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Asianpaints ppt
a
MARKET SHARE OF MAJOR PLAYERS IN
             INDIA

        UNORGANIZED            ASIAN PAINTS
          SECTOR                   32%
            35%


                               BERGER
                      KANSAI    11%
                       11%

   OTHERS
     5% ICI(AKZO
          NOBEL)
           6%
COMPANIES REPORT CARD
Company           10 year X-ray   Future prospects
Asian paints      Green           Green


Kansai Nerolac    Orange          Green


Berger paints     Green           Green


Akzo Nobel        Red             Orange


Shalimar paints   Orange          orange
INDIAN PAINT INDUSTRY
          GROWTH IN VOLUMES
                18%     18%

                                        16%               16%

        14%                                     14%
13%                             13%




 2005    2006    2007    2008    2009    2010   2011(E)   2012(E)
REVENUE BREAK DOWN OF
  INDIAN PAINT INDUSTRY
            EXTERIOR      WOOD FINISH
            EMULSION         2%
              12%

 INTERIOR
EMULSION                                ENAMELS
   17%                                    50%


              DISTEMPER
                 19%
WORKING OF PAINT PLANT
EVERY HOME
HAS A STORY TO
TELL….
INTRODUCTION
• Started By -- CHAMPAK LAL CHOKSEY
             -- CHIMAN LAL CHOKSI
             --SURYA KANT DANI
             --ARVIND VAKIL
• ON 1st feb,1942
• Manufactured paint in a GARAGE of BOMBAY
• THE ASIAN OIL & PAINT CO.
  -Randomly picked from TELEPHONE DIRECTORY
JOURNEY OF ASIAN PAINT
     0.35 million(1945)-77.06million(2011)
•   1945- Registered as PVT.CO.
•   1954- Mascot-GATTU by R.K.LAKSHMAN
•   1965- ASIAN OIL & PAINT PVT.LTD changed to
           ASIAN PAINTS (INDIAN)PVT.LTD
•   1968- MARKET LEADER
•   1973- converted to PUBLIC LTD.CO.
•   1974- BHANDUP(M.H.) declared largest paint factoty
•   1985- 3rd plant at patancheru(A.P.) near hyderabad
           4th plant in KASNA (U.P.) & agreement with NIPPON of JAPAN
•   1990- ASIAN PAINTS joint ventures in FIJI ,TONGA,NEPAL,SRILANKA
•   1996- 5th plant in RATNAGIRI.
•   2000- year of GLOBALISATION
•          plant in OMAN & MAURITIUS & acquired business of PACIFIC
           PAINTS(AUSTRALIA) &DELMEGE FORSYTH &CO. of SRILANKA
    2006 –plant at baddi for powder coating
•   2008- constuction of new plant at rohtak
ASIAN PAINT- CURRENT POSITION
• India’s largest paint company
• Asia’s third largest paint company, with a turnover of Rs
  77.06 billion
• Forbes Global -among the 200 Best Small
  Companies(2002,2003) and presented the 'Best under a
  Billion' award(ASIA’s), to the company.
• Asian Paints is the only paint company in the world to
  receive this recognition(2005,2006,2007).
• Double the size of any other paint company in India.
• IN Asia's Fab 50 List by Forbes Asia Magazine (Sept 2011
  Issue)
• New plant at pune
• 87th valuable brand in india
Asian paints world wide plants
ASIAN PAINT
       SALES OUTSIDE INDIA
                      SOUTH PACIFIC
                          7%
SOUTH EAST ASIA
      8%


       SOUTH ASIA
          15%
                                      MIDDLE EAST
                                         54%


          CARIBBEAN
             16%
Asianpaints ppt
STRATEGIES
•   REMOTEST CORNER
•   SMALLER TOWNS
•   GATTU
•   SMALL PACKS
•   CLOSE RELATION WITH DEALERS
•   1990s-Target by LOWERING prices(consumers are brand consicous and involved)
•   Logo was changed
•   O & M strategy of EVERY HOME HAS A STORY TO TELL
•   VERTICAL INTEGRATION (PENTAERYTHRITOL & PHTHALIC ANHYDRIDE(PAN)
•   1998- SHADECARD,one stop colour machine,excusive showroom in mumbai
•   2004 –positioned as umbrella brand,
•   2007-TIE UP WITH IIT
•   HORIZONTAL INTEGRATION (VINYL PYRINDINE LATEX)FOR RUBBER TYRES
•   Early 2000 Direct link with customers through help lines.
•   Covers all the segment , KIDS WORLD,PAINT CALCULATOR
•   Discounts to attract retailers , PROFESSIONAL PAINTING SERVICE
•   Ads creates emotional. psychological and social contact among the customers
Asianpaints ppt
Overall share
                                                           asian paints
     Industrial segment               7
                    ASIAN         9                        nerolac
                                                33
                    PAINTS
      8   15                  9
 9                  NEROLAC                                berger
                                                           paint
10                  BERGER            18                   icl paint
          41
                    ICL
s
                                     ASIAN PAINTS PRODUCTS
                                              LINE


                    Decorative
  >Ancillaries                            Industrial         AUTOMOTIVE
                      paints

•Wall Primer
                   •Exterior           •Protective           •Deltron
•Primer
                   walls               Coatings              •Delfleet
•Wall Putty
                   •Ace.apex etc       •Floor coatings       •2K Nexa
•Redoxide Oil
Primer (Rust       •Interior walls     •Powder Coating       Autocolor
Protector)         •Royale             •Road Marking
•Thinner           •Emulsion           •Phthalic
Melamyne           •enamels            •Road makings
Brushing           •Utsav
•Wood Stains       •Metal
•Knifing Paste     surfaces
Filler             •Wood
•Exterior Sealer   surfaces
•Wood Filler
•Floor Colour
MARKETING MIX
           PRICE                                 PRODUCT/QUALITY
                                                -WALL PAINTS
-ROYAL FOR PREMIUM SEGMENT                      -METAL PAINTS
-APCOLITE FOR MIDDLE SEGMENT                    -WOOD FINISHES
-TRACTOR,UTSAV FOR LOWER SEGMENT                -BACKWARD INTEGRATION (PAN)
                                                -PYRINEDINE LATEX FOR RUBBER TYRES


                               4p’s of
                           ASIAN PAINTS
  PLACE/DISTRIBUTION                       PROMOTION/ADVERTISEMENT
      -23 PLANTS                                -WARRANTY SCHEME
      -90 DEPOTS                                -50 ML PACKS
      -2500 SKU’S                                 -GATTU                         -
                                   SAIF ALI KHAN (ROYAL)FOR PREMIUM CLASS
      -27000 RETAILERS
                                   -BADIYA HAI CAMPAIGN(MIDDLE CLASS HOUSEHOLDS)
DISTRIBUTION CHANNEL
             800 RAW MATERIAL SUPPLIERS

            350 PACKING MATERIAL VENDORS


       2 CHEMICAL PLANTS,21 MANUFACTURING
  CENTRES,OPERATING IN 17 COUNTRIES,6 SUBSIDARIES
  4500 EMPLOYEES,SERVICING CONSUMERS IN 65 COUNTRIES



                      6 DIVISIONS

90 DEPOTS,2500 SKU’S,27000 RETAILERS,95000 SUB RETAILERS
STREGNTH                                      WEAKNESS
        -market leader(32% share)             Industrial business performing below par
        -capacity expansion plans             -hiccups in international business(strife in
              -Pricing power                                egypt , bahrain)
           -manufactures PAN                  -international presence restricted to small
                                                                pockets
        -wide distribution network
                  -Gattu

                                      SWOT
                                     analysis
           OPPORTUNITIES                                      THREATS
Increasing market share in industrial share       Domination of few foreign players
 Developing market in automobile sector          High tech instant spot fixing colour
                                              Automated paint blending in retail points
BCG matrix
           CASH COWS
                                                       STARS
-WALL PAINTS(INTERIOR&EXTERIOR
                                            -METAL/INDUSTRIAL PAINTS
            PAINTS)
                                           -wood finishes(vamish,polish)
       -DECORATIVE PAINTS

                                   BCG
                                 MATRIX


         Question marks
                                                       Dogs
 -APIL produts launched in abroad
                                          -marine paints,automotive paints
        thro’ joint ventures in
                                           and others(black board paints)
fiji,nepal,solomon,islands,australia
Turning Points in the Paint Industry
             of India
• Governed by FERA (Foreign Exchange Regulations Act) and
  MRTP (Monopolies & Restrictive Trade Practices Act)
• Restricted from enhancing their production capacity. With the
  advent of liberalization these shackles were taken off and the
  industry expanded.
• Reduction of import duty from 40% to 15.3%
ASIAN PAINTS SALES AND GROWTH
         SALES
200000                   30
180000
160000                   25
140000                   20
120000
100000                   15                     y-o-y
 80000                                          growth
 60000           sales   10
 40000
                         5
 20000
     0                   0
                              2007 2008 2009 2010
Q1.THE CUSTOMER TODAY IS MUCH MORE INVOLVED WITH THE
PROCESS OF PAINTING AND IS LOOKING AT THE WHOLE
EXPERIENCE OF INTERIOR DECORATIN AS WELL AS PAINTING AS AN
EXPRESSION OF THEIR PERSONALITIES.THEY ARE BUYING INTO A
PRODUCT THAT’S PROMISING SELF EXPRESSION SOPHISTICATION
TCHNOLOGY AND EVEN SERVICES
Q2.HOW SHOULD APIL’S ADVERTISING EVOLVE ITSELF TO REMAIN
CONTINUOSLY RELEVANT TO THESE CUSTOMER?
 ANS- ASIAN PAINTS GIVES THE WARRANTY OF PAINTS FOR 7 YEARS
 ASIAN PAINTS SAME PRICE WITH OTHER
 USES THE SMALL PACKS
 WIDE COLLECTION OF SHADE CARDS
• ASIAN PAINTS
Q3. HOW SHOULD APIL AS A MARKET LEADER
 IN DECORATIVE PAINT CATEOGRY UPGRADE
 ITS CUSTOMERS TO VALUE ADDED/SUPERIOR
 QUALITY/HIGH MARGIN PRODUTS
ANS- HIGH CLASS PRODUCTS
      RURAL CUSTOMERS-DARK COLOURS
      URBAN CUSTOMERS-LIGHT COLOURS
LIFE CYCLE OF ASIAN PAINTS
PERIOD         PHASE                    STRATEGY
1942-1967      Evolution                Comp from MNC
                                        , innovations ,quality
1967-1982      Extension/consolidation Across border ,
                                       innovation in new
                                       categories
1982-1986      Years of excellence      Campaign spectrum of
                                        excellence ,
                                        connectivity with sales
                                        set
1987-1997      Moving closer to         Celebrate with asian
               consumer                 paints
1997-1999      Changing rules of game   Helpline , paint
                                        calculator , shade card
2000 onwards   The new asian paint      CRM
PAINTERS

       SAHIL DUDEJA
       SAHIL SHARMA
       VIVEK KWATRA
      ANKUSH PADHA
      MADHAV SOOD

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Asianpaints ppt

  • 2. a
  • 3. MARKET SHARE OF MAJOR PLAYERS IN INDIA UNORGANIZED ASIAN PAINTS SECTOR 32% 35% BERGER KANSAI 11% 11% OTHERS 5% ICI(AKZO NOBEL) 6%
  • 4. COMPANIES REPORT CARD Company 10 year X-ray Future prospects Asian paints Green Green Kansai Nerolac Orange Green Berger paints Green Green Akzo Nobel Red Orange Shalimar paints Orange orange
  • 5. INDIAN PAINT INDUSTRY GROWTH IN VOLUMES 18% 18% 16% 16% 14% 14% 13% 13% 2005 2006 2007 2008 2009 2010 2011(E) 2012(E)
  • 6. REVENUE BREAK DOWN OF INDIAN PAINT INDUSTRY EXTERIOR WOOD FINISH EMULSION 2% 12% INTERIOR EMULSION ENAMELS 17% 50% DISTEMPER 19%
  • 8. EVERY HOME HAS A STORY TO TELL….
  • 9. INTRODUCTION • Started By -- CHAMPAK LAL CHOKSEY -- CHIMAN LAL CHOKSI --SURYA KANT DANI --ARVIND VAKIL • ON 1st feb,1942 • Manufactured paint in a GARAGE of BOMBAY • THE ASIAN OIL & PAINT CO. -Randomly picked from TELEPHONE DIRECTORY
  • 10. JOURNEY OF ASIAN PAINT 0.35 million(1945)-77.06million(2011) • 1945- Registered as PVT.CO. • 1954- Mascot-GATTU by R.K.LAKSHMAN • 1965- ASIAN OIL & PAINT PVT.LTD changed to ASIAN PAINTS (INDIAN)PVT.LTD • 1968- MARKET LEADER • 1973- converted to PUBLIC LTD.CO. • 1974- BHANDUP(M.H.) declared largest paint factoty • 1985- 3rd plant at patancheru(A.P.) near hyderabad 4th plant in KASNA (U.P.) & agreement with NIPPON of JAPAN • 1990- ASIAN PAINTS joint ventures in FIJI ,TONGA,NEPAL,SRILANKA • 1996- 5th plant in RATNAGIRI. • 2000- year of GLOBALISATION • plant in OMAN & MAURITIUS & acquired business of PACIFIC PAINTS(AUSTRALIA) &DELMEGE FORSYTH &CO. of SRILANKA 2006 –plant at baddi for powder coating • 2008- constuction of new plant at rohtak
  • 11. ASIAN PAINT- CURRENT POSITION • India’s largest paint company • Asia’s third largest paint company, with a turnover of Rs 77.06 billion • Forbes Global -among the 200 Best Small Companies(2002,2003) and presented the 'Best under a Billion' award(ASIA’s), to the company. • Asian Paints is the only paint company in the world to receive this recognition(2005,2006,2007). • Double the size of any other paint company in India. • IN Asia's Fab 50 List by Forbes Asia Magazine (Sept 2011 Issue) • New plant at pune • 87th valuable brand in india
  • 12. Asian paints world wide plants
  • 13. ASIAN PAINT SALES OUTSIDE INDIA SOUTH PACIFIC 7% SOUTH EAST ASIA 8% SOUTH ASIA 15% MIDDLE EAST 54% CARIBBEAN 16%
  • 15. STRATEGIES • REMOTEST CORNER • SMALLER TOWNS • GATTU • SMALL PACKS • CLOSE RELATION WITH DEALERS • 1990s-Target by LOWERING prices(consumers are brand consicous and involved) • Logo was changed • O & M strategy of EVERY HOME HAS A STORY TO TELL • VERTICAL INTEGRATION (PENTAERYTHRITOL & PHTHALIC ANHYDRIDE(PAN) • 1998- SHADECARD,one stop colour machine,excusive showroom in mumbai • 2004 –positioned as umbrella brand, • 2007-TIE UP WITH IIT • HORIZONTAL INTEGRATION (VINYL PYRINDINE LATEX)FOR RUBBER TYRES • Early 2000 Direct link with customers through help lines. • Covers all the segment , KIDS WORLD,PAINT CALCULATOR • Discounts to attract retailers , PROFESSIONAL PAINTING SERVICE • Ads creates emotional. psychological and social contact among the customers
  • 17. Overall share asian paints Industrial segment 7 ASIAN 9 nerolac 33 PAINTS 8 15 9 9 NEROLAC berger paint 10 BERGER 18 icl paint 41 ICL
  • 18. s ASIAN PAINTS PRODUCTS LINE Decorative >Ancillaries Industrial AUTOMOTIVE paints •Wall Primer •Exterior •Protective •Deltron •Primer walls Coatings •Delfleet •Wall Putty •Ace.apex etc •Floor coatings •2K Nexa •Redoxide Oil Primer (Rust •Interior walls •Powder Coating Autocolor Protector) •Royale •Road Marking •Thinner •Emulsion •Phthalic Melamyne •enamels •Road makings Brushing •Utsav •Wood Stains •Metal •Knifing Paste surfaces Filler •Wood •Exterior Sealer surfaces •Wood Filler •Floor Colour
  • 19. MARKETING MIX PRICE PRODUCT/QUALITY -WALL PAINTS -ROYAL FOR PREMIUM SEGMENT -METAL PAINTS -APCOLITE FOR MIDDLE SEGMENT -WOOD FINISHES -TRACTOR,UTSAV FOR LOWER SEGMENT -BACKWARD INTEGRATION (PAN) -PYRINEDINE LATEX FOR RUBBER TYRES 4p’s of ASIAN PAINTS PLACE/DISTRIBUTION PROMOTION/ADVERTISEMENT -23 PLANTS -WARRANTY SCHEME -90 DEPOTS -50 ML PACKS -2500 SKU’S -GATTU - SAIF ALI KHAN (ROYAL)FOR PREMIUM CLASS -27000 RETAILERS -BADIYA HAI CAMPAIGN(MIDDLE CLASS HOUSEHOLDS)
  • 20. DISTRIBUTION CHANNEL 800 RAW MATERIAL SUPPLIERS 350 PACKING MATERIAL VENDORS 2 CHEMICAL PLANTS,21 MANUFACTURING CENTRES,OPERATING IN 17 COUNTRIES,6 SUBSIDARIES 4500 EMPLOYEES,SERVICING CONSUMERS IN 65 COUNTRIES 6 DIVISIONS 90 DEPOTS,2500 SKU’S,27000 RETAILERS,95000 SUB RETAILERS
  • 21. STREGNTH WEAKNESS -market leader(32% share) Industrial business performing below par -capacity expansion plans -hiccups in international business(strife in -Pricing power egypt , bahrain) -manufactures PAN -international presence restricted to small pockets -wide distribution network -Gattu SWOT analysis OPPORTUNITIES THREATS Increasing market share in industrial share Domination of few foreign players Developing market in automobile sector High tech instant spot fixing colour Automated paint blending in retail points
  • 22. BCG matrix CASH COWS STARS -WALL PAINTS(INTERIOR&EXTERIOR -METAL/INDUSTRIAL PAINTS PAINTS) -wood finishes(vamish,polish) -DECORATIVE PAINTS BCG MATRIX Question marks Dogs -APIL produts launched in abroad -marine paints,automotive paints thro’ joint ventures in and others(black board paints) fiji,nepal,solomon,islands,australia
  • 23. Turning Points in the Paint Industry of India • Governed by FERA (Foreign Exchange Regulations Act) and MRTP (Monopolies & Restrictive Trade Practices Act) • Restricted from enhancing their production capacity. With the advent of liberalization these shackles were taken off and the industry expanded. • Reduction of import duty from 40% to 15.3%
  • 24. ASIAN PAINTS SALES AND GROWTH SALES 200000 30 180000 160000 25 140000 20 120000 100000 15 y-o-y 80000 growth 60000 sales 10 40000 5 20000 0 0 2007 2008 2009 2010
  • 25. Q1.THE CUSTOMER TODAY IS MUCH MORE INVOLVED WITH THE PROCESS OF PAINTING AND IS LOOKING AT THE WHOLE EXPERIENCE OF INTERIOR DECORATIN AS WELL AS PAINTING AS AN EXPRESSION OF THEIR PERSONALITIES.THEY ARE BUYING INTO A PRODUCT THAT’S PROMISING SELF EXPRESSION SOPHISTICATION TCHNOLOGY AND EVEN SERVICES Q2.HOW SHOULD APIL’S ADVERTISING EVOLVE ITSELF TO REMAIN CONTINUOSLY RELEVANT TO THESE CUSTOMER? ANS- ASIAN PAINTS GIVES THE WARRANTY OF PAINTS FOR 7 YEARS ASIAN PAINTS SAME PRICE WITH OTHER USES THE SMALL PACKS WIDE COLLECTION OF SHADE CARDS
  • 27. Q3. HOW SHOULD APIL AS A MARKET LEADER IN DECORATIVE PAINT CATEOGRY UPGRADE ITS CUSTOMERS TO VALUE ADDED/SUPERIOR QUALITY/HIGH MARGIN PRODUTS ANS- HIGH CLASS PRODUCTS RURAL CUSTOMERS-DARK COLOURS URBAN CUSTOMERS-LIGHT COLOURS
  • 28. LIFE CYCLE OF ASIAN PAINTS PERIOD PHASE STRATEGY 1942-1967 Evolution Comp from MNC , innovations ,quality 1967-1982 Extension/consolidation Across border , innovation in new categories 1982-1986 Years of excellence Campaign spectrum of excellence , connectivity with sales set 1987-1997 Moving closer to Celebrate with asian consumer paints 1997-1999 Changing rules of game Helpline , paint calculator , shade card 2000 onwards The new asian paint CRM
  • 29. PAINTERS SAHIL DUDEJA SAHIL SHARMA VIVEK KWATRA ANKUSH PADHA MADHAV SOOD