HAR GHAR KUCH

KEHTA HAI !!!

ASIAN
PAINTS
MARKETING MIX
CONTENT
HISTORY
BOARD OF DIRECTORS AND VISION
FOUR Ps OF ASIAN PAINTS
CURRENT MARKET SITUATION
STRENGTH , WEAKNESS
MARKET SHARE
OBJECTIVES
TARGET MARKET
MARKET STRATEGY
MARKET PROGRAMS




HISTORY
In 1942 a partnership was started by four entrepreneurs.
It was named as THE ASIAN PAINTS and OIL COMPANY
In 1957 Ap touches a turnover of RS350000.
In 1957 a plant was setup in Bhandaup ,Mumbai.
In 1973 it became a public ltd company.
In 1985 The Company entered into a collaboration
agreement with Nippon Paints Co. Ltd.
In 2002 AP was the market leader of Indian
Decorative Paints with market share of 44%.
Turnover INR o.35 million (1945) to 66.80 million (2010).







MR. ASHWIN CHOKSI MR. ASHWIN DANI MR. ABHAY VAKIL

MR. K B S ANAND MR. DIPANKER BASU DR. S. SIVARAM

MR. MAHENDRA CHOKSI MR. MAHENDRA SHAH MR. S. RAMADORAI

MR. AMAR VAKIL MR. DEEPAK SATWALEKAR MR. M. SHARMA

MRS. INA DANI MR. RAJENDRA SHAH MR. TARJANI VAKIL






TYPES OF PAINTS
The pricing strategy followed is value based pricing and optional
pricing.
The paint costs are furnished in the website based on certain
assumptions listed in the page. There is a disclaimer that there
might be 20% deviation in the suggested price and the quantity.
The company has 4 manufacturing units, 6 distributional
partners, 15000+ dealers, 90,000+ sub dealers, 3000 Asian paint
stores and 4500 color world stores.
Singapore Jamaica




Bhandup Kasna


ADVERTISING
Electronic ads
Print ads


PUBLIC RELATION
Market public relation
Corporate public relation





SALES PROMOTION
Dealers meeting (quarterly) , Painters meeting (annually) , Incentives to
painters (Token exchange , cash in the bucket).
Privilege club members , Distributing merchandise to painters such
As T-shirts, caps etc.
EXTERNAL COMMUNICATIONS
Home solutions
Colour world
Online consultancy
Helpline
Estimate calculator
Paint selector


The very core of all business activities. From the beginning, Asian
Paints has fostered a customer-centric approach to business.
Asian Paints has launched a supplier portal that includes an
automated digital document exchange facility that will improve
the efficiency and effectiveness of interaction with suppliers.
Asian Paints has launched a supplier portal that includes an
automated digital document exchange facility that will improve
the efficiency and effectiveness of interaction with suppliers.



STRENGTH
Market leaders in a decorative paints with a
majority market share.
Pricing strategy is oriented to middle and
lower customers.
Widest product range in term of product ,
shades and pack size (around 8500 colours).
Brand name with 68 years of experience.
Comprehensive nationwide coverage of the market.

WEAKNESS
Seasonal demand hence in off season it can lead to cash flow
problems.
Innovation in developing new product is inadequate.
Weakness on the technology front in industrial paints.
In industrial paints it has low market share.
MARKET SHARE
The Indian paint industry comprises of the organized and unorganized
sector .the organised sector consist of 54% of total volume in terms of sales
and 65% in terms of revenue .
The market leaders in the organized paints in India are Asian paints
with over 40% of market share , Kansai Nerolac (20%), Berger paints(19%),
Akzonobel (12%).
In decorative paints segment the market share of Asian paints is an
astounding 47%. The company expect to tap in the future growth in this
sector mainly due to boom in real estate sector.
OBJECTIVES
CORPORATE VISION:
Asian Paints aims to become one of the top five
Decorative coatings companies world-wide by leveraging its
expertise in the higher growth emerging markets. Simultaneously,
the company intends to build long term value in the Industrial
coatings business through alliances with established global
partners.
The overall objective is to increase the sales in the urban
market and have a deeper access to the rural market with low
price products targeting customers of all income levels. Also it
aims to retain the top position in the Indian paint market.
TARGET MARKET
Asian Paints follows an important marketing strategy in the domain of
Customer segmentation. Asian paints has segmented its products mainly in
three sectors:
Decorative
Industrial
Automotive
Their customers are all also segmented as rural and urban customers. Further,
based on the usage of these products, the urban customers can be classified as
follows:
Customer who are value or brand sensitive.
Customer who are innovative in nature.
Customer who r price sensitive.

MARKETING STRATEGY
Entering into service market :
In addition to product, they should move towards the service industry
catering to the rural segment. Service industry in paint domain has huge
potential and is yet to be captured. It can prove to be an excellent
opportunity considering the brand name and image of Asian Paints.

Increasing market share in Industrial and automotive
sector :
the company should take greater steps in the industrial and automotive
paints sector as well.

Focusing on constant innovation :
For an organization like Asian paints to create a strong future, it has
to breed innovation continuously. This strategy of innovative will in fact help
any organization to fulfil its commitment and integrity in dealing with
internal and external customers.
Tapping the rural market :
The penetration of the rural segment has to be achieved by offering a basic
product well-tailored to match the low willingness to pay. Repositioning of
existing brands in rural markets is also what is required.
MARKETING PROGRAMS
PRODUCT: Asian paints should introduce more products catering to the
industrial and automobile sectors given its technological capabilities .
PRICES : Asian Paints should try to price the products in lieu of the
different segments of society. Also, by means of lower prices, it can give
tough competition to its competitors.
PROMOTION : It should continue with the present promotional mix
ranging from Colour world, Television advertisement, online marketing.
SERVICES : Also it can come up with a new service arm that pertains to
the services in the paints industry.




THANK YOU