Going Where The Consumer is

PRESENTED BY:- JATINDER SINGH (RR1813B46)ANUJ KUMAR (RR1814A13)GURBAJ SINGH (RR1814B35)RANJEET SINGH (RR1813B41)

PURPOSE OF PRESENTATION

• TO DISCUSS HOW ASIAN PAINTS HAS KEPT ITS ADVERTISING IN TUNE WITH EVOLVING CUSTOMER PREFERENCES

• TO FOCUS ON THE KEY POINTS, AS AN UMBRELLA BRAND

• TO DEBATE HOW A COMPANY WITH A RANGE OF PRODUCTS SHOULD STRUCTURE ITS ADVERTISING

SCENARIO OF INDIAN PAINT INDUSTRY

PAINT INDUSTRY BY VALUE

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.”

Journey of Asian Paints

• APIL was promoted in 1942• It was started by four enterpreneures- champaklal

choksey, chimanlal choksi, suryakant dani, arvind vakil as a partenership firm

• Started business in garage rented 75 Rs. Monthly• In 1945 it turned in private ltd. Company asian oil

and paint co. pvt. Ltd• Company has been awarded the ISO 9001

certification

• During 2000-2001 company established two units, one each in oman and mauritius

• Some times after it acquired delmege fosyth company

• In 2005, APIL extended utsav acylical distemper• Asian paints has continued to expand its portfolio of

exterior products• It became second largest player in protactive

coating In country and In road marking• In 1990, APIL promoted the apcolite brand which

offers 151 shades

Competitors of APIL

• Goodlass nerolac• Enamel cateogary jenson nicholson• Snowcem india• British paints• Berger paints

Market shares of various players

34%

28% 18%

8%

30%

Sales

asian paints

goodlass

berger

icl india

others

Segmentation of APIL

• Decorative segmentFresh coatsNew wall finishes

• Industrial segmentAutomotivePowder coatingProtective coating

Decorative segment

• It always lucrative in India• Large players focusing• Mostly demanded in housing and construction sector• Demanding affected also by rising disposable income• In this segment APIL is the leader for almost four

decades• It includes interior and exterior wall finishes, enamels,

wood finishes and ancillary products• Its about 70% sale of APIL SALES IN 2004-05

Industrial segmentation

• Classified into automotive and non automotive

• More intensive than decorative segment• Industrial paints includes consumer durable

and automobiles• Total sales increasing approx 35%• This is catered by three segments as- • APIL• APICL(SUBSIDIARY)• JOINT VENTURE ASIAN PPG INDUSTRIES LTD.

RECENT CAMPAIGNS OF APIL

• ‘BADIYA HAI’ CAMPAIGN

• ‘HAR GHAR KUCHH KEHTA HAI’ CAMPAIGN

• ‘SOMETHINGS IN LIFE NEED A ROYAL WALL’

PURPOSE OF THESE CAMPAIGN• THE LARGEST RANGE OF COLOURS

• SATISFY CONSUMER

• ABLE TO GIVE WHAT THEY WANTS

• SINGLE MINDED AND FOCUSED IN ITS PROPOSITION, COMMUNICATION AND TARGET AUDIENCE

• TO MAKE CONSUMERS FEEL PROUD BY USING THESE BRANDS

MARKETING TECHNIQUES

• Drawn on the world’s latest techno.• One stop color shop• Even creates products to meet specific needs• Time to time introduce new brands and

versions• Principal drivers in growth apex and ace

RESTRUCTURING OF THE BRAND

In order to achieve its goal, it focused on three main areas –

• Building the AP brand in terms of a new product portfolio.

• Changing its logo and packaging. • The new AP was expected to be even more

customer-friendly.

EMPHASIS ON PACKAGING Product at every price pointPremium-‘OPAL’ - the premium wood finish launched all across theCountryRoyale Luxury Emulsion

Economy- ‘Utsav’ Enamel ‘Utsav’ Acrylic Distemper Tractor Gold ‘Ace’ : EconomyEmulsion Exterior paint

Brands

• Apex• Tractor• Apcolite• Royale• Touchwood

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•Promotional Expenditure grew from 15% in 2003 to 21% in 2008.

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