A brief analysis of marketing strategy used by Asian paints

1. ASIAN PAINTS
STRATEGY ANALYSIS
NAME- SANHITA GHOSH
STUDENT CODE – BWU/MBA/21/007

2. INTRODUCTION
Founded 1 February 1942
Founders Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, Arvind Vakil
CEO Amit Syngle (1 Apr 2020 - Present)
Key People
Ashwin Dani (Chairman) Manish Choksi (Vice Chairman) Amit Syngle
(CEO) Abhay Vakil (Non Executive Director)
Revenue INR ₹22,016 crores
Total assets INR 20,370 crores
Type Public
Industry Chemicals

3. VISION & MISSION
VISION STATEMENT
“Asian paints aims to become one
of the top five decorative coatings
companies worldwide by
leveraging its expertise in the
higher growth emerging markets”
MISSION STATEMENT
“To provide paints as per market
demand, ensuring desired level and
quality of customers service,
continued availability of right product
mix of right quality at the right time”

4. HOW IT ALL STARTED
• Asian Paints was started in 1942 by four entrepreneurs. Champaklal H. Choksey,
Chimanlal N. Choksi, Suryakant C.Dani, and Arvind R. Vakil.
• Asian Paints was known as ‘The Asian Oil & Paint Company' in the beginning.
• In 1945, the partnership firm turned itself into a private limited
company following a turnover of INR 0.35 million that year.
• In 1957, Asian Paints achieved a breakthrough when its R&D department
developed a process for producing international-quality phenolic and maleic acid
resins in a simple coal-furnace through hand-stirring.
• By 1967, Asian Paints became the leading paints manufacturer in India.

5. DROPPING THE MASCOT
New Logo made by Soha Ali Khan in
September 2012
Iconic mascot Gattu made by famous Indian
cartoonist R.K. Laxman in 1954.

6. GLOBALANALYSIS OF ASIAN
PAINTS
•Asian Paints in South Asia (India, Bangladesh, Nepal, and
Sri Lanka).
•SCIB Paints in Egypt.
•Berger in South East Asia (Singapore), Middle East
(UAE, Bahrain, and Oman), and the Caribbean (Jamaica,
Barbados, and Trinidad & Tobago).
•Apco Coatings in South Pacific (Fiji, Tonga, Solomon
Islands, and Vanuatu).
•Taubmans in South Pacific (Fiji and Samoa)

7. PRODUCT STRATEGY
• Asian Paints Royale targeted at the premium segment
• Apcolite, tractor emulsion, tractor distemper targeted at the economy segment
EXPLANATION
Asian Paints’ core product is decorative and industrial paint. Along with that, the
company offers solutions and services for home paintings. Instead of having one
homogenous target audience, the company uses a differentiating targeting strategy to
cater specific products to different segments of customers. Asian Paints also provides
protective coatings, undercoats, primers and putties. Asian Paints, hence, provide
complete painting solutions including accessories and tools.

8. PRICE STRATEGY
• Asian Paints follows different pricing strategies according to the targeted segment.
• The Royale product range is marketed towards high-income groups and hence, is priced
higher.
• Asian Paints follows a value-based pricing approach for the medium and economic
segments. As per the exclusive features in the product category, the price also varies.
• The pricing decisions are often influenced by the raw material used to manufacture paints, as
well as competitors’ prices.
• The company’s success can also be attributed to its high incentives for distributors.

9. ASIAN PAINTS
MARKETING
CAMPAIGNS

10. RK LAXMAN’S
GATTU KA JADOO
In 1954, Gattu- a mischievous boy with a paint bucket in his hand –
was launched and found its fan base in India’s middle-class
population. Gattu helped in bringing the commodity-led business of
painters to the actual end users of home-owners.

11. ‘MERA WALA…’ DOES IT
ALL {EARLY NINETIES}
In the early nineties, black and white ruled the market while colors and paints were far
fetched choices. Consumers were not used to taking a decision for which color to adorn
their house walls. Cut to Asian Paints rolling out ‘Mera Wala Blue’ campaign where a
couple on a road trip in the desserts of Rajasthan chase the blue color turbaned man to
paint her ‘ghar ki deewar’ with the same color. The tagline became so popular that
people would go to the hardware shops and ask for ‘Mera Wala Blue/Cream’.

12. ASIAN PAINTS, OGILVY AND FESTIVE
ADVERTISING{IN THE EARLY 2000S}
After RK Laxman stopped drawing the cartoon, Asian Paints and Ogilvy
joined hands to launch a new marketing strategy by focusing on festive
occasions with their tag line “Har Ghar Kuch Kehta Hain“ (Every home
says something about its owner). The consumers were now looking for
more and a change. Ogilvy’s creative minds with the brand team banked
on festivals like Diwali and Pongal, occasions like childbirth and
marriages to take the iconic ‘Gattu’s familiarity and brand image to the
next level. The insight was an instant hit and thus was born the ad
campaign for ‘Har Ghar Kuch Kehta Hai’ proposition.

13. FROM A PAINT COMPANY TO HOME DECOR AND
SOLUTION PROVIDER{SEPTEMBER 2000}
• In the later years, catching hold of the changing times and
consumer’s decision making power, the brand took a
decision to transform from being a simple paint can
company to being a solution provider.
• It went onto launch it’s ‘Home Solutions where Asian Paints
started painting services through a dial-in facility.

14. “WHERE THE HEART IS.”{2017}
This campaign proved to be a masterstroke strategy for Asian
Paints. It featured celebrities such as Sushant Singh Rajput,
Saurav Ganguly, Radhika Apte, Mandira Bedi, and others who
described the significant role Asian Paints played in their lifestyle
through color and home décor.

15. #PEOPLEADDCOLOUR.
{2018}
This campaign created a heart-warming depiction of
paying guests not being inferior to one's family. It
showed how rooms refurbished with Asian Paints decals
brought paying guests closer to their landlords.

16. ‘BUDGET WALA
PAINT’{MARCH 2021}
This Ad campaign ‘Budget wala paint’ promotes Tractor Sparc Emulsion. By
highlighting the budget issues faced by consumers, Asian Paints launched
a pocket-friendly paint that offers a rich-looking finish at an affordable price.

17. ASIAN PAINTS DIGITAL MARKETING
STRATEGY
• Asian Paint’s digital presence is handled by the ad agency Kinnect.
• They are most engaging on Instagram, where they regularly post home decor inspiration
and designs, mentioning every product used in detail, for ease of the consumers.
• They host decor competitions periodically, especially during festivals such as Navratri,
Diwali, X-Mas, etc. This encourages consumers to decorate their spaces and engage
with the company in order to win exciting services and prizes.
• They are doing pretty well at influencer marketing as well, collaborating with popular
Instagram figures who have used Asian Paints’ services. These influencers then conduct
‘house tours’ on their pages, promoting Asian Paints.

18. CONCLUSION
Asian Paints is certainly doing well for itself in the market with apt product segmentation and
positioning, occupying a major chunk of consumer share. Its marketing strategies are effective,
satisfying the consumers’ needs and maintaining its brand image as undoubtedly one of the best in
the industry. The company’s marketing campaigns strike the right note with viewers and keep
them interested in what they have to offer. Their Instagram presence is quite strong and up to
speed with digital media advances. All in all, Asian Paints has evolved and maintained its brand
quality and image very well.