Asian Paints1 (1)

7/29/2019 Asian Paints1 (1)

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. . . KYUNKI HAR GHAR KUCH KEHTA HAI

Painters:-


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Introduction Of Company

Asian Oil And Paints Company.

Started in 1942 in garage by four entrepreneurs:

Champaklal Choksey,Chimanlal Choksey,

Suryakant Dani and

Arvind Vakil.

Asias 3rd and in world 10th largest company.

Present in 22 countries with 27 manufacturinglocations


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Scenario Of Colour Industry in

India


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PAINT INDUSTRY BY VALUE


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Journey of Asian Paint during 60th to 90s

Till 1990s people will just tell their budget for painting their

house to their Contractors/Builder and few customers will

also mention the color they need.

During that period Asian Paints analyzed the customer

market and found that people where not brand conscious

but their concern was only the price of the paint.


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To meet this needs of the customer

Asian paints reduced the cost of the raw materials by

backward integration in order to reduce the cost of the paints

Established an advertising strategy with created an

emotional touch among the customers

All these strategies helped them in creating a Brand Image

for their products among people and people started realizing

the need for brand conscious in this industry.


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Restructuring Of the Brand

In order to achieve its goal, it focused on three

main areas

Building the Asian Paints brand in terms of a

new product portfolio.

Changing its logo and packaging.

The new AP was expected to be even morecustomer-friendly and service-oriented.


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Product Portfolio.

Interior Paint Metal FinishesRoyal Premium Semi-Gloss Enamel

Royal Play Premium Satin Enamel

Premium Emulsion Premium Gloss Enamel

Tractor Emulsion Utsav Enamel

Utsav Synthetic Distemper

Exterior Paint Wood FinishesApex Ultima

Apex Exterior Interior Wood FinishesEmulsion Exterior

Apex Dura cast Italian

Ace Emulsion


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Gattu the Conman man Mascot

In 1954, Asian Paints asked the

famous cartoonist R.K. Laxman to

create a mascot for the company, and

from his pen was born Gattu, which

emerged as one of India's most

memorable mascots.

Brand focused mainly on mass andrural market.


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Need For Change the Gattu

In July 2002, India's leading paints company AsianPaints Limited (AP) announced it was dropping its

famous mascot - 'Gattu'- from its logo.

Asks the IIM Lucknow graduate, AP's advertising

manager Rajiv Kumar Garodia:

"Is the common man important? Frankly, I

think we don't need a mascot anymore

In the world of marketing, the common man

is dead.


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New Logo of Asian Paints

On September 27, Asian PaintsChange its logo.

It represents a more meaningful& personalize engagement withthe consumer in the home,retail and commercial segmentacross the India.

It highlights the easy flow,

smoothness & possibility thatour solution & offering willprovide.


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Apex Ultima

Baarish Cherrapunji ,

Rohtang Pass

Yaadein Dhundhli Pad

Jaayegi Par Deewaare Nahi

Sunil Babu- Time Proof

Beauty (2002)

Chhote Nawab - Bangla to

abhi bhi chamak

riya hai Tau (2006)


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Tractor Emulsion

2006- Ye sirf Dikhta Mehenga

Hai

2008- Budget Distemper ka

Shaan Plastic Paint Ki


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Royal

1992- Truly Royale

Nawab Pataudi

2005- Somethings In Life

Deserve A Perfect Wall

2010- Karthik Calling

Karthik


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Campaign held by Asian Paints

Jagjit Singh- Na jaane kya baat hai in deewaaro

mein mujhe mere ghar mein hi nahi mere

suroon mein bhi naye rang nazaar aane lage hai

1990 Khushi Ke Rang

2001 A colour can change your world

2002 Har Ghar kuch kehta hai

2004 Har Rang kuch kehta hai


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2009- Samplers Choosing Colours Made Easy

2010- Paint Calculator

2010- Painting Guide

2010- Surprise Your Spouse


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Khushi Ke Rang

Research confirmed thatcustomers tend to repaint theirhouses on the occasion offestivals.

The target audience was familywho want to paint there home invarious occasion and specially inDiwali.

The message was BARSO HARKHUSI ME RANG LAYE ASIANPAINT SE


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Har Ghar kuch kehta hai..

The earlier campaign talk about the joyof doing up your house and on how youfeel about your home.

The consumer buying behaviour haschanged. The category was becomingless seasonal. People started associatingmore importance to home decor andinteriors. The choice of colour became a

high involvement decision.But this campaign talk about howothers feel when they enter your home.


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Har Rang Kuch Kehta

hai..

The brand is so serious about the colour

that it has tied up with IIT to explore new

colours and conduct research on colours.

The campaign was all about which bring

alive the role of colour in home decor.

The main aim behind this campaign was

that how colour fire the imagination.

The main theme of this campaign wasLAL RANG HAI PYAR HAI

PILA HAI RANG PYAR KA

S l Ch i C l


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Samplers - Choosing Colours

Made Easy!

For Painting a home widenumber of confusion for familymember for making imagination.

At that time company realisewhy to compromise with reality.

Launch the small size pack for

various colour and came outwith RANG SOCHE NAHIDEKHE JATE HAI


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MARKETING, SALES & DISTRIBUTION

Rural Marketing Initiatives since 1960.

Distribution is one of the main strategy ofAsian Paints.

Advertising & Promotional Expenditurestarted in 1980s.

Advertising Methods-Radio, TVCs, Print,

Internet, Out of home(OOH), Retail Outlets,Seminars, Workshops.

Promotional Expenditure grew from 15% in2003 to 21% in 2008.


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CUSTOMER-FRIENDLY & SERVICE

ORIENTED

Consumer Help Line

Asian Paints Helpline launched in 16 cities.

Receives an enthusiastic response.

The information powerhouse to the consumer.

A step to bring the consumer closer to theCompany.

90 % of the calls are converted to sales.

Adds further value to the Corporate Brand.


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CUSTOMER-FRIENDLY & SERVICE

ORIENTED

Home Solutions

Asian Paints Home Solutions first launched in

Hyderabad.

Painting your home for you.

Asian Paints new website provides greater

interactivity with the user.

Online officer to answer all queries.


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Asian Paints Colour ki Lari

Paint companies and Diwali have a longstanding association with most Indian homesgoing for a complete re-painting project on

Diwali. Fans have to add their friends into a colourful

lari by tagging them on Facebook.

The grand prize of a home makeover will beawarded to the fan who has added the mostnumber of friends to the Colour ki lari.


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