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By :

Ankur Rai

Shabbun

Rahul Kumar

ASIANPAINTS

GOING WHERE THE CONSUMER IS

An Asian Paint Wall

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PAINTINDUSTRY

ORGANIZED

65%

UNORGANIZED

35%

REVENUES

TYPES

PAINTS

DECORATIVE

70-75%

INDUSTRIAL

25-30%

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INDUSTRIALSECTOR

PAINTS

AUTOMOTIVE

COATINGS

POWDERCOATINGS

PROTECTIVE

COATINGS

DECORATIVEPAINTS

NEW WALL

FINISHES

EXISTINGWALL

FINISHES

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INDUSTRIAL PAINTS

ENAMELS

EMULSIONS

EXTERIOR PAINTS

INDUSTRIAL PAINTS

DECORATIVEPAINTSASIAN

NEROLAC

JENSON

BERGER

SNOWCEM

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CURRENT STATISTICS

Indias largest paint company

Ranks amongst TOP 10 decorative coating

companies in the world.

Annual turnover of Rs 25.6 billion.

Operates in 22 countries and has 29 paint

manufacturing facilities in the world.

Has been awarded the ISO 9001 certification.

Has a 50:50 JV with PPG Industries.

Has an exclusive chain of retail stores called

COLOUR SHOP.

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ASIAN PAINTS

BERGERINTERNATIONAL

APCO

COATINGS

SCIB

CHEMICALS

SUBSIDIARIES

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APILs BRANDs

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INDUSTRIAL SECTOR

SUBSIDIARIESProtective

coating,roadmarking,

floor coating

Powdercoating

segment

Automotivecoting

segments

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ASSOCIATIONS & JVs OF APIL

50:50 JV with PPG Industries, the world leader

in automotive coatings.

Has a controlling stake in Delmege Forsyth &

Company.

Technology collaboration with Protech

Chemicals.

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COMPETITORS

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MARKETING STRATEGIES

Reaching the customers.

Conveniently sized packs.

50 ml packs for farmers. Bonding with dealers.

Concentration on smaller towns.

Mascot- Gattu

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Contd..

HAR GHAR

KUCHKEHTA HAI

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Contd..

SOMETHINGS

IN LIFE NEED

A ROYALEWALL

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EVOLUTION OF APILs ADVERTISING

STRATEGY

Launching of new products.

Targeting niche segments such as D-I-Y Glass

paints.

Paint Clubs

Increase Brand Visibility in TIER-II cities

Increase product visibility. APIL should be innovative with technology, eg.

Smart Coats.

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Contd.

Advertising strategies targeting the Initiators

and Influencers rather than the buyers.

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How should APIL, as a market leader in decorative

Paint category, upgrade its customers to value

added/ superior-quality/ high-margin products?Ans) It should be implemented in 2 parts

First

The penetration of the rural segment has to beachieved by offering them a basic product welltailored to match the low willingness to pay

segment

After basic penetration level has been achievedthese consumers can be offered a higher range of

product with a view to upgrading the consumers

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Second

Communicate and convince the contractors andthe painters through dealers to buy the Asian

paint low range brands (in initial period)

Once they will realise the performance of Asianpaints as compare to their chuna, they will

automatically switch to Asian paints

Because it happens very rarely that a person whois using plastic paint will again go back to Chuna

(Exceptions-economic crisis or financial problem)

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ADVERTISING STRATEGY FOR

INDUSTRIAL SEGMENT

INFORMATIVE ADVERTISING

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REMINDER ADVERTISING (Asserting its status)

Use of existing distribution channels.

Associations with automobile and heavyequipment industries.

In decorative paints, Asian paints is successful

because it is present in every segment from

low to premium.

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Contd.

It should follow the same strategy in industrial

segment too.

It can introduce cheaper line extensions to

cater to the needs of SSI and unorganized

industries.