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By....Sejal Visawadia

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Asian Paints is India's largest paint company

Ranked among the top ten Decorative coatings companies in the world

Turnover of INR 7750 crore ($1.73 Bn)

Asian Paints along with its subsidiaries have operations in 17 countries across the world

Consist of 23 paint manufacturing facilities

Servicing consumers in 65 countries through Berger International, SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans

INTRODUCTION

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History Started By – CHAMPAK LAL CHOKSEY -- CHIMAN LAL CHOKSI --SURYA KANT DANI --ARVIND VAKIL• ON 1st feb,1942• Manufactured paint in a GARAGE of

BOMBAY• THE ASIAN OIL & PAINT CO. Randomly picked from TELEPHONE

DIRECTORY

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JOURNEY OF ASIAN PAINT 0.35 million(1945)-77.06million(2011)

1945- Registered as PVT.CO. 1954- Mascot-GATTU by R.K.LAKSHMAN 1965- ASIAN OIL & PAINT PVT.LTD changed to ASIAN PAINTS

(INDIAN)PVT.LTD 1968- MARKET LEADER 1973- converted to PUBLIC LTD.CO. 1974- BHANDUP(M.H.) declared largest paint factoty 1985- 3rd plant at patancheru(A.P.) near hyderabad 4th plant in

KASNA (U.P.) & agreement with NIPPON of JAPAN 1990- ASIAN PAINTS joint ventures in

FIJI ,TONGA,NEPAL,SRILANKA 1996- 5th plant in RATNAGIRI. 2000- year of GLOBALISATION plant in OMAN & MAURITIUS & acquired business of PACIFIC

PAINTS(AUSTRALIA) &DELMEGE FORSYTH &CO. of SRILANKA 2006 –plant at baddi for powder coating 2008- constuction of new plant at rohtak

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TAG LINE

“EVERY COLOR TELLS A STORY”

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VISION

Asian Paints aims “to become one of the top five Decorative coatings companies world-wide 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”.

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Mission

 ‘’To provide paints as per market demand,

ensuring desired level and quality of customer (dealer) service, continued availability of the right product mix of right quality at the right time.’’

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INTERNATIONAL PRESENCE

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Current website features

A colourful & an appealing website. ‘Choose your colour option’ is in line with what

Asian Paints is all about.Feedback form which is short & to the point.Kid’s stuff & chalkboard are features that will

surely draw’s user attraction.Features like Colour Genie & Colour Basic are

interesting.The website has a good design.

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Features that can be added to the site Social Media presence on sites like Twitter

and Facebook Mobile presence through a channel like

SMS ( given that Voice is already present – ‘Call Aparna’)

A Stock Ticker could perhaps be added at the bottom of the page

A forum where the users get to discuss various aspects about Colors , paints and also share their experience using Asian Paints

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User interactivity• Build a forum where the users discuss their

experiences about colors and paints. The flip side of this would be negative reactions if any.

• A blog can be made by sharing the experiences of the most enthusiastic users on the forum.

• Have loads of color contests and quizzes for the forum users on SMS.

• Colorville? Asian Paints can perhaps tie up with the gaming companies to build a color and paints based game similar to Farmville on Facebook.

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Products

Green assureAutomotiveDecorative paintsIndustrialPaint selectorWhat's new?

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CUSTOMER-FRIENDLY & SERVICE ORIENTED

Help Line- Asian Paints Helpline‟ launched in 16 cities”.

Receives an enthusiastic response.The information powerhouse to the

consumer.A step to bring the consumer closer to the

Company.90 % of the calls are converted to sales. Adds further value to the Corporate Brand.

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CUSTOMER-FRIENDLY & SERVICE ORIENTED

Home Solutions- Asian Paints Home Solutions launched

in Hyderabad.“Painting your home” for you. Asian Paints new website provides

greater interactivity with the user. Painting solutions provided to the user. Online officer to answer all queries.

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Expert help....Website....

Ask Aparna

Foresite

Painting Guide

Paint Calculator

Colour Speak

Painting tips

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Ideas & Makeovers...website....

• Designer recommended shades

• Interior design ideas

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A Colour of World....website...Signature walls

Kids world

Colour guides

Colour spectra

Samplers

Colour tools

Colour designer

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3D Mapping Video

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On the mobile phone

Send Color tips on SMS for 20 days to all those people who have newly built houses or recently had a service from Asian Paints ( post painting care, common defects and remedies)

Blisters on the wall are caused by trapped moisture or gases in paint film. The remedy is to smooth sand the surface and then repaint it.

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.....on mobile phone Color Genie on Phone

where can take a picture of the sample that they want and SMS the same to a particular short code.

The dealer shall arrange to convert the shade of the sample into the shade in the paint product of one's choice, as soon as possible and send the picture to the customer’s phone.

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Television Advertisement Beautiful homes

guides – Kachua

Apex ultima – Walls get all the attention

Royale play – Saif Ali Khan perfect setting

Royale – Video game

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Virtual Store

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➢ NO.1 Player in decorative paints and 2nd in industrial paint segment.

➢Wide range of products with around 8500 colors.

➢Geographically well spread giving the company logistical advantage.

➢International presence giving opportunity to reap benefit from international growth.

➢wide distribution network i.e. 19,000 dealers.

➢Strong financial helps the company to invest in marketing and brand recall activities.

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➢Low share from the industrial paint segment.

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High growth in both decorative paint and industrial paint.

➢Potential in overseas markets.

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➢Industry growth depends on two factors(a) Repaint activity and(b)Construction. Any slowdown in any of the two will have direct impact on the company.

➢The external environment saw an entry of a lot of multinationals trying to attack on various segments.

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TODAY

Asian Paints becomes the 10th largest decorative paint company in the world.

Asian Paints is more than twice the size of its nearest competitor.

It is one of the most admired companies in India.

Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated SAP - ERP & i2 - SCM solution.

On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth, Decorative and International business units and adopted SCM and ERP technology.

Asian Paints aims to become the 5th largest decorative paint company in the world.

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FUTURE OUTLOOK

To further improving the operations.

Plans to launch new products in line as: - Introducing Water – based Paints - Repositioning of existing Brands in Rural

Market - Broadening of Distribution Network - Adding more choices for shades and

Effects - Enhancing Better Quality - Demand will be generated through the

new constructions coming in housing and industries

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