2. ASIAN PAINTS
PRESENTED BY-
ArpaN Ghosh,
BANAJA,DEEPAK,LOKNATH,BISHNU&
SUBHASHREE
3. ASIAN PAINTS
• Parent Company- Asian Paints
• Category - Paint Industry
• Sector - Industrial Products and Chemicals
• Tagline/ Slogan - Merawala blue; Har ghar
kuch kehta hai ki ;
• USP - India’s biggest brand with widest reach.
4. International Operations
Caribbean Islands Middle East
Bahrain, Egypt,
Barbados, Jamaica,
Oman &
Trinidad & Tobago.
United Arab
Emirates.
South Pacific South East Asia
South Asia China, Malaysia,
Fiji, Tonga,
Vanuatu, Solomon & Singapore &
Samoa Islands. Bangladesh, Nepal Thailand.
& Sri Lanka.
5. GROUP SUBSIDIARIES
Company in South pacific island. AP
operates in Australia, Fiji, Tonga,Soloman
Island under brand name APCO.
It is a England Company. In 2002 became part
of AP
6. Contd….
Egypt company which became
part of AP in August 2002
US Company with 50:50 equity sharing
with AP in 1997. Pittsburgh Paints and
Glass Industries (PPG), USA
Fiji company became a part of AP
in September 2003.
7. • The Tangibility Spectrum- It shows the
goods and services with varied proportion of tangibility and
intangibility.
8. SUPPLY CHAIN OF ASIAN PAINTS
Headquarter in Mumbai
4 Factories
18 Processing Centres
350 raw material and intermediate goods suppliers
140 Packing Material Vendors
6 Regional Distribution Centre
72 depots are integrated
9. ELEMENTS OF SUPPLY CHAIN
3000 SKU’S 4 PLANTS
KEY SUCCESS FACTORS
FLEXIBLE
OPERATIONS 6 RDC
RAW MATERIALS
LOWER OUTPUT
TIME 35 JOB WORK
LOW DELIVERY CENTRES
COST
PACKAGING MATERIAL
77 DEPOTS
500 INDUSTRIAL
15000 DEALERS
CONSUMERS
10. STP
• Segment - Caters to all segments with brand
Royale aimed at premium segment and rest at
mass market.
• Target Group - Home-owners, industries-
hotels, education, healthcare, agro &
manufacturing equipment and automobile
etc. infrastructure, govt. buildings
• Positioning - A complete array of products to
cater to everyone.
12. STRENGTH:
Market leaders with 55% market shares.
Strong in inventory control.
The pricing strategy is oriented to middle
and lower end consumers.
Widest product range in terms of products,
shades, pack sizes.
Comprehensive nation wide coverage of the
market.
Brand name with 68 year experience.
13. WEAKNESS:
Seasonal demand and hence in off
seasons it can lead to cash flow
problems.
Innovation in developing new product
is inadequate.
Weakness on the technology front in
industrial paints.
In industrial paints, AP has only a 15%
market share.
14. OPPORTUNITIES:
Acquiring/ increasing market share in
Industrial paint sector.
Competitors have gone in for hi-
technology compare to AP.
The automobile industry accounted
for 50% of the industrial markets.
15. THREATS:
Domination of few foreign companies.
Competition is catching up fast, hi-
tech facilities gives abundant
choices.
19. LINE STRETCHING
Up Market Stretch : Royale Play
Spatula Effect Brushing Effect Sponging Effect Ragging Effect
Down Market Stretch : Royale Shyne
Enhanced Smoother Anti-Fungal Stain
Durability Finish Shield Resistance
20. MARKETING STRATEGY
Company is using different techniques such as advertising
Campaign, sales promotion, personal selling, direct marketing
and public relation to increase sales.
A total amount of 85 crore is spent on the ad campaign by asian
paint. Their particular ad campaign ‘Mera Walla Blue” “har ghar kuch
kehta hai” are being liked by the customer.
Online marketing for urban customer: Asian paint online
marketing system is helping. The company in lot of ways, providing all
the necessary information to the customer. It is an unique way of
promotion.
21. THE BASIC SERVICE PACKAGE
Supporting Services
Facilitating Services
Core Service
Core Service
22. ZONE OF TOLERANCE
What customer
expects
Desired Level of
Service
Zone of Tolerance
Adequate Level of What customer
Service accepts
23. The Total Perceived Quality
Expected Total Perceived Quality
Experienced
Quality Quality
Image
Technical Functional
Quality Quality
24. Determinants of Service Quality
– Care and Concern
– Spontaneity
– Problem solving
– Recovery
27. DISTRIBUTION CHANNEL
FAST MOVING GOODS SLOW MOVING GOODS
Factory (4) Factory (4)
Regional Distribution Center (6)
Depots (77)
Depots (77)
Dealers (14500)
Dealers (14500)
28. DISTRIBUTION STRATEGY
• AP bypassed the bulk buyer segment and went to
individual consumers of paints.
• AP went slow on urban areas and concentrated on
semi-urban and rural areas.
• AP went retail.
• AP voted for nationwide marketing / distribution
29. IMPLICATIONS OF DISTRIBUTION
STRATEGY
• Going to Individual Consumers Implied Wide Product
Range and Complex Distribution
• Smaller Packs proliferated the product depth further
• Wide Product range Implied Expensive distribution
• Going retail Implied Deep Involvement in Channel
Management
• National Marketing necessitated nationwide
organization
