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“AsianPaints 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
Case Facts :
• The Indian Paints industry Rs. 6600
crores.
10%
Melamine
48% Alkyd
30%
Lacquers &
Speciality
12% Products
Water Based PU Wood Finishes
Advantages : Disadvantages :
• Environmentally safe • Not as durable as Solvent
• Brushable • More Expensive
• Extra training not • Less protection from
essential moisture
• No odour (associated with
Solvent )
• Not hazardous to health
• Does not yellow over time
Current and Potential Competition
• Current Competition:
Sheenlac ,Pidilite , Sirca , Linea Coats,
ICA, MRF Tyres
• Potential Competition:
Goodlass Nerolac, ICI Paints, Berger
Paints
Pricing:
Type of Wood Finish Cost to the customer
(Labour+Material)
1) French polish Rs. 10 per square feet
• Distribution Network
60
50
40
30
20
Percent
10
0
Family Carpenter /polisher Friends suggestion
Builder/Architect Cheapest Others
50
40
30
20
Percent
10
0
Least Important 2 3 4 Very Important
40
30
20
Percent
10
0
Least Important 2 3 4 Very Important
Matt vs Gloss
50
40
30
20
Percent
10
0
Matt Finishes 2 3 4 Gloss Finishes
Matt vs Gloss
Importance of durability
Durability
60
50
40
30
20
Percent
10
0
2 3 4 Very Important
Durability
Importance of Ease of
Application
Ease of application
50
40
30
20
Percent
10
0
Least Important 2 3 4
Ease of application
Importance of Safety, Health
and Environment (SHE).
SHE
50
40
30
20
Percent
10
0
Least Important 2 3 4
SHE
Awareness of water-based PU
Awareness of water-based
120
100
80
60
40
Percent
20
0
Yes No
Awareness of water-based
Analysis of Consumer Survey
• Influencers: Carpenter, Polisher, Contractor
• Low frequency of painting / recoating the
house
• Low awareness about wood finishes
• Very low awareness for Water-based wood
finishes
Analysis (Contd.)
• Awareness about real impact of cost not clear.
Tag Line
‘‘In harmony with nature’’
Brand Name :
Asian Paints
Nature’s Touch
A Premium Brushable
Water Based PU Wood
Finish
Rationale:
The product is environment friendly and
brings out the natural beauty of the wood .
Pricing & Product
Pricing :
Pricing should be at same level as that of
solvent based PU wood finish .
Rationale :
• Need to create awareness
• Initiate trials
• Maybe at later stage of PLC the price can
be revised upwards as volumes pick up.
NATURE’S
TOUCH
Product :
B2B B2C
• Direct Mail
Mailers to customer database already
available with the company.
Contd.
• Internet
– Website: Separate link on the company
website.
– Banners: On related websites like
www.mumbaiconstructions.com
• Outdoor
– POP displays.
– Posters and sign-boards outside furniture
markets.
Promotion Strategy
• Provide information.
• Establish the positioning.
• Bring about change in consumer
behavior.
The Creative Brief
• Objective: Build Brand Awareness
PR activities 10 lacs
Magazines 20 lacs
POP 10 lacs
Misc. 8 lacs
Alternative Distribution
Channels
• Exclusive “Asian Paints-Furniture Clinics.”
……..
For dealership and more detail: PU Wood Finish
Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com
Has your wood got the
Nature’s Touch………
……..
For dealership and more detail:
Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com
Premium Water Based
PU Wood Finish
Has your wood got the
Nature’s Touch…………
…..
For dealership and more detail:
Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com
Premium Water Based
PU Wood Finish
Has your wood got the
Nature’s Touch………
……..
For dealership and more detail:
Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com
Premium Water Based
PU Wood Finish
THANK YOU
Aparajita Bahadur
Mayank Dwivedi
Rajat Mittal