asian paint case
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7/30/2019 Asian Paint Case
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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.
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