Name: Ritika Sharma

Course: MMS
Div: B
Roll No: 88
Asian Paints
 INTRODUCTION
Asian Paints is an Indian, public ltd company, that has its headquarters in Mumbai, India.
The company deals in the manufacturing of paints that are used for decorative purposes
and has industrial usage.

This chemical company is the largest manufacturers of paints in India and third largest in
Asia. Besides India, Asian paints also serves a global market with the help of its subsidiary
companies like Berger International ltd and SCIB Paints. The company was founded in the
year 1942 and presently its MD is K.B.S Anand. Asian Paints faces stiff competition in the
market from its competitors. They are as follows:

Kansai Nerolac

Berger Paints

Jenson and Nicholson

Shalimar Paints

Place in the Marketing mix of Asian paints

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.
The operations of Asian Paints are held through a network of five regions worldwide via,
Caribbean region, Middle East region, South Pacific region, South-East Asia and South
Asia. A massive research and development center has been opened in India. The company
has a manpower that is dedicated and well-organized and it enables the company to
harness all the available information and technology solutions in order to increase the
operations efficiently. Asian Paints has sidestepped the segment of bulk buyer and has
gone directly to the individual customer.
Promotions in the Marketing mix of Asian paints

The mascot for Asian Paints is Gattu and the cartoonist R.K Laxman created it in the year
1954. Gattu, who had an endearing appearance with his hair locks dangling over his right
eye, became a very popular figure. After reigning for more than four decades, it was phased
out in a rebranding initiative in the year 2002.
Even the logo was changed to display an upmarket and contemporary look that denoted
technology and sophistication. All the promotional activities of Asian Paints are based on
the fact that the company is all about the family and its members along with their homes,
which are a reflection of each other.
The slogan Har Ghar Kuch Kehta Hai is a prime example of the fact that the brand is trying
to connect with the emotions of the people. The famous actor pair of brother and sister Saif
Ali Khan and Soha Ali Khan have been endorsing its brand Royale. Actor Akshay Khanna
has also been a part of the promotional activities. Currently Deepika Padukone has taken
over the brand endorsement. The promotions also include incentives to the painters,
distribution of t-shirts and caps and added privileges to its members.
Finally, the best brand element for the brand is its wide distribution network, the quality of its
products and its repeated marketing communications which keep reminding the end
customer that Asian paints is the best paints brand out there.
Asian Paints, founded in 1942, is an Indian chemicals company headquartered in Mumbai,
India. It manufactures a wide range of paints for decorative and industrial purpose. Asian
Paints is India's largest and Asia's third largest paint company, with a turnover of Rs 96.32
billion, revenue of Rs 7964 crore and 4640 employees. The founders were four young
Mumbaikars Champaklal Choksey, Chimanlal Choksi, Suryakant Dani and Arvind Vakil.
Mr. K.B.S Anand is the current Managing Director and CEO of the company.
Asian Paints operates in 21 countries with 29 paint mfg. facilities with capacity of 440 mn.
Lts/annum, servicing consumers in 65 countries. 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:
 Asian Paints in South Asia (India, Bangladesh, Nepal and Sri Lanka).
SCIB Paints in Egypt.
Berger in South East Asia (Singapore), Middle East (UAE, Bahrain and
Oman), Caribbean (Jamaica, Barbados, Trinidad & Tobago).
Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands and Vanuatu).
Taubmans in South Pacific (Fiji and Samoa).
Most of its revenue from outside India come from the Middle East.

Supply Chain of the company

Paint Industry in India: Paint industry estimated at Rs. 135bn. Unorganized sector accounts
to 35% of paint market. Volume growth estimated at 15%. Indias share in the world paint
market is 0.6%. Per capita consumption of paint in India is 1.2kg/annum. Asian Paints:-
Headquarters in Mumbai- 5 Factories- 18 Processing Centres- 800 raw material and
intermediate goods suppliers- 140 Packing Material Vendors- 6 Regional Distribution
Centre- 74 depots are integrated Over 15000 direct dealers in 3.500 towns of India as
opposed to 7000 of its nearest competitor, over 35% of the dealers do business only with
APIL, 67 sales locations situated all across the Country.
Selling Strategy
Going to individual consumers implied wide product range and complex distribution

Smaller packs proliferated the product depth further

Wide product range implied expensive distribution

Going to semi-urban / rural markets further enlarged distribution

Going retail implied deep involvement in channel management

National Marketing Necessitated Nationwide Organization

Negotiation Strategy
Established a Network of Company Depots

Created a Marketing Organization that matched its Distribution Intensity

Successfully Resolves the Cost-Service Conflict in Distribution

Strong Commitment to Distribution Cost Control

LOGISTICS
The warehousing facilities are well maintained.

The company specially looks after the environmental aspects and tries to avoid pollution
and pollutants by adapting eco-friendly production methods.

The company keeps low inventories in off seasons, and high inventory in festival seasons.

The company has huge base of raw material suppliers, giving company bargaining power
resulting in higher profit margins than competitors.

The company has succeeded in establishing themselves in rural parts of India by large
distribution network, retail outlets etc.
Attention Gaining attention is a skill and and just like any skill, gaining attention can be
improved upon with practice. A common sales person must be to put the customer
completely at ease.

Interest Once you have gained attention, it is very important to maintain interest. Some
sales people are very good in the opening but as the technicalities take over, they become
uncomfortable while explaining the product.

Desire Have you seen the commercials wherein you just have to get out of your house
and get the product? Perhaps a car, an ice cream or a house. The same has to be done by
the sales person in personal selling. He has to create enough desire in the customers mind
such that he immediately has to buy the product. Imagine an aquaguard sales man or a
tupperware sales person.

Action Although there may be desire for the product, the customer might not act on it. He
might want to buy the product but he might NOT buy it. In such cases the customer needs
to be induced. There are various ways to induce the customer such that he buys the
product. It is important for the sales person to understand whether to directly induce the
customer or whether to push subtle reminders that you are there for a sales call. Both
methods work, but you need to know your customer.

Satisfaction What would you do after the customer has given the order? Will you stand
up, Point at him and shout Fooled ya. I dont think so. The customer has just parted with
his money. Just like you part your money and expect good service, he expects the same
too. So even after he has bought the product, you need to reassure the customer that he
has made the right decision.

The company has come a long way since its small beginnings in 1942. It was set up as a
partnership firm by four friends who were willing to take on the world's biggest, most famous
paint companies operating in India at that time. 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 1967. 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.
Bibliography

scribd.com
slideshare.net
https://www.asianpaints.com/more/about-us.html