ASIAN PAINTS

The paint industry of India is more than 100 years old. Its beginning can be traced to the setting up of factory by Shalimar Paints in Kolkata in 1902. Till the advent of World War II, the industry consisted of just a few foreign companies and some small. Indigenous producers were absent and Foreign companies continued to dominate the industry.

At that time Asian Paints entered the Indian paint business.

BIRTH

Asian Paints started its journey in 1942 with four young men,

Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C.Dani and

Arvind R. Vakil, in a garage in Bombay.

Asian Paints Limited is an Indian chemicals company headquartered

in Mumbai, India. It manufactures paints for decorative and

industrial use.

Asian Paints is India's largest paint company and Asia's third largest

paint company , with a turnover of Rs 96.32 billion.

Besides Asian Paints, the group operates around the world through

its subsidiaries Berger International Limited, Apco Coatings, SCIB

Paints and Taubmans.

Major Products and Services

Asian Paints manufactures and markets industrial and decorative coatings.

Along with that the company also provides home painting services and

solutions.

The company's key products and brands include the following:

Decorative paints: Interior wall paints, Exterior wall paints, Wood

surface paints, Metals surface paints.

Industrial coatings: Protective coatings, Floor

coatings, Road markings.

Ancillaries: Wall primer, Acrylic Wall Putty, Exterior

Wall Putty, Wood Primer.

Major Products and Services

Made a foray in automotive paints in 1997 with a joint venture with PPG Industries – known as PPG Asian Paints.

They manufactured automotive body coatings andPlastic coatings.

Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play, Touchwood, Tractor Emulsion, Utsav.

International operations

Asian Paints operates in 17 countries across the world. It has manufacturing facilities in each of these countries and is the largest paint company in eleven of these markets.

The countries that Asian Paints has presence are as follows:

1.Asian Paints in South Asia (India, Bangladesh, Nepal and Sri Lanka).2.SCIB Paints in Egypt.3.Berger in South East Asia (Singapore), Middle East (UAE, Bahrain and Oman),

Caribbean (Jamaica, Barbados, Trinidad & Tobago).4.Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands and Vanuatu).5.Taubmans in South Pacific (Fiji and Samoa).

VISION

Asian Paints aims to become one of the top five

Decorative coatings companies world-wide by enlarging its

expertise in the higher growth emerging markets.

Simultaneously, the company intends to build long term

value in the Industrial coatings business through alliances

with established global partners.

 

MISSION

To provide paints as per market demand, ensuring

desired level and quality of customer (dealer) service,

continued availability of the right product mix of right

quality at the right time.

To meet this needs of the customer :

Asian paints reduced the cost of the raw in order to reduce the

cost of the paints.

Established an advertising strategy which created an emotional

touch among the customers.

All these strategies helped them in creating a “Brand Image” for

their products among people and people started realizing the need

for brand conscious in this industry.

Umbrella Brand

Products like Apex emulsion, Royale interior emulsion, Apcolite and Touch

wood had high recall among the customers.

Logical to promote their corporate image and all the brands under their

umbrella brands - Brand Portfolio

The umbrella branding policy encompassing all its products and services.

New visual identity that establishes the company name as the dominant

reason for purchase.

Campaigns(advertising)

Gattu, the mascot

Gattu, the mascot for Asian Paints was created by

cartoonist R.K. Laxman in 1954. Soon Gattu, with his

"shock of black hair eternally dangling over his right

eye", became popular and remained so for many

decades.

“Celebrate with Asian Paints”

Asian Paints undertook a consumer research to understand perception of

consumers about the product category.

Consumers felt that paints could :

Change the mood of the space

Sign of festival and plenitude

It could make a gloomy place bright and pleasant

These campaigns effectively enhanced the brand equity of Asian Paints

Established itself as a premium brand

Ensured an emotional connect with a brand in a low involvement category

Logo Change

The logo was changed to a contemporary up market one designed

by Enterprise IG based in Singapore.

The logo/design was to convey self-expression, sophistication and

Technology.

"Har Ghar Kuch Kehta Hai“"Every Home has a story to tell”

The campaign established brand laddering up as a premium emotional brand.

The insight is that each color has a story to tell.

Abhijit Avasthi, Group Creative Director, Ogilvy & Mather sheds light on the thought process behind the commercial:

“Brings alive the role of color in home decor. The aim is to tell people how color fires the imagination.”

"Har Rang Kuch Kehta Hai" "Every Color has a story to tell”

Is the newest campaign the comapny is planning with O&M.

The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colors.

Add Colors to your Life

a COLORFUL Thank You ;)

Sangamithra M AKH.SC.U3VMC11039