GOING WHERE THE CONSUMER IS
Asian Paints aims to become one of the top 5 Decorative Coatings companies worldwide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the Industrial coatings business through alliances with established global partners.
[Link] WAS PROMOTED IN 1942. IT WAS STARTED BY FOUR ENTERPRENEUR CHAMPAKLAL CHOKSEY, CHIMANLAL CHOKSI, SURYAKANT DANI, ARVIND VAKIL AS A PARTENERSHIP FIRM [Link] BUSINESS IN GARAGE RENTED RS.75 MONTHLY [Link] 1945 IT TURNED IN PRIVATE LTD. COMPANY ASIAN OIL AND PAINT CO. PVT. LTD [Link] HAS BEEN AWARDED THE ISO 9001 CERTIFICATION
5. 1954- ASIAN PAINT MASCOT- GATTU WAS BORN 6. 1957-66- ASIAN PAINTS EMBARKS ON AN AMBITIOUS GRASSROOTS MARKETING CAMPAIGN. 7. 1967- ASIAN PAINT EMERGES INDIA S LEADING PAINT COMPANY. 8. IT IS PRESENT IN 22 COUNTRIES WITH 29 MANUFACTURING LOCATIONS.
[Link] NEROLAC [Link] CATEOGARY JENSON NICHOLSON [Link] INDIA [Link] PAINTS [Link] PAINTS
Sales
30%
34% asian paints goodlass berger
8% 18% 28%
icl india others
Decorative segment
Fresh coats New wall finishes
Industrial segment
Automotive Powder coating Protective coating
-It always lucrative in India -Large players focusing -Mostly demanded in housing and construction sector -Demanding affected also by rising disposable income -In this segment APIL is the leader for almost four decades -It includes interior and exterior wall finishes, enamels, wood finishes and ancillary products -Its about 70% sale of APIL SALES IN 2004-05
-Classified into automotive and non automotive -More intensive than decorative segment -Industrial paints includes consumer durable and automobiles -Total sales increasing approx 35% -This is catered by three segments as : APIL APICL(SUBSIDIARY) JOINT VENTURE ASIAN PPG INDUSTRIES LTD.
BADIYA HAI CAMPAIGN
HAR GHAR KUCHH KEHTA HAI CAMPAIGN
SOMETHINGS IN LIFE NEED A ROYAL WALL
THE LARGEST RANGE OF COLOURS SATISFY CONSUMER ABLE TO GIVE WHAT THEY WANTS SINGLE MINDED AND FOCUSED IN ITS PROPOSITION, COMMUNICATION AND TARGET AUDIENCE TO MAKE CONSUMERS FEEL PROUD BY USING THESE BRANDS
-Drawn on the worlds latest technology. -One stop color shop -Even creates products to meet specific needs -Time to time introduce new brands and versions -Principal drivers in growth apex and ace
In order to achieve its goal, it focused on three main areas Building the AP brand in terms of a new product portfolio. Changing its logo and packaging. The new AP was expected to be even more customer-friendly.
Product at every price point PremiumTOUCHWOOD - the premium wood finish launched all across the Country Royale Luxury Emulsion Economy Utsav Enamel Utsav Acrylic Distemper Tractor Gold Ace : Economy Emulsion Exterior paint
Apex Tractor Apcolite Royale Touchwood
Promotional Expenditure grew from 15% in 2003 to 21% in 2008.