ASIAN PAINTS BUSINESS STRATEGY ANALYSIS

• Champaklal H. Choksey• Chimanlal N. Choksi

• Suryakant C. Dani • Arvind R. Vakil

Founder of Asian Paints

“CLEAR GOALS FOR A CLEAR FUTURE”

GENESIS OF PAINT INDUSTRY

• First paint Industry Shalimar Paints, Colour & Varnish Company,

• The paints was generally imported from the Britain• Due the 2nd world war many company entered in India like

Goodlass Wall(1918), Elephant Oil Mills (1917)• Asian Paints & Kansai Nerolac came into picture after the post

independence• Paints were considered as a luxury item• Low used in Industrial segments• There was a negative growth in industry and price was elastic• Introduction of liberalization policy

• Demand for auto paints shot up suddenly• Rapid industrialization aided by Government’s liberal

policies resulted the growth of the paint industry

NATURE OF INDUSTRY

• Indian Paint industry, estimated to be a Rs.21,000 Cr. industry, growing at a rate of above 15% for the past few years.

• Factors responsible for the growth

– Increasing level of income and education – Increasing Urbanization– Increasing share of organized sector– Development of the Realty, Automobile and

Infrastructure sector– Increasing Penetration in the Rural Markets

Domestic marketDecorative 70% industrial 30%. Globally market Decorative 50% industrial 50%.

Indian Paint Industry

Decorative Paints(7O%)

Premium Range (High end Acrylic

Emulsions)

Metros &

Large Cites

Medium Range (Enamel Paints

Small Cities

Distemper Range( Low end

Paints)

Sub - urban&

Rural Areas

Industrial Paints(30%)

Automobile Sector (about 2/3rd share)

Consumer Durables Marines Paints Other OEM's

GENESIS OF ASIAN PAINTS

1942-1965• Company stated

its business• the mischievous

kid was born• Name was Asian

Paints

1967-1985• India's leading

paint company• Converted into

a public limited company

• Entered into a collaboration agreement

1990- Present• Spreads it

boundary • Completed 70

years • 5th largest

decorative paint company in the world

• Admired companies in India

• Market leader of paint industry

PESTEL ANALYSIS

POLITICAL FACTORS– India, the largest democracy in the world – The government is federal republic – The political situation is more or less stable in nature – Export oriented Economy

ECONOMIC FACTORS – Market based economy – Second fastest growing economy in the world – India is the third largest in term of purchasing power – Inflation rate is 6.62 as on January 2013 – Introduction of FDI in few sectors

SOCIAL FACTORS

– India is the second largest populated economy in the world – Rise in price of raw material – Import of raw material

TECHNOLOGICAL FACTORS– Emerging of IT sector – Modernization of paint like (waterproof paints, Teflon

coating, creating colours shops etc.) – Lead free paints

ENVIRONMENTAL FACTORS– Impact of volatile organic compounds (VOCs)– Lead free paints – Season and climate changes

LEGAL FACTORS – Pollution Control Law – Consumer Law – Health and Safety Law – Environmental Law

PORTER’S 5 FORCES ANALYSIS

BARGAINING POWER OF BUYERS

Household users - – The contractors : Higher bargaining power & more price

sensitive– The end customer : Number of options are available

Decisions are made based many factors

Industrial users -– A low margin high revenue business – The buyers knowledgeable– Price comparison is done effectively by the consumers

BARGAINING POWER OF SUPPLIERS

– Raw material intensive industry– More than 300 products required to manufacture

of the final products– Many Categories • Pigments additives• Solvents• Binder etc.

Pigments constitute about 1/3rd of the total raw material costs. Titanium dioxide is one key pigments which is facing a global shortage supply.

COMPETITIVE RIVALRY

– About 80% of the organized market is catered by the top four players of the industry.

– The current market growth rate provide ample room for all the players of the industry to flourish.

– Competition may increase as the market gets saturated.

– The presence of the unorganized market does provide room for competition

AVAILABILITY OF SUBSTITUTES

– Lime wash is conventionally used substitute for paints.– In decorative paints segments an alternative option is

wallpapers.

THREAT OF NEW ENTRANTS

– The paint industry in India is dominated by few players making difficult for anyone new entering the industry

– Establish foreign players may pose a threat by virtue of the knowledge and expertise

PRODUCT PORTFOLIO

Ancillaries Decorative paints

Industrial Paints

Automobile

BCG MATRIX

QUESTION MARKS• Distemper Range( Low end

Paints)

STARS• Metal/industrial Paints• Wood finishes (varnish,

polish)

CASH COW• Wall Paints(INTERIOR &

EXTERIOR PAINTS)• DECORATIVE PAINTS

DOGS• Marine paints, Automobile

paints & others(back board paints)

SITUATION AUDIT

• India's largest paint company and Asia's third largest paint company

• Operates in 17 countries and has 24 paint manufacturing facilities in the world servicing consumers in over 65 countries.

• Operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans

COMPETITIVE ANALYSIS

71%

11%

10% 7%0%0%

MARKET SHARE

Asian Paints Berger Paints

Kansai Nerolac Akzo Nobel

Shalimar Paints Jenson Nicolso

SWOT ANALYSISSt

reng

ths • Market leader

• Capacity expansion plans

• Pricing power• Wide distribution

network Wea

knes

ses • Industrial

business performing below par

• Hiccups in international business

• International presence restricted to small pockets

Opp

ortu

nitie

s

• Fast growing Indian economy

• Shorter repainting cycles

• Growth in the tier II and III towns

• Steady growth in industry volumes

• Decrease in the use of distemper

CURRENT ISSUES

• Market leader at present. • Overall condition of the company is quite stable.• Requires a lot of raw materials for its production , • European crisis resulting the prices of the raw

materials have increased considerably.

Solution: Company can try to utilize the domestically available materials to cut down on the extra manufacturing cost.

CONCLUSION

Asian Paints, India’s largest paint company and Asia’s third largest paint company, with a turnover of Rs 96.32 billion.

Have an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity.

Over the course of 25 years Asian Paints became a corporate force and India's leading paints company. Driven by its strong consumer-focus and innovative spirit, the company has been the market leader in paints since 1968.