The document provides an analysis of Asian Paints' Royale Luxury Emulsion product using the 4 P's of marketing framework. It discusses the product as a premium, interior wall emulsion paint that provides a soft sheen finish. It then examines the price, which uses value-based pricing between Rs. 315-345 per liter, the extensive distribution network as the place, and the promotion strategies of celebrity endorsements, print/TV advertisements, dealer incentives and events. The analysis aims to understand Asian Paints' marketing approach for this luxury emulsion product.

1. Asian Paints: Royale
Luxury Emulsion
4 P‟s Of Marketing
By:
Manish Shivani
ITM Business School
Mumbai
16 July 2009 Manish Shivani – ITM Business School, Mumbai

2. Introduction
• Vision:
"Asian Paints aims to become one of the top five Decorative coatings
companies world-wide 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."
• Mission
Asian Paints aims to become the largest decorative paint company
in the world and to rank among the top 5 paint manufacturing
companies of the world.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

3. Introduction
• Asian Paints was established on 1Feb 1942, with name “Asian Oil &
Paint Company”, with great determination of Mr. C. H. Choksey.
• Asian Paints is India's largest paint company and the third largest
paint company in Asia today
• It‟s a 3000 crore Indian MNC and is amongst top 10 decorative paint
companies in India.
• Asian Paints operates in 22 countries and has 30 paint
manufacturing facilities in the world-servicing consumers in over 65
countries.
• Forbes Global magazine USA ranked Asian Paints among the 200
Best Small Companies in the World for 2002 and 2003 and
presented the 'Best under a Billion' award, to the company.
• Asian Paints has a 50:50 joint venture with Pittsburgh Paints and
Glass Industries (PPG) of USA, the world leader in automotive
coatings, to meet the increasing demand of the Indian automotive
industry - www.asianppg.com.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

4. Asian Paints
PRODUCT MIX
16 July 2009 Manish Shivani – ITM Business School, Mumbai

5. PRODUCT
Asian
Paints
Decorative Industrial
New Wall Powder Protective
Fresh Coat Automotive
Finishes Coatings Coatings
16 July 2009 Manish Shivani – ITM Business School, Mumbai

6. PRODUCT MIX
ASIAN PAINTS
METAL FINISHES WOOD
INTERIOR EXTERIOR FINISHES
ANCILLARIES 8
9 6 6
4
1.DECOPRIME SYNTHETIC 1.ROYALE LUXURY 1. APEX EXTERIOR 1.APCOILITE 1.PU WOOD
CEMENT PRIMER-ST EMULSION EMULSION PREMIUM GLOSS FINISH
2.DECOPROME SYNTHETIC 2. PREMIUM 2.APEX TEXTURED ENAMEL 2.AP MELAMYNE
CEMENT PRIMER – WT EMULSION EXTREIOR 2.APCOLITE 3.TOUCHWOOD
3.TRACTOR OIL PRIMER 3.TRACTOR
EMULSION PREMIUM SATIN 4.APCOLITE
4.METAL PRIMER EMULSION
3.APEX ULTIMA ENAMEL CLEAR
CORRSION RESISTANT 4.INTERIOR WALL
5.AP ACRYLIC WALL PUTTY FINISH MATT EXTERIOR 3.GATTU ENAMEL SYNTHETIC
6.APCOLITE KNIFING 5.INTERIOR WALL EMULSION 4.UTSAV ENAMEL
PASTE FILLER FINISH LUSTURE 4.ACE EXTERIOR 5.APCOLITE
7.ASIAN NC CLEAR WOOD 6.TRACTOR ACRYLIC EMULSION HAMMERTONE
FILLER DISTEMPOR 5. EXTERIOR WALL 6.3 MANGOES
8.APCOLITE UNIVERSAL 7.AP TRACTOR PRIMER ALUMINIUM
STAINER SYNTHETIC 6. EXTERIOR PAINT
9.APCOLITE WOOD STAINS DISTEMPOR SEALER
8.UTSAV ACRYLIC
DISTEMPOR

7. Market Share: Paint Industry
OVERALL MARKET SHARE
18 Asian Paints
33
7 Kansai Nerolac
6 Berger Paints
ICI Paints
9
18 Jenson & Nicholsan
9
Shalimar Paints
Other
16 July 2009 Manish Shivani – ITM Business School, Mumbai

8. Market Share: Decorative Segments
DECORATIVE SEGMENT
Others 19% Asian Paints
Shalimar 6% 38%
Jenson and
Nicholson
5%
Kansai
ICI 9%
Nerolac 14%
Berger paints
9%
Source: Asit C Mehta, Company Report, 15 April 2008
16 July 2009 Manish Shivani – ITM Business School, Mumbai

9. Asian Paints: Royale Luxury
Emulsion
4 P‟s of Marketing
PRODUCT
16 July 2009 Manish Shivani – ITM Business School, Mumbai

10. PRODUCT
• Asian Paints Royale Luxury Sheen Emulsion is a water-based, 100%
acrylic, interior wall finish.
• Royale provides a silky sheen finish which lends a soft regal glow to the interiors
of the room.
• Royale has excellent flow giving a near brush mark free finish.
• Royale also offers high stain resistance - walls painted with Royale are easy to
clean and maintain that new look for years.
• Royale also offers good anti-fungal properties.
Attribute Asian Paints Royale
Coverage 325-350 Sq. ft/Lt
Drying time 15-20 min
Gloss Soft Sheen
Shelf Life 3 Yrs
Stability of Thinned Paint Use within 24 Hrs.

11. PRODUCT
Market Share
6%
8%
9% 42% Asian Paints Royale
ICI Velvet Touch
Nerolac Impressions
35% Berger Luxol Silk
Others
Source: Business Standard, August 2007
16 July 2009 Manish Shivani – ITM Business School, Mumbai

12. PRODUCT
• Line Stretching:
– Up Market Stretch: Royale Play (Rs. 505/lt.)
– Down Market Stretch: Royale Shyne (Rs. 305/lt.)
Enhanced Durability Smoother Finish Anti-Fungal Shield Enhanced
Stain Resistance

13. Product Level
PRODUCT
PRODUCT LEVEL
• Basic Product: The basic need for a paint is to protect the wall from
cracks, leaks, make it look clean, make an proper ambience etc.
• Expected Product: Decorative or Industrial paints, further more like multi choice
colors, oil based, mat finish, distemper, primer, wall paint, floor paint, metal
paint, wood finish, powder coating, protective coating, fresh coats etc. This level
fulfills customer‟s requirement and their needs.
• Augmented Product: Paint should be of acrylic type, washable, sunlight
protected, leaks proof, long lasting, chemical base so it dries fast, polished etc.
• Potential Product: Here the customer future requirement is judged and tries to
give any such kind of product so we can say a kind of „mass customization‟
product. Some example can be like getting paints which are pearl kind
shining, reflective, mirror view color etc.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

14. Asian Paints, 4 P‟s of Marketing
PRICE
Royale Luxury Emulsion
16 July 2009 Manish Shivani – ITM Business School, Mumbai

15. Pricing
• Royale luxury Emulsion is placed as
a luxury emulsion.
• Pricing strategy adopted is value
based pricing.
• Price range 315-345 for 1Lts.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

16. Pricing
Attribute Comparison
Attribute Asian Paints ICI Velvet Touch Nerolac 24 carat
Royale Impression
Coverage 320-350 sq. ft/Lt 300-325 sq. ft/Lt 220-240 sq. ft/Lt
Drying Time 15-20 min 20-25 min 30 min
Shelf Life 3 Yrs. 2 Yrs. 1 Yrs.
Value Addition BEST GOOD AVERAGE
16 July 2009 Manish Shivani – ITM Business School, Mumbai

17. Asian Paints, 4 P‟s of Marketing
PLACE
Royale Luxury Emulsion
16 July 2009 Manish Shivani – ITM Business School, Mumbai

18. PLACE
• Extensive distribution network of:
– 4 Manufacturing units
– 6 Regional distribution centers
– 55 Depots
– 15,000 Dealers(Urban + Rural)
– 90,000 Sub Dealers
• Exclusive 3000 Asian Paints Store.
• 4500 Color World Stores.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

19. PLACE
AP bypassed the bulk buyer segment and
went to individual consumers of paints.
AP went slow on urban areas and
concentrated on semi-urban and rural areas.
AP went retail.
AP went in for an open-door dealer policy.
AP voted for nationwide marketing /
distribution.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

20. Asian Paints, 4 P‟s of Marketing
Promotion
Royale Luxury Emulsion
16 July 2009 Manish Shivani – ITM Business School, Mumbai

21. Promotion Mix
• Advertising
• Public Relations
• Sales Promotion
• External Communication
• Events and Exhibitions
16 July 2009 Manish Shivani – ITM Business School, Mumbai

22. Promotion Mix
Advertising: Electronic Ad’s
• The promotional strategy adopted by Asian is quite unique.
The company is using high profile brand ambassadors like
Akshay Khanna, Saif Ali khan & Soha Ali Khan” to promote
Royale Luxury Emulsion.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

23. Promotion Mix
Advertising: Electronic Ad’s
• Some other Ad includes:
16 July 2009 Manish Shivani – ITM Business School, Mumbai

24. Promotion Mix
Advertising: Print Ad’s
16 July 2009 Manish Shivani – ITM Business School, Mumbai

25. Promotion Mix
Public Relation
• The Public Relations of the Asian Paints is divided mainly in
two parts. They are:
• Marketing Public Relations
– Dealers Meeting
– Painters Meeting
– New Product Launch
• Corporate Public Relations
– Communication
– Investors
– CSR
– Media 16 July 2009 Manish Shivani – ITM Business School, Mumbai

26. Promotion Mix
Sales Promotion
• Dealers Meeting (quarterly).
• Painters Meeting (annually).
• Incentives to Painters(Token
Exchange, Cash in the Bucket).
• Privilege Club Members.
• Distributing merchandise to painters
such as T-shirts, caps etc.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

27. Promotion Mix
External Communication
Home Solutions
Colour World
Online Consultancy
Helpline
Estimate Calculator
Paint Selector
16 July 2009 Manish Shivani – ITM Business School, Mumbai

28. Promotion Mix
External Communication

29. Promotion Mix
EVENTS
• Asian Paints Sharad Shamman
• Sponsored Star Screen Awards from
year 2000-2004.
16 July 2009 Manish Shivani – ITM Business School, Mumbai

30. Refrences
• Primary Data:
– Mr. Manpreet Kohli (TSI), A.P.,
• Secondary Data:
– www.asianpaints.com
– www.moneycontrol.com
– www.businessstandard.com
– www.financialexpress.com
– Asit C. Mehta Company report
16 July 2009 Manish Shivani – ITM Business School, Mumbai

31. Thank You
16 July 2009 Manish Shivani – ITM Business School, Mumbai