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GROUP NO9
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Topic- home solution for Asian paint

Name Roll No
6127
Tulsidas Sawant 6144
Digarsh Gaude 6154
Asian Paint
Type public Ltd.
Industry-chemicals
Founded -1942
Head quarter-Mumbai ,India
Key people Mr.P.M.Murti CEO &MD
Workers-4700
Website WWW.asiantpaints.com
 1st February ,1942
Champaklal H.Choksi ,Chimanlal N.Choksi ,Suryakantam C.
Dani and Arvind R.Vakil get together to manufacture paint
in a garage on Foras Road, Bombay .They Name their
company the Asian Oil &Paint Company.

1945
Asian paint touches a turnover of Rs. 3,50,000 with an
innovative marketing strategy to reach consumers in the
outmost corners of the country with small packs
 Asian paint took up the market and reported annual turn
over of Rs.23 corer in 1952 but with only 2% margin.

By 1967 it became the leading paints manufacturer in the

country.

In 1950s the company launched a washable distemper",

which was balance between the cheap dry distemper that
peeled easily and the more expensive plastic emulsion.
 In 1954, Gattu-a mischievous boy with a paint bucket in
his hand was launched as mascot.

Ogilvy &Mather , the advertising agency associated with

Asian paint launched marketing strategy by focusing on
festive occasions in 1980s with their tag line Har Ghar
Kuch Kehta Hain.

In 2002 AP was a market leader of Indian decorative paints

with market share of 44%
Asian Paints today
It is one of the most admired companies in India present
in 22 countries with 27 manufacturing locations.

Asian paint aims to become the 5th largest decorative

paint company in the world.

Asian paint becomes the 10th largest decorative paint

company in the world.
Group Subsidiaries
Company in south pacific island AP operates in Australia,
Fijil ,Tonga soloman island under brand name APCO.

It is a England company .in 2002 became part of AP.

Egypt company which became part of AP in August 2002.

Us company with 50-50 equity sharing with AP in

1997.Pittsburgh paints and glass industries (PPG),USA

Fijil company became a part of AP in September 2003

Market share
SHARES
JCI

Berger

Asian paint

Nerolac
 SWOT
Strengths
1. The largest paint company in India and third largest company in Asia.
2. They have over 50% of market share and are clear leaders decorative
paints and are strong competitors to kansai Nerolac paints to be
leaders in industrial paint and coatings
3. They operate in 17 countries and have 24 manufacturing facilities
providing service to 65 countries all over the world.
4. Asian paints has strong international presence with its four
subsidiaries.
5. The company has strong financials.
6. They have maintained their brand name and increased awareness by
unique ways of advertising and roping in celebrities like Saif Ali khan
weaknesses

1. Limited market share in industrial paints segment with Kansai Nerolac

and Akzonobel giving stiff competition.

2. In decorative paints industry customer tastes and perceptions change

very fast and products may become absolute with change in trends
hence production planning and inventory problem.
opportunities

1. Big an international standard paint company it should look for more

opportunities abroad.
2. There is a good scope for growth especially in industrial paints
category.
3. Needs to have more focus on Automobile industry in industrial paints
segment.
4. Competitors are going for Hi-tech process and Asian paints with ood
financial and intellectual capital can go for Hi-tech.
Threats

1. Growth prone to slowdown effects.

2. Stringent government rules and regulations regarding the quality of
products and manufacturing facilities as Environment policies are
given more emphasis.
3. Raw material scarcity and volatility in prices.
Competitors in India
Akzo Nobel India ltd.

Bombay paints ltd

Hard castle & waud manufacturing company ltd.

Jenson & Nicolson India ltd.

Nerolac paint ltd.

Sarika paints ltd.

Global competitors
Akzo Nobel NV (Netherlands)

PPG Industries Inc. (Pittsburgh)

ICI paints (Berkshire UK)

BASF Coatings (Germany)

Nippon paints Co. (Japan)

Sherwin Williams Co. (Cleveland)

Customer Friendly & Service oriented
Help line Asian paints helpline launched in 16 cities.

Receives an enthusiastic responses.

The information powerful house to the consumer.

A step to bring the consumer closer to the company.

90% of the calls are converted to sales

Adds further value to the corporate business.

Continue..
Home solutions:-
1. Asian paint home solution launched in Hyderabad.

2. painting your home 'for you.

3. Asian paints new website provides greater interactivity with the user.

4. Painting solution provided to the users.

5. Online officer to answer all queries.

Ideas & makeoverwebsite
Designer recommended shades Interior design ideas

A Colour of world website

Signature wall

Kids world

Colour guides

Colour designer
On the mobile phone

Send Colour tips on SMS

for 20 days to all those
people who have newly
built houses or recently
has service from Asian
paint.
Television advertisement
Beautiful homes guides-Kachua.

Apex ultima walls get all the

attention.

Royale play-saif Ali khan perfect

setting.
Future outlook
Plans to launch new products in line as:
1. Introducing water-based paints
2. Repositioning of existing brands in rural

Market :
1. Broadening of distribution network
2. Adding more choices for shades and effects
3. Enhancing better quality
4. Demand will be generated through the new construction coming in
housing and industries.