This document provides an outline of Asian Paints' marketing strategy. It discusses Asian Paints' position as India's largest and Asia's third largest paint company with a turnover of Rs. 141.83 billion in 2015. The outline describes Asian Paints' operations in 20 countries and 28 manufacturing facilities serving over 65 countries, making it the 10th largest decorative paint company worldwide. It then analyzes Asian Paints' market segments, competitors, market share, and provides details on its product strategy, pricing, distribution channels, and promotional strategy. Financial performance for 2015 is also summarized, showing revenue of Rs. 141.83 billion and net income of Rs. 13.95 billion.

1. MARKETING OUTLINE
ON
ASIAN PAINTS LIMITED

3. TABLE OF CONTENT
Content Slide No.
1. Executive Summary……………………...04-07
2. Market Analysis………………………….08-12
3. Marketing Plan…………………………...13-17
4. Technological Issue………………………….18
5. Financial Performance………………………19

4. EXECUTIVE SUMMARY
 Asian Paints is India’s largest paint company.
 Asia’s 3rd largest paint company.
 With a turnover of Rs. 141.83 billion in 2015.
 Asian Paints operates in 20 countries.
 It has 28 paint manufacturing facilities.
 Servicing consumer in over 65 countries.
 Asian Paints becomes the 10th largest decorative
paint company in the world.

5. HISTORY
 The company founded in 1st Feb. 1942.
 The founder of Asian Paints is Champaklal H.
Choksi, Chimanlal N. Choksi, Suryakant C. Dani
and Arvind R. Vakil.
 The name was picked randomly from a telephone
directory.
 In 1945 Asian Paints touches a turnover of Rs.
3,50,000 with an innovative marketing strategy.

6. VISION
 Asian Paints aims to become one of the top five
decorative coating companies world-wide by
leveraging its expertise in the higher growth
emerging market.
 The company intends to build long term value in
the industrial coatings business through alliance
with established global partners.

7. INDUSTRY
 Indian Paints industry is almost around Rs. 21000
Cr. In India and offers a growth rate of almost 12 to
13 % per year.
 Decorative paints market accounts for almost 70 %
market size of the paints industry.
 The per capita consumption in India is 1.5 kgs per
annum as compared to global average of 15 kgs per
annum.

8. MARKET ANALYSIS
 SEGMENTATION APPROACH
Segments of
Asian Paints
Decorative
Coating
Industrial
Coating
Automotive
Paints

9.  DECORATIVE COATINGS: It include interior and
exterior wall paint, wood surface paints and metal
surface paints product like Royale, Apex, Utsav
Enamel, Tractor Acrylic Distemper.
 INDUSTRIAL COATINGS: It include protective
coatings, floor coatings and road marketing product
like Stainer, Premium surface & fillers.
 AUTOMOTIVE PAINTS: It include wall primer,
wall putty, exterior wall putty, wood primer product
like Allumium Paint, Fiber Paint.

10. COMPETITORS IN INDIA
 Kansai Nerolac Paints Ltd.
 Berger Paints Ltd.
 ICI Paints Ltd.
 Jenson Nicholso India Ltd.
 Shalimar Paints Ltd.
 Bombay Paints Ltd.
 Shrika Paint Ltd.

11. 37%
16%14%
11%
6%
4%
12%
Asian Paints
Nerolac Paints
Berger Paints
ICI Paints
Jenson & Nicholson
Shalimar Paints
Others
MARKET SHARE IN INDIA

12. GLOBAL COMPETITORS
 Akzo Noble (Netherland)
 PPG Industries (Pittsburgh)
 DuPont Coatings & Color Technologies Group
(Wilmington)
 ICI Paints (Berkshire,UK)
 BASF Coatings (Germany)
 Nippon Paint (Japan)
 Sherwin-Williams Paint (Cleveland)

13. MARKETING PLAN
DISCRIPTION OF THE MARKET OPPORTUNITY
 There is a good scope for growth especially in
industrial paint company.
 Need to have more focus on Automobile industry in
industrial paints segment.
 Competitors are going for Hi-tech process and Asian
Paints with good financial and intellectual capital can
go for hi-tech.

14. PRODUCT STRATEGY
 Asian Paints manufactures as well as markets
decorative and industrial coatings and it provides
solutions and services for home paintings.
FEATURES
 Best in class washability.
 Water resistance.
 Superior stain resistance.
 Soft finish & Low sheen.
 Leak proof and Sunlight protected.

15. PRICING
 Asian Paints has kept a very flexible pricing policy.
 It is created various sub brands for the various
selections of the society.
 The price range is kept according to the properties
of every brand.
 All the products are of very fine quality with some
ad on features with them.

16. DISTRIBUTION OR PLACE
 Asian Paints has spread its operations across the
globe in at least seventeen countries.
 In every country, it has set up manufacturing
facilities and in eleven out of the seventeen, it has
become the number one paint manufacturer.
 It has 6 manufacturing locations and 70 sales
branches, 15,000 dealers and numerous warehouses.

17. CHANNEL USED TO DISTRIBUTION OF THE
PRODUCTS
MANUFACTURER
WHOLESELLERWHOLESELLER
RETAILERRETAILER
CONSUMER

18. PROMOTIONAL STRATEGY
 Company is using different techniques such as
Advertising campaign, Sales promotions, Personal
selling, Direct marketing & Public relation to
increase sales.
 A total amount of Rs. 85 crore is spent on the ad
campaign by asian paints. Their particular ad
campaign ‘Mera Wala Blue’ ‘Har Ghar Kuch Kehta
Hai’ are being liked by the customers.

19. FINANCIAL PERFORMANCE
 Revenue Rs. 141.83 billion in 2015.
 Net Income Rs. 13.95 billion in 2015.

20. REFERENCES
 https://www.asianpaints.com/company-info/about-
us/vision.aspx
 https://www.asianpaints.com/company-info/about-
us/history.aspx
 http://www.studymode.com/essays/Asian-Paints-
335889.html
 http://www.marketing91.com/marketing-mix-of-asian-
paints/
 http://www.mbaskool.com/brandguide/industrial-
products-and-chemicals/1407-asian-paints.html

21. THANK YOU