Science 7 - LAND and SEA BREEZE and its Characteristics
Asian ti
1. Customer Satisfaction in Reference to Asian Paints Ltd
(Management Project)
This project gives brief study, on what is customer satisfaction and the techniques of achieving Customer
Satisfaction. It also provides significance of the conducting the customer satisfaction research and how and when to
conduct it. Based on the topic, this project analyzes the “CUSTOMER SATISFACTION ” IN REFERENCE TO
THE ASIAN PAINTS LTD”
It gives a brief report on the profile of the Asian Paints Co. About its vision , history, current status, its
achievements as a firm in the paint industry. The project also speaks on its various product profiles and its future
plans. It shows what strategies the Asian paints ltd have used for satisfying the customers.
To undertake the research the questionnaire is prepared so as to know how much the customers are satisfied after
using Asian Paints, are they willing to be a loyal customers or do they prefer other brands. The survey reflects the
areas where the company needs to improve and the areas where it from where it has gained its popularity.
Author: ShaikhReehaVasi
CUSTOMER SATIAFACTION FOR ASIAN PAINT
A
SURVEY REPORT
ON
CUSTOMER SATISFACTION
FOR ASIAN PAINT
―Submitted is partial fulfillment of 3 year of full time
bachelor of business administration‖
Presented to :
CMS,(Code no. UP- 01)
(Affiliated To Madurai Kamaraj University, Madurai )
Enrolment no………… Regn no…………
2. Under the able guidance of
Prof. M.A. Naqvi
(director of CMS,MC,Robertganj)
Company Guide Submitted To
Mr.S. Thomas Mrs. GarimaBajpai
(Sr. Branch Manager) (Coordinator B.B.A 1St sem )
Year of Submission….. Month Of Submission……..
Submitted By
UJJWAL SRIVASTAVA
B.B.A 1st sem C - Batch
ACKNOWLEDGEMENT
I would like to impart my sincere thanks to everyone who have helped me to complete the project. Also, I
would like to thank the Personnel Department Asian Paint‘s people for sparing valuable time out of their
busy schedule, towards this project and special thanks to my company guide Mr. S.Thomas, he helped me in
every field of my project and because of his guidance and support I was able to complete my Project on
time. I impart my in depth gratitude to Prof. M.A.NAQVI,
director sir,CMS who helped me to submit various reports. I am very much thankful to my teachers & Mrs.
GarimaBajpai , course coordinator who helped me in managing this project and also boost my morale in
order to complete my project successfully.
3. DECLARATION
I UjjwalSrivastava Student of Bachelor of Business Administration (1st sem c batch) hereby declare that the
project entitled marketing challenges and function of marketing department in Asian Paint Ltd., division of
kanpur, is based on my original investigation. Discussion research work and indebt ness to all persons and
specially the permission for under the guidance and supervision of Mr. S. Thomas (Branch Manager). Who
has given full support me in completing this project report. The result that published in this project report
are purely for academic purpose only.
(UJJWAL SRIVASTAVA)
BBA 1ST SEM
BATCH-C
4. CONTENT
Ø OBJECTIVE OF STUDY
Ø FOCUS OF STUDY
Ø ORGANIZATION HISTORY
Ø ORGANIZATION PROFILE
Ø ORGANIZATION STRUCTURE
Ø MARKETING STRATEGIES
Ø COMPANY PRODUCT & SERVICES
Ø DIAGRAMETIC PRESENTATION WITH DETAIL.
(a) MARKET SHARE
(b) COMPARISON CHART
Ø SUMMARY OF MAJOR OBSERVTIONS &
RECCOMENDATION.
Ø BROCHURE & LEAFLETS
Ø BIBLIOGRAPHY
OBJECTIVE OF THE STUDY
Ø To know the exact brand image for Asian Paint.
Ø To know the answer of customer for Asian paint.
Ø To search out level of satisfaction of the customer for Asian Paints products & services.
Ø To find out the reason of dissatisfaction of the customers.
Ø To let customer know the services offered by the company.
5. FOCUS OF THE STUDY
Ø Current trends in paint industry.
Ø Level of satisfaction of customer.
Ø Cost and time consciousness.
Ø Innovation and creativity.
Ø Opportunity for the future.
6. ORGANIZATION – HISTORY
During the Second World War, it was hardly a promising time to set up a new compony in India, but that is
exactly what four young men did in Bombay.
On the first of February, 1942 at 9am.four young men namely SuryakantchandulalDani,ChampaklalChoksi,
C. N. Choksi and ArvindVakil had a brief traditional ceremony in a garage at a foras road, Bombay to mark
the commencement of their new venture. This how the no 1 company in India took birth.
On the auspicious day of vijyadasmi in 1939,dani and choksi entered an oral partnership for selling
paints.dani took a loan of rs 3000 from his father in law and started Neptune trading agency earlier dani was
working at central pharmacy where he struck a friendship with P. Vasani owner of Venus paint works. later
dani quit the job due to some dispute.he was offered to run the celling agencyforvenus paint work
products.searching for a partner dani talks to choksi who was a cotton jobber then agreed to join
dani.Thetwofinalised their agency agreement with vasani on a 12.5% commission,vasani offered them
partnership if their performance was impressive in the first two year.
In the first full year of business the firm solds good worth over Rs 19000/-,Later the sales went bleak and on
suggesting Vasani to improve the production facilities, to increase the quality, their suggestion was ignored.
Later Vasani even refused to take them in as partners,thuis breaking his promise.
The two decided to set up a modest production facility of their own. Chimanlalchoksi joined as their partner
by contributing Rs 15000/- which he got as a share of his ancestral property, to the agency. Dani‘s brotherin-law A.I. Vakil was decided as the forth partner.
7. Seth MancherjiBehramji Parsee Owner of a small garage where the factory was to be established settled for
a monthly rent of Rs.75/- Tubs and accessories required for mixing white zinc pate manually were brought
and with a small band of five workers the factory commenced production on first February, the first products
were white zinc paste,red lead paste and ultra grey paste. The company was first named as Asian oil and
Paint Company limited.
1st February , 1942
Armed with little knowledge and great determination, Champaklal H.
Choksey ,Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. vakil get together to manufacture paint in a
garage on Forus Road, Bombay . they name their
Company ‗ the Asian Oil & Paint Company ‘ a name that they picked randomly
From a telephone directory.
1945
Asian paint touches a turnover of Rs. 3,50,000, with an innovative marketing
Strategy ―To reach consumers in the remotest corners of the country with
Small packs.‖
1954
Asian paints mascot ,gattu , the mischievous kid , is born.
1957-66
The family – owned company makes the transition to a professionally managed
Organization.
British company balmerlawrie rejects the products of a giant british paint
8. Company in favour of Asian paints.
Asian paints embarks on an ambitious grassroots marketing campaign,
Partnering With thousands of dealers is small towns all over India.
1967
Asian paints emerges as India‘s leading paint company ahead of any
International Competition.
Asian paints becomes the 10th largest decorative paint company in the world.
Asian paints is more than twice the size of its nearest competitor.
It is recognized as one of the most admired companies in India.
Present in 23 countries with 27 manufacturing locations, over 2500 SKU‘s
Integrated SAP – ERP and 12 – SCM solution.
TODAY
Rated Best employer by BT – Hewitt survey, 2000 Bluest of the blue chips by
Hindu Business Limne, Most admired company to work for by ET-BT survey,
2000.
on the recommendations of Booz , Allen and Hamilton, Asian Paints
restructured itself into Growth, Decorative and International business units
and adopted SCM and ERP technology.
Asian Paints aims to become the 5th largest decorative paint company in the
World
ORGANIZATION PROFILE
9. Asian Paints is India‘s largest paint company and ranks among top ten decorative coatings companies in the
world today, with a turnover of Rs.25.6 billion (around USD 585 million). The company has an enviable
reputation in the corporate world for professionalism, fast track growth, and building shareholder equity.
Asian Paints is one of the best paint manufacturing companies in the world. It operates in 22 countries and
has 29 paint manufacturing facilities in the world, servicing consumers in over 65 countries. Besides Asian
Paints, the group operates the world through its subsidiaries Berger International Limited, Apco Coatings
and SCIB Chemicals. The company has an enviable reputation in the corporate world for professionalism,
fast track growth, and building shareholder equity. In ten markets, it operates through its subsidiary ,
Berger International Limited ;in Egypt through SCIB Paints; in the South pacific it operates through Apco
Coating and in Fiji and Samoa it also operates through Taubmans.
INTRODUCING THE ASIAN PAINTS GROUP
Asian Paints is India‘s largest paint company and Asia‘s third largest paint company,
with a turnover of Rs 36.7 billion (around USD 851 million). The group has an enviable
reputation in the corporate world for professionalism, fast track growth, and building
shareholder equity. Asian Paints operates in 20 countries and has 28 paint manufacturing
facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the
group operates around the world through its subsidiaries Berger International Limited,
Apco Coatings, SCIB Paints and Taubmans.
10. 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 is the only paint company in the world to receive this recognition.
In Nov 2005 and Nov 2007, Forbes ranked Asian Paints among the Best under a Billion
companies in Asia.
The company has come a long way since its small beginnings in 1942. Four friends who
were willing to take on the world's biggest, most famous paint companies operating in
India at that time set it up as a partnership firm. Over the course of 25 years Asian Paints
became a corporate force and India's leading paints company. Driven by its strong
consumer-focus and innovative spirit, the company has been the market leader in paints
since 1968. Today it is double the size of any other paint company in India. Asian Paints
manufactures a wide range of paints for Decorative and Industrial use.
11. Vertical integration has seen it diversify into products such as Phthalic Anhydride and
Pentaerythritol, which are used in the paint manufacturing process. Asian Paints along
with PPG Inc, USA, one of the largest automotive coatings manufacturer in the world has
begun a 50:50 joint venture, Asian PPG Industries to service the increasing requirements
of the Indian automotive coatings market. Another wholly owned subsidiary, Asian
Paints Industrial Coatings Limited has been set up to cater to the powder coatings market
which is one of the fastest growing segments in the industrial coatings market. This
wholly owned subsidiary of Asian Paints has entered into a tie-up with Canada-based
Protech Chemicals which is one of the top ten powder coatings co
INTERNATIONAL PRESENCE
12. Today the Asian Paints group operates in 20 countries across the world. It has
manufacturing facilities in each of these countries and is the largest paint company in
eleven countries. The group operates in five regions across the world viz. South Asia,
South East Asia, South Pacific, Middle East and Caribbean region through the five
corporate brands viz. Asian Paints, Berger International, SCIB Paints, Apco Coatings and
Taubmans. In ten markets, it operates through its subsidiary, Berger International
Limited; in Egypt through SCIB Paints; in five markets in the South Pacific it operates
through Apco Coatings and in Fiji and Samoa it also operates through Taubmans.
Berger International Limited
Few companies can claim of a history of over two and a half centuries, a presence in over 35
13. countries and an impact on the lives of over a billion people. Ever since it was founded in England
in 1760 by Lewis Berger, who perfected a new process for making Prussian Blue – the colour of
most military uniforms then – Berger has never looked back.
Over the years Berger expanded its operations across oceans, to cover numerous geographies.
In 1994, Berger units were brought under the single umbrella of the holding company ‗Berger
International Limited‘ (BIL) with headquarters in Singapore, which was also listed on the
Singapore stock exchange. In November 2002, BIL became a part of the Asian Paints Group.
Today, the name of Berger is synonymous with quality and innovation. BIL has presence across
three regions viz. Middle East, Caribbean and South East Asia. In the Caribbean region
Asian Paints becomes the 10th largest decorative paint company in the world
Asian Paints is more than twice the size of its nearest competitor
It is one of the most admired companies in India
Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated SAP - ERP & i2 - SCM
solution
Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business Line; Most
admired company to work for by ET-BT survey, 2000
On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth,
Decorative and International business units and adopted SCM and ERP technology
Asian Paints aims to become the 5th largest decorative paint company in the world
14. 1957 - 66
The family-owned company makes the transition to a professionally managed organisation.
British company BalmerLawrie rejects the products of a giant British paint company in favour of Asian
Paints.
Asian Paints embarks on an ambitious grassroots marketing campaign, partnering with thousands of dealers
in small towns all over India.
1967
Asian Paints emerges as India's leading paint company ahead of any international competition.
1945
Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to reach consumers
in the remotest corners of the country with small packs."
15. 1954
Asian Paints mascot, Gattu, the mischievous kid, is born.
1st February, 1942
Armed with little knowledge and great determination, Champaklal H. Choksey, Chimanlal N. Choksi,
Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage on Foras Road,
Bombay. They name their company 'The Asian Oil & Paint Company', a name that they picked randomly
from a telephone directory.
16. FACTORS INFLUENCING DECISION MAKING
While the developed countries are engaged in developing new technology for waste avoidance, recycling and
reuse, developing countries are still wrestling to decide on the best option to treat and dispose of wastes.
This is particularly so in the case of hazardous industrial wastes (HIW). In order to ensure safe HIW
management, one policy response has been to make available a central treatment facility for HIW
generators. Such a facility was established in Thailand - the Bang Khuntien Treatment Facility (BKTF) - for
the HIW generators in the Bangkok region. However, this facility operates much below its capacity. A study
was therefore undertaken between April 1996 and April 1997 to investigate the factors that influence the
HIW producing factories' decisions regarding the use of this facility. The survey reveals a distinct pattern:
the majority of the non-users of the facility are small- and medium-scale factories, small generators of
hazardous wastes, non recipients of Board of Investment (BOI) concessions, and located far away from the
facility. The results from a multiple regression analysis show that a factory decision on usage of the facility is
positively influenced by its size, amount of wastes generated, knowledge of the facility, pressure from
regulators, and consideration of employee and community welfare. It is negatively influenced by distance
and costs of using the treatment facility.
DECISION MAKING
Decisions are required at every step. Decision making is an important task in a business that is why,
managerial activity is called decision making activity. A manager faces different alternatives to solve a
problem, and selection of best alternatives among options is called decision making.
17. ―Decision making is the focal creative psychic event where knowledge, thoughts, feeling and imagination are
fused into action‖.
It can be said that decision making is an activity performed by management for chosing best alternative
among the various alternatives.
Some main characteristics of decision making are as follows:
· Decision making based on logical thinking.
· Intelligence is required in decision making.
· In decision making Decision the best alternative is chosen among the various alternatives.
· Decision is taken by management.
· Decision making is a tool of achieving goals.
· It involves certain commitment.
NATURE OF DECISION MAKING
Decisions are in the form of rules, regulations, directions or instructions. Following are some important facts
about decision making.
THE PROCESS OF CONTINUITY : Decision making is a process of continuity. All happening in a business
directly effects the decision making process. When a problem arises, different possible alternative solutions
are discussed and a best alternative is chosen among them.
18. COMMITMENT : A decision maker feels himself responsible to perform all the planned things after taking
decision.
EVALUATION : The evaluation of the decisions made is very much important in decision making process as
the evaluation tells that how much effective and fruitful was the decision.
RATIONALITY : Decision making is a logical phenomenon and needs analytical reasoning and can only be
performed by human mind.
IMPORTANCE OF DECISION MAKING
According to MelyinT.Copland―Administration essentially, is a decision making process and authority is responsibility for making decisions
and for ascertaining that the decisions made are carried out.
Decision making is the instrument for carrying managerial work load and discharging managerial
responsibilities. Managers strive to achieve organizational goal through decision making only. The quality of
19. decision making judges the real quality of the management.
The entire business executive by profession is a decision maker and decision making is the most innovative
jobs. Administration is nothing but the process of decision making. Decision making is also the heart of
planning function.
Decision making penetrated all the functions of management. Decision making is executed at all level of
management and all functional areas
BASES OF DECISION MAKING
There are three main bases of decision making:
EXPERIENCE: Past experience is one of the dependable guides of decision making as the environment is
always changing. Only experience managers can evaluate the problem correctly and can generate various
alternative solutions. Past experience can be helpful but blind dependence on experience can be fatal.
EXPERIMENTS: It is basically trial and error method, without committing the total resource; organization can
experiment with a particular decision. If the decision gives positive result, then whole organization can go
for that decision. It is used in many marketing decisions where the impact of a decision can be tested on a
pilot basis.
RESEARCH AND ANALYSIS: Goal constraints and the variables are expressed in the form of mathematical
equations this represents all the elements and their interrelationships. This method always gives an
21. RESEARCH AND ANALYSIS
PROCESS OF DECISION MAKING
The steps involved in the process of decision making are:
Identify the problem
22. Diagnose the problem
Generate alternatives
Evaluate alternatives
Select the best alternatives
Implementation and follow up
PRINCIPLES OF DECISION MAKING
23. The following are the principles of decision making:
DEFINE THE GOAL: Decision maker should find out the goal which he wants to achieve by making a
decision.
PROPER TIME: Decision should be taken in proper time. Neither premature nor delayed decisions are
advisable.
KEEP THE DECISION FLEXIBLE: Decision should be flexible, so that it can be modified if necessary.
COMMUNICATION: decision should be communicated properly so that people can be participative in that
decision.
FOLLOW THROUGH: Once a decision is implemented, the decision maker should follow up the decision.
25. Details about ‗Asian Paints‘ Board of Director
Name of Director
Position
Ashwin C. Choksi
Executive Chairman/Promoter
AshwinS.Dani
Executive Vice – Chairman/Managing Director
26. Abhay A. Vakil
Managing Director / Promoter
Mahendra C. Choksi
Non – Executive / Promoter
Amar A. Vakil
Non – Executive / Promoter
Hasit A. Dani
Non – Executive / Promoter
TarjaniVakil
Non – Executive / Independent
DipankarBasu
Non – Executive / Independent
Deepak M. Satwalekar
Non – Executive / Independent
Rajendra A. Shah
Non – Executive / Independent
SwaminathanSivaram
Non – Executive / Independent
Mahendra M. Shah
Non – Executive / Independent
29. DECORATIVE PAINTS
n Wall Finishesn Exteriorsn Cement paints
n Emulsions.
n Interiors
n Emulsions
n Distempers
n Primers.
30. n Enamels
n Wood Finishes
n Auto-Refinishes
Company‘s Product and Services
INDUSTRIAL PAINTS
n Cathodic Electro-deposition
n Pre - Treatment Chemicals
n OEMs - For vehicles & Home Appliances
n Honda Cars (I) Ltd
n Hero Honda
n General Motors
n Ford
n Hyundai
n Whirlpool
n Coil Coatings
Powder Coatings
31. Asian Paints is India's largest and Asia's third largest paint company today, with a turnover of Rs 36.7 billion
(around USD 851 million). The company has an enviable reputation in the corporate world for
professionalism, fast track growth and building shareholder equity. Asian Paints operates in 21 countries and
has 29 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian
Paints, the group operates around the world through its subsidiaries, Berger International Limited, Apco
Coatings, SCIB Paints and Taubmans.
Corporate Information
Asian Paints is a fully integrated paints company that employs the most advanced and prudent principles for
its working. Know about the company, its strategies, management structure in detail here.
Corporate Citizenship
While working towards enhancing customer experience we at Asian Paints, look at the bigger picture by
being aware about environmental hazards. All our manufacturing plants and units are certified
environmentally safe.
32. 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.
33. COMPANY‘S SERVICES
For all painting needs related to your home ask for asian paint home solution.
Asian paint offers you a hassle free painting experience. Asian paint cunvently available at Mumbai, Delhi,
Banglore, Pune, Jaipur, cochine simply give us a call at 1800 – 22 – 5678 and you can sit back and enjoy all
the privileges brought to you by Asian Paints Home Soluton.
34. DIAGRAMETIC PRESENTATION WITH DETAIL.
(a) MARKET SHARE
(b) COMPARISON CHART.
INDIAN PAINT MARKET
Asian Paints Group – sales Breakup
FY 2005
Only 50 % of Asian PPG (50:50 JV with PPG USA) sales
Have been considered in Paints India
INDIAN PAINT MARKET
Estimated to be around Rs. 82 billion (USD 1.9 bn)
Unorganized sector controls around 35% of the paint market
Decorative to Industrial Coatings ratio is around 70:30
Exterior Coatings the fastest growing segment in Decorative coatings
Automotive coatings is the fastest growing in Industrial Coatings
35. INDUSTRIAL COATINGS – INDIA
· Second largest player in industrial coating in India
Growth in revenue in excess of 25% over past 3 years
Constitutes around 8% of the group‘s revenue*
Only 50% of Asian PPG Indestries sales have been included
Asian PPG Industries Ltd.
-- A 50:50 JV with PPG industries of USA to manufacture automotive coatings
-- Second largest supplier to the auto segment in India
Indian Plants
Asian Plants Bhandup (Maharashtra) in India
Asian Plants Kasna (Uttar Pradesh) in Maharashtra
36. Asian Plants Sriperumbudur in India
Overseas Plants
Berger International Plants Barbados
Berger International Plants Bahrain
Berger International Plants China
Berger International Plants Jamaica
Berger International Plants Singapore
Berger International Plants Trinidad
.
37. Asian Paints Board of Directors approves setting up of new paint plant in Haryana, India
Mumbai, August 30, 2007
Asian Paints Limited today has informed the stock exchange that the Board of Directors of the
Company at its meeting held on July 30, 2007, has approved setting up of a paint manufacturing
plant at Haryana State Industrial and Infrastructure Development Corporation (HSIIDC) Industrial
Estate Model Township, Rohtak, Haryana.
Asian Paints industrial coating ltd.
-- 100% subsidiary for powder coating; technology tie—up with protect chemicals
ltd.,Canada one of the top 10 powder coating manufactures worldwide
-- manufacturing facility at Gujarat in Western India. New facility being set up in
Himachal Pradesh in Northern India
38. DECORATIVES MARKET IN INDIA
· Very low per capita consumption
Most of the Sale is for re – decoration
Painter/ Contractor led for long ; new becoming B – I – Y(Buy It Yourself)
Virtually no D - I – Y (Do It Yourself) segment except at very low end
Fragmented retail
The exteriors segment has taken of in the last en years
Phenomena of training systems in the last decade only
4 major players : a number of regional players
39. ASIAN PAINTS PROFIT
Asian Paints posted 66.5 per cent increase in its consolidated net profit at Rs 118.87 crore for the quarter
ended December 31,2 007 fro Rs. 71.39 crore in the same quarter a year ago. Total Consolidated income
rose by 26.64 per cent to Rs 1,190.82 crore for the third quarter for FY07-08 from Rs. 943.27 crore in the
corresponding quarter of the previous fiscal, the company said in a filing to the Bombay Stock Exchange.
The company‘s standalone net profit rose 64.89 per cent to Rs 107.69 crore for the quarter ended December
31, 2007 as against Rs 65.31 crore in the year ago period. Total Income of the company grew by 30.19 per
cent to Rs 933.13 crore for the third quarter of this financial year froRs 716.75 crore for the corresponding
quarter of last fiscal.
INDIAN PAINT MARKET – TRENDS
Post liberalization, the Indian paint market has grown by around 1.5 to 2 times real GDP growth every year
Over all paint demand will continue to be good and will be boosted by -- Very low penetration levels of paint
in India
-- Policies conducive for growth of the construction industry by successive governments will benefit the
sector
-- Excellent growth recorded by Housing Finance segment -- Increased government focus on infrastructure
40. development
-- Increasing reach of television is also helping the sector
-- Growing middle class population with increasing disposable income.
-- More educated consumers & increased aspirations for better homes & life styles
-- Increasing consumer awareness for branded products
ASIAN PAITS – DECORATIVE BUINESS INDIA
Contributes 70% group‘s revenue
Asian Paints is the leader in all segments in decorative paints viz.
-- Interior wall finishes
-- Enamels
-- Exterior finishes
-- Wood Finishes
41. APL INDUSTRIES PAINTS BUSINESS
-- Current business comprises of
*Protective coatings, Road Marketing, and floor coatings
-- second largest in Protective Coatings
-- Largest player in Road Marketings within 4 years entry
-- Dedicated manufacturing facility for protective coatings being set up near Mumbai
Will be commissioned in Q3—FY07
Final capacity f 30,000 tonnes to be set up in two phases
42. CAPITAL HISTORY
Paid up Capital (Pre-IPO)
1982
–
–
35,00,000
IPO
1982
–
16,85,185
51,85,185
Bonus issue
1985
3:5
31,11,111
82,96,296
Bonus issue
1987
1:2
41,48,148
1,24,44,444
Bonus issue
1992
3:5
74,66,666
1,99,11,110
Bonus issue
1996
43. 1:1
1,99,11,110
3,98,22,220
Issue of shares pursuant to merger with Pentasia Chemicals Limited
1996
1:25
2,94,000
4,01,16,220
Bonus issue
2000
3:5
2,40,69,732
6,41,85,952
Bonus issue
2003
1:2
3,20,92,976
9,62,78,928
Cancellation of shares pursuant to merger of Pentasia Investments Limited with the Company
2003
–
3,59,149
9,59,19,779
Total paid up capital as on 31st March, 2007
9,59,19,779
44. Asian Paints is a place that believes that the true strength of an organisation lies in the people that run it.
We take well-thought of measures to ensure that our employees have a mutually productive and growing
work environment.
We have introduced the LEAP programmed that is based on the three core principles namely,
· Learning
· Relationships
· Contribution
The LEAP programmed works towards the end of gearing up employees to take on any responsibilities
independently and render career growth in that periphery.
In the programme, the candidate is first acquainted a thorough understanding of the company culture,
values and challenges. After providing a comprehensive grasp of his role in the larger scheme of things, he
is given an understanding of how cross-departments working is linked and coordinated. This helps him
sharpen his skill set which is the next step forward. Together with in-depth functional inputs and case
studies reference, the candidate is equipped to take on challenges and leap ahead in his career.
This and many such programmer build up the tempo for sustainable growth in the organisation for the
employees. We believe in giving a liberating and healthy work atmosphere to our people. Marrying individual
and company goals, every employee is given ample opportunities for full-fledged career upswings.
45. If you think we would be able to contribute in your career growth, let us know.
Project Sales
. Asian Paints Projects Sales is a division specifically created to cater to the needs of large users (e.g.
painting of buildings/complexes/institutes etc). Present in 61 locations across the country (including all the
metros), it is a growing division of Asian Paints. Due to strong synergies with our traditional retail channel,
Asian Paints Project Sales has the ability to service painting requirements across all the cities in India.
47. · Assistance in selection of products and finishes within our range of products
· Product Information Sheets (PIS) that contain data on our products
· Assistance in shade selection. Also, Asian Paints Foresite service enables you to visualise various shade
combinations through a computer generated image (at company discretion). Please go through the section,
Foresite for more details.
· Site sampling to provide a tangible perception of the finish and shade whenever required.
· Testimonials in the form of letters/photographs
Painting Process step
· Guidance on the paint application procedure based on our Product Information Sheets.
· Guidance on approximate estimation of paint consumption based on information furnished to us.
· Guidance on substrate preparation depending on substrate condition.
· Pre-painting surface inspection by technical personnel (If required)
· Introduction of contractors for application (if opted for) in certain locations.
· Site visits by our personnel (frequency of visits to be agreed upon)
· Useful tips on post-application maintenance.
48.
49. Growth Regions
Middle East
South Asia
South East Asia
Jamaica, Trinidad
Egypt & GCC
Nepal, Sri Lanka
Singapore Malaysia
South Pacific island
Caribean
South Pacific
Leadership
Regions
50. DEVIDEND
Interim dividend of 45% (previous year: 40%) distributed for fy 2006
Consolidated P&L—9m FY2006
Rs. In Millions
9M—FY2006
9M—FY2005
Growth %
Sales& operating income
22541
19382
16.3%
Other Income
52. Region wise Sales Breakup
H1 FY‘05
H1 FY‘06
Middle East region has registered the highest growth at 22 %
53. SUPPLY CHAIN
Asian paint has harnessed the power of state – of -the – art supply chain system Using cutting edge
technology to integrate al its plants , regional distribution centers outside processing centres and branches
in India . All the company‘s Paints plants in India, two chemical plants , 18 processing centers , 350 raw
material and intermediate goods suppliers , 140 packing material vendors 6 regional distribution centers are
integrated.
The supply chain runs through a wide spectrum of functions right from materials Panning to procurement to
primary distribution. It has played a pivotal role in improving operational efficiencies and creating agile
procurement , production and delivery systems.
54. Human Resources
Asian Paints believes that people are its strongest assets, for a company can go only as high as its people
aim. It is people who innovate and invent, and who engineer the efficiencies that make a business succeed.
It is they who drive growth and lead to greater heights. At Asian Paints, our human resources systems are
designed to create a focused, performance oriented and agile company. A talent pool of over 4700
employees employed across 23 countries bring in a unique blend of mindsets and skills.
An open and interactive work culture brings out the best in our people. A sense of ownership and freedom to
experiment at their workplace brings out creativity and innovation in every individual. Excellent training is
provided to develop leaders and re-strengthen competencies from within the organisation. Besides
encouraging achievers from within the organisation, we absorb the best talent from some of the best
management and technology institutes in the country.
We hire people who are best suited to the job and whose personal goals are in alignment with our corporate
purpose. Thus, the task is cut out for every individual within the framework of result-orientation, market
insight, customer perspective, trust, respect and problem solving.
The commitment of our people and their sense of discipline and ownership continues to drive growth for our
company.
55. Research and Development
At Asian Paints, Research and Development (R&D) plays an important role in developing new products and
innovations, and reducing costs by value re-engineering of formulations.
In India, the company‘s 140 strong R&D team consisting of 7 doctorates and around 115 qualified scientists,
has always backed the company‘s business plan and demands of the market place. Right from the
company‘s inception, all its decorative products for the Indian market and also in the overseas market have
been developed in-house. In the last few years, our R&D efforts have been focused on developing new
exterior finishes, economy emulsions and distempers.
Asian Paints‘ R&D team has successfully managed to develop High-end exterior finished and wood finishes
in-house, which was earlier imported into the country. These products are currently marketed under Asian
Paints Elastomeric Hi-Stretch Exterior paint and Asian Paints PU wood finish respectively.
The R&D team also provide technological support and develop customised products for the company‘s
international operations spanning across 19 countries.
The company is also in the process of setting up new a new R&D centre near Mumbai (India).
56. COMPETITION
Competition includes all the actual and potential rival offerings and substitutes that a buyer might consider.
The marketing concept emerged in the challenged the preceding concepts. Instead of a product- centered,
―make-and-sell‖ philosophy, we to a customer – centered, ―sense – and – respond‖ philosophy. Instead of
―hunting‖, marketing is ―gardening‖. The job is not to find the right customers for your product, but the right
products for your customer.
Company Overview
Indian Paint Industry Comprises Of 6 Major Players
n Paints
n GoodlassNerolac
n Berger Paints
nICI
n Jenson & Nicholson
n Shalimar Paints
n Others
57. Others include region players, organized player who are not the small – scale sector
SUMMARY OF MAJOR OBSERVATIONS &
RECOMMENDATION :-
Asian Paint is India‘s largest paint company and ranks among the top ten decorative coatings companies in
the world today. The company has an in enviable reputation in the corporate world professionalism, fast
track growth, and building shareholder equity.
The topic of the project‖ A survey on customer Satisfaction for Asian Paints ― is dealt with the study of how
much customers are satisfied after using the products and services of the company. Now in the competitive
market scenario it is very necessary for a company to fully satisfy its customers without which a company
can not survive in the future.
Therefore we can say without satisfy customers a company cannot satisfy its needs. It is required to ask
customer for his satisfaction that will help the company to develop a better understanding with the customer
as well as to know whether the company is going in the right direction or there is any need of improvement.
BIBLIOGRAPHY
www.asianpaints.comThis is the website of my sip company .I found out every company related information from this website
like-
HISTORY OF ASIAN PAINTS
MARKET GROWTH RATE
TYPES OF PRODUCTS OFFERED etc.
58. It helped me to get more and more information about Asian paints and as well as its style of working.
WWW.GOOGLE.COM-
This website was helpful for me to find out the articles on training and development, some more methods of
performance appraisal system.
BOOKS--
Research Methodology C.R.Kothari
Consumer behavior Leon Schiffmen
Marketing Management Philip Kotler
Mathematics and Statistics Sharma AndGoyal
59. RESEARCH OBJECTIVE
The purpose of research is to discover answer to question through the applicationOf scientific procedure. The
aim of research is to find out the truth that is hidden And was not been discovered yet. Through each reach
study has sown specific Purpose, we may think of research objective n number of following broad groupings
1.To partray accurately the character of a particular individual or situation or groups
2. To list hypothesis of a casual relationship between variables.
60. RESEARCH METHODOLOGY
Research is a common parlance report to search for knowledge. One can also define research as a scientific
and systematic search for patent information on a specific topic. In fact is an art of scientific investigation.
According to Clifford woody research comprise define and redefining problem formulating hypothesis or
suggested solution.
Research is thus an original contributioin to the existing stock of knowledge making for its advancement. It
is pursuit of truth with the help of study , observation , comparison , & experiment.
In short the search for knowledge through objective & systematic method of finding solution to a problem is
research.
61. TYPE OF RESEARCH
The main purpose of study the formulation of problem for more prices investigation or of developing the
hypothesis from an operational point of view. The major emphasis in study on the discover ideas inbuilt
flexibility in research design is needed , because the research problem broadly defined initially is
transformed into one meaning that is more precise.
In our case then taken one of three methods of explorative research, that is survey of concerning literature.
62. TYPES OF DATA USED
Data: Data are the raw fact when processed provides information .
Primary Data: These data are those which are collected a fresh and for he first time and to be original in
character.
Secondary Data: On the other hand secondary data are those that have already been used through the
statistical process.
In out case since we did research of descriptive nature preference sample survey & thus we have collected
primary data from dealers, retailers and customers through direct communication via interview. We have
also collect the secondary data from the website of Asian Paints.
RESEARCH DESIGN
A research design is the arrangement of collection & analysis of data in a manner that aim to conform ,
relevant to the research purpose with the economy in procedure. In fact the research design is conceptual
structure in which the research is conducted. It constitute the blue print for the collection , measurement
63. and analysis of data keeping in view the above stated design decisions. One may split out the overall
research esig into the following parts –
(a) The sample design
Which deals with the method of selecting items to be observed for the given study.
(b) The observational design
Which relates to the condition under which the observations are to be
Made.
(c) The statistical design
Which conform to the question of how many items are to be observed and how the information and data
gathered are to be analyzed.
(d) The operational design
which deals the techniques by which the procedure specified in the sampling statistical and observational
design can be carried
DATA ANALYSIS AND FINDINGS
After conducting the survey we find following results.
CUSTOMER ASK FOR ASIAN PAINTS
According to the findings of survey 30% of the customers directly ask for the Asian Paint when they go to
the Dealer.
64. AWARENESS OF THE CUSTOMER FOR THE SERVICES OFFERED BY THE ASIAN PAINTS
Only 36% of the customer know about the services offered by the Asian Paints
CUSTOMER SATISFIED BY THE SERVICES
Services offered by the Asian Paints satisfied 85% of the customer.
CUSTOMER SATISFIED BY THE QUALITY OF THE PAINTS
Asian Paints providing very good quality products which satisfying 88% of the customer
OVER ALL SATISFACTION
Asian Paint is giving a range of products, which are satisfying al the needs of customers. 92% of the
customers are fully satisfied with the Asian Paints products and services.
SUMMARY
This report aimed at to find out the level of customer satisfaction.
The first section of the introduction to the project topic that includes the Definition of the determinant of
customer delivered values, tools for measuring Dealer potential and the concept of relationship marketing.
Since the concern Of study lies with Asian paints hence second section of the report convey information
regarding the Asian Paints company which comprise the introduction History of the company, market share ,
financial report , and other activity of the Company.
The middle section of the report concentrated methodology of the
Project, for this purpose conduct comprehensive survey through meeting the
Customer personally
65. Posted by aditya at 8:44 PM
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Customer Awareness – A Study with reference to Asian
Paints India Ltd.
Paint industry has shown a rapid growth in the last year 2003-2004, and since then there has been a decreasing
growth in the industry. Asian Paints – one of the largest paint companies in India, which has shown a tremendous
growth since its establishment, liberalization. This is an achievement, achieved by careful planning a following firm
procedures set by the company management.
Asian is qualitative company with strict rules and regulations. All the planning takes place at the central office
Mumbai. Each Asian paint production center has a distinguished packing so that by looking at the drum or cartons
the plant identification become easy to the godownincharge. The company has a excellent distribution network
which is the prime reason for its success followed by marketing plans.
The company has a full fledge research of development function, whose aim is develop and present new products
every year. The price and selection of target is also done to protection. Considering the promotional part Asian
Paints employed Ogilvy and Mather to attract the customers.
Asian Paints has developed many brands and which have well penetrated in the minds of customers. Ex: Apcolite,
Apex, ACE, etc., And Asian Paints was the first to enter with manual color dispensing concept which took off with
the advent of computers, Asian is not lacking behind in this they have developed “Colour World” for the consumers
with 1150 shades to be selected from.
The study of my topic is “Customer Awareness” with reference to Asian Paints India Limited. And Advertising,
sales promotion, personal selling, public relations, and publicity are the customers awareness programs to be
conducted
Author: K. SrinivasaRao
by
the
company.
66. Asian Paints
From Wikipedia, the free encyclopedia
[hide]This article has multiple issues. Please help improve it or discuss these issues on the talk
page.
This article needs additional citations for verification. (February 2012)
This article appears to be written like an advertisement. (December 2011)
This article contains wording that promotes the subject in a subjective mannerwithout
imparting real information. (December 2011)
Asian Paints Limited
Type
Public
Traded as
BSE: 500820
NSE: ASIANPAINT
Industry
Chemicals
Founded
1942
Headquarters
Mumbai, India
Area served
Global
Key people
K.B.S. Anand (MD & CEO)[1]
Products
Paints and speciality products
Revenue
10139 crore (US$1.6 billion)(2012)[2]
Profit
988 crore (US$150 million) (2012)
67. Employees
4,937 (2012)
Website
www.asianpaints.com
Asian Paints Limited is an Indian chemicals company headquartered in Mumbai, India.[3]It manufactures a
paints for decorative and industrial use. 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.
Contents
[hide]
1 History
2 Major Products and Services
3 Forbes listing
4 Financial Deals
5 Revenue
6 International operations
7 Group Subsidiaries
8 Campaigns
o
8.1 Gattu, the mascot
o
8.2 Logo Change
9 References
10 External links
History[edit]
Asian Paints was established on February 1, 1942 by Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant
C. Dani and Arvind R. Vakil. They name their company 'The Asian Oil & Paint Company', a name that picked
randomly from a telephone directory[citation needed].
1945 – Asian Paints touches a turnover of Rs. 3,50,000[citation needed]
1957 – 66 – The family-owned company makes the change to a professionally managed organisation.
Major Products and Services[edit]
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:
68. Decorative paints: Interior wall paints, Exterior wall paints, Wood surface paints, Metals surface paints. [4]
Industrial coatings: Protective coatings, Floor coatings, Road markings.[5]
Ancillaries: Wall primer, Acrylic Wall Putty, Exterior Wall Putty, Wood Primer.
[6]
Asian paints made a foray in automotive paints in the year 1997 with a joint venture with PPG Industries. The
joint venture is called PPG Asian paints.[7] The company manufactures 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.
Forbes listing[edit]
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 is the only paint
company in the world to receive this recognition. One of the country's leading business magazine "Business
Today" in Feb 2001 ranked Asian Paints as the Ninth Best Employer.It has been recognised by "Economic
Times" as well. Forbes has also ranked Asian Paints among the Best under a companies in Asia in 2005, 06
and 07.
Financial Deals[edit]
Asian Paints has acquired 30% stake in Dutch Boy Philippines from Berger International Limited (BIL), an
indirect subsidiary of Asian Paints. Asian Paints executed a conditional stock purchase agreement relating to
the sale of 427,000 shares of Dutch Boy Philippines, which ceases to be an associated company of BIL. Asian
Paints, Ltd. (APL) has entered into a 50:50 new joint venture agreement with PPG Industries, Inc. (PPG), a USbased provider of paints, coatings and speciality products, to accelerate the growth of non-decorative coatings
business in India.
This is the second joint venture between APL and PPG. They currently have a 50–50 joint venture named
Asian PPG Industries Ltd (APPG).
APL and PPG have agreed that APL will take lead in the second venture, while PPG will take lead in APPG in
order to utilise their respective strengths to best capture the growth in infrastructure development and globally
driven markets in India.
APPG currently services the Indian transportation coatings market and this change will expand its scope to
additionally service the industrial liquid, marine and consumer markets. The second joint venture will service
the protective, industrial power, industrial containers and light industrial coating markets.
The transaction is subject to regulatory approvals and is expected to be completed during 2011.
69. It has recently acquired 51% in Sleek International Private Limited and is looking to have a stronghold in home
improvement.
Revenue[edit]
The company recorded revenues of INR77,888.7 million (approximately $1,708.1 million) in the fiscal year
ended March 2011, an increase of 14.2% over 2010. The company's operating profit was INR13,956 million
(approximately $306.1 million) in fiscal 2011, an increase of 2% over 2010. Its net profit was INR8,432.4 million
(approximately $184.9 million) in fiscal 2011, an increase of 0.9% over 2010.
International operations[edit]
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. Asian Paints operates in five regions across the
world viz. South Asia, Southeast Asia, South Pacific, Middle East and Caribbean region through the five
corporate brands viz. Asian Paints, Berger International, SCIB Paints, Apco Coatings and Taubmans. 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).
The company has a dedicated Group R&D Centre in India and has been one of the pioneering companies in
India for effectively harnessing Information Technology solutions to maximize efficiency in operations.
Group Subsidiaries[edit]
1) Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. Asian Paints operates in Australia,
Fiji, Tonga, Solomon Islands and Vanuatu under the brand name of ApcoCoatings.APCO COATINGS
2) Asian Paints Industrial Coatings Limited has been set up
3) In 1994, Berger units were brought under the single umbrella of the holding company 'Berger International
Limited (BIL)' with headquarters in Singapore, which was also listed on the Singapore stock exchange. In
November 2002, BIL became a part of the Asian Paints Group. Incidentally, Berger Paints Jamaica Limited,
which is listed on the Jamaican stock exchange, is amongst the top ten companies in the country in terms of
market capitalisation. In the Middle East too Berger is a well-respected brand. It is the largest paint company in
70. Bahrain. Using its state-of-the-art manufacturing facilities there, and in United Arab Emirates, it exports to
countries in the Commonwealth of Independent States, Gulf Cooperation Council and Africa. In South East
Asia Berger enjoys a fine reputation and has operations in Singapore and Thailand.BERGER
4) SCIB Paints ranks amongst the top five paint companies in Egypt. SCIBPAINTS
5) Asian Paints Ltd has informed BSE that the Board of Directors of the Company at its meeting held on August
08, 2013 have approved the infusion of Rs 99.78 crore for 51% stake in Sleek International Private Limited
(SIPL). Post the infusion, the company would hold 51% stake in SIPL, said statement from Asian Paints. [8]
Campaigns[edit]
Gattu, the mascot[edit]
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, even
featured in business quizzes[9][10] After over four decades, it was eventually phased out after 2002, when
company's advertising agency Ogilvy & Mather (O&M) initiated a rebranding exercise.[11]
Logo Change[edit]
The brand also went in a brand overhaul. The logo was changed to a contemporary upmarket one designed by
an Engineering Student Devanaboina Krishna Teja from Andhra Pradesh. The logo/design was to convey selfexpression, sophistication and Technology.Thuscame the birth of a wonderful positioning strategy created by
O&M. The insight was that the brand is about people and homes and homes reflect the people living in it.
Hence " HarGharKuchKehtaHai" translated to " Every Home has a story to tell". This campaign is a perfect
example of a brand laddering up and connecting to a higher level in the mind of the customer. The campaigns
reinforced the brand as a premium emotional brand. Along with the campaign Asian Paints also ran parallel ads
for its subbrands. Saif Ali Khan endorsed the premium brand Royale .For Apex Ultima, the campaign was
highly localised and was different in different market.
References[edit]
1.
Jump up^ "Asian Paints". Asian Paints. Archived from the original on 24 September 2010. Retrieved 201009-27.
2.
Jump up^ "BSE 2010 data". www.bseindia.com. Retrieved 2010-09-27.
3.
Jump up^ "Asian Paints". Asian Paints. Retrieved 2010-07-16.
4.
Jump up^ http://www.asianpaints.com/applications/decorative.aspx
5.
Jump up^ http://www.asianpaints.com/industrial/index.aspx
6.
Jump up^ http://www.asianpaints.com/applications/ancillaries.aspx
71. 7.
Jump up^http://www.ppgasianpaints.com/about_us/our_parent_co.aspx
8.
Jump up^ http://www.business-standard.com/article/companies/asian-paints-completes-sleek-groupacquisition-113080800727_1.html
9.
Jump up^ "Colour the world". Business Line. 13 April 2000.
10. Jump up^ "Who is the creator of 'Gattu'?". Rediff.com. 11 July 2008.
11. Jump up^ "Getting over Gattu: Asian Paints goes for rebranding". The Economic Times. 24 July 2002.
External links[edit]
Asian Paints, website
“Asian Paints HarGharKuchchKehtaHai” is a 10 part half-hour series, that will showcase a never-before-seen journey
of India‟s leading personalities, from the world of film, tv, music and sport.The series will feature the childhood home
and memories of self-made Indian celebrities including Govinda, WaheedaRehman, IrfanPathan, SakshiTanwar, and
IlaArun, amongst others who have carved a niche for themselves through sheer talent, hard work, grit and
determination. Each episode, going back in time, more-often-than-not is hugely emotional with memories of friends
and families, good neighbours and friendly shop owners, and images of rooms and special corners that emotionally
connect them to a life that will always seem like the „Good Old Days‟. This series gives the celebrities a chance to go
back to their roots and come face to face with their past as they revisit the people and places that helped make them
who they are today. Each intimate episode leads them on an emotionally - charged journey where they examine their
early lives as they go back their childhood home and almost relive the moments where the seeds of their ambition
were sown. We meet the families, neighbors and childhood friends who reveal conversations and memories that shed
new insight into the formative years and how they overcame adversities on their road to achieve fame and success.
Customer Awareness – A Study with reference to Asian
Paints India Ltd.
Paint industry has shown a rapid growth in the last year 2003-2004, and since then there has been a decreasing
growth in the industry. Asian Paints – one of the largest paint companies in India, which has shown a tremendous
growth since its establishment, liberalization. This is an achievement, achieved by careful planning a following firm
procedures set by the company management.
Asian is qualitative company with strict rules and regulations. All the planning takes place at the central office
Mumbai. Each Asian paint production center has a distinguished packing so that by looking at the drum or cartons
72. the plant identification become easy to the godownincharge. The company has a excellent distribution network
which is the prime reason for its success followed by marketing plans.
The company has a full fledge research of development function, whose aim is develop and present new products
every year. The price and selection of target is also done to protection. Considering the promotional part Asian
Paints employed Ogilvy and Mather to attract the customers.
Asian Paints has developed many brands and which have well penetrated in the minds of customers. Ex: Apcolite,
Apex, ACE, etc., And Asian Paints was the first to enter with manual color dispensing concept which took off with
the advent of computers, Asian is not lacking behind in this they have developed “Colour World” for the consumers
with 1150 shades to be selected from.
The study of my topic is “Customer Awareness” with reference to Asian Paints India Limited. And Advertising,
sales promotion, personal selling, public relations, and publicity are the customers awareness programs to be
conducted by the company.
Asian Paints shows how emotion makes a house into a
home
The new campaign, conceptualised by Ogilvy & Mather, is an extension of the
popular ‘Hargharkuchkehtahai’ communication
SohiniSen | Mumbai | September 11, 2013
Click on the image to watch the TVC.
73. Asian Paint‘s new campaign shows how a house becomes a home with thoughtful action.
One of the biggest painting brands of the country, Asian Paints has already made
campaigns under the now famous ‗Hargharkuchkehtahai‘ communication. The recent
campaign, conceptualised by Ogilvy & Mather, speaks about the joy of home making. It
tells how a house turns into a home because of the people who live in it, their interactions,
their stories and memories.
―The last few years, all the communication was about the service Asian Paints provides. We
decided to strengthen the emotional connect through the ‗Hargharkuchkehtahai‘ line and it
has worked,‖ said AvijitAvasthi, National Creative Director, Ogilvy India.
Asian Paints prides itself in being able to understand the consumer‘s relationship and
emotions with homes. Consequently, the brand communication has always touched upon
various facets of the values and emotions attached with homes.
The TVC revolves around an Army Captain, Rathod, and his bride. It opens with both of
them entering their new house. The bride remarks how everything in the house is perfectly
coordinated. Everything seems to be in line – much like the army lifestyle. Then she is
guided to her room which is a welcome change from the disciplined decor of the other
rooms. This room has a carefree attitude to it, done up in vibrant colours, with pictures on
the wall and interesting decor. While the bride is amazed at how this is exactly like her
room in her parent‘s house, the husband says that it has been done intentionally so that
she never feels like she is away from home.
―The campaign was meant to educate and encourage people to think how decor plays an
important role in bringing out the emotions. In the TVC, the Captain comes across as curt
and not so expressive. But the fact that he cares comes across through the effort he has
put in decorating his bride‘s room,‖ explained Avasthi.
―We wanted to extend our property ‗Hargharkuchkehtahai‘ and add decor to that. This is
what gave rise to this campaign. We will have more of these every year. We are also
planning to take it to the digital and print medium. The focus would be on the new wall
fashion or wall stencil which can be seen in the TVC. We are trying to popularise the new
‗Imagine Stencil‘ through the digital space and let consumers know that it is now
available,‖ said AmitSyngle, President, Sales, Marketing and Technology, Asian Paints.
The TVC:
Credits:
Creative Agency: Ogilvy & Mather
Creative Team: AbhijitAvasthi, Mahesh Gharat, PradyumnaChauhan, ShanawazQuadeer
Account Management: B Ramanathan, TulsiChoksi
Account Planning: MadhukarSabnavis, KawalShoor, Prem Narayan
Sohini.Sen@BestMediaInfo.com
