The Anatomy Of The Asian Paints Brand
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  • 1. The anatomy of the Asian Paints Brand
  • 2. What makes a strong brand?
    • Ability to retain its core values and purpose with time
    • Manifestation of these might change from time to time depending on internal and external factors
  • 3. Asian Paints
    • Asian Paints is a shining example of this truth
    • The brand Asian Paints has stood for different things at various points of time without ever compromising on its core values and core purpose
  • 4. Core Values
    • Commitment and Integrity in dealing with internal and external customers
    • A strong belief in individual ability and creating an environment in which entrepreneurial spirit is encouraged
    • Ownership and Responsibility
  • 5. Core Purpose
    • To continuously rejuvenate every living and working space of people and bring joy to their lives
  • 6. Brand Leadership
    • The Brand Leadership model is based on various actions taken over a period of time
  • 7. Brand Leadership
    • a)1942-1967 Evolution Phase
    • b)1967-1982 Extension and Consolidation Phase
    • c)1982-1986 The years of Excellence
    • d)1987-1997 Moving Closer to the Consumer
    • e)1997-1999 Changing rules of the game
    • f)1999- The new Asian Paints
  • 8. Brand Leadership
    • a)1942-1967 Evolution Phase
    • b)1967-1982 Extension and Consolidation Phase
    • c)1982-1986 The years of Excellence
    • d)1987-1997 Moving Closer to the Consumer
    • e)1997-1999 Changing rules of the game
    • f)1999- The new Asian Paints
  • 9. The Evolution phase
    • Stiff competition from MNC’s
    • Product innovations
    • Reaching rural
    • Seeding relationships
    • Quality Products
    • Ensuring service to network
    • All this leading to leadership status in 1967
  • 10. Brand Leadership
    • a)1942-1967 Evolution Phase
    • b)1967-1982 Extension and Consolidation Phase
    • c)1982-1986 The years of Excellence
    • d)1987-1997 Moving Closer to the Consumer
    • e)1997-1999 Changing rules of the game
    • f)1999- The new Asian Paints
  • 11. Extension and consolidation
    • Extension of the brand across borders. International presence
    • Consolidation of gains/leadership status
    • Product Innovation in new categories
    • The core value getting strengthened by a series of investment into systems to ensure better product delivery
  • 12. Brand Leadership
    • a)1942-1967 Evolution Phase
    • b)1967-1982 Extension and Consolidation Phase
    • c)1982-1986 The years of Excellence
    • d)1987-1997 Moving Closer to the Consumer
    • e)1997-1999 Changing rules of the game
    • f)1999- The new Asian Paints
  • 13. The Excellence Years
    • Launch of New technology in terms of tinting which gave a huge fillip to shade selling
    • Product innovation
    • Connectivity with the sales set up
  • 14. The Excellence Years
    • Despite leadership over a decade Asian Paints, mindshare was perceived to be far lesser
    • It was the largest manufacturer of paints in Asia and the sixth largest in the world. However, this was not perceived by the consumer
    • Asian Paints also seen to be a company that made paints such as distemper, ordinary enamel and emulsion paints, for the masses .
  • 15. The Excellence Years
    • In 1983, the first corporate communcation
    • Objectives
    • (i) establishing Asian Paints as the leader in the paint category
    • (ii) presenting it as a manufacturer of premium paints
    • (iii) establishing high salience for Asian Paints in what was inherently a low interest category
  • 16. The Excellence Years
    • Launched a campaign ‘Spectrum Of Excellence’
      • a series of Press Advertisements talking of excellence in AP products
  • 17. The Excellence Years
    • The campaign increased saliency of the AP Brand
    • In a otherwise quiet scenario, the increase in saliency itself resulted in higher intention to purchase
  • 18. Brand Leadership
    • a)1942-1967 Evolution Phase
    • b)1967-1982 Extension and Consolidation Phase
    • c)1982-1986 The years of Excellence
    • d)1987-1997 Moving Closer to the Consumer
    • e)1997-1999 Changing rules of the game
    • f)1999- The new Asian Paints
  • 19. Moving Closer
    • The excellence campaigns didn’t increase consumer feelings towards the brand
    • Consumer research showed
    • “ Paints are seen to rejuvenate and brighten up a gloomy place, and give a room a more spacious look. Painting signifies festivity, life and plenitude”
  • 20. Moving Closer
      • Celebrate with Asian Paints - thus evolved.
      • It ventured to help people think of the joy that follows painting rather than the tedium of the process.
  • 21. Moving Closer
      • It established Asian Paints as a paint for all surfaces, a paint that delivers “lasting beauty” through its durability and good quality
      • It also created advertising that related to specific festive occasions in each part of the country delivering regional empathy
        • Asian Paints associated with festive events across the country
  • 22. Moving Closer
      • By the end of this period,the brand ‘Asian Paints’ achieved very high salience as well as a highly favourable disposition
      • Asian Paints also seen as a manufacturer of premium paints.
      • Above , there was a warmth which people felt for Asian Paints
        • Established Asian Paints top of mind with a huge competitive edge.
  • 23. Moving Closer
      • During this phase the process of product innovation continued
      • Two launches one in rural and the other in Exteriors gave a fillip to the overall image of the brand
      • A series of brand building efforts were undertaken in lower market share geographies
      • A lot of excitement was created by investing into communication for other brands
  • 24. Brand Leadership
    • a)1942-1967 Evolution Phase
    • b)1967-1982 Extension and Consolidation Phase
    • c)1982-1986 The years of Excellence
    • d)1987-1997 Moving Closer to the Consumer
    • e)1997-1999 Changing rules of the game
    • f)1999- The new Asian Paints
  • 25. 1997-99 Changing rules of the game
    • There was a revamp of various Management processes through a re-structuring exercise
    • This helped in bringing more focus to the corporate brand and aided the process of innovation in products and services
    • A series of initiatives launched bringing the brand more closer to the user
  • 26. 1997-99 Changing rules of the game
    • The initiatives included:
    • Launch of a Asian Paints Helpline,a service to fulfill the information needs of any person planning to paint
    • Launch of retail shops offering a series of decision making tools and shade options along with a communication campaign to create the excitement
    • Investing in technology to improve supply chain efficiencies and giving a platform to enter into some CRM initiatives
  • 27. Brand Leadership
    • a)1942-1967 Evolution Phase
    • b)1967-1982 Extension and Consolidation Phase
    • c)1982-1986 The years of Excellence
    • d)1987-1997 Moving Closer to the Consumer
    • e)1997-1999 Changing rules of the game
    • f)1999- The new Asian Paints
  • 28. Threats
    • Aggression from existing players
    • The external environment saw an entry of a lot of multinationals trying to attack us on various segments
  • 29. Brand Personality
    • Current brand personality was warm but fuzzy
    • Didn’t have the kind of sharpness that one expects in a leader
    • It also lacks certain desirable values in terms of contemporariness and global outlook
    • In this environment, risk of Asian paints losing the high ground
  • 30. The Desired Brand Personality
    • First activity done in initiating change was to redefine the brand personality
    • Where do we want to be?
  • 31. Desired Brand Personality
    • Male,28 years;Contemporary education and skills
    • Pioneering and path breaking
    • Experimentive and adventurous
    • Individualistic,succesful,has quality
    • Global outlook but is an Indian
    • Sociable and has integrity
    • Kind of person who takes complete responsibility for what he does
    • Always on time;he is a friend,pholosopher and guide to people who are known to him
  • 32.
    • This manifested in 4 essential changes
      • New brand Architecture
      • Re-positioning of Asian Paints
      • New Visual Identity
      • Service offering
  • 33. New Brand Architecture
  • 34. New Brand Architecture
    • A new company-brand centric portfolio
    • There are 4 basic reasons behind this :
      • Buying Behaviour
      • Synergy
      • Clarity in Offering
      • Media Environment
  • 35. 1.Buying behaviour
    • Study across country reveals consumers almost always bought into company brand
      • Asian ka ….
      • Company Brand is hence the dominant factor
    • Followed up by surface for which the paint is required
      • Asian ka Wall Paint etc.
  • 36. 3.Clarity of Offering
    • Product descriptors used were complicated and confusing
      • Super-Acrylic Emulsion, Poly Urethane finish, Nitro Cellulose finish
    • Didn’t help consumer on basic aspects such as surface of application, Interior /Exterior use etc.
  • 37. 4. Media Environment
    • Cost of brand building very high in current environment
      • Esp. in category like paints, where contact with brand is once every 3 or 4 years
    • Need to have an optimum number of brands to maximise effectiveness of media spend
  • 38. New Brand Architecture
    • As a result, a new Brand Architecture in place
    • Most sub-brands phased out and grouped under the Asian Paints Corporate Brand
  • 39. Re-Positioning of the Brand
  • 40. The Changing Environment
    • The consumer has changed ….
    • Festivals have less important in the overall scheme of things
    • Too much clutter around the festival platform reducing the uniqueness of the proposition
    • The painting itself becoming less seasonal
  • 41. Home Decor
    • Increased consciousness about home décor, much more involved homemaking
    • Home décor also on the way up - a definitive social trend
    • More involved urban home makers, even smaller towns the trend catching up
  • 42. Home Decor
    • Asian Paints to be a part of this high voltage emotion of home décor creation
    • This would also serve in increasing the role of painting in the creation of home décor
  • 43. Core thought
    • Asian paints is about people who invest emotional energy in creating their homes
    • Asian Paints is about homes which reflect the taste and love of their owners/residents
  • 44.
    • This is the thought captured in the current two ads being run..
  • 45. New Visual Identity
  • 46. Change in Visual Identity
    • A revamp undertaken in the entire packaging and the overall visual identity of the brand
    • A new packaging to give it image of being contemporary and international
  • 47. Service offering
  • 48. Home Solutions
    • Added the service dimension to the brand
    • Unique offering by where Asian Paints finally delivers ,not just paint, but a painted home
  • 49. Path Ahead
    • Many more initiatives planned which will help us achieve our objectives and help us in further strengthening the brand
  • 50. To Summarize
    • Sticking to the core values of the company
    • Ensuring product quality and improving on the same.
    • Innovation in products and services to pre-empt competition/MNC entry.
  • 51. To Summarize
    • Introduction of high technology products in line with the desired Brand Personality.
    • Continuous investment in systems so as to keep pace with times
  • 52. To Summarize
    • Pro-active Management of the corporate brand in light of the changing preferences of the consumer and at the same time make it more international and contemporary
    • Excellence in execution of various initiatives
  • 53. To Summarize
    • Shift towards the ultimate consumer with a range of services
    • Shifting the brand to a higher moral ground so as to ensure connect with the customer at the emotional level