Segmentation – Price (Exterior – Interior) Distribution Strategies of Berger Paints, Asian Paints and Akzo Nobel Promotional Activities of various companies SWOT analysis of AKZO Nobel

1. Presented by;
Amit Mitra
Harshit
Parekh
Sahil Jain
Sangita Karar
PAINTS & COATINGS

2. Agenda
Segmentation – Price (Exterior – Interior)
Distribution Strategies of Berger Paints, Asian Paints
and Akzo Nobel
Promotional Activities of various companies
SWOT analysis of AKZO Nobel

3. Segmentation – Price (Exterior – Interior)
Exterior Paints Interior Paints
Premium WeatherCoat All guard Luxol Silk
Apex Ultima Royale Luxury Emulsions
Weather Shield Max Dulux Velvet Touch
Mid Price Weather-Coat Smooth Rangoli Easy Clean
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

4. COMPARISON Weather Coat All-Guard Apex Ultima 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
Premium Exterior Paints – Berger, AP, Dulux

5. COMPARISON WeatherCoat Smooth Asian Paints Apex Dulux Promise
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
Mid-Priced Exterior Paints – Berger, AP, Dulux

6. 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
Economy Exterior Paints – Berger, AP

7. Premium Interior Paints – Features
Berger Paints Luxol-Silk A 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

8. Mid-Priced Interior Paints – Features
Berger Rangoli Easy Clean A 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

9. Economy Interior Paints – Features
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

10. 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 foothold in Tier II and Tier III cities.
Planning to launch ‘Lewis Berger Paints Designer Stores’, in eastern region
followed by other parts of the country.

11. Asian Paints
Laid focus on individual consumer of paints, instead of bulk buyers in the
beginning.
Concentrated on semi-urban and rural areas, instead of urban areas.
Strategic decision was adopted to bypass the well-entrenched wholesale
distributors and directly approach the retailers.
Follows open door dealer policy due to which its dealer network swelled rapidly.
The number of dealers has increased from 12000 in 2000 to over 24000 in 2011.
Signature and Colour idea stores concepts, has attracted a large number
of consumers.
Wah Sunil Babu … Badhiwya Hain …

12. Dulux Paints
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.

13. Paints Industry Promotional Activities
Asian Paints – Sharad Shamman
Sponsored Star Screen Awards – 2000 – 2004
Asian Paints launched ‘Colour Ki Lari’ on Facebook where fans got a chance to win
a home makeover.
Kansai Nerolac launched a new campaign ‘No VOC, No Gadbad’ in October that
aims to educate customers on side effects of VOC in paints
Kansai Nerolac launched its first social media campaign in August ‘12 to engage
with the Generation Next

14. Paints Industry Promotional Activities
Velvet Touch is a lifestyle product and is positioned for young
achievers
Weather Shield has been positioned as a functional brand with
a promise of a 5 degree cooler temperature
Dulux campaign-‘Apne Rang Jhalakne Do’ was around
expressing oneself and one’s personality in the environment
around one

15. SWOT Analysis – Akzo Nobel
Strengths:
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.
Weakness;
Uncertain economic scenario will affect Dulux due to its premium skewness.
Limited presence in rural areas, has affected the market share of Dulux.

16. SWOT Analysis – Akzo Nobel
Opportunities:
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.
Threats:
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

17. THANK YOU