ASIAN PAINTS GOING WHERE THE CONSUMER IS

An Asian Paint Wall

By : Ankur Rai Shabbun Rahul Kumar

PAINTS

PAINT INDUSTRY
TYPES

DECORATI VE

INDUSTRIA L

ORGANIZED 65%

UNORGANIZED 35%
REVENUES

70-75%

25-30%

DECORATIVE

PAINTS
NEW WALL FINISHES EXISTING WALL FINISHES
AUTOMOTIVE COATINGS

POWDER COATINGS PROTECTIVE COATINGS

INDUSTRIAL SECTOR PAINTS

ASIAN

DECORATIVE PAINTS INDUSTRIALPAINTS

NEROLAC

INDUSTRIAL PAINTS ENAMELS

JENSON

BERGER

EMULSIONS

SNOWCEM

EXTERIOR PAINTS

CURRENT STATISTICS
Indias largest paint company Ranks amongst TOP 10 decorative coating companies in the world. Annual turnover of Rs 25.6 billion. Operates in 22 countries and has 29 paint manufacturing facilities in the world. Has been awarded the ISO 9001 certification. Has a 50:50 JV with PPG Industries. Has an exclusive chain of retail stores called COLOUR SHOP.

SUBSIDIARIES

ASIAN PAINTS

BERGER INTERNATIONAL

APCO COATINGS

SCIB CHEMICALS

APILs BRANDs

INDUSTRIAL SECTOR SUBSIDIARIES

Protective coating,road marking, floor coating

Powder coating segment

Automotive coting segments

ASSOCIATIONS & JVs OF APIL

50:50 JV with PPG Industries, the world leader in automotive coatings. Has a controlling stake in Delmege Forsyth & Company. Technology collaboration with Protech Chemicals.

COMPETITORS

MARKETING STRATEGIES
Reaching the customers. Conveniently sized packs. 50 ml packs for farmers. Bonding with dealers. Concentration on smaller towns. Mascot- Gattu

MARKETING CAMPAIGNS

BADIYA HAI

Contd..

HAR GHAR KUCH KEHTA HAI

Contd..
SOMETHINGS IN LIFE NEED A ROYALE WALL

EVOLUTION OF APILs ADVERTISING STRATEGY

Launching of new products. Targeting niche segments such as D-I-Y Glass paints. Paint Clubs Increase Brand Visibility in TIER-II cities Increase product visibility. APIL should be innovative with technology, eg. Smart Coats.

Contd.
Advertising strategies targeting the Initiators and Influencers rather than the buyers.

How should APIL, as a market leader in decorative Paint category, upgrade its customers to value added/ superior-quality/ high-margin products? Ans) It should be implemented in 2 parts First The penetration of the rural segment has to be achieved by offering them a basic product well tailored to match the low willingness to pay segment After basic penetration level has been achieved these consumers can be offered a higher range of product with a view to upgrading the consumers

Second Communicate and convince the contractors and the painters through dealers to buy the Asian paint low range brands (in initial period) Once they will realise the performance of Asian paints as compare to their chuna, they will automatically switch to Asian paints Because it happens very rarely that a person who is using plastic paint will again go back to Chuna (Exceptions-economic crisis or financial problem)

ADVERTISING STRATEGY FOR INDUSTRIAL SEGMENT

INFORMATIVE ADVERTISING

 REMINDER ADVERTISING (Asserting its status) Use of existing distribution channels. Associations with automobile and heavy equipment industries. In decorative paints, Asian paints is successful because it is present in every segment from low to premium.

Contd.
It should follow the same strategy in industrial segment too. It can introduce cheaper line extensions to cater to the needs of SSI and unorganized industries.