MARKETING OUTLINE

ON

ASIAN PAINTS LIMITED

TABLE OF CONTENT

Content Slide No.

1. Executive Summary……………………...04-07

2. Market Analysis………………………….08-12

3. Marketing Plan…………………………...13-17

4. Technological Issue………………………….18

5. Financial Performance………………………19

EXECUTIVE SUMMARY

Asian Paints is India’s largest paint company.

Asia’s 3rd largest paint company.

With a turnover of Rs. 141.83 billion in 2015.

Asian Paints operates in 20 countries.

It has 28 paint manufacturing facilities.

Servicing consumer in over 65 countries.

Asian Paints becomes the 10th largest decorative paint

company in the world.

HISTORY

The company founded in 1st Feb. 1942.

The founder of Asian Paints is Champaklal H.

Choksi, Chimanlal N. Choksi, Suryakant C. Dani

and Arvind R. Vakil.

The name was picked randomly from a telephone

directory.

In 1945 Asian Paints touches a turnover of Rs.

3,50,000 with an innovative marketing strategy.

VISION

Asian Paints aims to become one of the top five

decorative coating companies world-wide by

leveraging its expertise in the higher growth

emerging market.

The company intends to build long term value in

the industrial coatings business through alliance

with established global partners.

INDUSTRY

Indian Paints industry is almost around Rs. 21000

Cr. In India and offers a growth rate of almost 12 to

13 % per year.

Decorative paints market accounts for almost 70 %

market size of the paints industry.

The per capita consumption in India is 1.5 kgs per

annum as compared to global average of 15 kgs per

annum.

MARKET ANALYSIS

SEGMENTATION APPROACH

Segments of Asian Paints

Decorative Coating

Industrial Coating

Automotive Paints

DECORATIVE COATINGS: It include interior and

exterior wall paint, wood surface paints and metal

surface paints product like Royale, Apex, Utsav

Enamel, Tractor Acrylic Distemper.

INDUSTRIAL COATINGS: It include protective

coatings, floor coatings and road marketing product

like Stainer, Premium surface & fillers.

AUTOMOTIVE PAINTS: It include wall primer,

wall putty, exterior wall putty, wood primer product

like Allumium Paint, Fiber Paint.

COMPETITORS IN INDIA

Kansai Nerolac Paints Ltd.

Berger Paints Ltd.

ICI Paints Ltd.

Jenson Nicholso India Ltd.

Shalimar Paints Ltd.

Bombay Paints Ltd.

Shrika Paint Ltd.

37%

16%14%

11%

6%

4%

12% Asian Paints

Nerolac Paints

Berger Paints

ICI Paints

Jenson & Nicholson

Shalimar Paints

Others

MARKET SHARE IN INDIA

GLOBAL COMPETITORS

Akzo Noble (Netherland)

PPG Industries (Pittsburgh)

DuPont Coatings & Color Technologies Group

(Wilmington)

ICI Paints (Berkshire,UK)

BASF Coatings (Germany)

Nippon Paint (Japan)

Sherwin-Williams Paint (Cleveland)

MARKETING PLAN

DISCRIPTION OF THE MARKET OPPORTUNITY

There is a good scope for growth especially in

industrial paint company.

Need to have more focus on Automobile industry in

industrial paints segment.

Competitors are going for Hi-tech process and Asian

Paints with good financial and intellectual capital can

go for hi-tech.

PRODUCT STRATEGY

Asian Paints manufactures as well as markets

decorative and industrial coatings and it provides

solutions and services for home paintings.

FEATURES Best in class washability.

Water resistance.

Superior stain resistance.

Soft finish & Low sheen.

Leak proof and Sunlight protected.

PRICING

Asian Paints has kept a very flexible pricing policy.

It is created various sub brands for the various

selections of the society.

The price range is kept according to the properties

of every brand.

All the products are of very fine quality with some

ad on features with them.

DISTRIBUTION OR PLACE

Asian Paints has spread its operations across the

globe in at least seventeen countries.

In every country, it has set up manufacturing

facilities and in eleven out of the seventeen, it has

become the number one paint manufacturer.

It has 6 manufacturing locations and 70 sales

branches, 15,000 dealers and numerous warehouses.

CHANNEL USED TO DISTRIBUTION OF THE

PRODUCTS

MANUFACTURER

WHOLESELLERWHOLESELLER

RETAILERRETAILER

CONSUMER

PROMOTIONAL STRATEGY

Company is using different techniques such as

Advertising campaign, Sales promotions, Personal

selling, Direct marketing & Public relation to

increase sales.

A total amount of Rs. 85 crore is spent on the ad

campaign by asian paints. Their particular ad

campaign ‘Mera Wala Blue’ ‘Har Ghar Kuch Kehta

Hai’ are being liked by the customers.

FINANCIAL PERFORMANCE

Revenue Rs. 141.83 billion in 2015.

Net Income Rs. 13.95 billion in 2015.

REFERENCES

https://www.asianpaints.com/company-info/about-us/vision.aspx

https://www.asianpaints.com/company-info/about-us/history.aspx

http://www.studymode.com/essays/Asian-Paints-335889.html

http://www.marketing91.com/marketing-mix-of-asian-paints/

http://www.mbaskool.com/brandguide/industrial-products-and-chemicals/1407-asian-paints.html

THANK YOU