Documentos de Académico
Documentos de Profesional
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BERGER 11%
10 year X-ray
Green Orange Green Red Orange
Future prospects
Green Green Green Orange orange
13%
13%
2005
2006
2007
2008
2009
2010
2011(E)
2012(E)
INTRODUCTION
Started by --CHAMPAK LAL CHOKSEY --CHIMAN LAL CHOKSI --SURYA KANT DANI --ARVIND VAKIL ON 1st feb,1942 Manufactured paint in a GARAGE of BOMBAY THE ASIAN OIL & PAINT CO. -Randomly picked from TELEPHONE DIRECTORY
STRATEGIES
REMOTEST CORNER SMALLER TOWNS GATTU SMALL PACKS CLOSE RELATION WITH DEALERS 1990s-Target by LOWERING prices(consumers are brand consicous and involved) VERTICAL INTEGRATION (PENTAERYTHRITOL & PHTHALIC ANHYDRIDE(PAN) SHADECARD 2004 positioned as umbrella brand, 2007-TIE UP WITH IIT HORIZONTAL INTEGRATION (VINYL PYRINDINE LATEX)FOR RUBBER TYRES SCM from i-2 & ERP from SAP Early 2000 Direct link with customers through help lines. Covers all the segment , KIDS WORLD,PAINT CALCULATOR Discounts to attract retailers , PROFESSIONAL PAINTING SERVICE Ads creates emotional. psychological and social among the customers More than 4000 colourworld machines
CARIBBEAN 16%
INTERNATIONAL MARKET
Growth drivers China Egypt Malaysia,thailand Singapore Srilanka UAE
Market leaders
Jamaica
Trinidad Bahrain
australia
Mauritius Oman
Nepal
Tonga fiji
malta
DISTRIBUTION CHANNEL
800 RAW MATERIAL SUPPLIERS
2 CHEMICAL PLANTS,21 MANUFACTURING CENTRES,OPERATING IN 17 COUNTRIES,6 SUBSIDARIES 4200 EMPLOYEES,SERVICING CONSUMERS IN 65 COUNTRIES
MARKETING MIX
PRICE
-ROYAL FOR PREMIUM SEGMENT -APCOLITE FOR MIDDLE SEGMENT
PRODUCT/QUALITY
-WALL PAINTS -METAL PAINTS
-WOOD FINISHES
-BACKWARD INTEGRATION (PAN) -PYRINEDINE LATEX FOR RUBBER TYRES
PROMOTION/ADVERTISEMENT
-WARRANTY SCHEME -50 ML PACKS -GATTU -SAIF ALI KHAN (ROYAL)FOR PREMIUM CLASS -BADIYA HAI CAMPAIGN(MIDDLE CLASS HOUSEHOLDS)
STREGNTH
-market leader(32% share) -capacity expansion plans -Pricing power -manufactures PAN
WEAKNESS
Industrial business performing below par -hiccups in international business(strife in egypt , bahrain) -international presence restricted to small pockets
SWOT analysis
OPPORTUNITIES
Increasing market share in industrial share
Developing market in automobile sector. Per caita consumption in india0.78kg p.a.
THREATS
Domination of few foreign players High tech instant spot fixing colour Automated paint blending in retail points
MADHAVS PART
D CUST 2DAY IS MCH MRE INVOLVED WID PROCES OF PAINTNG N IS LUKNG AT WHOLE EXPERINCE OF INTERIOR DECORATION AS WELL AS PAINTING AS AS EXPRESSION OF THEIR PERSNALITY,THEY R BUYNG IN2 A PRODUCT DAT PROMISES SELF EXPRESSION,SOPHISTICATION,TECH,EVEN SERVICES;;;;;HOW SHUD APIL(ASIAN PAINT )ADS EVOLVE ITSELF 2 REMAIN CONTINUSLY RELEVANT 2 DESE CUSTOMERS? HOW SHUD APIL AS A MARKET LEADER IN DECORATIVE CATEGORY,UPGRADE ITS CUSTOMER 2 VALUE ADDED/SUPERIOR QUALITY/HIGH MARGIN PRODUCTS? APIL HAS MADE SUBSTATNTIAL MARK 4 ITSELF IN DECORATIVE PAINT CATEGORY ,CN YU MADHAV DESSIGN A SUITBLE ADS STRTEGY 2 ENSURE DRE IS A +VE RUB OFF IN INDUSTRIAL SEGMENT ALSO ? YUR TYM BEGINS I WILL DO PESTEL INTRO,BACKGROUN,FACTS ,4P,STP,DISTRIBUTION,STRATEGIES COMPETITIORS R DUN