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The Marketing Strategy of SMP - 09
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Page 1: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

The Marketing Strategy

of

SMP - 09

Page 2: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Contents

Asian Paints – Mission & Vision

Industry Trends

Historical Information & Current Performance

Competitive Positioning (SWOT)

Marketing Strategies, Channels & Promotions

Marketing Strategy & Promotion Excellence

Page 3: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Asian Paints – Vision & Mission

Vision

“See Indian homes painted in variety of colors from a truly Indian company” • Asian paints wants to become one of the top 5 decorative coating companies world wide by

leveraging expertise in the higher growth in emerging markets.

• Simultaneously, the company intends to build long term value in the industrial coating business through alliances with established global partners.

Mission

“To provide paints as per market demand, ensuring desired level & quality of customers (dealer service)”

Page 4: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Contents

Asian Paints – Mission & Vision

Industry Trends

Historical Information & Current Performance

Competitive Positioning (SWOT)

Marketing Strategies, Channels & Promotions

Marketing Strategy & Promotion Excellence

Page 5: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Paint Industry Trends at a Glance

Indian Paint Industry

Decorative Segment

70%

Premium Range

(high end acrylic emulsion)

Metros & Large Cities

Medium Range

(enamel paints)

Small Cities

Distemper Range

(Low end paints)

Sub Urban & Rural Area

Industrial Segment

30%

Automotive Sector

Consumer durables

(marine paints & other OEMs)

Page 6: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Contents

Asian Paints – Mission & Vision

Industry Trends

Historical Information & Current Performance

Competitive Positioning (SWOT)

Marketing Strategies, Channels & Promotions

Marketing Strategy & Promotion Excellence

Page 7: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Asian Paints – Current Position

India’s Largest & world’s 10th largest Paint Company

Asia’s 3rd largest company with a turn over of over Rs. 96.32 bn

Market share of about 45% of total paint industry

Operates in 17 countries with 24 mfg facilities

Servicing consumers in over 65 countries

Ranked ‘Best under a Billion companies in Asia’ in 2005, 2006 and 2007 by Forbes

87th valuable brand in India

Page 8: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Manufacturing Capacity and Volumes

Page 9: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Market Share of Major Players in India

53%

18%

20%

9%

Asian Paints

Kansai Nerolac

Berger

Others

Page 10: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

International Presence

Page 11: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

No. of Plants

12

1

3

5

3

Global Operations

Regions

1

2

3

4

5

Page 12: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Served International Markets

Page 13: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Distribution Channel

6 Divisions

90 Depots, 2500 SKUs, 27000 Retailers, 95000 Sub Retailers

2 Chemical Plants, 21 Manufacturing Centers, Operating in 17 countries, 6 Subsidiaries

4500 Employees, Servicing Consumers in 65 Countries

800 Raw Material Suppliers

350 Packing Material Vendors

Page 14: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Contents

Asian Paints – Mission & Vision

Industry Trends

Historical Information & Current Performance

Competitive Positioning (SWOT)

Marketing Strategies, Channels & Promotions

Marketing Strategy & Promotion Excellence

Page 15: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

SWOT Analysis

Strength Market Leader @32%

Capacity Expansion Plans

Pricing Power

Manufactures PAN India

Wide Distribution Network

Weakness Industrial Business Performing Below Par

Hiccups in International Business ( struggling in Egypt & Bahrain)

International Presence restricted to small pockets

Opportunity

Growing Automobile Market

Increasing use of Industrial Paints

due to growing economy

Threats

Domination of Few Foreign Players

High-tech Instant Spot Fixing Color Automated Paint Blending in Retail Points

SWOT

Page 16: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Contents

Asian Paints – Mission & Vision

Industry Trends

Historical Information & Current Performance

Competitive Positioning (SWOT)

Marketing Strategy & Functional Excellence

Marketing Strategy & Promotion Excellence

Page 17: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

BCG Matrix

Cash Cow Wall paints (Interior & Exterior Paints)

Decorative Paints

Star Metal/Industrial Paints

Wood Finishes (varnish & polish)

Question Mark

APIL Product launched in abroad through JV Fiji, Nepal, Solomon Island & Australia

Dogs

Marine Paints

Automotive Paints & other Black Board paints

BCG Matrix

Page 18: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Marketing Mix

Price Royal for Premium Segment

Apcolite for Middle Segment

Tractor & Utsav for lower Segment

Product/Quality Wall Paints

Metal Paints

Wood Finishes

Backward Integration

Pyridine Latex for Rubber Tyres

Price/Distribution

23 plants

90 Depots

2500 SKUs

28000 Retailers

Promotion/Advertisement

Warranty Scheme

50 ML Packs

Gattu

Saif Ali Khan for Premium Class

Badiya Hai Campaign (middle Class Households)

4Ps of Asian Paints

Page 19: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Strategies

Reach to Remotest Corner Focus on Smaller Towns Gattu Small Packs – Meeting Everybody’s need Close Relationship with Dealers – Business Partnership 1990 – Target by lowering prices (consumers are brand conscious and involved) Change of Logo – Fresh & Rejuvenated Look O&M Strategy – Every Home has a story Vertical Integration 1998 – Shade Card, One Stop Color Machine, Exclusive showroom in Mumbai 2004 – Positioned as Umbrella Brand 2007 – Tie Up with IIT Horizontal Integration for rubber tyre Early 200 – Direct Link with Customers Covers all segments Discount to attract retailers, Professional Painting Service Ads create social, psychological and emotional connect with customers

Page 20: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Margins Strategy

Page 21: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Growth Strategy

Page 22: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

International Market Strategy

To enter the high – growth emerging markets Adopt a regional hub approach to international operations Apply the emerging market business model : - Introduce new products suited to local needs - Introduce new technology, accordingly - Focus to improve all areas of Operations, especially supply chain

Page 23: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Elements of Supply Chain

Page 24: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Dealer Network & Reach

Page 25: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Reuse

Recycle

Eliminate Waste

Environment and Safety

Page 26: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Information Technology

& Customer Relation Management (CRM)

Page 27: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Leveraging IT Investments

Page 28: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Research & Development

Page 29: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Innovation/Differentiation Strategies

Page 30: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Innovation Strategies

Page 31: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Contents

Asian Paints – Mission & Vision

Industry Trends

Historical Information & Current Performance

Competitive Positioning (SWOT)

Marketing Strategy & Functional Excellence

Marketing Strategy & Promotion Excellence

Page 32: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Promotions – Online selection

Color Guides

Page 33: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Continuous visibility – TV Commercials

Endorsement through

Celebrities

Page 34: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Interactive Engagement – Website platforms

Color Dezigner

Caring for “All Ages”

Self Designing – A Sense of Achievement

Page 35: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

Guiding customers - Interior Design Ideas

Glam Decor

Cool Decor

Vibrant Decor

Neutral Decor

Page 36: The Marketing Strategy - · PDF fileThe Marketing Strategy of SMP - 09 . ... Competitive Positioning (SWOT) Marketing Strategies, Channels & Promotions Marketing Strategy & Promotion

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