1. BY PAINTERS :DHIRENDRA SUMANSAURABH JAISWALMONICA THACKER HAR GHAR KUCH KEHTA HAI. . . KYUNKIDIPESH SETHI

2. PAINT INDUSTRY BY VALUE 3. INTRODUCTION TOASIAN PAINTS Asian Oil And Paints Company. Started in 1942 in garage by fourentrepreneurs: Champaklal Choksey, Chimanlal Choksey, Suryakant Dani and Arvind Vakil. In 1967, it became 10th largest company inworld. 4. ASIAN PAINTS-TODAY IndiasOperates Asias largestin 21thirdpaint countries largestcompanywith 29 paint paint mfg.company withfacilitiesand marketwith leader incapital of capacity of 1114,000 cr 420 mn.countriesLts/annu. m. 5. COMPETITORSMarket Share in India 6. FINANCIAL ANALYSISGross SalesRs. In crore450040004059.93500 30003360.72777.4 25002025.92338.8 200015001000 500 0 2003-04 2004-05 Rs. In crore2005-06 2006-072007-08 7. NET SALES 8. MARKET CAPITALISATION 9. BRANDING OF COMPANY IMAGE In 1954, Asian Paintsasked the famous cartoonistR.K. Laxman to create amascot for the company, andfrom his pen was born Gattu, which emerged asoneofIndias mostmemorable mascots. Brand focused mainly onmass and rural market. 10. GATTU- THE COMMON MANS MASCOT 11. BUILDING OF A NEW PRODUCT PORTFOLIO Consumer Research- Paints are seen to rejuvenateand brighten up a gloomy place, and give room amore spacious look. Painting signifies festivity, lifeand plenitude. Celebrate with Asian Paints - thus evolved. It also created advertising that related to specificfestive occasions and also delivered regional empathyin country. Asian Paints associated with festive events across the country. 12. FESTIVAL AD 13. NEED FOR CHANGE Although volume displayed leadership position, butshare of mind for the brand was very low. Industry was driven by channel drivenpromotions, building a brand at that time was"uncommon sense. During 1983, the company tried to reposition thebrand as a premium brand. The corporate campaign " Spectrum of Excellence"was aimed to increase the Salience of the brand in aquiet market. 14. RESTRUCTURING OF THE BRANDIn order to achieve its goal, it focused on three mainareas Building the AP brand in terms of a new productportfolio. Changing its logo and packaging. The new AP was expected to be even more customer-friendly. Appointed Ogilvy & Mather (O&M) as theiradvertising agent. 15. THE CHANGING ENVIRONMENT The consumer was changing. Festivals have less important in the overall scheme ofthings. Too much clutter around the festival platformreducing the uniqueness of the proposition. The painting itself becoming less seasonal. 16. STRATEGIES Disposable Income. Urbanization. Standard of Living. Increase in GDP. Being the best performer in its industry, Asian Paintsis in a good position to reap benefits of the growingeconomy. 17. EMPHASIS ON PACKAGING AND PRICINGProduct at every price pointPremium-OPAL - the premium woodfinish launched all across theCountryRoyale Luxury EmulsionEconomy- Utsav Enamel Utsav Acrylic Distemper Tractor Gold Ace : Economy EmulsionExterior paint 18. AGGRESIVE ADVERTISING 19. MARKETING, SALES & DISTRIBUTION Rural Marketing Initiatives since 1960. Distribution is one of the main strategy of AsianPaints. Advertising & Promotional Expenditure started in1980s. Advertising Methods-Radio, TVCs, Print, Internet, OOH, POP, RetailOutlets, Seminars, Workshops. Promotional Expenditure grew from 15% in 2003to 21% in 2008. 20. CUSTOMER-FRIENDLY & SERVICEORIENTEDHelp Line- Asian Paints Helpline launched in 16 cities. Receives an enthusiastic response. The information powerhouse 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 Brand. 21. CUSTOMER-FRIENDLY & SERVICE ORIENTEDHome Solutions- Asian Paints Home Solutions launched inHyderabad. Painting your home for you. Asian Paints new website provides greaterinteractivity with the user. Painting solutions provided to the user. Online officer to answer all queries. 22. IT INITIATIVES Revamp of Existing Transaction Systems. Implementation of ERP (SAP R/3 and BusinessWarehouse) for improved financial reporting andanalysis. To complement the SCM solution from i2Technologies. Revamp of communication network. Connectivity using terrestrial and satellite mediato all 86 locations of the company within India. 23. MERGERS & ACQUISITIONS Buys Taubmans Paints (Fiji) In September 2003. Acquires ICI Indias Unit (February 2007). Sells stake in Australian Unit (June 2007). 24. EXPANDING INTERNATIONAL OPERATIONS Caribbean Islands Middle EastBahrain, Egypt,Barbados, Jamaica, T Oman & rinidad & Tobago. United ArabEmirates.South PacificSouth East AsiaSouth AsiaChina, Malaysia,Fiji, Tonga,Vanuatu, Solomon & Singapore & Thailand.Samoa Islands. Bangladesh, Nepal & Sri Lanka. 25. FUTURE OF THE COMPANY Asian Paints is planning to increase the capacity by setting up a plant at Rohtak, Haryana. No other company is planning to increase itscapacity in the near future, this will give AsianPaints a competitive advantage in terms of pricing. 26. Rural markets have considerable potential.Companies that can establish a dealer network in these markets are likely to get the edge in positing above par growth rates over the next few years. As setting up distribution infrastructure isexpensive, it would mean that the competition islimited to the top players. Due to substantial hike in raw material prices, AsianPaints has raised the prices of solvent basedpaints, thus demand would be affected to someextent.