The document discusses promotion mix and strategies used by paint companies in India. It defines promotion mix as disseminating information about products to generate sales. Common promotion techniques include advertising, personal selling, publicity and sales promotions. It then provides details on the Indian paint market, major players and their market shares. Asian Paints is the leader with 37% market share nationally and 55% in Amreli due to effective use of brand ambassadors and promotion techniques like personal selling.

1. A Presentation on
P ROMOTION M IX
Prepared by :-
Mehul Rasadiya
Submitted to :-
K.K. Parekh Institute of Management Studies
(Amreli)

2. Promotion mix
Promotion involves disseminating
information about a product, product line,
brand, or company.
To generate sales and profits, the benefits
of products have to be communicated to
customers. In marketing this is commonly
known as “promotions”.

3. Purposes of Promotion
To tell consumers about a company’s …
Goods
Services
Ideas
Images

4. Purposes of Promotion
To persuade consumers to buy

5. Promotion’s Recipe
for Success:
Mix various
communication
activities together and
serve to potential
customers until desired
outcome is achieved.

6. Communication Techniques
Traveler Magazine
•Advertising Flynn
The bikes
•Personal selling the pros
use.
The Top 5
Airlines!
•Publicity
•Sales promotion
25% Off
Coupon

7. The Combination, or Blend, of
Marketing Communication Channels
Is Called the...

8. Advertising
Any paid form of non personal presentation of
ideas, images, goods, or services
The most visible element of the promotional mix

9. Advertising
Messages can be delivered by:
• Television
• Radio
• Newspapers
• Magazines
• Direct mail
• Outdoor
advertisements
• Directories
• The Internet

10. Personal Selling
Determines client needs/wants and responds through
planned, personalized communication that
influences purchase decisions and enhances future
business opportunities

11. Sales Promotion
 Promotional activities other than advertising, personal
selling, and publicity which stimulate purchases
 Sales promotion activities include:
Visual merchandising or displays
ProductCoupons
Noveltyrebates
Instant items
FreeExhibits
Fashion shows
Trade shows
Contests
demonstrations
samples

12. Importance of Promotion mix
 Plays a key role in obtaining and keeping
customers
 Enables businesses to communicate
effectively with customers
 Informs consumers about goods/services and
persuades them to buy

13. Indian
Paint Market

14. Indian Paint Market
Market share
Industrial
25%
Decorative
75%

15. Decorative

16. INDIAN Market Share
Paint Manufacturing Companies
5% 12%
5.30% Asian Paints
37%
Nerolac
11% Berger Paints
ICI Dulux
13.80% Jenson & Nicholson
15.90%
Shalimar
Others

17.  Rural Marketing Initiatives since 1960.
 Advertising & Promotional Expenditure started
in 1980s.
 Advertising Methods-
Radio, TVCs, Print, Internet,
•Promotional Expenditure grew from 15%
 Retail Outlets, Seminars, Workshops. in
37% Market share in India
 2003 to 21% in 2008. and right now 41%.
Major in Advertisement

18. 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. That time increase sales 12%.

19. When Company launched first time Royal Play that time
company need to more Advertisement. So Saif ali khan promote
this product……..

22. Advertising Methods-
Radio, TVCs, Print, Internet.
Retail Outlets, Seminars, Workshops.
15.9% Market share in India

23. For the promotion purpose
The company is using high
profile brand ambassador as
Shahrukh Khan

25. In NASIK (Maharashtra) 2011

26. Introduced as a Warranted Product
At that time sales increased 11%

27. Introduced as a Healthy Home Paints

28.  Advertising Methods-
Radio, TVCs, Print, Internet.
 Retail Outlets, Seminars, Workshops.
 13.8% Market share in India

29. For the promotion purpose
The company is using high
profile brand ambassador
as Katrina kaif

30. When Company having 10% market share that time KARINA KAPOOR is
Brand Ambassador of the company..
but Company archived 13.8% of market share, When KATRINA KAIF
replace to KAPINA KAPOOR,

31. New Delhi (2012)

33. Advertising Methods-
Radio, TVCs, Print, Internet
ICI DULUX India comprises of 11% market
share in India.

35. Market share (Amreli)
15%
Asian Paints
13% Nerolac
Burger Paints
55% ICI Dulux
5%
Others
12%

36. In AMRELI “Personal selling” is major tool
for the promotion
In AMRELI
Asian paints – 7 Dealers
Nerolac paints – 1 Dealer
Burger paints – 1 Dealer
ICI Dulux paints – 1 Dealer
So that ASIAN PAINTS having highest market share