Asian Paints 4 p's Royale Luxury Emulsion

48,892 views

Published on

This presentation is on 4p's of Asian Paints specifically on a product called Royale Luxury Emulsion.

Published in: Business, Travel
6 Comments
40 Likes
Statistics
Notes
No Downloads
Views
Total views
48,892
On SlideShare
0
From Embeds
0
Number of Embeds
74
Actions
Shares
0
Downloads
0
Comments
6
Likes
40
Embeds 0
No embeds

No notes for slide

Asian Paints 4 p's Royale Luxury Emulsion

  1. 1. Asian Paints: Royale Luxury Emulsion 4 P‟s Of Marketing By: Manish Shivani ITM Business School Mumbai 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  2. 2. Introduction • Vision: "Asian Paints aims to become one of the top five Decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the Industrial coatings business through alliances with established global partners." • Mission Asian Paints aims to become the largest decorative paint company in the world and to rank among the top 5 paint manufacturing companies of the world. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  3. 3. Introduction • Asian Paints was established on 1Feb 1942, with name “Asian Oil & Paint Company”, with great determination of Mr. C. H. Choksey. • Asian Paints is India's largest paint company and the third largest paint company in Asia today • It‟s a 3000 crore Indian MNC and is amongst top 10 decorative paint companies in India. • Asian Paints operates in 22 countries and has 30 paint manufacturing facilities in the world-servicing consumers in over 65 countries. • Forbes Global magazine USA ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and presented the 'Best under a Billion' award, to the company. • Asian Paints has a 50:50 joint venture with Pittsburgh Paints and Glass Industries (PPG) of USA, the world leader in automotive coatings, to meet the increasing demand of the Indian automotive industry - www.asianppg.com. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  4. 4. Asian Paints PRODUCT MIX 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  5. 5. PRODUCT Asian Paints Decorative Industrial New Wall Powder Protective Fresh Coat Automotive Finishes Coatings Coatings 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  6. 6. PRODUCT MIX ASIAN PAINTS METAL FINISHES WOOD INTERIOR EXTERIOR FINISHES ANCILLARIES 8 9 6 6 4 1.DECOPRIME SYNTHETIC 1.ROYALE LUXURY 1. APEX EXTERIOR 1.APCOILITE 1.PU WOOD CEMENT PRIMER-ST EMULSION EMULSION PREMIUM GLOSS FINISH 2.DECOPROME SYNTHETIC 2. PREMIUM 2.APEX TEXTURED ENAMEL 2.AP MELAMYNE CEMENT PRIMER – WT EMULSION EXTREIOR 2.APCOLITE 3.TOUCHWOOD 3.TRACTOR OIL PRIMER 3.TRACTOR EMULSION PREMIUM SATIN 4.APCOLITE 4.METAL PRIMER EMULSION 3.APEX ULTIMA ENAMEL CLEAR CORRSION RESISTANT 4.INTERIOR WALL 5.AP ACRYLIC WALL PUTTY FINISH MATT EXTERIOR 3.GATTU ENAMEL SYNTHETIC 6.APCOLITE KNIFING 5.INTERIOR WALL EMULSION 4.UTSAV ENAMEL PASTE FILLER FINISH LUSTURE 4.ACE EXTERIOR 5.APCOLITE 7.ASIAN NC CLEAR WOOD 6.TRACTOR ACRYLIC EMULSION HAMMERTONE FILLER DISTEMPOR 5. EXTERIOR WALL 6.3 MANGOES 8.APCOLITE UNIVERSAL 7.AP TRACTOR PRIMER ALUMINIUM STAINER SYNTHETIC 6. EXTERIOR PAINT 9.APCOLITE WOOD STAINS DISTEMPOR SEALER 8.UTSAV ACRYLIC DISTEMPOR
  7. 7. Market Share: Paint Industry OVERALL MARKET SHARE 18 Asian Paints 33 7 Kansai Nerolac 6 Berger Paints ICI Paints 9 18 Jenson & Nicholsan 9 Shalimar Paints Other 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  8. 8. Market Share: Decorative Segments DECORATIVE SEGMENT Others 19% Asian Paints Shalimar 6% 38% Jenson and Nicholson 5% Kansai ICI 9% Nerolac 14% Berger paints 9% Source: Asit C Mehta, Company Report, 15 April 2008 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  9. 9. Asian Paints: Royale Luxury Emulsion 4 P‟s of Marketing PRODUCT 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  10. 10. PRODUCT • Asian Paints Royale Luxury Sheen Emulsion is a water-based, 100% acrylic, interior wall finish. • Royale provides a silky sheen finish which lends a soft regal glow to the interiors of the room. • Royale has excellent flow giving a near brush mark free finish. • Royale also offers high stain resistance - walls painted with Royale are easy to clean and maintain that new look for years. • Royale also offers good anti-fungal properties. Attribute Asian Paints Royale Coverage 325-350 Sq. ft/Lt Drying time 15-20 min Gloss Soft Sheen Shelf Life 3 Yrs Stability of Thinned Paint Use within 24 Hrs.
  11. 11. PRODUCT Market Share 6% 8% 9% 42% Asian Paints Royale ICI Velvet Touch Nerolac Impressions 35% Berger Luxol Silk Others Source: Business Standard, August 2007 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  12. 12. PRODUCT • Line Stretching: – Up Market Stretch: Royale Play (Rs. 505/lt.) – Down Market Stretch: Royale Shyne (Rs. 305/lt.) Enhanced Durability Smoother Finish Anti-Fungal Shield Enhanced Stain Resistance
  13. 13. Product Level PRODUCT PRODUCT LEVEL • Basic Product: The basic need for a paint is to protect the wall from cracks, leaks, make it look clean, make an proper ambience etc. • Expected Product: Decorative or Industrial paints, further more like multi choice colors, oil based, mat finish, distemper, primer, wall paint, floor paint, metal paint, wood finish, powder coating, protective coating, fresh coats etc. This level fulfills customer‟s requirement and their needs. • Augmented Product: Paint should be of acrylic type, washable, sunlight protected, leaks proof, long lasting, chemical base so it dries fast, polished etc. • Potential Product: Here the customer future requirement is judged and tries to give any such kind of product so we can say a kind of „mass customization‟ product. Some example can be like getting paints which are pearl kind shining, reflective, mirror view color etc. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  14. 14. Asian Paints, 4 P‟s of Marketing PRICE Royale Luxury Emulsion 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  15. 15. Pricing • Royale luxury Emulsion is placed as a luxury emulsion. • Pricing strategy adopted is value based pricing. • Price range 315-345 for 1Lts. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  16. 16. Pricing Attribute Comparison Attribute Asian Paints ICI Velvet Touch Nerolac 24 carat Royale Impression Coverage 320-350 sq. ft/Lt 300-325 sq. ft/Lt 220-240 sq. ft/Lt Drying Time 15-20 min 20-25 min 30 min Shelf Life 3 Yrs. 2 Yrs. 1 Yrs. Value Addition BEST GOOD AVERAGE 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  17. 17. Asian Paints, 4 P‟s of Marketing PLACE Royale Luxury Emulsion 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  18. 18. PLACE • Extensive distribution network of: – 4 Manufacturing units – 6 Regional distribution centers – 55 Depots – 15,000 Dealers(Urban + Rural) – 90,000 Sub Dealers • Exclusive 3000 Asian Paints Store. • 4500 Color World Stores. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  19. 19. PLACE 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 went in for an open-door dealer policy. AP voted for nationwide marketing / distribution. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  20. 20. Asian Paints, 4 P‟s of Marketing Promotion Royale Luxury Emulsion 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  21. 21. Promotion Mix • Advertising • Public Relations • Sales Promotion • External Communication • Events and Exhibitions 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  22. 22. Promotion Mix Advertising: Electronic Ad’s • The promotional strategy adopted by Asian is quite unique. The company is using high profile brand ambassadors like Akshay Khanna, Saif Ali khan & Soha Ali Khan” to promote Royale Luxury Emulsion. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  23. 23. Promotion Mix Advertising: Electronic Ad’s • Some other Ad includes: 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  24. 24. Promotion Mix Advertising: Print Ad’s 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  25. 25. Promotion Mix Public Relation • The Public Relations of the Asian Paints is divided mainly in two parts. They are: • Marketing Public Relations – Dealers Meeting – Painters Meeting – New Product Launch • Corporate Public Relations – Communication – Investors – CSR – Media 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  26. 26. Promotion Mix Sales Promotion • Dealers Meeting (quarterly). • Painters Meeting (annually). • Incentives to Painters(Token Exchange, Cash in the Bucket). • Privilege Club Members. • Distributing merchandise to painters such as T-shirts, caps etc. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  27. 27. Promotion Mix External Communication Home Solutions Colour World Online Consultancy Helpline Estimate Calculator Paint Selector 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  28. 28. Promotion Mix External Communication
  29. 29. Promotion Mix EVENTS • Asian Paints Sharad Shamman • Sponsored Star Screen Awards from year 2000-2004. 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  30. 30. Refrences • Primary Data: – Mr. Manpreet Kohli (TSI), A.P., • Secondary Data: – www.asianpaints.com – www.moneycontrol.com – www.businessstandard.com – www.financialexpress.com – Asit C. Mehta Company report 16 July 2009 Manish Shivani – ITM Business School, Mumbai
  31. 31. Thank You 16 July 2009 Manish Shivani – ITM Business School, Mumbai

×