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PRICING STRATEGIES

2009-11

Comparative Report on various SKUs and Prices of Asian Paints’ Products vis-à-vis its

Competitors

Submitted By-

Ankita Mittal-2009007

Anurag Sikaria-2009025

Malay Mishra-2009065

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INTRODUCTION

The report contains comparative analysis of Asian paints vis-à-vis its competitors namely ICI

India, Kansai Nerolac, Shalimar and Berger paints. The comparison would be on-

o Various SKU’s and Pricing of the products

o Services offered

o Difference and similarity in terms of 4P and 4C framework

COMPARITIVE ANALYSIS

A. Various SKU’S and Pricing of the similar products-

Asian Paints has the largest range of colors in the market, over 127 shades of green, 206 shades

of blue, 118 shades of yellow and many others. The outlet allows the consumer to choose any

among a vast range of colors with the help of a computer.

Products

Asian Paints

Decorative

Interior

Exterior

Industrial

Automotive

Powder coating

Protective coating

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Decorative Segment

Interior Wall Paints

Product

Segment

Asian Paints

Ltd. Berger

Kansai

Nerolac Shalimar ICI India

Exquisite

emulsion Paint

with Luxurious

finish and silky

glowing

appearance

Royale Luxury

emulsion Luxol Silk Pearl Luster

Hussain

Collection

Dulux

Designer Silk

Emulsion with

rich matt finish

and superior

quality

Premium

Emulsion Rangoli

All Spaces 24

carat

Dulux Designer

Silk Low Sheen

Acrylic

emulsion at

similar price as

distemper

Tractor Emulsion Bison

Distemper

Nerolac Acrylic

Premium

Emulsion

Super Arylic

Emulsion

Dulux Wash &

Wear

Water based

paint, long

lasting and

value for money

Tractor Acrylic &

Synthetic

Distemper

Bison

Distemper

Nerolac Acrylic

Distemper Shalimar No: 1

Dulux Wash &

Wear

Water Based

paint, at

affordable price

Utsav Acrylic

Distemper

Exterior Wall Paints

Product

Segment Asian Paints Ltd. Berger

Kansai

Nerolac Shalimar ICI India

Technologically

high end

products

Elastomeric-Hi-

Performance Exterior

Paint

Weather Coat Excel 100%

Acrylic _

Dulux Weather Sheild

Garden Shades low Sheen

Premium

Textured

Segment

Apex Textured Exterior

Emulsion Walmasta

Nerotax

Paint

Xtra Premium

Acrylic Finish

Dulux Tuscan Effects,

Dulux Render Effects

Non Textured

Segment Ace Exterior Emulsion Duracem

Suraksha

Plastic

Premium Acrylic

Distemper Dulux Weather Sheild low

Sheen

Economy

Segment

Utsav Exterior

Distemper _ Nerocem _ _

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Enamels

Product

Segment Asian Paints Ltd. Berger

Kansai

Nerolac ICI India

Premium

Segment

Apco Premium Gloss

Enamel, Apcolite

Premium Satin

Luxol Lustre _

Dulux Super

Enamel High

Gloss

Medium

Segment

Gattu Synthetic

Enamel

Luxol High Gloss,

Luxor Satin

Nerolac

Synthetic

Enamel

Dulux Super

Enamel Semi-

Gloss

Low Segment Utsav Enamel _

Goody

Synthetic

Enamel

_

Apart From these, there are certain specialty paints produced by these brands which are not

produced by other brands and cannot be categorized. All the paint brands also make some

miscellaneous products like surface Primers, Stainers, Varnishes, thinners, aluminum paints etc.

Product Portfolio

Asian Paints Ltd. Berger Kansai Nerolac Shalimar

ICI

India

Emulsions

Premium √ √ √ √ √

Medium √ √ √ √ √

Economy √ √ √

Distemper

Premium √ √ √ √

Economy √ √ √ √

Enamels


1st & 2nd

Quality √ √

√(only2nd

quality)

Exterior


Medium √ √ √ √ √

Economy √ √

Cement Based √ √ √ √

Auto Refinish √ √ √ √

Power Coatings √ √ √ √

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Product Pricing

EMULSIONS (RUPEES PER LITER)


ICI

India

340-350

330-340

320-330

310-320

300-310

290-300

280-290

270-280

260-270

250-260

240-250

230-240

220-230

210-220

200-210

190-200

180-190

170-180

160-170

150-160

140-150

130-140

120-130

110-120

100-110

90-100

80-90

70-80

60-70

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DISTEMPERS (RUPEES PER LITER)

Asian Paints

Ltd. Berger Kansai Nerolac Shalimar ICI

India

80-85

75-80

70-75

65-70

60-65

55-60

50-55

45-50

40-45

35-40

30-35

25-30

20-25

ENAMELS (RUPEES PER LITER)

Asian Paints

Ltd. Berger Kansai Nerolac Shalimar

ICI India

280 & Above

270-280

260-270

250-260

240-250

230-240

220-230

210-220

200-210

190-200

180-190

170-180

160-170

150-160

140-150

130-140

120-130

110-120

100-110

90-100

80-90

70-80

60-70

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EXTERIOR PAINTS (RUPEES PER LITER)


ICI

India

290 &

Above

280-290

270-280

260-270

250-260

240-250

230-240

220-230

210-220

200-210

190-200

180-190

170-180

160-170

150-160

140-150

130-140

120-130

110-120

100-110

90-100

80-90

70-80

60-70

50-60

40-50

30-40

20-30

B. Comparison of services provided by various paint companies-

Asian Paints provide the largest number of services over its competitors and provide online chat

assistance under the name Ask Aparna which no other company gives to its customers.

Competitors like Berger, Nerolac and ICI provide special services to target children’s. The

higher margins of Asian Paints are mainly because of lower raw material costs and efficient

services to customers. The following table summarizes the services offered by Asian Paints vis-

à-vis its competitors.

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Companies/

Features

Asian

Paints Ltd. Berger Kansai Nerolac Shalimar ICI India

Home Solutions Yes

Yes Yes No

Yes

Fore Sight

Yes Yes

Yes No (under

Construction)

Yes

Paint Calculator Yes Yes Yes Yes Yes

Painting Guide

Yes No

Yes

Yes Yes

Online Chat

Assistance

Yes No

No No No

On Site Assistance Yes Yes Yes

No

No

Painting Tips

Yes No Yes

Yes Yes

Special services

targeted to

children’s

No Yes

(Galaxy, Berger

Kidz)

Yes

(Disney Paints)

No

Yes

(Kids room

decor)

C. DIFFERENCE AND SIMILARITY IN TERMS OF 4P and 4C FRAMEWORK

Product/Consumer-

Asian paints competes in Decorative and Industrial paints categories. Asian Paints is very

successful because of its ability to understand the Indian consumer well and offer products in

those areas. Asian paints compared to its competitors is the company that offers products across

all segments from economy to premium.

Price /Cost:

On an average Asian paints prices its products below Berger paints but over other competitors

like Shalimar paints, ICI Paints.

Place/Convenience:

The Company has a vast distribution network of over 15000 dealers and 90000 sub dealers, 3000

exclusive Asian paints stores and 4500 colour world stores compared to Berger of 12000 dealers

Promotion/Communication:

Asian Paints uses electronic media and print media as well as trade promotions. The company

predominantly focuses on celebrity endorsements with emotional appeal for its national TVC’s.

Competitors of Berger paints do not use this strategy predominantly.

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