Asian Paints Marketing Strategy

Asian Paints Marketing Strategy Asian Paints is Indias largest paint company and ranked among the top ten Decorative coatings companies in the world with a turnover of INR 66.80 billion. Asian Paints along with its subsidiaries have operations in 17 countries across the world with 23 paint manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints Egypt, Asian Paints, Apco Coatings and Taubmans. Asian Paints aims to become one of the top five Decorative coatings companies world-wide 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. With Economic performance as objective the organization now has to develop short-term goals to reach the overall objective. These Goals are usually functional target such as production, Sales, new market develop, new product development and technology up gradation, once the goal are determined the strategies can be evolved to meet the goals. The organization is now on the way to achieve the overall objective of Economic (i) Customer Asset : The settings up Asian paints colour world, a chain of state art paint shop, is a major step towards building customer asset. At the same time company is focusing more in rural areas than urban area and continuing to provide good and quality service to the customer. (ii) Technology asset : Asian paint is one of first Indian company to go hi-tech. Asian paint has always kept its competitor at bay by constantly re-innovating its business process and system. (iii) Employee Asset : Asian paint always praise its employee for its success in the market. Company always considers employee as a biggest factor of its success. (iv) Dealer vendor relationship : Asian paint always maintain a close relationship with its dealers because company think that they play a major role in Asian paint recent success. (v) Brand Asset : Although it is operating in the commodity market but still Asian paint is investing heavily in branding. Gattu- Asian paint official mascot is very popular in India. Divisional objective: Asian paint has following division that are as follows: Decorative segment Asian paint is the leader in this segment. It is ahead that its competitor Nerolac and Berger in Decorative segment company still have certain objective for this sector that to increase it sales and to acquire maximum position in the market share in Indian paint market. Objective for decorative segment : To expanding its range in the economy segment. To strengthen its position in the emulsion segment in both exterior and interior emulsion. To continue its strategy of pricing aggression and increase it sales and to gain the market share along with a good operating margin. To focus on the rural market as company believes as it as been its objective since the beginning. To focus more on adcampaign for enhancement of their sales in urban as well as rural market. Industrial segment Asian paint second line of production deals with the industrial coating. The constraint in these segment is that it is not as successful as the decorative segment. In these sector it has to face a stiff competition from its nearest competitor Nerolac and Berger Paints. Objective for Industrial segment : To build new infrastructure in the country for Industrial coating to increase the production capacity. To develop the quality of the product with a higher technological up gradation. To increase the sales of the Industrial coating with the help of proper Ad. campaign programme. Automotive segment : Automotive is the third segment of the Asian paint. It is a product which company target for the automobile market in India as well as abroad. Objective of automotive segment : To put emphasis on continuous improvement in quality and productivity. To put emphasis on detect prevention To reduce variation and wastage in the supply chain Marketing Objective: Asian paints the leader in Indian paint Industry has a very strong marketing division. With more than 35% market share Asian paint is still growing in leaps and bounce to achieve higher targets. It is changing fundamentally with two objective in mind a huge ramp in the market share and better growth over the next three years. Previously company used to function as undifferentiated organization. But now they have divided it into three section each. And each section has its own independent support system, targets and performance parameter. Company marketing objectives are as follows: Asian paint is highly accepted in the urban sector and now the company is trying to access the rural market with low price product like Utsav targeting every customer of all income level. To increase its sales in the urban sector Asian paints today have 30 colour world located in different cities of India where any body can have the real taste of the colour. Online marketing has become an integrated part of the company and company is trying install a strong integrated for online marketing. Asian paints international unit, which have a dedicated marketing team is also targeting for a rapid growth in overseal market. Asian paint is following unlque strategy of marketing in the rural areas by using their official mascot. According to the company it feels that picture are more dominant than name. Asian paint website Asian paints com provides several information regarding the product and various other information that is being required by customer and dea Volumes and Profits : Indian paint industry is less than  ½ of the size of the Chinese paint industry by volume and less than 1/5 of the size of the US paint Industry by volume. In terms of Per capita consumption, the Indian paint industry lags behind the Pakistan and Sri Lankan markets also. Product : Paint Asian paint details with product that is (i) Decorative (ii) Industrial (iii)Automative. The product that this project will deal with will exclusively be decorative pains. Decorative Paints includes the following categories of product EXTERIOR WALLS : Asian Paints offers a range of emulsion paints for your exterior walls such as ACE, Apex, Apex Ultima, Apex Duracast and more, based on the specific demand of surface area. Interior Walls Distempers Distempers offer strong performance to the interior wall surface in terms of protection and adhesion. Tractor Acrylic Distemper, with better durability, is one of the best performing distemper made by Asian Paints. Emulsions Interior emulsions are advanced water based paints with better quality and shade range. Adhesion to wall surface, anti fungal properties and durability is more in emulsions. Enamels Enamels is a premium brand from Asian Paints, it is superior in terms of performance and gives that Perfect Finish for the walls. Competitors : In terms of gross sales we can rank the competitors of Asian paints as : Nerolac paints Berger Paints ICI Paints. In industry they are recognized as trailing firms. But with their high growth in the industry the competitors can touch or even overtake Asian paints, for that the three main competitors have different strategies. Initially one common strategy must be their mind is to increase the market share. Market Size: The market size of the Indian paints sector has been pegged at Rs 170 bn in value terms and is very fragmented. The per capita consumption of paints in India stands at 0.5 kg per annum as compared to 1.6 kgs in China and 22 kgs in the developed economies. Indias share in the world paint market is just 0.6%. The unorganised sector controls around 35% of the paint market, with the organised sector accounting for the balance. In the unorganised segment, there are about 2,000 units having small and medium sized paints manufacturing plants. Top organised players include Asian Paints (30% market share), Kansai Nerolac (20% market share), Berger Paints (19% market share) and ICI (12% market share). Decoratives: Major segments in decoratives include exterior wall paints, interior wall paints, wood finishes and enamel and ancillary products such as primers, putties etc. Decorative paints account for over 75% of the overall paint market in India. Asian Paints is the market leader in this segment. Demand for decorative paints arises from household painting, architectural and other display purposes. Demand in the festive season (September-December) is significant, as compared to other periods. This segment is price sensitive and is a higher margin business as compared to industrial segment. Industrial: Three main segments of the industrial sector include automotive coatings, powder coatings and protective coatings. Kansai Nerolac is the market leader in this segment. User industries for industrial paints include automobiles engineering and consumer durables. The industrial paints segment is far more technology intensive than the decorative segment. Customer Retention Asian Paints Limited, Indias largest paint company, has a reputation for professionalism and fast-track growth. Customers are at the core of all Asian Paints business activities. A simple but unbeatable concept of going where the customer is drives all its major initiatives. The company has an enviable reputation in the corporate world for professionalism, fast-track growth and customer-centricity. The Key Challenges addressed by the company are: A Fresh Approach to the Customer Experience  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚   Develop a direct link to the customer Standardize sales delivery processes used by Asian Paints Institute an online ordering and accounting system for providers Implement a real-time reporting system for employees and business partner   Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚   Intermediary Retention Industry is characterized by the presence of intermediaries who have a very high influencing power on the purchase decisions of the consumer, especially in the urban areas. Using these intermediaries for initiating demand: The intermediaries (the painters, contractors, designers, decorators etc.) are used as a marketing arm of the company Occupy part of the intermediary space and try to sideline other intermediaries: Asian Paints has opened a service arm, which provides the services provided by the existing intermediaries in the market. Being present in different seditions of the value delivery system and having a strong brand equity in the Paints market would give AP the credibility to operate a strong service arm. The service based strategy of AP could have two different approaches AP could try to reduce the power of the intermediary by increasing the Pull for the product. The role of the influencer could be drastically reduced by increasing the power of the end-consumer. AP can achieve this by establishing a strong brand name for its brands.

Look on the Bright Side Essay

Throughout everyone’s life they are surrounded by negative people and their thoughts and numerous negative environments. It is your own choice as to whether you are going to see the world in a positive or a negative aspect. As for myself, I chose to try my best to live my life as an optimist. It is not realistic to say that I am an optimist about every single aspect of my life. However, there are many times in particular where I am optimistic about certain situations. This first situation is when I was born I had clubbed feet. In other words, my feet were turned 180 degrees towards each other. The doctors did not think that I could walk, as I grew older. They were determined to do what they could to get me to walk. I was put through 5 surgeries on each foot, put in casts, orthopedic braces all by the time I was 5 years old. The doctors in the end proved my parents, themselves, and myself wrong, because here I am today walking. By having gone through all this I grew up to see the positive sides of many things such as running and sports and much more because I was not expected to be able to participate in these activities. As I grew up, I had a passion for swimming and playing volleyball. I was on the Varsity Volleyball and Varsity Swim Teams in high school, and could not wait until my senior seasons of my favorite sports. Unfortunately, the third week of my volleyball season I was informed that I had fractured my talus and also had a few stress fractures. At that point I had never been more devastated. Through all the doctor appointments and therapy with my schools trainer I held my head high. I still attended every single game, practice and tournament with my team. I still led them in cheers, and poured my heart to them from the bench. It felt like a knife stabbing through the heart watching from the bench, but I had to be them for them, we were family. This experience helped me learn how to take an extremely difficult time period and put an optimistic spin on it. I wanted to be there cheering for my team, I wanted to see the win and losses. I did not want to be upset and depressed about the situation because there was nothing I could do about it, the only thing I could do was cheer until I had no voice. And that’s exactly what I did. The last situation that I have is a current situation that I am dealing with. It is my choice as to where I was going to attend school after I graduated high school. I am attending Northern Virginia Community College. This was not my first choice of schools, and I was extremely upset about this at first. I saw my friends leave Manassas and go their separate ways. They did not live with their parents, and had no super vision. Everything that they had, I wanted. But after church on Sunday I was more of thinking than listening to my priest’s homily. But I realized that I have just as much if not more than they do. I appreciated that my parents were allowing me to live with them and pay for my bills and education. I was grateful that I was able to work and make money while still attending school. From there, I was pleased with the decision of attending NOVA. It was just how I perceived the situation.

Test - 1746 Words

1. | | | Secondary storage is also called ____. | | Possible Answers | 1. | volatile memory | 2. | primary storage | 3. | permanent storage | 4. | main memory | | | | 2. | | | ____ are NOT commonly used smartphone operating systems | | Possible Answers | 1. | iPhone OS and RIM OS | 2. | Symbian and Palm OS | 3. | HP-UX and z-OS | 4. | Android and Windows Mobil | | | | 3. | | | People using commercially available software are usually asked to read and agree to a(n) ____ | | Possible Answers | 1. | end-user license agreement | 2. | purchase order | 3. | privacy statement | 4. | copyright agreement | | | | 4. | | | ____ investigates†¦show more content†¦| mechanical | 3. | physical | 4. | actual | | | | 16. | | | Customer relationship management programs help companies manage ____. | | Possible Answers | 1. | marketing and advertising | 2. | a. and c. | 3. | finished product inventory | 4. | programs to retain loyal customers | | | | 17. | | | The RIM operating system is used in the ____ smartphone. | | Possible Answers | 1. | BlackBerry | 2. | Android | 3. | Apple iPhone | 4. | Palm | | | | 18. | | | As with other computer system components, an organization should keep its business ____ in mind when selecting input and output devices. | | Possible Answers | 1. | goals | 2. | units | 3. | partners | 4. | customers | | | | 19. | | | Asymmetric DSL ____. | | Possible Answers | 1. | provides a dedicated connection from each user to the phone company’s local telephone office | 2. | provides high speed Internet access over a subscribers cable network | 3. | provides a level of service that is independent of how far the subscriber is from the local telephone office | 4. | requires an additional phone line to provide â€Å"always on† Internet access | | | | 20. | | | A(n) ____ typically stores three to ten years of historical summary data records from many operational systems and external data sources so that it can be used for business analysis. | | PossibleShow MoreRelatedAptitude Test1726 Words   |  7 PagesAptitude Test Sample All GDipSA applicants are required to sit for the aptitude test. 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