1. Positioning of Asian Paints Utsav Nikita Agarwal (2013171) Brand Management Prof. Rajeev Kamble By

2. 1 ASIAN PAINTS UTSAV Asian Paints, the largest paint company in India, realized that the potential of rural paint market was grossly underutilized and therefore provided an excellent market opportunity for growth. Asian Paint's Utsav brand which has been pitched specifically at the rural segment contributes about 10% of its total paint volumes and 2-3% in value to Asian Paints. It is the brand which is targeted to lower income people as well as rural customer which was developed conducting extensive market research among the rural consumer, focusing on their needs, buying preferences, and behavior. BRAND PERSONALITY The brand name UTSAV denotes the seasonal and festival oriented relevance of the product, therefore it was positioned as a part of celebration. For the same reasons communication for this was done before major festivals like Diwali and Pongal, keeping tone of the advertisement warm and emotional. Brand icon Gattu is very popular in rural areas and associated with quality and reliability. The very design of the logo is such that rural audience can relate to it. This brand icon is very easily recognizable and rural consumers who cannot read English and do not even know the brand name, are able to distinguish it from other paint brands. As the paint has provided a satisfying experience in the past rural consumers are continuing with it for decades.

3. 2 CORE VALUES & VALUE PROPOSITION UTSAV is much better looking and long lasting than white wash on one hand and also it is very cost effective than any other normal paint. It is in the middle of the price range and fills the gap with an offer like of which did not existed before and this opened up huge market for it. This value proposition was very attractive for the consumer especially in rural market and non-metro market where it created a market for itself by making the consumer use this paste who otherwise would have been satisfied with the white wash only as they were not in position to afford paint. PERFORMANCE According to industry estimates the rural market which forms about 20% of the Rs 6,000 crore total paint industry has an untapped potential of Rs 4,000 crore with an additional Rs 2,500 crore market in the semi-urban areas. UTSAV proved to be a breakthrough product for Asian Paints and helped gain a head start over its competitors in the untapped rural market. Dealers of Paint majors: Company Numbers Asian Paints 14,500 Goodlass Nerolac 7000 Berger 4500 ICI 4000 BRANDS PRODUCT PORTFOLIO Under `Utsav' brand aimed at the rural market, Asian Paints will be launched two products making it the umbrella brand. They launched Utsav Acrylic Distemper and Utsav Enamel.

4. 3 1. Utsav Snythetic Distemper is a water based pouch distemper that gives a smooth, beautiful, matt finish to the walls at an affordable price. It does not come off on the hands or on clothes like chuna thus ensuring bright colorful walls all year long. 2. Utsav Enamel is an affordable solvent based paint, which gives a long-lasting, glossy finish. It includes: Utsav Primer (ST) is a solvent based primer that can be used on cement as well as wooden surfaces.It is an undercoat that provides good adhesion to the surface, thereby increasing the life of the entire paint system.It has good sealing properties,which leads to lower absorption, ensuring a uniform deposition of top coats. It is a quality product available at an economical price. Utsav Primer (WT) is a water based wall primer that can be used in interior masonry surfaces. It has good whiteness, good coverage and flow and levelling properties. LINE EXTENSION STRATEGY Asian paints launched UTSAV, an oil based distemper at about half the price of enamel paints. UTSAV brought a major branded paint within the reach of the price-conscious rural consumer. Keeping in mind that users had mostly small houses, the distemper was introduced in 1kg pack. Being sensitive to the colour preferences of rural consumers, the distemper was offered in 8 different shades. In order to overcome distribution problem, companys salespeople enrolled small traders and even grocers in the villages for selling paint and these outlets were serviced by companys 1500 strong dealer network. This also ensured UTSAV was present at convenient outlets when the consumer was shopping during the festival time. BRAND STRATEGY APPLIED TO COUNTER COMPETITION Promotion Strategy: UTSAV was launched during pre Diwali season. Salesmen selected the opinion leaders in villages and painted the village post office, library, or the house of the Pradhan to demonstrate that paint does not peel off. Salesmen organized meets at local dealers where villagers were invited.

5. 4 Thus, the benefit of product was exhibited to the rural consumers to have the feel of the superior finish of the product, which was priced very competitively. Distribution Strategy: UTSAV sold in rural market. As no other organization of the time was focusing on the rural market, UTSAV was able to create very strong distribution network for semi- urban and rural markets, which is its main strength and the envy of its competitors. It has the first movers advantage which is very difficult to beat by competitors easily. Place Strategy: It hired vans to penetrate interior villages. It took along 3 companies, which were not competing with its product for selling their products in same rural market for sharing the van cost. Pricing Strategy: UTSAV targets economy section. Since there were only 2 options available for painting walls, one was chuna priced at Rs. 9 per kg and other was enamel paint costing Rs. 50. UTSAV priced its products in between of these two options to target rural and semi-urban consumers. RECOMMENDATION Asian Paints Utsav has positioned itself very well in the economy segment including rural and semi-urban market. It caters to rural market and owns majority of market share in this segment. Most of the rural market is still untapped and rural people are still not much aware about these products. So, Asian Paints Utsav still have opportunity to educate them, make them realize value for money after using the product and thereby gain more share in this segment.