we then take forward,” said Sukhpreet Singh, Geneneral Manager, Marketing. He said West Bengal was one of Kansai Nerolac's fastest growing markets on which the company has been focussing for the last two to three years. “We have vigorously launched products which we felt had good potential for this market.” Citing an instance he said that the company had launched an entry-level emulsion paint to ‘seed' a market where distemper was the preferred paint for the majority.
“On brand promotion too, the company has been upping its spend in West Bengal with the state getting a higher proportion of the ad spend,” he said, adding that the company always felt that a state like West Bengal could not be approached by brand promotions alone and it was necessary to establish a connect and partnerships with the distribution channel.
Kansai Nerolac is among the top three paint makers in India having a presence in industrial and decorative paints.
