Har Ghar Kuch Kehta Hai !!!

Asian Paints

GROUP MEMBERS

• Asian Paints is India's largest paint company and ranks among the top ten paints companies in the world today, with a turnover of Rs 16.56 billion. Forbes Global magazine USA ranked Asian Paints among the 200 Best Small Companies in the World for 2002. Asian Paints is one of the first companies in India to extensively computerize its operations.

GLORIOUS PAST

• Started in 1942 by four entrepreneurs: Champaklal choksey, Chimanlal choksey, Suryakant Dani and Arvind Vakil as “ASIAN OIL & PAINTS COMPANY.”• Started With a strategy “ Going to where Consumer is”.• In 1945, the firm was turned into a company.• In 1957, a plant was set up at Bhandup, Mumbai.• In 1973, AP became a public ltd company.• In 2002. AP was a market leader of Indian Decorative

Paints with market share of 44%.

ASIAN PAINTS TODAY

• one of the most admired companies in India. • More than twice the size of its nearest competitor. • 10th largest decorative paint company in the

world.• aims to become the 5th largest decorative paint

company in the world. • Present in 22 countries with 27 manufacturing

locations• Planning to set up a plant in Rohtak .

MANUFACTURING UNITS

at Mumbai [Maharashtra]at Ankleshwar [Gujarat]at Patancheru [Andhra Pradesh]at Kasna [Uttar Pradesh]at Sriperambadur

Kasna

Bhandup

Organisational structure

Mr. Ashwin ChoksiNon-

Executive Chairman

Mr. Ashwin Dani

Non-Executive Vice

Chairman

Mr. P M MurtyM D & CEO

Directors

Mr. S RamadoraiAdditional Director

Ms. Tarjani VakilChairperson of

Audit Committe

Directors

WOOD & MATEL PAINTS

EXTERIOR WALL FINISHES

INTERIOR WALL FINISHES

WOOD FINISHES

Competitors

http://images.google.co.in/imgres?imgurl=http://im.in.com/connect/images/profile/b_profile3/Kansai_Nerolac_Paints_300.jpg&imgrefurl=http://connect.in.com/kansai-nerolac-paints/profile-311016.html&usg=__Jy5H1jMGu3gjImbSmL5bc3tiUOY=&h=360&w=300&sz=10&hl=en&start=1&um=1&itbs=1&tbnid=JOSbOn8_6EMpoM:&tbnh=121&tbnw=101&prev=/images%3Fq%3Dnerolac%26um%3D1%26hl%3Den%26sa%3DN%26rlz%3D1T4SUNC_enIN357IN357%26tbs%3Disch:1

MARKETING STRATEGY

Promotion• APIL Emulsion brand Royale

Competed with ICI Dulux Velvet touch in Discounting the products(3-10 Rs per litre on Emulsion Paints).

• APIL offered 1151 Different Shades.• Advertising Budget Increased

Annually.• Urban Customers-Light Colours• Rural Customers- Dark Colurs• Touch Screen Facilities in shops to

see the Colour Texture

Marketing, Sales & Distribution

• Rural Marketing Initiatives since 1960.• Advertising & Promotional Expenditure started in 1980s.• Advertising Methods- Radio, Print, Internet,POP, Retail

Outlets,Seminars, Workshops.• Market leader -38% share in organized sector.• Asian Paints bypassed the bulk buyer segment and went to

individual consumers of paints• Widest product range -product shades, wide colours ,pack sizes• 40 different decorative paints -1200 shades, 8 different sizes in

packing,• no. of brands -all segments.• strong in inventory control (18 processing centres, 350 raw

material and intermediate goods suppliers, 140 packing material vendors, 6 regional distribution centres, 72 depots are integrated)

Example of print ad

Example of promotional ads

Festive ads

CORPORATE SOCIAL

RESPONSIBILITY

Total water management

• Asian Paints has built a Total Water Management (TWM) Centre, at its Bhandup manufacturing facility, which is the first of its kind in the entire country.

Age care

• various health camps for the aged has started by asian paints in Kasna, Patancheru and Ahmedabad to help the needy and various camps on the eye care, dental care.

Driving blood donation

• it partnered the National Blood Bank transfusion service to facilitate a Blood Collection Drive

Environment safety

• Adopt the principle of green safety• Bulk storage facility which reduces

wastage• Use of natural gas• Certified by ISO 14001

Improving infrastructure and healthcare at local schools

• In Ankleshwar - Gujarat the company support the "Shree Gattu Vidyalaya" school by providing infrastructure support

• presented the Pondur primary school with desks, tables, and even school bags for the students.

Innovative ideas

• It should increase share from the industrial paint segment.

• Should collaborate with leading manufacturing companies.

• Should advertise in non festive days also.• Should advertise for wood finish also.• Rural markets have considerable potential.

Companies that can establish a dealer network in these markets are likely to get the edge in positing above par growth rates over the next few years.

• Potential in overseas markets.• Should advertise for waterproof paint

during Monsoon seasons.

THANKS…

• QUERIES…???