Dare to be different

To keep being the most preferred brand for interior paint, Bulgarian paint producer Megachim is now selling an improved version of their Dekorator paint in a new kind of container. The product upgrade and the new packaging go hand in hand.

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You cannot rest on your laurels if you want keep up with success. By following this philosophy, Megachim JSC has developed a new strategy for extending the success of their most preferred water born paint for interior use, Dekorator Color Weekend. For more than six years the brand has been a bestseller in Bulgaria. Now both the paint product and the packaging have been upgraded.  

First the paint, then the pot
The strategy includes a special packaging solution, in this case a Paintainer pot 2.5 ltr with a transparent label - a novelty in its field in Bulgaria that hit the shelves in September 2012. Marketing manager for Megachim JCS Rumyana Antonova states that Megachim has been working with the product upgrade since the beginning of the year. She says:

“We wanted to keep attracting customers and to get the attention of retailers, distributors and end-users.  Our decision was to upgrade the paint by giving it a new, improved quality. The new version of the water born paint offers a better hiding power and a higher wet abrasion resistance. On top of this we also extended the choice of elegant and attractive colours to 24 different shades. The next obvious step was to take a look at the packaging.”

Different from the rest
Megachim opted for Paintainer from RPC Superfos to re-position the Dekorator brand. This is the first time that Paintainer reaches the Bulgarian market. The container makes the brand stand out from the crowd. Rumyana Antonova explains:  

“The Paintainer pot is different from all the paint containers on the shelves in respect of the combination of shape and the fact that the customer can actually see the colour of the paint through the packaging. It has a see-through area which facilitates the communication of the colours. It looks modern, attractive and inspiring.”

Long shelf life adds value
The water based paint can stay on shelf for up to three years, thanks to a silicone ring in the lid of the Paintainer pot. The shelf life is another added value for retailers who also appreciate the logistic advantages of the packaging, because it stacks very well and so more units fit into each shelf. The weight of the packaging is less heavy than the former one, meaning that more units can be stacked on each pallet.

Megachim is pleased with sales so far and optimistic about the coming season:

“By now, we have managed to enter more than half of the point of sales, which was our goal - so the product is very well received and next season's sales looks promising, too. We are happy to have found a packaging which is consistent with the quality of our paint and to cooperate with RPC Superfos. It is always a pleasure to work with professionals,” Rumyana Antonova concludes.