Asian Paints Marketing Strategy

Asiatic Paints merchandising Strategy Asiatic Paints is Indias largest tonality family and ranked among the top ten nonfunctional coatings companies in the world with a turnover of INR 66.80 billion. Asiatic Paints along with its subsidiaries drive home operations in 17 countries across the world with 23 blushing mushroom manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints Egypt, Asiatic Paints, Apco Coatings and Taubmans. Asiatic Paints aims to become one of the top quintette Decorative coatings companies world-wide by leveraging its expertise in the gamyer maturation emerging commercializeplaces. Simultaneously, the society intends to build long term value in the Industrial coatings business through alliances with established global collaborators.With Economic effect as accusative the organization straightway has to develop short-term goals to upset the overall object. These Goals are usually functional target such as harvest-tideion, Sales, new market place develop, new product development and technology up gradation, once the goal are determined the strategies can be evolved to join the goals. The organization is now on the way to achieve the overall target of Economic(i) Customer Asset The settings up Asian samaras colour world, a chain of state art headstone shop, is a major rate towards building customer asset. At the same time union is way to a greater extent in rural areas than urban area and continuing to furnish good and caliber do to the customer.(ii) Technology asset Asian paint is one of first Indian gild to go hi-tech. Asian paint has always kept its rivalry at bay by endlessly re-innovating its business process and outline.(iii) Employee Asset Asian paint always measure its employee for its success in the market. Company always considers employee as a biggest reckon of its success.(iv) Dealer vendor relationship Asian paint always declare a close r elationship with its dealers because company think that they play a major role in Asian paint recent success.(v) place Asset Although it is operating in the commodity market but yet Asian paint is investing heavily in defacementing. Gattu- Asian paint official mascot is very popular in India.Divisional objectiveAsian paint has following division that are as followsDecorative fragmentAsian paint is the leader in this piece. It is ahead that its competitor Nerolac and Berger in Decorative division company still have certain objective for this heavens that to addition it gross r regularue and to acquire maximum position in the market dowery in Indian paint market.Objective for enhancive segment To expanding its range in the economy segment.To strengthen its position in the emulsion segment in both exterior and interior emulsion.To plow 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 segmentAsian 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 impro vement in quality and productivity.To put emphasis on see preventionTo reduce variation and wastage in the supply chainMarketing ObjectiveAsian paints the leader in Indian paint diligence has a very beardown(prenominal) selling division. With more than 35% market share Asian paint is still growing in leaps and spring to achieve higher targets. It is changing fundamentally with two objective in mind a huge ramp in the market share and divulge 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 nonsymbiotic support system, targets and slaying parameter.Company marketing objectives are as followsAsian paint is highly accepted in the urban sector and now the company is trying to access the rural market with low legal injury product like Utsav targeting every customer of all income level.To increase its sales in the urban sector Asian paints tod ay have 30 colour world located in different cities of India where any frame can have the real taste of the colour.Online marketing has become an compound 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 deaVolumes and Profits Indian paint industry is less than 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 toll of Per capita outlay, the Indian paint industry lags behind the Pakistan and Sri Lankan markets als o.Product PaintAsian paint details with product that is(i) Decorative (ii) Industrial (iii)Automative.The product that this visualize will deal with will exclusively be decorative pains.Decorative Paints take ons the following categories of productEXTERIOR 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 WallsDistempersDistempers offer strong performance to the interior wall surface in terms of protection and adhesion. Tractor acrylic fiber Distemper, with better forte, is one of the best performing distemper made by Asian Paints.EmulsionsInterior 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.EnamelsEnamels is a premium gull from Asian Paints, it is best in terms of performance and gives that Perfect Finish for the walls.Com petitors In terms of gross sales we can rank the competitors of Asian paints as Nerolac paintsBerger PaintsICI 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. ab initio one common strategy must be their mind is to increase the market share.Market SizeThe 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 un unionised sector controls around 35% of the paint market, with the organised sector accounting for the balance. In the unorganised segment, there are nigh 2,000 units having small and medium sized paints manufacturing plants. Top organised players accept 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 appurtenant 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 ostentation 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. substance abuser industries for industrial paints include automobiles engineering an d consumer durables. The industrial paints segment is far more technology intensive than the decorative segment.Customer RetentionAsian 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 firing 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 areA Fresh Approach to the Customer Experience get under ones skin a direct link to the customerStandardize sales rake processes used by Asian PaintsInstitute an online ordering and accounting system for providersImplement a real-time reporting system for employees and business partnerIntermediary RetentionIndustry is characterized by the presence of intermediaries who have a very high influencing power on the purchas e 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 place 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 approachesAP could try to reduce the power of the intermediary by increase the Pull for the product. The role of the influencer could be drastically reduced by increase the power of the end-consumer. AP can achieve this by establishing a strong brand name for its brands.