Effect of promotional activity on performance: a study on Rainbow Paints

Abstract

As an intern in the marketing department of PRAN RFL Group, I have tried to express the experiences that I have faced there. Though “Rainbow Paints” was my assigned brand, I have focused on my assigned brand. The main purpose was about the promotional strategies and other marketing tactics for the brand. In the tenure of my internship, my main focus was on brand positioning, market research, and the analysis of the competitors. I had the real experience of promotional idea execution, working in a team, and the consumer behavior for the paint market. This report mainly highlights the marketing strategies and brand positioning based on consumer needs and market competition. The basic theoretical knowledge and practical knowledge about marketing for Rainbow Paints gave me an elaborate idea about modern marketing procedures to develop and establish a brand in the red ocean market. Based on the analysis of SWOT, PESTLE and Porter’s 5 forces the marketing execution plan should be clear to the customers. This study about Rainbow Paints is a useful resource for companies and researchers in the consumer goods industry. It provides useful insights about modern marketing strategies at the PRAN RFL Group subsidiary Rainbow Paints.