Asian Paint Case Study

CASE STUDY

RURAL MARKETING IN ASIAN PAINT.

PRESENTED BY GAURI SHANKAR Date---19.11.07

Agenda –

– – – –

Introduction What makes a strong brand ? Brand Leadership The main Players of the Market. Sales Performance

Introduction of Asian Paint o In the 1940’s it was largely multinational Companies such as British paint &Jenson &Nicholson that dominant the Indian paint market o In order to increase revenue ,AP concentrated on the rural market ignored by multinationals.

o In 1954,APasked the famous cartoonist R.K Laxman to create a mascot for the company &from his pen was born –’Gattu’.

What makes a strong brand? Ability to retain its core value &purpose with time. Manifestation of these might chance from time to time depending on internal & external factors.

Brand Leadership The Brand Leadership model is based on various actions taken over a period of time

Brand Leadership a)1942-1967 Evolution Phase b)1967-1982 Extension and Consolidation Phase c)1982-1986 The years of Excellence d)1987-1997 Moving Closer to the Consumer e)1997-1999 Changing rules of the game

f)1999-

The new Asian Paints

1999- The new AP Threats • Aggression from existing players. • The external environment saw an entry of a lot of multinationals trying to attack us on various segments.

Brand Personality • Current brand personality was warm but fuzzy • Didn’t have the kind of sharpness that one expects in a leader • It also lacks certain desirable values in terms of contemporariness and global outlook • In this environment, risk of Asian paints losing the high ground

The Desired Brand Personality • First activity done in initiating change was to redefine the brand personality. • Where do we want to be?

Desired Brand Personality • • • • • • •

Male,28 years;Contemporary education and skills Pioneering and path breaking Experiment and adventurous Individualistic , successful , has quality Global outlook but is an Indian Sociable and has integrity Kind of person who takes complete responsibility for what he does • Always on time;he is a friend , philosopher and guide to people who are known to him

Market Shares of five major players AP-Asian paint GN-Goodlass Nerolac BP-Berger Paint 40

ICI P-ICI Paint SH-Shalimar

Decorative 30 & Industrial

Decorative

20

Industrial

(Market Share %) 10 o

AP

GN

BP

Company

ICI P

Sh

Market Shares of five major players AP-Asian paint GN-Goodlass Nerolac BP-Berger Paint ICI P-ICI Paint SH-Shalimar

40 33 30 20 Overall (M S %)

18

10

AP

GN

9

9

BP

ICI P

Company

7

SH

Asian Paint –Sales Performance: 1998-2001

Sales Value (crore)

911

1998

1033

1999

1221

2000

1373

2001

THANK YOU