asianfinal(1).ppt

ANSHUL BHATIA HR010VRITIKA CHOUDHARY HR012VAIBHAV JAIN HR021TANUSHREE K. HR024SURBHI SHRIVASTAVA HR050VIVEK SINGH HR052

Strategies used to leverage consumer buying behaviour

ASIAN PAINTS - A BRIEF OVERVIEW

• Founded in 1942

• India’s largest and Asia’s third largest paint company

• Annual Turnover INR 127.15 billion in 2013-14

• Operates in 17 countries and has 23 manufacturing facilities

• Subsidiaries – Berger International Limited, Apco Coatings, SCIB Paints and Taubmans

BRAND POSITIONING

• Decorative Paints– Interior wall paints(Apcolite, Tractor, Royale)– Exterior wall paints(Ace, Apex, Apex Ultima)– Wood Surface paints(Woodtech, Aquadur)– Metal Surface paints(Utsav, Premium Semi-Gloss Enamel)

• Industrial Coatings– Protective Coatings– Floor Coatings– Road Markings

• Ancillaries– Wall Primer– Acrylic Wall Putty– Wood Primer

Products and Brands

Factors influencing Consumer Buyer Behavior

Brand Campaigns

Har khushi me rang laye

This campaign shows how Cultural factors affects one’s decision. In any celebration, be it marriages, festivals, child birth , some people love decorating their homes to celebrate their happiness and Asian Paints tried to be their first choice by providing various shades apt for every occasion.

Cultural Factors• Leveraging the diverse culture of India by designing

specific advertisements in local languages.

Asian Paints Royale

Product Specific Campaigns

1)Social Factor :The campaign is targeted towards the younger generation - independent and upper-middle class to high-class who want to paint their house in a royal way and with paints which last longer.

2)Aspirational Factor : Asian Paints have chosen Saif Ali Khan to leverage his royal lineage and his fan following.

Motivational Factor: “Royale Play isn’t just about the end result of achieving a great look, but also about enjoying the process of creating it, which is the core positioning of this brand.” The thought is to appeal to the creative side of the consumer.

Personality Factor:“Royale Aspira is the international gold standard in paints. It has best in class wash ability and soft sheen.” It portrays success and sophistication.

Asian Paints Tractor Emulsion

Lifestyle Factor: “Tractor Emulsion is focusing at value for money at a time when the inflation is high and the economy has gone into recession. It aims to leverage the money constrained social class of people.”

Lifestyle Factor: Tractor Emulsion is focusing at value for money to leverage the money constrained social class of people.“Plastic Paint ki Shaan Kum Dam Mein”.

Ace & Apex

Reference Group: This campaign targets how the consumers image in front of their neighbours influence their buying behaviour.

Roles and Status: It also depicts that the house is an important asset in the life of Indian consumer and how it affects their status in society.

Different concepts to affect consumer buyer behaviour

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