Asian Paints Nerolac Berger ICI0%

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MARKET SHARE

MARKET SHARE

Need Segments on basis of needs

Premium Range Mid Range Economy Range

Glossy ✓

Washable ✓ ✓

Long Lasting ✓ ✓ ✓

More Area coverage

✓ ✓

Smooth ✓ ✓ ✓

Anti Peeling ✓ ✓ ✓

Oil Resistant ✓

Light Reflective ✓

For Interior walls :

Need Segments on basis of needs

Premium Range

Mid Range Economy Range

Weather Resistant

✓ ✓

Anti Fading ✓ ✓

Long Lasting ✓ ✓ ✓

More Area coverage

✓ ✓ ✓

Anti Fungal ✓ ✓

Sun Reflect ✓

Dirt Resistant ✓

Anti Peeling ✓ ✓ ✓

Water Resistant ✓ ✓

For Exterior Walls :

Interior Wall Painting

Premium Range Segment

Medium Range Segment

Economy Range Segment

Socio- Economic Classes

A,B C D,E

Geographic location Urban and metro cities

Urban, semi-urban cities and towns

Urban, semi-urban and rural areas

Features Coverage area- 9.3-16.3 Esq./litre, Drying time – 45-90 minutes, smooth finish, Non –flammable, Abrasion resistant, Non-toxic, health and environment friendly,

Coverage area- 12-14 Esq./litre ,Drying time - 30 minutes, Matt Finish

Coverage area- 10-12 Esq./litre ,Chalk resistant, does not come off,Matt finish

Exterior Wall Painting

Premium Range Segment

Medium Range Segment

Economy Range Segment

Socio-Economic Classes

A,B C D,E

Geographic location Urban and metro cities

Urban, semi-urban cities and towns

Urban, semi-urban and rural areas

Features Coverage area-50-60 sq ft/kg, durability – 7 years, technologically advanced(state-of-the-art), dirt pick up resistance,, anti algae and anti fungus, rich sheen finish, highly durable

Coverage area-50-60 sq ft/kg, durability – 5 years, long lasting, withstanding extreme weather conditions, algae and fungi resistant, water based.

Coverage area-50-60 sq , durability – 3 years,resistance to chalking, weathering and cracking, not effective in excessive rainfall region, anti fading, last longing, water based

Type of paint Types of packaging supplied

Premium Range Segment 20, 10, 4, 1 litres

Mid - Range Segment 20, 10, 4, 1 litres

Economy Range Segment 20, 10, 5, 2, 1 kgs

Product Packaging

Target Customers

Asian Paints

Nerolac Berger Dulux

Interior Wall Paints

Premium Range

Stain resistantSmooth FinishCustomizable shades

TexturesAesthethic Appeal

Life-style oriented consumers who seek variety and excitement

Asian Paints Royale

Nerolac Pearls Lustre Finish, Nerolac Impression Metallic

Silk Luxury Emulsion

Dulux Velvet Touch

Mid Range

Anti-FadingMatt FinishLong lastingWashable

Flashy but resource constrained consumers

Asian Paints Tractor Emulsion

Beauty Premium Acrylic Distemper

Bison Super Emulsion

Dulux Acrylic Emulsion

Economy Range

Value-for-moneyDurable

Rural market, economy consumers who seek practical and functional purpose

Asian Paints Utsav Acrylic Distemper

Nerolac Beauty

Bison Acrylic Distemper

ICI Maxilite Acrylic Distemper

Exterior Wall PaintsPremium Range

Anti-AlgalDust resistantSuperior finish

Consumer who value knowledge and seek durability, functionality and value

Asian Paints Apex Ultima

Impression Excel Total

WeatherCoatAll Guard

Dulux WeatherShield

Mid Range

Alkali ResistantUV ResistantLong-Lasting

Middle class consumers who demand value for money & durability

Asian Paints Apex

Nerotex Matt Decorative And Protective Exterior Finish

Berger WeatherCoat

Dulux WeatherShield Clear

Economy Range

Water ResistantDurability

Consumers looking for economy

Asian Paints Ace

Nerolac Suraksha Plastic Exterior Paint

Walmasta Dulux WeatherShield Max

Target Customers

Asian Paints

Nerolac BergerDulux

Points Of Parity

Coverage areaPriceShadesPackagingSold at same Hardware stores

Points of Difference

TextureFinishHome SolutionsThemesTest Packs

Positioning Statements

Royale - Among the life style oriented customers, Asian Paint Royale is the brand of decorative paint for interior walls that offers variety and excitement because of textures

Tractor Emulsion- Among the resource constrained consumers who seek attractive and long lasting finish on the wall, Asian Paints Tractor Emulsion is the brand of interior wall paint that offers an attractive matt finish because of its formula of acrylic copolymer binder

Utsav acrylic distemper- Among the rural and economy consumers who seek practical, functional as well as stylish purpose, Asian Paints Utsav is the brand of water based interior wall paint that offers durability and value-for-money along with matt finish because of its acrylic nature and affordable price

Apex Ultima- Among the consumer who value knowledge and seek durability and functionality, Asian Paints Apex Ultima is the brand of high performance exterior wall paint that offers long lasting exterior performance in extreme weather condition, anti-algal and anti-fungal protection, dirt resistant and because of its latest state-of-art technology and unique anti-algal chemistry

Apex- Among the middle class consumers who demand value for money & durability, Asian Paints Apex is the brand of long lasting exterior wall paint that offers anti-alkali, UV-resistant long lasting performance in a reasonable price because of its latest technology and affordable price

Ace- Among the consumer who look for economy, Asian Paints Ace is the brand of water based exterior wall paint that offers durability and water resistance because of its technology and low price

Positioning Statement for Asian Paints

Among institutions and home owners, Asian Paints is the brand of wall paints that connects to its customers at an emotional level because of its superior quality and customer centric approach