COMPANY PROFILE Asian Paints is Indias LARGEST paint company and Asias 3rd largest paint company.1942 - Started by Four Entrepreneur, The Choksey Bros. As “ASIAN OIL AND PAINT COMPANY”1967 - Became the 10th largest paint company in the world.1973 - Asian paints became a public Ltd company.2002 - Asian Paints was a market leader in Indian decorative paints It operates in 17 countries across the world.
GLOBAL PRESENCE1.South Asia (India, Bangladesh, Nepal and Sri Lanka).2.Egypt.3.South East Asia (Singapore), MiddleEast (UAE, Bahrain andOman), Caribbean (Jamaica, Barbados, Trinidad &Tobago).4.South Pacific (Fiji, Tonga, Solomon Islands andVanuatu).5.South Pacific (Fiji and Samoa).
CHANGING FOCUS AP emphasized on technology and marketing in its drive to be one of the TOP 5 global paints companies.It implemented EnterpriseResource Planning (ERP) and SupplyChain Management (SCM) solutionsfor streamlining its processes andsupply chain.
NEW PRODUCT LAUNCHESIn the late 1990s, and early 2000s, the company launchedvarious new products to increase its market presence andpenetrate into the segments where its presence was small .Shifted its product to high margin products likeemulsion segment.It also added wooden and metal polish paintsto its product profile
CUSTOMER SERVICE SOLUTIONSAP focused on distribution, as it realizedthat distribution and service were the keysto success in the paints industry. Apart from urban areasAPs field officers dealt AP also focused on smalldirectly with the dealers towns and on ruralin small towns. markets. AP also launched products such as Tractor and Utsav to cater to small towns and rural markets.They also launched Colourworld , Helpline, Homesolutions and paint calculator to provide better service.
CHANGING IMAGEAP also focused on its communication and brandstrategy.It realized that communication would help the company toreach out to the customer and create an attractive publicimage.AP appointed the Bangalore-based"Momentum" as consultants for a newadvertising strategy for the companyLaunched a campaign called “ Har gharkuch kehta hai” which targeted theemotional space of consumers.
G O O D BY E BY GATTUAlong with the new logo, AP also changed itsPACKAGING in order to COMMUNICATE itsnew BRAND IDENTITY.GATTU represented common manwhich did not fit to the companies newchanged focus, so the unveiled its newlogo without Gattu. Though Gattu was removed from the logo, it was retained on the packaging to provide a “FAMILY FEEL”.