Escolar Documentos
Profissional Documentos
Cultura Documentos
ANSHUL BHATIA
VRITIKA CHOUDHARY
VAIBHAV JAIN
TANUSHREE K.
SURBHI SHRIVASTAVA
VIVEK SINGH
HR010
HR012
HR021
HR024
HR050
HR052
Founded in 1942
Indias largest and Asias third largest paint company
Annual Turnover INR 127.15 billion in 2013-14
Operates in 17 countries and has 23 manufacturing facilities
Subsidiaries Berger International Limited, Apco Coatings, SCIB
Paints and Taubmans
BRAND POSITIONING
Products and
Brands
Decorative Paints
Interior wall paints(Apcolite, Tractor, Royale)
Exterior wall paints(Ace, Apex, Apex Ultima)
Wood Surface paints(Woodtech, Aquadur)
Metal Surface paints(Utsav, Premium Semi-Gloss Enamel)
Industrial Coatings
Protective Coatings
Floor Coatings
Road Markings
Ancillaries
Wall Primer
Acrylic Wall Putty
Wood Primer
Factors influencing
Consumer Buyer Behavior
Brand Campaigns
Cultural Factors
Leveraging the diverse culture of India by designing
specific advertisements in local languages.
Product Specific
Asian Paints Royale Campaigns
1)Social Factor :The campaign is targeted towards the younger generation independent and upper-middle class to high-class who want to paint their house
in a royal way and with paints which last longer.
2)Aspirational Factor : Asian Paints have chosen Saif Ali Khan to leverage his
royal lineage and his fan following.
Lifestyle Factor: Tractor Emulsion is focusing at value for money to leverage the money
constrained social class of people.
Plastic Paint ki Shaan Kum Dam Mein.
Reference Group: This campaign targets how the consumers image in front of their
neighbours influence their buying behaviour.
Roles and Status: It also depicts that the house is an important asset in the life of
Indian consumer and how it affects their status in society.
Color
Consultancy
Home solution
Kids World
Color Ideas
Ask Aparna