MARKETING PROJECT

TO RAJKAMAL PANDEY SIR (RKP)

PAINTERSEMBA DIV A

ROLL NO.

ADITI JAIN 9006

ADITYA PENDHARKAR

9011

ASHISH CHAURASIA 9026

DARSHITA TRIVEDI 9040

DIMPLE PARMAR 9045

HARSHAD SURVE 9053

INTRODUCTION Incorporated in 1942 as a “

THE ASIAN OIL AND PAINTS COMPANY”.

It was started by four entrepreneurs, as a partnership firm for

manufacturing paints, in a garage.

In 1954 R.K Laxman created mascot for the company and

from his pen was born GATTU.

INTRODUCTIONGATTU emerged as one of

India’s most memorable mascots.

Asian Paints is India’s largest Paint Company and Asia’s

Third largest company.

Ranks among the top 10 decorative coating

companies in the world.

VISION“Asian Paints aims to become

one of the top 5 Decorative Coatings companies

worldwide by leveraging 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.”

MERGERS & ACQUISITIONS

Berger

SCIB

APCO

Buys Taubmans Paints (Fiji)

Delmege Forsyth & Company ,Sri

Lanka

Joint venture with Pittsburgh

(USA)

Canada protcech chemicals

INTERNATIONAL OPERATIONS

Caribbean Islands

Barbados, Jamaica,

Trinidad & Tobago.

South PacificFiji, Tonga,

Vanuatu, Solomon &

Samoa Islands.

South Asia

Bangladesh, Nepal & Sri

Lanka.

South East Asia

China, Malaysia,

Singapore & Thailand.

Middle East

Bahrain, Egypt,

Oman & United Arab

Emirates.

PRODUCTSSEGMENTS

PAINTS(includes international

operations)

INDUSTRIAL PAINTS

INDUSTRIAL PAINTS

POWDER COATING

OTHER INSUTRIAL

PAINTS

DECORATIVE PAINTS

INTERIOR WALL FINISH

EXTERIOR WALL FINISH

ENAMEL

MARKETING STRATEGIES

They practice Relation oriented marketing

Asian Paints has adopted “Sense and Response” philosophy

A prospective customer can call the division’s helpline and check out all about paints and even

get a quotation to paint his house or shop

They can even sms color on 56161 for consultancy services

One of the major factors contributing to the success of Asian paints is the adoption of 'Mass

Customization Strategy'

MARKETING STRATEGIES

Asian Paint’s past and present focus is on smaller cities and towns and even

villages

Their focus in villages because walls, interiors and exteriors are lime coated and in the coming years most of them

would be paint coated

Advertising & Promotional Expenditure

started in 1980s

Advertising Methods- Radio, TVCs, Print, Internet, Retail Outlets, Seminars,

Workshops

COLOUR WORLDEXPERIENCE WHAT COLOUR CAN DO FOR

YOU HOME

Colour World is an effort in the direction of providing value added

services

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SERVICES PROVIDED

The store inaugurated on 10th june 2008

The store provides an inspiration and confidence to its clients to use colour in

their homes

Different room sets with range of shades and styles to suit everyone’s tastes

The colour world showroom has a very unique area featuring “test it out” area

where one can combine their favorite colours with screen-test

SERVICES PROVIDED

‘HASSLE FREE’ painting experience

The benefits of this service to customers :

•Professional colour consultancy •Skilled and trained painters

•Post site evaluation •1- yr warranty given to customers after

the date of completion

This service is authorized service by Asian paints in many cities across India.

AWARDS• RETAIL INTERIOR AWARDS -2008

• WPPED CREAM -2008

• RETAIL DESIGN INSTITUTE

• SPARK AWARDS

• FX INTERNATIONAL INTERIOR FOREIGN AWARDS

• DESIGN WEEK AWARDS

EXPERIENCE FROM VISIT TO

COLOUR WORLD

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RECOMMENDATION

Company can offer them little discounts for booking material 2-3 months before season or

pick period

Big dealers should be consulted for changing market trends so that company can change its

strategy as per consumer behavior

Customized products to be available to customers

Company goes into long term contracts with suppliers. It will help to maintain common sale

price for long time.

The company should open more color world stores all over India

THANK YOU QUESTIONS ??