Indias largest and Asias third largest paint company

Started off as Asian Oil And Paints Company

Turnover Rs.109.70 billion

Aims to become one of the top five decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets.

Intends to build long term value in the industrial coatings business through alliances with established global partners.

Started in 1942 in garage by 4 entrepreneurs: Champaklal Choksey, Chimanlal Choksey, Suryakant Dani and Arvind Vakil.

Operations - 17 countries & 25 paint manufacturing facilities in the world servicing consumers in over 65 countries. New concepts: Colour Worlds, Home Solutions, Colour Next, and Kids World.

BRANDING DECISIONS Generic Product Brand

Private Label

Own Brand

Single Market
Single Brand Multiple Brand

Multiple Market
Global Local

 Paint industry is commodity driven, with price being the most important differential The brand has evolved with the times by adjusting its branding strategy to changing marketplace needs and priorities. Asian Paints branding strategy: connect with, and listen to, your consumers.

 Private label paints are a little harder to be accepted in the market because of the presence of brands like Asian paints, Nerolac, Berger etc. Asian paints operates in a single market i.e. PAINTS It has multiple brands under it Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play, Touchwood, Tractor Emulsion, Utsav.

BRANDS Unknown Known

Acceptable

Unacceptable

Indifferent

Overlooked

Purchased

Not Purchased

 Consumer decision making is a conscious process. Any decision whether its buying a chocolate, choosing to eat at McDonalds rather than KFC, buying a new car or an insurance policy , is a conscious process.

Unknown Brands

Known Brands

Snowcem Paints Sheenlac British paints

Asian paint royale, Nerolac, Berger, Dulux, Apex Ultima

Acceptable Asian paint royale, Nerolac

Unacceptable

Indifferent Berger Dulux Apex Ultima

Overlooked

Purchased
Asian paint royale

Not Purchased
Nerolac

CRAFTING: Target Market: Lively, Fun-filled, Urban.

Consumer Behaviour:
Nature of Competition:

Price Insensitive, Expressive.

Fragmented market, Direct-Nerolac, Berger Indirect- Wallpapers, Tiles.

POP:
POD: Position:

Variety of Colours, Quality.

Innovation, Colour Store, Service. Every colour tells a story.

Reason To Buy:
Testing:

Reputation, Consistency
2D Desirable, Deliverable

Small pack usage

Trust

colour
Indian
High Involvement Product

Remote Availability

Quality

Har Rang Kuch Kehta Hai

Colour Worlds, Home Solutions, Colour Next, and Kids World.

Logo, font, tag line, Ambassador.

Identity

Position

Every House has a Story to tell.

Vibrant Colours.

Image

Perception

Best in class.

Asian Paints

Physique Adding value to homes

Personality Welcoming

EXTERNALIZATION

INTERNALIZATION

Relationship Emotional, Nostalgic

Culture Indian

Reflection Confident

Self Image Creative

Warm but fuzzy difficult to perceive; indistinct or vague.

Down-to-earth Honest Wholesome Cheerful

Daring Spirited Imaginative Up-to-date

Reliable Successf ul

Upper class Charming

 Change of mood. Reflection of Personality. Self Expression.

Stimulation of celebration. Sophisticati on

Har Ghar Kuch Kehta Hai to Har Rang Kuch Kehta Hai.

Make a place look beautiful & colourful.

Colour the house Basic task. Low involvement Product. Decision making rested with builder/contractor

Brand Loyalty

Brand Awareness

Brand Equity

Brand Quality

Brand Associations

Brand Loyalty Brand Awareness Perceived Quality Brand Associations Brand Assets
Brand Equity

Affiliation & Attachment. Tried, Trusted, Long-lasting. Expressive, Social Status.

Quality, Consistency.

Top of Mind recall

High Awareness, Easily recalled paint brand.

Corporate Brand Product Brands Sub Brands Licensed Brands Endorsed Brands