Asian Paints has established a strong brand identity in India through heavy investments in branding and marketing campaigns. It offers a wide range of paint products at various price points to target different income groups. In the decorative paints segment, it has economy brands like Utsav and Tractor Emulsion for lower income customers as well as premium brands like Royal for higher income customers. In industrial paints, it faces competition from other brands. Asian Paints adopted an umbrella branding strategy promoting all its products under the main Asian Paints brand to increase awareness and market coverage. It also differentiated its products based on features, customization, and durability to build loyalty among customers.

1. POSITIONING STRATEGY OF ASIAN PAINTS LIMITED :
Although operating in commodity market. Asian paints have invested heavily in
branding, GATTU, the Asian paints official Mascot is a familiar icon across India. The
company recently augmented their web pressure. Their website, Asian paints.com is an
exhaustive hub of „Painting solutions‟. The site use Maximum interactivity to enhance user
experience. There are painting lips, online shades cards, cost calculation (based on floor area
and number of rooms0 dealer locator and a short of other innovative services.
From the perceptual map we can understand that Asian paints, have wider range of
products for all type of customers consisting of different income levels. It has a product range
from Royal Emulsion, Priced 250-400 which is targeted for upmarket buyers. Hpcolilen is a
product which is targeted for high income and upper middle class people. For lowers income
group it has UTSAV, TRACTOR EMLSION which priced vary from 40-100 Rupees. These
products are mainly targeted to Rural customers.
In Industrial segment companies position is relatively weak here Werolac paints
captured more than 50% market share. In this segment Asian paints have products like
Apcomin synthetic enamel which is used for industrial coating, and Apco synthetic power
which is used in automobile sector. In this segment also Asian paints faced stiff competition
from Berger and ICI Paints. Bajaj automobiles in the main customer of Asian paints in
automotive sector.
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 self-expression, sophistication and Technology. Thus came
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.

2. POSITIONING STRATEGY OF ASIAN PAINTS
DECORATIVE
PAINTS
TRACTOR
EMULSION
INDUSTRIAL
PAINTS
PREMIUM
PRICE
UTSAV
LOWPRICE
LOW PRICE
ROYALE
APCOMIN
SYNTHETIC
ENAMEL
APCO
POWDER
APEX
APCOLITE

3. UMBRELLA BRAND:
In 2004 the company realized that though they have almost 20 brands only few products like
Apex emulsion, Royal interior emulsion, Apcolite and Touch wood had high recall among
the customers. Therefore they decided to promote the brand as a whole, to create a corporate
image and the various products under their Umbrella Brand- “Asian Paint”, which became
their mother brand. This created a “Brand Awareness” as a whole among the customers.
BRAND PORTFOLIO:
It was realized that instead of spending on individual brands and in promoting them it was
logical to promote their corporate image and all the brands under their umbrella brands:
Asian Paints”. Thus Asian paints have become their mother brand. Also for this purpose they
underwent brand portfolio rationalization. The principle behind this is that they tried to
maximize their market coverage to increase their customer base and also tried to minimize
their brand overlap so that products do not compete among each other.
PRODUCT DIFFRENTIATION:
Paints previously were considered low involvement products because there was low band
loyalty and low switching costs. The only way Asian paints could retain or gain market share
was by product differentiation.
Asian Paints differentiated on the basis of form, feature and customization.
FORM:The rural sector follows the age old ritual of coloring the horns of their bullocks.
For this purpose they required paints of lesser quantity and low price. Asian paints therefore
changed its product form and introduced 50 ml paint packs at lower prices to serve the
purpose of the rural sector.
FEATURE:They continuously introduce new features to differentiate their products by
innovating. Like the case of Royale which is premium brand and is known for quality and is
known for providing a finishing touch which is different from other brands. On the contrary
taking the case of Tractor Emulsion targeted the middle class segment by providing water
thinnable coating effect. Lesser quantity of the paint was required for covering the same area
if one used Tractor emulsion paint in comparison to other brand.
CUSTOMIZATION:They added to the value proposition by offering to customize and
personalize paint colors to suite the requirement of different individuals with different tastes.
DURABILITY: APIL recognized that consumers spend a lot in repaintingtheir homes, for
this purpose it ensured durability which would be long lasting and could not be chipped off
easily.
SERVICE DIFFRENTIATION:
CONSUMER CONSULTATION:Through introducing Asian paints home solution where
there is a toll free number and people can dial and consult expert in paints.

4. CUSTOMER LIFETIME VALUE: It determined the total value of a customer over years to
come depending on the revenue a customer will generate over a period of time, Ads like
“Sunil babu … badhiyahai ad” it treat to highlight how a customer will continue to derive
value out of a product over a period of time which will ensure loyalty and these loyal
customers will generate greater revenues over a period of time.