Jat Holdings Marcom Strategy

For wood
that ages
like fine wine..!

A Below-the-line
Marketing Strategy by

Copyright © 2011 SideFX / Jay Abeyratne

Our Brief / The Challenge

Since its inception in 1993, JAT Holdings Ltd has
grown from strength to strength and has
become the undisputed leader among the total
wood coating solutions providers in Sri Lanka.

JAT Holding’s Flagship brand is SAYERLACK –
the World’s No.1 water based, environmentally
friendly wood coatings from Italy.

Our challenge is to develop an integrated
below-the-line communications strategy to
further enhance the superiority and market
position of both Sayerlack and its Brand
custodian JAT Holdings.


The Products
The Products
Since its inception in 1993, JAT Holdings
Ltd has grown from strength to strength With over 50 years of expertise, the
and has become the undisputed leader SAYERLACK range includes all types of
among the total wood coating solutions products for both interior and exterior
providers of Sri Lanka. use to meet any customer requirement
with an industry leading 20 Years
JAT Holding’s Flagship brand is protection guarantee.
SAYERLACK –
the World’s No.1 water based,
environmentally friendly wood coatings
from Italy.

Our challenge is to develop an integrated
below-the-line communications strategy
to further enhance the superiority and
market position of both Sayerlack and its
Brand custodian JAT Holdings.

The Target Market
The architects, builders
and homeowners who
believe in finest quality
and durability.
Simply the artisans who
create and believe in objects
of lasting beauty.


Communication Strategy
An integrated BTL approach deploying innovative channels to deliver
the message to the target consumer.

The Big Idea:
Innovative Wood Solutions
from the World’s No.1 brand



Magazine Ads
LMD, Business Today,
Explore Sri Lanka,
The Architect,
The Real Estate,
Top Property SL

Also adaptable for Hoardings / E-mail campaigns


LMD, Business Today, Explore Sri Lanka, Also adaptable for Hoardings /
Magazine Ads The Architect, The Real Estate, Top Property SL E-mail campaigns

Magazine
Ads
LMD,
Business Today,
Explore Sri Lanka,
The Architect,
The Real Estate


Magazine
Ad
LMD,
Business Today,
Explore Sri Lanka,
The Architect,
The Real Estate

Innovative wooden park benches & trash bins
with JAT Holdings branding

Proposed Locations:
The Galle Face Green, Viharamahadevi Park Colombo, Kiddies park,
Independence Av. Public Area, Public Library premises Colombo, SLTA, Colombo Museum,
The New National Arts & Theatre Complex Colombo, Gangarama Temple Lakefront & Park area,
Victoria Park Kandy, Race course Nuwara Eliya & Gregory lakefront.

Branding
of elevated
site-seeing
wooden
decks

Proposed
Locations:
Eco Hotels,
National wildlife
parks

deck
Wooden
Poolside

branding
Innovative


Innovative
Wood based,
Weather proof
hoardings

Let’s
Do it..!
Our approach to a brand building
differs from the usual. Instead of
pushing big budgets, here we are
attempting to work with the client,
stage by stage, so we could finally
arrive at a comprehensive strategy
that both the client and agency

could be happy with.
We need to work out budget
definitions, date plans, work
executions and get a head start
with our creative strategy.

Thank You.

Jat Holdings Marcom Strategy

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