ASIAN PAINTS


The paint industry of India is more than 100 years old.
Its beginning can be traced to the setting up of factory by
Sha...
BIRTH
 Asian Paints started its journey in 1942 with four young men,
Champaklal H. Choksey, Chimanlal N. Choksi, Suryakan...
 Asian Paints is India's largest paint company and Asia's third
largest paint company , with a turnover of Rs 96.32 billi...
Major Products and Services
 Asian Paints manufactures and markets industrial and decorative
coatings. Along with that th...
Major Products and Services
 Industrial coatings: Protective coatings, Floor

coatings, Road markings.

 Ancillaries: Wa...


Made a foray in automotive paints in 1997 with a joint
venture with PPG Industries – known as PPG Asian Paints.



The...
International operations
 Asian Paints operates in 17 countries across the world. It
has manufacturing facilities in each...
VISION

Asian Paints aims to become one of the top five

Decorative coatings companies world-wide by enlarging
its experti...
MISSION

To provide paints as per market demand, ensuring
desired level and quality of customer (dealer) service,
continue...
To meet this needs of the customer :

 Asian paints reduced the cost of the raw in order to reduce the

cost of the paint...
Umbrella Brand
 Products like Apex emulsion, Royale interior emulsion, Apcolite and Touch
wood had high recall among the ...
Campaigns(advertising)
Gattu, the mascot

Gattu, the mascot for Asian Paints was created by
cartoonist R.K. Laxman in 1954...
“Celebrate with Asian Paints”
 Asian Paints undertook a consumer research to understand perception of
consumers about the...
Logo Change
 The logo was changed to a contemporary up market one designed
by Enterprise IG based in Singapore.

 The lo...
"Har Ghar Kuch Kehta Hai“
"Every Home has a story to tell”

 The campaign established brand laddering up as a premium emo...
"Har Rang Kuch Kehta Hai"
"Every Color has a story to tell”

Is the newest campaign the comapny is planning with O&M.
The ...
Add Colors to your Life
a COLORFUL Thank You ;)

Sangamithra M A
KH.SC.U3VMC11039
Asian Paints Advertising Case Study
Asian Paints Advertising Case Study
Asian Paints Advertising Case Study
Asian Paints Advertising Case Study
Asian Paints Advertising Case Study
Asian Paints Advertising Case Study
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Asian Paints Advertising Case Study

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Presentation on Asian Paints Advertising Case Study, gives information on the brands birth, growth and sustenance.

Asian Paints Advertising Case Study

  1. 1. ASIAN PAINTS
  2. 2.  The paint industry of India is more than 100 years old. Its beginning can be traced to the setting up of factory by Shalimar Paints in Kolkata in 1902. Till the advent of World War II, the industry consisted of just a few foreign companies and some small. Indigenous producers were absent and Foreign companies continued to dominate the industry.  At that time Asian Paints entered the Indian paint business.
  3. 3. BIRTH  Asian Paints started its journey in 1942 with four young men, Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C.Dani and Arvind R. Vakil, in a garage in Bombay.  Asian Paints Limited is an Indian chemicals company headquartered in Mumbai, India. It manufactures paints for decorative and industrial use.
  4. 4.  Asian Paints is India's largest paint company and Asia's third largest paint company , with a turnover of Rs 96.32 billion.  Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.
  5. 5. Major Products and Services  Asian Paints manufactures and markets industrial and decorative coatings. Along with that the company also provides home painting services and solutions.  The company's key products and brands include the following:  Decorative paints: Interior wall paints, Exterior wall paints, Wood surface paints, Metals surface paints.
  6. 6. Major Products and Services  Industrial coatings: Protective coatings, Floor coatings, Road markings.  Ancillaries: Wall primer, Acrylic Wall Putty, Exterior Wall Putty, Wood Primer.
  7. 7.  Made a foray in automotive paints in 1997 with a joint venture with PPG Industries – known as PPG Asian Paints.  They manufactured automotive body coatings and Plastic coatings.  Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play, Touchwood, Tractor Emulsion, Utsav.
  8. 8. International operations  Asian Paints operates in 17 countries across the world. It has manufacturing facilities in each of these countries and is the largest paint company in eleven of these markets.  The countries that Asian Paints has presence are as follows: 1.Asian Paints in South Asia (India, Bangladesh, Nepal and Sri Lanka). 2.SCIB Paints in Egypt. 3.Berger in South East Asia (Singapore), Middle East (UAE, Bahrain and Oman), Caribbean (Jamaica, Barbados, Trinidad & Tobago). 4.Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands and Vanuatu). 5.Taubmans in South Pacific (Fiji and Samoa).
  9. 9. VISION Asian Paints aims to become one of the top five Decorative coatings companies world-wide by enlarging 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.
  10. 10. 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.
  11. 11. To meet this needs of the customer :  Asian paints reduced the cost of the raw in order to reduce the cost of the paints.  Established an advertising strategy which created an emotional touch among the customers. All these strategies helped them in creating a “Brand Image” for their products among people and people started realizing the need for brand conscious in this industry.
  12. 12. Umbrella Brand  Products like Apex emulsion, Royale interior emulsion, Apcolite and Touch wood had high recall among the customers.  Logical to promote their corporate image and all the brands under their umbrella brands - Brand Portfolio The umbrella branding policy encompassing all its products and services.  New visual identity that establishes the company name as the dominant reason for purchase.
  13. 13. Campaigns(advertising) Gattu, the mascot Gattu, the mascot for Asian Paints was created by cartoonist R.K. Laxman in 1954. Soon Gattu, with his "shock of black hair eternally dangling over his right eye", became popular and remained so for many decades.
  14. 14. “Celebrate with Asian Paints”  Asian Paints undertook a consumer research to understand perception of consumers about the product category. Consumers felt that paints could :  Change the mood of the space  Sign of festival and plenitude  It could make a gloomy place bright and pleasant  These campaigns effectively enhanced the brand equity of Asian Paints  Established itself as a premium brand  Ensured an emotional connect with a brand in a low involvement category
  15. 15. Logo Change  The logo was changed to a contemporary up market one designed by Enterprise IG based in Singapore.  The logo/design was to convey self-expression, sophistication and Technology.
  16. 16. "Har Ghar Kuch Kehta Hai“ "Every Home has a story to tell”  The campaign established brand laddering up as a premium emotional brand.  The insight is that each color has a story to tell.  Abhijit Avasthi, Group Creative Director, Ogilvy & Mather sheds light on the thought process behind the commercial: “Brings alive the role of color in home decor. The aim is to tell people how color fires the imagination.”
  17. 17. "Har Rang Kuch Kehta Hai" "Every Color has a story to tell” Is the newest campaign the comapny is planning with O&M. The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colors.
  18. 18. Add Colors to your Life a COLORFUL Thank You ;) Sangamithra M A KH.SC.U3VMC11039

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