marketing presentation with details

1. MARKETING MANAGEMENT
TEAM ROLL NUMBERS
SHRUTI AROLKAR 02 (PGDAMSM)
JINAY DESAI 07 (PGDAMSM)
ROTHAM D’SOUZA 08 (PGDAMSM)
JASON GONSALVES 30 (PGDAMSM)
JEEGAR DATTANI 02 (PGDBM)
FACULTY – MR VENKAT IYER

2. PAINT SECTOR
OVERVIEW
Valued at Rs. INR 24,500 million.
Fastest Growing Market in Asia Pacific.
 Growth Rate – 15% per annum.
Organized Sector – 75 %
Unorganized Sector – 25%

3. SEGMENTATION OF PAINT INDUSTRY
INDIAN PAINT INDUSTRY
DECORATIVE
70%
INDUSTRIAL
30%

5. Started in 1942
 Turnover Rs.109.70 Billion
 Global Presence

7. •Exterior Walls
•Interior Walls
•Metal Surfaces
•Wood Surfaces
• Protective Coating
• Floor Coating
• Road Markings
• Wall Putty
• Deco Prime
• ZK Autocolor
• Deltron

8. PRICE
 Value Based & Optional Pricing
 Paint Calculator
 Cost ranges from 300 -345 per litre

9. PLACE
DEALERS ACCORDING TO THE PRODUCT CATEGORY
 Color World Leader
 Color Idea Store Leader
 Trained Royal Paint Painter
Kids World Leader

10. PROMOTION
Costumer Engagement Activites
Famous Campaign: “Har Ghar Kuch Kehta
Hai”
 Celebrity engagement
 CSR Activities (?)
HOME OWNERS
ARCHITECT & CONTRACTORS

11. PROMOTION
 HOME PAINTING GUIDE
 COLOR BOOKS
 WEB COLOR DESIGNER/ COLOR GENIE
 BE COLOR CONFIDENT
 COLOR CHEF
 HASSLE FREE HOME SOLUTIONS
 INSPIRATION WALLS
 EARN STARS AND ENCASH DISCOUNTS
SERVICES/CONSUMER ENGAGEMENT ACTIIVITES
FOR HOME OWNERS

12. PROMOTION
 PROJECT SALES CAMPIGN
SERVICES/CONSUMER ENGAGEMENT ACTIIVITES FOR
ARCHITECTS AND CONTRACTORS

13. CULTURAL SHIFT
 From Simple Painting to Decorative Painting
Change in Perception
Gear Shift in Trend

14. THREATS
 Threats of substitutes for Asian paints arises majorly from the, wallpaper and
the designer wall papers which are smell free, available in many varieties, hassle
free, can be done in minimum time, with reasonable rates.
 The other substitute is POP designer work which is much appreciated by
people for the very elegant and creative look it gives to the wall, which is not
given by paints.
The latest trend which is arising from the celebrity homes is of having much
appreciated designer walls, which comprises of painting the wall with some
creative design, this can be a portrait or at times simply a piece of artwork done
on the wall.
Also in corporate sector the organizations have realized the urge of having
glass wall, and so the need for paints has been gradually reducing.

15. CONCLUSION
Asian Paints kept evolving over a period of time, with a on going process
of better understanding of consumer demand and trend.
It catered towards the outlook of interior décor, making it work with the
help of the latest technology in order to achieve consumer necessity.
Certain app on the website of Asian Paints helped in giving the consumer
a personalized touch making it feel more real.