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ASIAN PAINTS

PRESENTED BY-ArpaN Ghosh,

BANAJA,DEEPAK,LOKNATH,BISHNU& SUBHASHREE

ASIAN PAINTS

• Parent Company- Asian Paints• Category - Paint Industry• Sector - Industrial Products and Chemicals• Tagline/ Slogan - Merawala blue; Har ghar

kuch kehta hai ki ;• USP - India’s biggest brand with widest reach.

International Operations

• Caribbean Islands

• Barbados,

Jamaica,

Trinidad &

Tobago.

• South Pacific

• Fiji, Tonga,

• Vanuatu,

Solomon &

Samoa Islands.

• South Asia

• Bangladesh, Nepal & Sri

Lanka.

• South East Asia

• China, Malaysi

a, • Singapo

re & Thailan

d.

• Middle East

• Bahrain,

Egypt,• Oman

&• United

Arab Emirat

es.

GROUP SUBSIDIARIES

Company in South pacific island. AP operates in Australia, Fiji, Tonga,Soloman Island under brand name APCO.

It is a England Company. In 2002 became part of AP

Contd….

Egypt company which became part of AP in August 2002

US Company with 50:50 equity sharing with AP in 1997. Pittsburgh Paints and Glass Industries (PPG), USA

Fiji company became a part of AP in September 2003.

• The Tangibility Spectrum- It shows the goods and services with varied proportion of tangibility and intangibility.

SUPPLY CHAIN OF ASIAN PAINTS

Headquarter in Mumbai 4 Factories 18 Processing Centres 350 raw material and intermediate goods suppliers 140 Packing Material Vendors 6 Regional Distribution Centre 72 depots are integrated

ELEMENTS OF SUPPLY CHAIN• 3000

SKU’S• RAW MATERI

ALS• PACKAGING

MATERIAL

• KEY SUCCESS FACTORS• FLEXIBLE

OPERATIONS

• LOWER OUTPUT TIME

• LOW DELIVERY COST

• 4 PLANTS

• 6 RDC• 35 JOB WORK

CENTRES• 77

DEPOTS

• 15000 DEALERS

• 500 INDUSTRIA

L CONSUME

RS

STP• Segment - Caters to all segments with brand

Royale aimed at premium segment and rest at mass market.

• Target Group - Home-owners, industries-hotels, education, healthcare, agro & manufacturing equipment and automobile etc. infrastructure, govt. buildings

• Positioning - A complete array of products to cater to everyone.

SWOT ANALYSIS

STRENGTH:

Market leaders with 55% market shares.

Strong in inventory control.

The pricing strategy is oriented to middle and lower end consumers.

Widest product range in terms of products, shades, pack sizes.

Comprehensive nation wide coverage of the market.

Brand name with 68 year experience.

WEAKNESS:

Seasonal demand and hence in off seasons it can lead to cash flow problems.

Innovation in developing new product is inadequate.

Weakness on the technology front in industrial paints.

In industrial paints, AP has only a 15% market share.

OPPORTUNITIES:

Acquiring/ increasing market share in Industrial paint sector.

Competitors have gone in for hi-technology compare to AP.

The automobile industry accounted for 50% of the industrial markets.

THREATS:

Domination of few foreign companies.

Competition is catching up fast, hi-tech facilities gives abundant choices.

PRODUCT CATEGORIES

PRODUCTS MIX OF ASIAN PAINTS

ANCILLARIES•Primers•Fillers•Stainers•Sealers

AUTOMOTIVE•2K Nexa Autocolor•Deltorn•Delfleet•Bilux•Aspa

DECORATIVE PAINTS

•Exterior Walls- Apex,Ultima, ACE,Duracast•Interior Walls- Distempers, Emulsions, Enamels•Metal Surfaces•Wood Surfaces

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

PRODUCT PORTFOLIO

RoyaleLuxury Emulsion Premium Emulsion

Interior Wall Finish Matt

Elastomeric Hi-PerformanceExterior Paint

Apcolite PremiumSatin Enamel PU Wood Finish

Exterior

Interior Wall Finish Lustre Utsav Acrylic Distemper

LINE STRETCHINGUp Market Stretch : Royale Play

Spatula Effect Brushing Effect Sponging Effect Ragging Effect

Down Market Stretch : Royale Shyne

Enhanced Smoother Anti-Fungal Stain Durability Finish Shield Resistance

MARKETING STRATEGY

Company is using different techniques such as advertising Campaign, sales promotion, personal selling, direct marketing and public relation to increase sales.

A total amount of 85 crore is spent on the ad campaign by asian paint. Their particular ad campaign ‘Mera Walla Blue” “har ghar kuch kehta hai” are being liked by the customer.

Online marketing for urban customer: Asian paint online marketing system is helping. The company in lot of ways, providing all the necessary information to the customer. It is an unique way of promotion.

THE BASIC SERVICE PACKAGE

Core Service Core Service

Facilitating Services

Supporting Services

ZONE OF TOLERANCE

Desired Level of Service

Zone of Tolerance

Adequate Level of Service

What customer expects

What customer accepts

The Total Perceived Quality

Expected

Quality

Total Perceived Quality

Experienced

Quality

Technical Quality

Functional

Quality

Image

Determinants of Service Quality

– Care and Concern– Spontaneity– Problem solving– Recovery

• Tangibles• Reliability• Responsiveness• Assurance• Empathy

SERVQUAL Five dimensions (Service Quality)

FAST MOVING GOODS SLOW MOVING GOODS

Factory (4)

Depots (77)

Dealers (14500)

Factory (4)

Regional Distribution Center (6)

Depots (77)

Dealers (14500)

DISTRIBUTION CHANNEL

• AP bypassed the bulk buyer segment and went to individual consumers of paints.

• AP went slow on urban areas and concentrated on semi-urban and rural areas.

• AP went retail.• AP voted for nationwide marketing / distribution

DISTRIBUTION STRATEGY

• Going to Individual Consumers Implied Wide Product Range and Complex Distribution

• Smaller Packs proliferated the product depth further• Wide Product range Implied Expensive distribution• Going retail Implied Deep Involvement in Channel

Management• National Marketing necessitated nationwide

organization

IMPLICATIONS OF DISTRIBUTION STRATEGY

Thank you