GRAHA STUFF

Paint industry in Indonesia still offers many opportunities. Along with the growth in property and housing industry, consumer demand for such products is also increasing wall paint. Obviously, this becomes an opportunity for business people paint the walls to continue to improve its market share.

Although the market is still wide open, wall paint market is crowded with various brands. If calculated can reach hundreds of outstanding wall paint brands. Of course, this makes the market competition wall paint can not be avoided. Of increased competition is forcing marketers have to rack my brain to paint his business keeps growing.

Similarly, the long-Avia Avian wrestling in the paint business also did not remain silent. Various strategies have been implemented. One of them with innovative products. With technology licensed from the Australian Paint Lenkote, Avian tried to produce various kinds of product differentiation. Some time ago, No Drop Avian issued a product that functions as a leakage-proof paint coating. Now the same technology and of course after doing a variety of research, Avian issued its latest product differentiation, ie No odor, odorless paint.

According to Ruslan Tanoko, Marketing Director of PT. Avia Avian, although the brand No odor is seeded as the paint without the odor, these products also have several other advantages to be added value for consumers. For example, paint is easily washable, durable, power cap and good dispersive power, antifungal and mildew. "With no odor, Avian want to contribute to the preservation of the environment by releasing products odorless and environmentally friendly," said Ruslan.

This product development process is not easy. Paint Lenkote license this technology must undergo an adjustment in Indonesia and had to go through a lot of trial and error. Formulation of Australia can not solely be used in Indonesia because of different weather characteristics. Having found the ideal formula, and then manufacture and market Avian No odor was.

Avian this product aiming for the middle class segment that are reachable by all circles. Given the nature of paint is a product of mass and has become everyone's needs. Election segment is intentional so that no odor can be reached by the lower segment of society, but also be able to meet the desires and tastes of upper-class consumers.

Aside from being a cat without side effects, No odor is also safe for women and children. Therefore, women have a role to select the color of the house. In fact, do not hesitate to paint the house has a share. Therefore, products that are marketed since the mid-year 2009 has a positioning as an environmentally friendly paint and not endanger their users.

To build brand awareness, Avian prefer communication strategy above the line (ATL). This strategy was chosen because this paint is a mass product that has a broad market base. Surely will be more effective if promotion via television, newspapers, and magazines. The third addition to the media, they also use a special Billboard in big cities, like Jakarta, Medan and Bandung.

Through advertisements placed in various media, Avian conduct market education. In print media, No odor also advertise in several local newspapers. Included with the magazine targeting specific segments, such as design, property, lifestyle and women. Edukasinya clearly visible in television ads. The ad tells users No odor that without fear of pollution odor paint his house. Meanwhile, the non-users should protect themselves extra. "Through the ad, we wanted to show the public No odor is the product safe and friendly environment to build the story of an extreme difference between the user No unusual odor and paint," said Ruslan.

Of course, the AI does not neglect the promotion Below the line (BTL). In this activity, No odor focus on providing services to retail, particularly in building material stores. According to Ruslan, not easy to market to paint a thought. Cat will not be sold if the retailer does not mean it sells its product. To that end, he delivers a wide range of services to retail, such as discounts, free gifts, as well as an extra bonus items.

Avian membanderol No odor with a more expensive price with the average price of other brands. Prices are comparable to the quality-assured products and durable. No odor in 2.5 liter containers dibanderol the price of Rp 90 thousand and 20-liter containers dibanderol the price of Rp 660 thousand.

As an old player, AI has had a wide market network. These networks facilitate the No odor in a relatively short period of time is widespread throughout Indonesia. Ruslan admit, a reliable distribution network very quickly determine whether or No odor accepted by consumers. Avian has an agent, distributor, and branches that serve the shops scattered throughout Indonesia. Avian owned distributor as well as the branch is PT. Tata Tirtakencana Color. Beyond that, Avian use outside agents who have worked together for many years. "No odor marketed in traditional buildings and modern shops outlets nationwide and locally," added Ruslan.

Avian aware that the intense competition allows consumers to move to a bigger brand. While maintaining its consumers, Avian continue to penetrate the market and build brand. Efforts were made to have the customer service that provides 24-hour hotline service to consumers.

Since No odor was launched, the market responded very well and enthusiastically. This is seen from the increasing sales growth. Although not mentioned sales figures, indications are shown by many repeat orders. According to Ruslan, since launch to date, the average shop has been doing three times repeat orders.

Then how its market prospects. This product clearly has a wide-open market. Only the future challenges facing the No odor is how to carry out education on the market. "We are aware of no odor as a new product. Therefore, AI should really educate the consumer, such as about the functions and advantages No odor was, "concluded Ruslan Tanoko.