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Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
Demand Analysis of Asian Paints Emulsions
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Demand Analysis of Asian Paints Emulsions

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  • 1. Demand Analysis of Asian Paints (Emulsion) Prepared By: Vikas Garg Manav Nath Divya Garg Prerna Kaul Gayatri Mittal Ankur Kalra
  • 2. Flow of the presentation <ul><li>Objective of the research </li></ul><ul><li>Introduction </li></ul><ul><li>Research Methodology </li></ul><ul><li>Data Analysis and facts </li></ul><ul><li>Key Findings </li></ul><ul><li>Conclusion </li></ul><ul><li>Limitations </li></ul>
  • 3. OBJECTIVE OF THE STUDY <ul><li>To analyse the demand of EMULSIONS of Asian Paints </li></ul><ul><li>To forecast the future demand of Emulsions by taking in to consideration the potential Buyers of the product. </li></ul>
  • 4. Introduction of Paint Industry In India <ul><li>Oligopolistic Market </li></ul><ul><ul><ul><li>Indeterminate Demand </li></ul></ul></ul><ul><ul><ul><li>Few Sellers </li></ul></ul></ul><ul><ul><ul><li>Differentiated Product </li></ul></ul></ul><ul><li>The Indian paint industry is a $2 billion sector. </li></ul><ul><li>Grew at 9% rate in the last fiscal </li></ul><ul><li>Market Growth of about $200 - $400 million per year over next 5 years </li></ul><ul><li>Per capita consumption of paint in India is 800-900 grams compared to 15-25 kg in the developed countries </li></ul>
  • 5. Contd…..
  • 6. Leaders in the Industry <ul><li>Asian Paints (India) Ltd. (APIL) </li></ul><ul><li>Kansai Nerolac Paints Ltd. (KNPL) </li></ul><ul><li>Berger Paints </li></ul><ul><li>Jenson & Nicholson Ltd (J&N) </li></ul><ul><li>ICI (India) Ltd. </li></ul>
  • 7. ASIAN PAINTS <ul><li>Market Leader with 33% share in the organised paint market </li></ul><ul><li>Largest distribution network </li></ul><ul><li>Largest Brand Equity </li></ul><ul><li>Berger Group and ICI are nearest competitors with 17% market share each </li></ul><ul><li>Dominates the decorative segment with 38% market share </li></ul><ul><li>More than 15000 retail outlets </li></ul>
  • 8. Financial Picture of Asian Paints Year Sales (In crores) Operat-ing Profit (Lakhs) Interest Net Profits Loans 2008 3416.16 3595.53 8.27 377.89 1005.90 2007 2821.29 2953.38 6.87 269.93 851.68 2006 2319.16 2447.78 3.83 187.81 694.86 2005 1941.52 2052.28 2.75 173.82 637.27 2004 1742.46 1800.63 5.27 147.58 583
  • 9. Research Methodology <ul><li>Primary Research (Questionnaire) </li></ul><ul><li>Sample survey </li></ul><ul><li>Sample Size: </li></ul><ul><ul><li>Dealers </li></ul></ul><ul><ul><ul><ul><li>Asian Paints Dealers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Other Brands Dealers </li></ul></ul></ul></ul><ul><ul><li>Customers: </li></ul></ul><ul><ul><ul><ul><li>Existing Asian Paints Users </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Prospective Users </li></ul></ul></ul></ul>
  • 10. Data Analysis and Facts <ul><li>3 types of consumers existing in the market divided on basis of income groups </li></ul><ul><ul><li>Premium (Prefer Emulsion) </li></ul></ul><ul><ul><li>Average (Emulsion + Distemper) </li></ul></ul><ul><ul><li>Poor (Prefer Distemper) </li></ul></ul>
  • 11. Data Analysis and Facts (Contd..)
  • 12. Data Analysis and Facts (Contd..) <ul><li>Consumers rely more on Dealers & Contractors other than ad’s </li></ul><ul><ul><li>Reasons being </li></ul></ul><ul><ul><ul><li>Info about Quality </li></ul></ul></ul><ul><ul><ul><li>Durability </li></ul></ul></ul><ul><ul><ul><li>Price </li></ul></ul></ul><ul><ul><ul><li>Long Lastingness </li></ul></ul></ul>
  • 13. Price sensitivity Factors <ul><li>Raw material Intensive Industry </li></ul><ul><li>Near half of them imported petroleum products </li></ul><ul><li>Major Raw Materials: </li></ul><ul><ul><li>Titanium Dioxide </li></ul></ul><ul><ul><li>Phthalic anhydride </li></ul></ul><ul><ul><li>Peutarithrithol </li></ul></ul>
  • 14. Price sensitivity Factors (Cotd….) <ul><li>Factors which influence price of paint </li></ul><ul><ul><li>Prices of the raw materials </li></ul></ul><ul><ul><li>Import Policies </li></ul></ul><ul><ul><li>Global Crude oil Prices </li></ul></ul><ul><ul><li>Govt. Policies </li></ul></ul><ul><ul><li>Packaging Costs </li></ul></ul>
  • 15. Elasticity of Demand of Paint <ul><li>Demand for Decorative Paints is relatively Elastic in short term </li></ul><ul><li>In Long term it depends on the overall economic growth </li></ul><ul><li>Income of people also plays an important role </li></ul><ul><li>Premium customers are more Quality conscious than price sensitive. </li></ul><ul><li>Average customers are more price sensitive </li></ul>
  • 16. Data Analysis and Facts
  • 17. Data Analysis and Facts <ul><li>Sales Information of different brands as projected by the dealers </li></ul>RANK BRAND 1 Asian Paints 2 Dulux 3 Berger 4 Nerolac 5 Shalimar 6 Nitco
  • 18. Data Analysis and Facts <ul><li>Variation in Sales in different Quarters </li></ul><ul><li>Comments by the dealers: </li></ul><ul><ul><li>Sales in the third quarter is equivalent to the rest of the year </li></ul></ul><ul><ul><li>But, now growth in the third quarter is reduced by 10% compared with the same quarter of last year. </li></ul></ul>
  • 19.  
  • 20. Feedbacks from Dealers <ul><li>Not satisfied with policies of Asian Paints </li></ul><ul><li>Negative Comments about the dealing of the company </li></ul><ul><li>Main reason being the low profit margin compared to the other companies </li></ul><ul><li>No Extra Rewards for the large dealers </li></ul><ul><li>Demand more profit margin and extra incentives for better sales performance </li></ul>
  • 21.  
  • 22. Key Findings <ul><li>Asian paint emulsion used for interior decoration by the premium segment of customers. </li></ul><ul><li>Dealers and Contractors : Tools for APIL to create a slot in the customer’s mind. </li></ul><ul><li>Problems with the other brands give APIL the lead in the market. </li></ul>
  • 23. Key Findings contd… <ul><li>Low profit margin a great concern </li></ul><ul><li>Sales rises in the third quarter. </li></ul><ul><li>Little shift in the income of the average class makes them shift to the emulsion category. </li></ul><ul><li>Bad credit terms. </li></ul>
  • 24. Suggestions for still better Demand! <ul><li>Dealers should get price relaxation. </li></ul>
  • 25. Limitations ! <ul><li>Sample space limited to : </li></ul><ul><li>100 customers </li></ul><ul><li>30 dealers. </li></ul><ul><li>Time constraint </li></ul><ul><li>Dealers not co-operative </li></ul><ul><li>So were some of the customers. </li></ul>
  • 26. THANK YOU !!

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