MARKETING MIX

Also known as The 4 Ps of Marketing, refers to the primary elements that must be attended to in order to properly market a product. It is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market, so it consists of everything the firm can do to influence the demand for its product. Traditional 4Ps extended to encompass growth of service industry: 7Ps Price, Product, Promotion, Place, People, Process, Physical Environment. In order to prove that marketing mix caters not only seller's view of market analysis but also customers view, attempt is made to match 4 Ps of marketing with 4 Cs of marketing to address consumer views: Product Customer Solution Price Customer Cost Placement Convenience Promotion Communication

PRODUCTS MIX OF ASIAN PAINTS

ANCILLARIES Primers Fillers Stainers Sealers

AUTOMOTIVE
2K Nexa Autocolor Deltorn Delfleet Bilux Aspa

DECORATIVE PAINTS
Exterior WallsApex,Ultima, ACE,Duracast Interior WallsDistempers, Emulsions, Enamels Metal Surfaces Wood Surfaces

INDUSTRIAL
Protective Coatings Floor Coatings Road Markings Industrial Tinting System Powder Coatings Pthalics Intumescent Coatings

Overall market share

Asian Paints 18% 33% Kansai Nerolac Berger Paints ICI Paints 9 9 18% Jenson & nicholson Shalimar Paints

7
6

decorative segment
asian paints 19 6 5 9 9
14

kansai nerolac 38 berger paints ICI paints Jenson & nicholas

Shalimar
others

ROYALE LUXURY EMULSION 4 Ps OF MARKETING

PRODUCT
Product includes all features and combination of goods and related services that a company offers to its customers. For manufacturers, products are the market expression of the company's productive capabilities and determine its ability to link with consumers. So product policy and strategy are of prime importance to an enterprise, and product decisions dictate the scope and direction of company activity. The market indicators such as profits, sales, image, market share, reputation and stature are also dependent on them. The product of any organization is both a component and a determinant of the marketing mix as it has a great influence on the other elements of the mix. Without proper product policy, a company can not pursue for further elements of marketing mix.

ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

PERFORMANCE FEATURES & BENEFITS Royale Luxury Sheen Emulsion is an emulsion paint that provides a luxurious finish and a silky glowing appearance to your walls. A water-based, 100% acrylic interior wall finish, it has excellent flow giving a near exquisite rush mark free finish. It also offers high stain resistance - walls painted with Royale are easy to clean and maintain that new look for years. Royale also offers good anti-fungal properties, and can be applied on all types of smooth plasters, false ceilings, asbestos sheets, concrete etc.

ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT ATTRIBUTES

Coverage

ROYALE LUXURY EMULSION

325-350 sq.ft/ Lt.

Drying Time
Gloss Shelf Life Stability of Thinned Paint Safety Features Recommended Application

15-20 Minutes
Soft Sheen 3 years Use within 24 hours Non-Flammable Apply 2 coats for repainting & 3 coats for fresh surface painting

Pack Sizes
Shade Range

1 ltr, 4 ltr, 10 ltr, 20 ltr

As per the Colourworld Fandeck

ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

8% 6% 9% 42%

Asian Paints Royale ICI Velvet Touch Nerolac Impressions

35%

Berger Luxol Silk

Others

MARKET SHARE

ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

LINE STRETCHING

Up Market Stretch : Royale Play

Spatula Effect

Brushing Effect

Sponging Effect

Ragging Effect

Down Market Stretch : Royale Shyne

Enhanced Durability

Smoother Finish

Anti-Fungal Shield

Stain Resistance

ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

Asian Paints Royale Luxury Emulsion satisfies the basic need of the paint that is to protect the wall from cracks, leaks, make it look clean & create a proper ambience etc. which does. Multi-choice colors, oil based, mat finish, distemper, primer, wall paint, floor paint, metal paint, wood finish powder coating, protective coating and fresh coats etc, in decorative & industrial paints, satisfies customers requirement & their needs. Asian Paints Royale is of acrylic type, washable, sunlight protected, leaks proof, long lasting, chemical base so it dries fast, polished etc. Asian Paints Royale judges the future requirement of the customer & tries to give such kind of result that it can be called mass customization product. For example getting paints which are pearl kind-shining, reflective, mirror view color, etc.

PRICE
Pricing is basically setting a specific price for a product or service offered. The concept of price refers to the amount of money that customers have to pay to obtain the product. This cost may be monetary, or it may instead require the consumer to give up intangibles, such as time or effort. If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted & if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. These perceptions of costs and benefits can be determined through research, and used in positioning the product & adopting right pricing strategies for the product.

ASIAN PAINTS : ROYALE LUXURY EMULSION : PRICE

Asian Paints Royale Luxury Emulsion is placed as a Luxury product. Pricing Strategy adopted is value-based pricing. The current price of Royale Luxury Emulsion is as below:
QUNTITY (IN LITERS) 1 liter PRICE (IN RUPEES) 325

4 liter
10 liter 20 liter

1240
3150 5850

As per the conversation with a local dealer of Royale Luxury Emulsion, there will be an increase of Rs. 8-10 per liter in the current price.

ATTRIBUTE COMPARISON ATTRIBUTE ASIAN PAINTS ICI VELVET ROYALE TOUCH 320-350 sq. ft/ltr 300-325 NEROLAC 24 CARAT IMPRESSION 220-240

Coverage

Drying Time
Shelf Life Value Addition

15-20 minutes 20-25 minutes 30 minutes

BEST GOOD AVERAGE

PLACE
Place describes the way that the product reaches the consumer from the producer. It refers to the distribution system including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free, through the mail, via downloadable files, on a cruise ship, in a hair salon. This may also include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations where consumers are reached with information & training. Another element of place is deciding how to ensure accessibility of the offering and quality of the service delivery. By determining the activities and habits of the target audience, as well as their experience and satisfaction with the existing delivery system, researchers can pinpoint the most ideal means of distribution for the offering.

Ap bypassed the bulk buyer segment & went to individual consumer paints Ap went slow on urban areas & concentrated on semi-urban & rural areas Ap went retail Ap went in for open door dealer policy Ap voted for nation-wide marketing/distribution

PROMOTION
Promotional strategies include all means through which a company communicates the benefits and values of its products and persuades targeted customers to buy them. It is the company strategy to cater for the marketing communication process that requires interaction between two or more people or groups, encompassing senders, messages, media and receivers. Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling, entertainment vehicles, public service announcements, & other methods such as coupons, media events, editorials, "Tupperware"-style parties or in-store displays. The focus is on creating and sustaining demand for the product. Research is crucial to determine the most effective and efficient vehicles to reach the target audience and increase demand.