CASE STUDYCASE STUDY

RURAL MARKETING IN ASIAN RURAL MARKETING IN ASIAN PAINTPAINT..

PRESENTED BYGAURI SHANKAR

Date---19.11.07

AgendaAgenda– Introduction

– What makes a strong brand ?

– Brand Leadership

– The main Players of the Market.

– Sales Performance

Introduction of Asian PaintIntroduction of Asian Paint

o In the 1940’s it was largely multinational Companies such as British paint &Jenson &Nicholson that dominant the Indian paint market

o In order to increase revenue ,AP concentrated on the rural market ignored by multinationals.

o In 1954,APasked the famous In 1954,APasked the famous cartoonist R.K Laxman to create a cartoonist R.K Laxman to create a mascot for the company &from his pen mascot for the company &from his pen was born –’Gattu’. was born –’Gattu’.

What makes a strong brand?What makes a strong brand?

Ability to retain its core value &purpose with time.

Manifestation of these might chance from time to time depending on internal & external factors.

Brand LeadershipBrand Leadership

The Brand Leadership model is based on various actions taken over a period of time

Brand LeadershipBrand Leadership

a)1942-1967 Evolution Phase

b)1967-1982 Extension and Consolidation Phase

c)1982-1986 The years of Excellence

d)1987-1997 Moving Closer to the Consumer

e)1997-1999 Changing rules of the game

f)1999- The new Asian Paints

1999- The new AP1999- The new APThreatsThreats

• Aggression from existing players.

• The external environment saw an entry of a lot of multinationals trying to attack us on various segments.

Brand PersonalityBrand Personality

• Current brand personality was warm but fuzzy

• Didn’t have the kind of sharpness that one expects in a leader

• It also lacks certain desirable values in terms of contemporariness and global outlook

• In this environment, risk of Asian paints losing the high ground

The Desired Brand PersonalityThe Desired Brand Personality

• First activity done in initiating change was to redefine the brand personality.

• Where do we want to be?

Desired Brand PersonalityDesired Brand Personality

• Male,28 years;Contemporary education and skills• Pioneering and path breaking• Experiment and adventurous• Individualistic , successful , has quality• Global outlook but is an Indian• Sociable and has integrity• Kind of person who takes complete responsibility for

what he does• Always on time;he is a friend , philosopher and guide to

people who are known to him

Market Shares of five major playersMarket Shares of five major players

Company

o

10

20

30

40

Decorative

&

Industrial

AP GN BP ICI P Sh

AP-Asian paint

GN-Goodlass Nerolac

BP-Berger Paint

ICI P-ICI Paint

SH-Shalimar

(Market Share %)

Decorative

Industrial

Market Shares of five major playersMarket Shares of five major players

AP-Asian paintGN-Goodlass NerolacBP-Berger Paint ICI P-ICI PaintSH-Shalimar

Overall

Company

10

20

30

40

AP GN BP ICI P SH

(M S %)

33

18

9 97

Asian Paint –Sales Performance:Asian Paint –Sales Performance:1998-20011998-2001

9111033

12211373

1998 1999 2000 2001

Sales Value

(crore)

THANK YOUTHANK YOU