Going Where The

Consumer is
PRESENTED BY:-

JATINDER SINGH (RR1813B46)

ANUJ KUMAR (RR1814A13)
GURBAJ SINGH (RR1814B35)
RANJEET SINGH (RR1813B41)
 PURPOSE OF PRESENTATION

• TO DISCUSS HOW ASIAN PAINTS HAS KEPT ITS

ADVERTISING IN TUNE WITH EVOLVING CUSTOMER
PREFERENCES

• TO FOCUS ON THE KEY POINTS, AS AN UMBRELLA

BRAND

• TO DEBATE HOW A COMPANY WITH A RANGE OF

PRODUCTS SHOULD STRUCTURE ITS ADVERTISING
SCENARIO OF INDIAN PAINT
INDUSTRY
PAINT INDUSTRY BY VALUE
 VISION
“Asian Paints aims to become one of the top 5
Decorative Coatings companies worldwide by
leveraging its expertise in the higher growth
emerging markets. Simultaneously, the
company intends to build long term value in
the Industrial coatings business through
alliances with established global partners.”
 Journey of Asian Paints
• APIL was promoted in 1942
• It was started by four enterpreneures- champaklal
choksey, chimanlal choksi, suryakant dani, arvind
vakil as a partenership firm
• Started business in garage rented 75 Rs. Monthly
• In 1945 it turned in private ltd. Company asian oil
and paint co. pvt. Ltd
• Company has been awarded the ISO 9001
certification
• During 2000-2001 company established two units,
one each in oman and mauritius
• Some times after it acquired delmege fosyth
company
• In 2005, APIL extended utsav acylical distemper
• Asian paints has continued to expand its portfolio of
exterior products
• It became second largest player in protactive
coating In country and In road marking
• In 1990, APIL promoted the apcolite brand which
offers 151 shades
 Competitors of APIL
• Goodlass nerolac
• Enamel cateogary jenson nicholson
• Snowcem india
• British paints
• Berger paints
Market shares of various players
Sales

30% 34%
asian paints
goodlass
8%
berger
18% 28% icl india
others
 Segmentation of APIL
• Decorative segment
 Fresh coats
 New wall finishes

• Industrial segment
 Automotive
 Powder coating
 Protective coating
 Decorative segment
• It always lucrative in India
• Large players focusing
• Mostly demanded in housing and construction sector
• Demanding affected also by rising disposable income
• In this segment APIL is the leader for almost four
decades
• It includes interior and exterior wall finishes, enamels,
wood finishes and ancillary products
• Its about 70% sale of APIL SALES IN 2004-05
 Industrial segmentation
• Classified into automotive and non automotive
• More intensive than decorative segment
• Industrial paints includes consumer durable and
automobiles
• Total sales increasing approx 35%
• This is catered by three segments as-
• APIL
• APICL(SUBSIDIARY)
• JOINT VENTURE ASIAN PPG INDUSTRIES LTD.
 RECENT CAMPAIGNS OF APIL
• ‘BADIYA HAI’ CAMPAIGN

• ‘HAR GHAR KUCHH KEHTA HAI’ CAMPAIGN

• ‘SOMETHINGS IN LIFE NEED A ROYAL WALL’

 PURPOSE OF THESE CAMPAIGN
• THE LARGEST RANGE OF COLOURS

• SATISFY CONSUMER

• ABLE TO GIVE WHAT THEY WANTS

• SINGLE MINDED AND FOCUSED IN ITS PROPOSITION,

COMMUNICATION AND TARGET AUDIENCE

• TO MAKE CONSUMERS FEEL PROUD BY USING THESE

BRANDS
 MARKETING TECHNIQUES
• Drawn on the world’s latest techno.
• One stop color shop
• Even creates products to meet specific needs
• Time to time introduce new brands and
versions
• Principal drivers in growth apex and ace
 RESTRUCTURING OF THE BRAND
In order to achieve its goal, it focused on three
main areas –
• Building the AP brand in terms of a new
product portfolio.
• Changing its logo and packaging.
• The new AP was expected to be even more
customer-friendly.
 EMPHASIS ON PACKAGING
Product at every price point
Premium-
‘OPAL’ - the premium
wood finish launched all
across the
Country
Royale Luxury Emulsion

Economy-
 ‘Utsav’ Enamel
 ‘Utsav’ Acrylic Distemper
 Tractor Gold
 ‘Ace’ : EconomyEmulsion
Exterior paint
 Brands

• Apex
• Tractor
• Apcolite
• Royale
• Touchwood
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•Promotional Expenditure grew from

15% in 2003 to 21% in 2008.
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