The project covers the following topics: Porter’s 5 Forces Analysis B2B and B2C Markets Major Players and Brands Segmentation Products in various price segments Product features Distribution Strategies of Players Promotional Activities SWOT Analysis of Akzo Nobel Category Extension

1. Paints & Coatings
Presented by:
Amit Mitra
Harshit Parekh
Sangita Karar
Sahil Jain

2. Agenda
–Porter’s 5 Forces Analysis
–B2B and B2C Markets
– Major Players and Brands
– Segmentations
– Products in various price segments
– Product features
–Distribution Strategies of Players
– Promotional Activities
– SWOT Analysis of Akzo Nobel
– Category Extention

3. Porter’s 5 Forces Analysis
Competitive
Rivalry:
Low to
Medium
Availability of
Substitutes:
Low to Medium
Buyers Power:
Medium
Suppliers Power:
Medium
Entry Barriers:
Medium

4. The Paints Industry is divided into two segments:
Industrial and the Decorative Segments.
B2B and B2C Markets
Industrial Paints Segment
Institutions where decision making
power is with more than one person
•Automotive OEM
•Automotive Refinish
•Vehicles
•Railways
•Aircraft
•Marine Coatings
•Road Marking
•Plastic Coatings
•Metal Packaging Coatings
•General Industrial Coatings
•Pre-Coated Metal Sheet
•Commercial
Hotels
Shopping Malls
Offices
Restaurants
•Industrial
Warehouses
Manufacturing
•Others
Hospitals
Educational Institutes
Government
Recreation
Amenities

5. Major Players and Brands
ASIAN PAINTS BERGER KANSAI NEROLAC
• Ace •Luxol Silk •Suraksha Advanced
• Apex-Ultima, Duracast •Rangoli Easy Clean •Nerolac Impression
• UTSAV •Rangoli Super Acrylic •Satin Enamel
•Apex-Duracast •Walmast Antifungal •Synthetic Enamel
•Royale •Bison Super Emulsion •Nerolac Pearl
•Tractor-Emulsion and
Acrylic
•Bison Super Acrylic •Nerotex Matt

6. Major Players and Brands … contd.
SHALIMAR PAINTS DULUX JOTUN PAINTS
•Shaktiman Acrylic Emulsion •Velvet Touch •Fenomastic
•SuperLac Hi •Supreme 3 in 1 •Fenomastic Gold
•Diamond Synthetic Enamel •Weathershield Tex •Jollyfix
•Gold Synthetic Enamel •Supercote Emulsion •Gardex
•Silk Emulsion •Special diamond Glaze •Bengalac
•Xtra Premium •Satin Finish •Durosan

7. Segmentations
Price
Medium
Mid-price
Economy
Application Area
Interior
Exterior
Metal
Wood
Category Type of paint
Wall Putty
Primer
Distemper
Enamel
Emulsion
Texture coated
Latex
Dripless
Rubber Paint

8. Products in various price segments
Exterior Paints Interior Paints
WeatherCoat All guard Luxol Silk
Premium Apex Ultima Royale Luxury Emulsions
Weather Shield Max Dulux Velvet Touch
Weather-Coat Smooth Rangoli Easy Clean
Mid Price Apex Asian Paints Premium Emulsion
Dulux Promise Dulux 3 in 1
Economy Berger Walmasta Bison Super Emulsion
Asian Paints Ace Asian Paints Tractor
ICI Supercote

9. Premium Exterior Paints
COMPARISON
Weather Coat All-
Guard (Berger)
Apex Ultima (AP) Weather Shield Max
Silica Base
Present. Reverses
effects of rain
Absent. Succumbs to
effects of rain
Absent. Succumbs to
effects of rain
Water Accumulation Prevents Cannot prevent Cannot prevent
Dampness Prevents
No such declared
claim
No such declared
claim
Antifungal Properties Present Present Present
Fading Non-fading Non-fading Not established
Sheen High sheen Standard sheen Standard sheen
Wet paint opacity Excellent Poor Poor
Brushability Smooth brushability Hard brushability Hard brushability
Warranty 7 years 5 years 7 years

10. Mid-Priced Exterior Paints
COMPARISON
Weather-Coat Smooth
(Berger)
Asian Paints Apex (AP) Dulux Promise (Dulux)
Silica base
Present. Reverses
effects of rain
Present. Reverses
effects of rain
Colour Guard & Anti-fading
technologies. Moderate
prevention
Antigfungal
Properties
Present Present Present
Extreme weather
conditions
High resistance Moderate resistance High resistance
Volatile Organic
Compound
No claim No claim Low. A safe paint
Sheen High Sheen High Sheen High sheen
Shelf Life 3-4 years 3 years 4-5 years
SKU 20L, 18L, 10L, 9L, 4L, 1L 20L, 10L, 4L, 1L 20L, 10L, 4L, 1L

11. Economy Exterior Paints
COMPARISON Berger Walmasta Asian Paints Ace
Finish Rich matt with premium finish Has a matt finish
Antifungal prop Present Present. Algae poses threat
Water Resistance Absent Moderate
Warranty 3 years 3 years

12. Premium Interior Paints
Berger Paints Luxol-Silk
Asian Paints Royale Luxury
Emulsion
Dulux Velvet Touch
Niche brand among the
range of Berger products
“Only one paint offers a pearl
glow finish”
Offers 5000+ shades
Water based emulsion with anti-
fungal properties
Offers 2000+ shades
Usable on various surfaces
72 international shades
‘Colours of the World’
Silky luxurious and high
sheen
Has a luxurious finish with a silky
glowing finish
Luxurious sheen
4 year warranty 3 year warranty 3 year warranty
SKUs - 1L, 4L, 10L, 20L SKUs - 1L, 4L, 10L 20L SKUs - 1L, 4L, 10L, 15L, 20L

13. Mid-Price Interior Paints
Berger Rangoli Easy Clean
Asian Paints Premium
Emulsion
Dulux 3 in 1 (“Stay Clean, Stay
Healthy”)
Provides high wash ability
and easy to maintain
Possesses super acrylic
quality
The first stain resistant paint
Offers smooth sheen finish Promises excellent durability
Health Guard Technology to prevent
fungus and bacteria
Longer life and scrub
resistant
Matt finish with slight sheen
More washable than ordinary
emulsion
2000+ shades
Applicable on various
surfaces
True value for money as it provides
more coverage
4 year warranty 3 year warranty 4 year warranty
SKUs - 1L, 2L, 3.6L, 9L, 10L,
20L
SKUs - 500ml, 1L, 2L, 5L, 10L,
20L
SKUs - 250ml,500ml, 750ml, 1L,
2L,5L, 15L

14. Economy Interior Paints
Berger Paints Bison Super
emulsion
Asian Paints Tractor Emulsion -
'Provides a rich finish'
ICI Supercote - “For superior
finish and durability”
Offers medium wash ability
A perfect buy for existing
distempers users
Acrylic emulsion and provides
smooth matt finish
Matt finish and has a shelf life
of 3 years
Durable, shelf life 1-2 years
more on ave. than the
distempers
High durability
5000+ shades Applicable on various surfaces
Offers an emulsion finish at
distemper's price
SKUs - 1L, 4L 10L,20L SKUs - 1L, 4L 10L,20L SKUs - 1L,4L, 10L, 20L

15. Distribution Strategies of Berger Paints
•Berger has a countrywide distribution network of 14,500 dealers including
8000 tinting machines with strong presence in North and East India.
•In the process of increasing its presence in the high growth western and southern regions by
setting up exclusive retail outlets and distributor base.
•Strong distribution foothold in Tier II and Tier III cities.
•To launch ‘Lewis Berger Paints Designer Stores’, in eastern region followed by other parts of
the country.

16. Distribution Strategies of Asian Paints
•Focus on individual consumer of paints, instead of bulk buyers as in the beginning.
• Concentration on semi-urban and rural areas, instead of urban areas.
• Strategic decision adopted to bypass the well-entrenched wholesale distributors and
directly approach the retailers.
• Open door dealer policy adoption, due to which its dealer network swelled rapidly.
• Increase in number of dealers from 12000 in 2000 to over 24000 in 2011.
• Signature and Colour idea stores concepts, to attract a large number of consumers.

17. Promotional activities of Akzo Nobel
•Akzo-Nobel - Dulux has promoted sales by giving freebies and discount coupons to
distributors, contractors and small time painters.
•Offers many promotional schemes to the dealers which leads to increase in loyalty for the
brand and change customer preferences.
•It has opened more than 100 franchisee run ‘Dulux Decorative Centres’ to increase the
interactions between consumers and sales people.

18. Promotional Activities- Asian Paints
• Asian Paints Sharad Samman – Awards provided to top 3 Durga Puja organizers in Kolkata.
•Asian Paints launched the “Mera Wala” campaign in the early 90’s and marked their entry
into corporate advertising
• In the early 2000s, the company began expanding its offerings and launched the “Har
Ghar Kuch Kehta Hai” campaign, which found an emotional connect with the consumers
• The brand campaign “Badhiya Hai” became extremely popular
• In 2011, Asian Paints launched a ‘Colour Ki Lari’ contest on facebook where fans got a
chance to win a home makeover by joining their friends to a specially created ‘lari’ made of
Facebook friends
• Follows an open door policy due to which its distribution network has swelled

19. Promotional Activities- Berger Paints
• Planned in Dec 2012 to tie up with furnishing and lightning firms to offer a
complete home décor range to consumers
• Co-branded its ‘Breathe Easy’ range of products with Being Human as a part of company’s
commitment towards environmental safety
•Planning to launch ‘Lewis Berger Paints Stores’ in eastern region followed by other parts of
the country

20. SWOT Analysis- Akzo Nobel
Product Innovation and brand building focus has helped Dulux to increase its brand recall
Presence of decorative centers in 10 cities, has helped Dulux provide colors consulting to
end consumers
Dulux is more premium skewed and this has helped as the premium tier is growing at the
fastest rate
Uncertain economic scenario will affect Dulux due to its premium skewness
Limited presence in rural areas, has affected the market share of Dulux
Strengths
Weakness

21. SWOT Analysis of Akzo Nobel
Providing services from consumers’ experience point of view; experience of a
decorated home.
Providing innovative products which customers are not accustomed to.
Market warming up to eco friendly paints will help brands like Promise and
Weather-shield.
Presence of unorganized sector has hindered the growth of brands like Supercote
and Maxlite.
Brands like Royale and Luxol give strong competition to Velvet Touch
Opportunities
Threats

22. Category ExtensionWallpapers
Demand for premium products are increasing as consumers are becoming more
aesthetically aware.
Increase in disposable income and a yearning for upgrades, more people are turning
their attention towards the premium paint segment.
Premium tier is growing at a faster rate than the mid-price or the economy price tier.
Also the life cycle of paints has shortened
Dulux can provide ‘easy to use’ wallpapers, pre-printed with pictures, which could be
simply pasted onto the wall.
Wallpapers are environment friendly unlike paints which impacts human health to
certain extent.

23. Category Extension … contd.
Pre-printed pictures, can transform the entire room into a showcase room of
personal collectibles, creation or memory.
Consumer becomes tired of a style, he can change the style as the wallpapers is
easily replaceable and reasonably priced
Dulux Wallpapers can be priced at par with paints in the premium segment.
Dulux can sell the wallpapers through its existing Dulux Decorative Centres. Dulux can
also provide suggestions on the wallpapers and colour combinations at these centres.

24. THANK YOU