2. DISCUSS
Nerolac paints and Asian paints
Companies History in rural marketing
Competition of Asian paints and Nerolac
The marketing strategy for goodlass to outwit the
Asian paints.
3. HISTORY OF GOODLASS NEROLAC
Bagging a 65 percent of share in automotive paints.
New focus or target:
Rs.490 (crore) on decorative.
Targeting 20%in next five years.
T.R. venkatesh(MD)
Mainstay of NEROLAC;
Electrode position(ed),it is electrical process and these
particles move towards either by anode ED technology or
cathode ED technology.
Largest supplier to …
maruti,lancer,ford,bajaj,etc
Thinking it is a right time to extent its brand equity.
4. HISTORY OF ASIAN PAINTS
Asian paints dominates 40 percent of share in
decorative.
And automotive paint market was dominated by
NEROLAC paints.
Asian paints concentrating on decorative paints
market and they know it is going to be a great
success;
6. ASIAN PAINTS
Concentrating in niche market
Gain in respect in mass market with low price and
great innovations
Went to rural india
Upgrading chuna into utsav.
Major innovation in packaging;
one-litre,50-ml (the time during the
festival )
7. UNDERSTAND THE MARKET
Understand the consumer need of advertising
theme, “For your walls”
Paint is an expensive affair encourage people to
use paints by
1.painting experience
2.And painting resembles an
enjoyable experience and good life.
3.targetting regional festivals and
occasions.
Dealer loyalty and widespread retail network and
centenary celebrations with old dealers and
employee.
10,000 dealers in 3,500 towns.
8. NEROLAC PAINTS
Goody synthetic distemper
Mid-market paint (upgrade of whitewash into
powder distemper)
Better than utsav ,and targeted people who are
price-conscious.
Planned to beat the competition on distribution, with
8000 dealers.
Spent Rs.11.5 crores in advertising.
9. Goody went in various avatars and introduced 3
premium brands are;
zolocoat,satin-emulsion,gumtex.
It went to success and it cant beat the Asian paints.
Because the strategy NEROLAC used it is not
effective as like the Asian paints.
