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Introduction
ASIAN PAINTS
The company is having presently four paint manufacturing locations in India. Ankaleshwar,
Bhandup, Patancheru, Kasna. The company is setting up a new facility in Sriperumbadur,
Chennai where these new positions will be based. An Asian paint is the Indias largest paint
company and ranks among the top 10 decorative coating companies.
As we move towards becoming the one company and ranks among the top ten decorative
coatings companies in the world today, with a turnover of Rs 20.67 billion (USD 435 million)
and an enviable reputation in the Indian corporate world for Professionalism, Fast Track
Growth, and Building Shareholder Equity.
The October 2002 issue of Forbes Global magazine USA ranked Asian Paints among the
200th Best Small Companies in the World for 2002 and presented the Best under a Billion
award, to the company. One of the countrys leading business magazines Business Today in
Feb 2001 ranked Asian Paints as the Ninth Best Employer in India. A survey carried out by
Economic Times in January 2000, ranked Asian Paints as the Fourth most admired company
across industries in India. Among its various other achievements, Asian Paints is the only
company in India to have won the prestigious Economic Times - Harvard Business School
Association of India award on two separate occasions, once in the category of Mini-Giants
and the other in Private sector Giants
The company has come a long way since its small beginnings in 1942. Four friends who were
willing to take on one of the worlds biggest,
Most famous paint companies operating in India at that time set it up as a partnership firm.
Over the course of 25 years Asian Paints became a corporate force and Indias
leading Paints Company. Driven by its strong consumer-focus and innovative spirit,
the company has been the market leader in paints since 1968. Today it is double the
size of any other paint company in India.Asian Paints manufactures a wide range of
paints for Decorative and Industrial use. Vertical integration has seen it diversify into
Specialty products such as Phthalic Anhydride and Pentaerythritol. Not only does
Asian Paints offer customers a wide range of Decorative and Industrial paints, it even
Custom-creates products to meet specific requirements.
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Non-Executive Chairman
Non-Executive Vice Chairman
Managing Director & CEO
Abhay Vakil
Director
Mahendra Choksi
Director
Amar A Vakil
Director
Ina Dani
Tarjani Vakil
Director
Chairperson of Audit Committee
Dipankar Basu
Director
Deepak M Satwalekar
Director
Rajendra Shah
Director
Dr. S Sivaram
Director
Mahendra M Shah
2
Director
Director
Asian Paints becomes the 10th largest decorative paint company in the world
Asian Paints is more than twice the size of its nearest competitor
Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu
Business Line; Most admired company to work for by ET-BT survey, 2000
On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself
into Growth, Decorative and International business units and adopted SCM and ERP
technology
Asian Paints aims to become the 5th largest decorative paint company in the world
Asian Paints, new paint plant at Sriperumbudur, near Chennai in the State of Tamil Nadu
commenced production on January 20, 2005. It is located at SIPCOT (State Industrial
Promotion Corporation of Tamil Nadu) Industrial Park, Sriperumbudur. This state of the
art plant, erected in
time,
has
been
capacity of 30,000
annum.
This
is
record
established to manufacture emulsion paints alone with an initial
KL
per
Asian
plant in
COUNTRIES
OPERATING
COMPANY
South Pacific
China,
Myanmar,
Thailand
Middle East
India,
Nepal, Srilank
subsidiaries
Bahrain, UAE
Berger international
and its subsidiaries
Caribbean
Barbados,
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About services:
The company starts services by the name called Home Solutions. Home solutions
means the company provides technical information on process of painting. It gives complete
information about how the customer selects the paints from different range. Which color,
range of paints suits to home, how to paint a home, etc., This facilities available only big
cities, like Bangalore, Bombay, Kolkata, Delhi, Chennai etc.,
Perfect applications that work in unison with every wall finish. Giving surfaces the best
results
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It has assumed gracing importance uses market oriented for consumer oriented
marketing, planning and management, buyer market for many products and the growth of
consumerism and consumer legislation. Since 1960, have created special interest in buyer
behavior and formation of marketing programmer to respond favorably buyer behavior in the
market place.Every marketing activity revolves around the customer. In early stages of
economic evaluation the consumer had to accept what producers had produced but today the
consumer dictates terms to the manufacturer to manufacture the product he wants. Consumer
purchases a commodity as dictated by there mental an economic force. As consumption
initials production the producer purchase this helps into offer a total product that can give
consumer satisfaction.
Major factor influencing buying behaviour
Consumers make purchase decisions on the basis of who they are where they line and
now much they earn.
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Psychologi
cal factors
Socio-cultural
factors
Motivation
Family
Perception
Reference
Learning
Belief &
group
Social
attitudes
class
Personality
Culture
Economical
factors
Personal
income
Income
expectation
Savings
Environment
al factors
Political
Legal
Technologi
cal
Ethical
Consumer
credit
1. Psychological factors
Motivation
It is a psychological technique of inspiring human beings to act in a particular way.
Motivation acts as a driving force in the flow towards purchase action. Motivation has a direct
cause and effect relationship. Motivation is the drive to act, to move to obtain a goal or an
objective. Motivation is a mental phenomenon. It is affected by perceptions, attitudes, and
personality traits and by outside influences such as culture and marketing efforts.
Perception
Perception gives the direction or path to be taken by the behavior perception is the meaning
we give on the basis of our past experience. To perceive is to see, to hear, to touch, to taste, to
smell and to sense same thing or event or relation and to organize, interpret and find meaning
in the experience our senses perceive the color, shape, sound, smell, taste etc., of the stimulus
our behavior is governed by these physical perceptions.
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20
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22
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24
25
35%
30%
25%
10%
10%
35%
25%
Asian
Deluxe
Berger
30%
Other
It is the evident from the above pie chart, maximum sub-dealers are selling Asian
Products in Mumbai market.
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15%
30%
25%
20%
10%
10%
15%
20%
Advertisement
30%
25%
Quality
Name of Brand
Cost effectiveness
Others
It is evident from the above pie chart, the maximum sub-dealer like to sell paint
products having good quality, Name of brand, low cost and advertisement in
Mumbai market.
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60%
40%
40%
60%
Interior
Exterior
Is shown the above pie chart that 60% of the sub-dealer said Interior paint and
40% said exterior paint are highest selling.
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70%
25%
5%
5%
25%
Dealer
70%
Company
Both
In the above pie chart most sub-dealer i.e. 70% purchasing paint product from
Dealers, 25% purchasing direct from company and 5% purchasing both dealer and
company.
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33
10%
20%
Easy delivery
36%
% of margin
34%
Both
Other
In the above pie chart 36% sub-dealer tell Easy delivery and %of margin both the
expectation of taking dealership in Mumbai market.
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60%
40%
40%
60%
Yes
No
In the above pie chart 60% sub-dealer wants to take dealership in Mumbai market.
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5
50
15
10
5
15
15%
5%
5%
Radio
Television
10%
50%
15%
Poster
Newspaper
Company
Others
In the above pie chart 50% sub-dealer told television advertisement in useful.
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70%
30%
30%
Yes
70%
No
In the above pie chart, most of the sub-dealers i.e. 70% are satisfied with Asian Paint
service.
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38
10
65
25
25%
10%
Good
Satisfactory
65%
Excellient
In the above pie chart,65% consumer are said its satisfactory & 25% said excellent
.
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40%
60%
40%
60%
Yes
No
In the above pie chart, most of the sub-dealers i.e, 60% are the companies
personnel do not visit for sub-dealers counter.
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