MARKETING MANAGEMENT

TEAM ROLL NUMBERSSHRUTI AROLKAR 02 (PGDAMSM)JINAY DESAI 07 (PGDAMSM)ROTHAM D’SOUZA 08 (PGDAMSM)JASON GONSALVES 30 (PGDAMSM)JEEGAR DATTANI 02 (PGDBM)

FACULTY – MR VENKAT IYER

PAINT SECTOR OVERVIEW

Valued at Rs. INR 24,500 million.

Fastest Growing Market in Asia Pacific.

Growth Rate – 15% per annum.

Organized Sector – 75 %

Unorganized Sector – 25%

SEGMENTATION OF PAINT INDUSTRY

Started in 1942

Turnover Rs.109.70 Billion

Global Presence

•Exterior Walls•Interior Walls•Metal Surfaces•Wood Surfaces

•Exterior Walls•Interior Walls•Metal Surfaces•Wood Surfaces

• Protective Coating• Floor Coating• Road Markings

• Protective Coating• Floor Coating• Road Markings

• Wall Putty • Deco Prime

• Wall Putty • Deco Prime

• ZK Autocolor• Deltron

• ZK Autocolor• Deltron

PRICE

Value Based & Optional Pricing

Paint Calculator

Cost ranges from 300 -345 per litre

PLACE

DEALERS ACCORDING TO THE PRODUCT CATEGORY

Color World Leader

Color Idea Store Leader

Trained Royal Paint Painter

Kids World Leader

PROMOTION

Costumer Engagement Activites

Famous Campaign: “Har Ghar Kuch Kehta Hai”

Celebrity engagement

CSR Activities (?)

HOME OWNERS

ARCHITECT & CONTRACTORS

PROMOTION

HOME PAINTING GUIDE

COLOR BOOKS

WEB COLOR DESIGNER/ COLOR GENIE

BE COLOR CONFIDENT

COLOR CHEF

HASSLE FREE HOME SOLUTIONS

INSPIRATION WALLS

EARN STARS AND ENCASH DISCOUNTS

SERVICES/CONSUMER ENGAGEMENT ACTIIVITES FOR HOME OWNERS

PROMOTION

PROJECT SALES CAMPIGN

SERVICES/CONSUMER ENGAGEMENT ACTIIVITES FOR ARCHITECTS AND CONTRACTORS

CULTURAL SHIFT

From Simple Painting to Decorative Painting

Change in Perception

Gear Shift in Trend

THREATS Threats of substitutes for Asian paints arises majorly from the, wallpaper and the designer wall papers which are smell free, available in many varieties, hassle free, can be done in minimum time, with reasonable rates.

The other substitute is POP designer work which is much appreciated by people for the very elegant and creative look it gives to the wall, which is not given by paints.

The latest trend which is arising from the celebrity homes is of having much appreciated designer walls, which comprises of painting the wall with some creative design, this can be a portrait or at times simply a piece of artwork done on the wall.

Also in corporate sector the organizations have realized the urge of having glass wall, and so the need for paints has been gradually reducing.

CONCLUSION

Asian Paints kept evolving over a period of time, with a on going process of better understanding of consumer demand and trend.

It catered towards the outlook of interior décor, making it work with the help of the latest technology in order to achieve consumer necessity.

Certain app on the website of Asian Paints helped in giving the consumer a personalized touch making it feel more real.