Download - Asian Paints.pdf
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The Marketing Strategy
of
SMP - 09
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Contents
Asian Paints – Mission & Vision
Industry Trends
Historical Information & Current Performance
Competitive Positioning (SWOT)
Marketing Strategies, Channels & Promotions
Marketing Strategy & Promotion Excellence
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Asian Paints – Vision & Mission
Vision
“See Indian homes painted in variety of colors from a truly Indian company” • Asian paints wants to become one of the top 5 decorative coating companies world wide by
leveraging expertise in the higher growth in emerging markets.
• Simultaneously, the company intends to build long term value in the industrial coating business through alliances with established global partners.
Mission
“To provide paints as per market demand, ensuring desired level & quality of customers (dealer service)”
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Contents
Asian Paints – Mission & Vision
Industry Trends
Historical Information & Current Performance
Competitive Positioning (SWOT)
Marketing Strategies, Channels & Promotions
Marketing Strategy & Promotion Excellence
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Paint Industry Trends at a Glance
Indian Paint Industry
Decorative Segment
70%
Premium Range
(high end acrylic emulsion)
Metros & Large Cities
Medium Range
(enamel paints)
Small Cities
Distemper Range
(Low end paints)
Sub Urban & Rural Area
Industrial Segment
30%
Automotive Sector
Consumer durables
(marine paints & other OEMs)
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Contents
Asian Paints – Mission & Vision
Industry Trends
Historical Information & Current Performance
Competitive Positioning (SWOT)
Marketing Strategies, Channels & Promotions
Marketing Strategy & Promotion Excellence
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Asian Paints – Current Position
India’s Largest & world’s 10th largest Paint Company
Asia’s 3rd largest company with a turn over of over Rs. 96.32 bn
Market share of about 45% of total paint industry
Operates in 17 countries with 24 mfg facilities
Servicing consumers in over 65 countries
Ranked ‘Best under a Billion companies in Asia’ in 2005, 2006 and 2007 by Forbes
87th valuable brand in India
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Manufacturing Capacity and Volumes
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Market Share of Major Players in India
53%
18%
20%
9%
Asian Paints
Kansai Nerolac
Berger
Others
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International Presence
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No. of Plants
12
1
3
5
3
Global Operations
Regions
1
2
3
4
5
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Served International Markets
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Distribution Channel
6 Divisions
90 Depots, 2500 SKUs, 27000 Retailers, 95000 Sub Retailers
2 Chemical Plants, 21 Manufacturing Centers, Operating in 17 countries, 6 Subsidiaries
4500 Employees, Servicing Consumers in 65 Countries
800 Raw Material Suppliers
350 Packing Material Vendors
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Contents
Asian Paints – Mission & Vision
Industry Trends
Historical Information & Current Performance
Competitive Positioning (SWOT)
Marketing Strategies, Channels & Promotions
Marketing Strategy & Promotion Excellence
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SWOT Analysis
Strength Market Leader @32%
Capacity Expansion Plans
Pricing Power
Manufactures PAN India
Wide Distribution Network
Weakness Industrial Business Performing Below Par
Hiccups in International Business ( struggling in Egypt & Bahrain)
International Presence restricted to small pockets
Opportunity
Growing Automobile Market
Increasing use of Industrial Paints
due to growing economy
Threats
Domination of Few Foreign Players
High-tech Instant Spot Fixing Color Automated Paint Blending in Retail Points
SWOT
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Contents
Asian Paints – Mission & Vision
Industry Trends
Historical Information & Current Performance
Competitive Positioning (SWOT)
Marketing Strategy & Functional Excellence
Marketing Strategy & Promotion Excellence
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BCG Matrix
Cash Cow Wall paints (Interior & Exterior Paints)
Decorative Paints
Star Metal/Industrial Paints
Wood Finishes (varnish & polish)
Question Mark
APIL Product launched in abroad through JV Fiji, Nepal, Solomon Island & Australia
Dogs
Marine Paints
Automotive Paints & other Black Board paints
BCG Matrix
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Marketing Mix
Price Royal for Premium Segment
Apcolite for Middle Segment
Tractor & Utsav for lower Segment
Product/Quality Wall Paints
Metal Paints
Wood Finishes
Backward Integration
Pyridine Latex for Rubber Tyres
Price/Distribution
23 plants
90 Depots
2500 SKUs
28000 Retailers
Promotion/Advertisement
Warranty Scheme
50 ML Packs
Gattu
Saif Ali Khan for Premium Class
Badiya Hai Campaign (middle Class Households)
4Ps of Asian Paints
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Strategies
Reach to Remotest Corner Focus on Smaller Towns Gattu Small Packs – Meeting Everybody’s need Close Relationship with Dealers – Business Partnership 1990 – Target by lowering prices (consumers are brand conscious and involved) Change of Logo – Fresh & Rejuvenated Look O&M Strategy – Every Home has a story Vertical Integration 1998 – Shade Card, One Stop Color Machine, Exclusive showroom in Mumbai 2004 – Positioned as Umbrella Brand 2007 – Tie Up with IIT Horizontal Integration for rubber tyre Early 200 – Direct Link with Customers Covers all segments Discount to attract retailers, Professional Painting Service Ads create social, psychological and emotional connect with customers
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Margins Strategy
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Growth Strategy
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International Market Strategy
To enter the high – growth emerging markets Adopt a regional hub approach to international operations Apply the emerging market business model : - Introduce new products suited to local needs - Introduce new technology, accordingly - Focus to improve all areas of Operations, especially supply chain
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Elements of Supply Chain
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Dealer Network & Reach
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Reuse
Recycle
Eliminate Waste
Environment and Safety
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Information Technology
& Customer Relation Management (CRM)
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Leveraging IT Investments
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Research & Development
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Innovation/Differentiation Strategies
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Innovation Strategies
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Contents
Asian Paints – Mission & Vision
Industry Trends
Historical Information & Current Performance
Competitive Positioning (SWOT)
Marketing Strategy & Functional Excellence
Marketing Strategy & Promotion Excellence
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Promotions – Online selection
Color Guides
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Continuous visibility – TV Commercials
Endorsement through
Celebrities
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Interactive Engagement – Website platforms
Color Dezigner
Caring for “All Ages”
Self Designing – A Sense of Achievement
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Guiding customers - Interior Design Ideas
Glam Decor
Cool Decor
Vibrant Decor
Neutral Decor
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