Real-life project: It includes- Background of the industry company itself product portfolio customers, competitor S.T.P. conclusion

1. Marketing
Management
Project
GROUP 10
-Shivangi Gupta(20DM199) -Shruti( 20DM205) - Srishti Puri(20DM217)
-Swati Sureka(20DM223) -Sidh Kapoor (20DM211) -Shagun(20DM193)

2. ABOUT
INDUSTRY
❏ Asian Paints belongs to PAINT
INDUSTRY
❏ Paint industry in India started
around 1902
❏ Gradual shift from traditional
white wash to high quality paints
❏ Witnessing introduction of
breakthrough technology
❏ More than 20,000 outlets in
operation
❏ The Indian paint industry is
currently valued at around Rs.
50,000 crore

4. COMPANY’S HISTORY
01
02
03
04
Founded- 1st february 1945
In 1973 company
converted to Public Ltd.
In 2012 joint venture with parent co.
Largest in India and 3rd
largest in Asia

5. COMPANY PROFILE
❏ Paint Industry
❏ Public
❏ Consumer Durables
❏ Headquarters - Mumbai
Mission - To provide paints as per market demand,
ensuring desired level and quality of customer( dealer)
service, continued availability of the right product mix
of right quality at the right time.
Vision - Asian paints wants to be an innovative, agile
and responsive world class research and technology
organisation that's aligned to future customer needs
and catalyzes the growth of the company across
HAR GHAR KUCH KEHTA HAI

6. MANUFACTURING UNITS
1. Ankleshwar
2. Sarigam
3. Patancheru
4. Kasna
5. Sriperumbudur
6. Rohtak
7. Khandala
8. Taloja
9. Mysuru
10. Visakhapatnam

7. Subsidiaries
● Asian Paints Berger(Outside India)
● Apco Coatings
● SCIB Paints
● Kadisco Asian Paints
● Taubmans

8. Global Presence
Source - Asian paints annual report 2019-20

9. SWOT
STRENGTHS
● Strong Growth
● A wide range of Products
● Brand Value
● Strong Supply Chain
Management
● Marketing campaigns
● Asian paints royale play
WEAKNESSES
● Low Market Share
in Industrial and
Auto Paint
● Slow International
Business
OPPORTUNITIES
● Growth in Industrial
Sector
● Emerging Nations
● Adapting to
consumer psyche
THREATS
● Economic
slowdown
● Unorganised sector

10. Marketing Mix

11. P RODUCT
Interior
Exterior
Metals
Wood
Tools &
Equipments
VALUE FOR
MONEY
PREMIUM
LUXURY
SUPER
LUXURY
Tractor
Emulsion, Ace
Apex, Apcolite,
Royale Play
Royale, Royale
Play, Ultima
Apex Ultima
Decorative
Industrial

12. SERVICES
Interior Design Services
Sanitization Services
Paint Budget Calculator
Paint Selector
Experience Retail
Stores
Colour Consultancy
Online
Mobile App
SIZES
Exterior- 200 ml to
20 ltrs
Interior- 200 ml to
20 ltrs
Wood And Metal-
100 ml to 20 ltrs.
DESIGNER
COLLECTION
Sabyasachi
Good Earth
Signature
Sabyasachi 2
Kids Design
Various Stencil

13. laceP
REGIONAL DISTRIBUTION: 6+
WAREHOUSE(SALES DEPOT):
70+
DEALER (RETAILER): 70,O00+
CUSTOMERS:
3000+ Exclusive Store,
4500+ Colorworld Store, Open
Door Delivery Policy
Source- Annual report 2019-20 and research paper on www.scribd.com

14. TIERS
PRODUCT NAME COST/LTR
(Rs)
ATTRIBUTES NO. OF
PRODUCTS
VALUE FOR
MONEY
Tractor Sparc
Tractor Aqualock
Tractor Uno
Tractor Emulsion
Tractor Emulsion
Advance
Tractor Emulsion Shine
82 / kg
82 / kg
64 / kg
130 / ltr.
134/ ltr.
125 / ltr
Moisture protection
Matte finish
Smooth finish
Smooth emulsion finish
Antifungal
Affordable shine
6
PREMIUM
Apocolite Premium
Emulsion
Apocolite Premium
Satin Emulsion
Royal Play
260 / ltr.
297 / ltr.
Around 480 /
ltr.
High washability, rich matte
Advanced stain guard, anti-fungal
Different theme and special effects
Wall paints -
4
Textured
paints - 7
LUXURY
Royal Luxury Emulsion
Royal Matt
Royale Aspira
569 / ltr.
495 / ltr
590 / ltr.
Sheen finish
Matte finish
Environmentally responsible
9
INTERIORP rice
Source - www.asianpaints.com

15. TIERS NAME COST/LTR. ATTRIBUTES
NO. OF
PRODUCTS
PREMIUM
Apcolite Premium
Emulsion
Apcolite Premium Satin
Emulsion
260 / ltr.
297 / ltr.
High washability, rich matte
Advanced stain guard, anti
fungal
Wall paints -
4
SUPER
LUXURY
Apex Ultima Protek 458 / ltr.
Lamination guard technology,
rich sheen
Crack bridging, effective
waterproofing, high sheen
Anti-graffiti, anti-paan stain,
anyi-mud stain
3
ECONOMY
Ace Exterior Emulsion
Ace Advanced
155 / ltr.
155 / ltr.
Water resistance
Class finish and effective under
strong weather conditions
4
EXTERIOR
Source - www.asianpaints.com

16. P romotion
-Advertisement
-CSR activities
-Customer
Engagement Program
-Events
-Expert help

17. SEGMENTATION
TARGETING
POSITIONING

18. SEGMENTATION
Demographic
Psychographic
Behavioural
Geographic
Customer
segmenta
tion

19. Demographic
● Age - 25 and above
● Family life cycle - Single, Married, but not children
● Income - Rs 30,000 onwards per month
● Occupation - Businessperson, professionals
Geographic
● World, Region & Country - Asia, India
● Density - Urban,Rural
SOURCE- RESEARCH PAPER FROM SCRIBD.COM

20. Psychographic
● Social Class - Upper Middle, Lower Upper and Upper Upper
● Lifestyle - Achievers and Strivers but not Survivors
● Personality - Ambitious & Compulsive
Behavioral
● Occasion - Regular & Special
● Benefits - Quality
● User Status - Potential, Regular and First Time Users
● Loyalty Status - Medium
● Readiness - Desirous, Interested and Aware
SOURCE- RESEARCH PAPER FROM SCRIBD.COM

21. As per our survey

22. TARGETING
❏ Exterior paints are targeted at builders, real estate
developers and contractors.
❏ Interior Paints on the other hand are targeted primarily at
home owners, interior designers, as well as carpenters and
contractors.
❏ Targeting maybe based on the quality and pricing of the
paints. Within each segment, Asian Paints offers
innumerable products.

23. TIER 1
TIER 2
TIER 3
Strategic
Solution
Seekers.
Value or
Brand
Sensitive.
Price
Sensitive.

24. POSITIONING
Core Thought -:
“Asian paints is
about people who
invest emotional
energy in creation
of their homes.”

25. As per our survey
As per our survey

26. Repositioning
In the late 1990s, the brand
started repositioning itself from
a festive brand to regular
because -
● The position platform
became cluttered.
● Consumer behaviour
changed.

27. COMPETITORS ANALYSIS
Analysis of Competitors of Asian Paints in India
Parameters Dulux Asian Paints Ltd Berger Paints
India Ltd
Kansai
Nerolac
Paints Ltd
Market Cap 9,572.57 1,89,220.95 Cr 55,272.12 26,463.65
Current Price Rs. 2080 Rs. 1972.55 Rs. 566.95 Rs. 475
Stock P/E 60.1 65.70 137.47 57.05
Source - www.moneycontrol.com

28. MARKET SHARE OF VARIOUS COMPANIES
(Organised Sector)
SOURCE - INVESTYADNYA.IN

29. COMPETITOR - Unorganised Sector
WHITE WASH
● Unorganised Sector-: Only 20%
● Competitor-: In semi-Urban and Rural area
● Value for Money/ Economy Products Vs
White Wash
● Growing Disposable Income in rural areas is
making people shift towards Paints as they are
more durable and also taste and preference of
people is changing.

30. COMPETITIVE ANALYSIS
- Forward Integration to work closely with influencers.
- Art Goes out of Galleries.
- Strong Product Portfolio.
- Visibility of Brand.
- Customer Centric - retain old, new will come with word of mouth.
- High Importance of Home as a Family Member and how each one
has a story to tell.

31. ● Too much concentration on brand
image only
● Less focus on contractor level
● Superiority Complex - Does not
compromise on rate
● Ignoring upcoming challenges from
international paint companies
● High website loading time.
Flaws in their Marketing Strategy and our
Suggestions

32. Getting to Know the Company & its Market Strategy
Interview with Salil Nayyar, Sales Officer, Asian Paints

33. THANKS!