Supply Chain Mgt. Of Asian Paints

The anatomy of the Asian Paints Brand

Group

What makes it a strong brand?

The brand Asian Paints has stood for

different things at various points of time without ever compromising on its core values and core purpose. Commitment and Integrity in dealing with internal and external customers. A strong belief in individual ability and creating an environment in which entrepreneurial spirit is encouraged. To continuously rejuvenate every living and working space of people and bring joy to their lives.

Brand Leadership The Brand Leadership model is based on various actions taken over a period of time . a)1942-1967 Evolution Phase Stiff competitions from mnc’s. Product innovations. Reaching rural. b)1967-1982 Extension and Consolidation Phase International presence Product innovation in new categories Consolidation of gains

In 1983, the first corporate communication Objectives  (i) establishing Asian Paints as the leader in the paint category  (ii) presenting it as a manufacturer of premium paints  (iii) establishing high salience for Asian Paints in what was inherently a low interest category Launched a campaign ‘Spectrum Of

Excellence’

a series of Press Advertisements talking of

excellence in AP products

d)1987-1997 Consumer

Moving Closer to the

Consumer research showed “Paints are seen to rejuvenate and brighten up a gloomy place, and give a room a more spacious look. Painting signifies festivity, life and plenitude.”



Celebrate with Asian Paints - thus evolved.  It also created advertising that related to specific festive occasions in each part of the country delivering regional empathy. Asian Paints associated with festive events across the country.  A series of brand building efforts were undertaken in lower market share geographies

e)1997-1999

Changing rules of the game

The initiatives included: Launch of a Asian Paints Helpline(,a service

to fulfill the information needs of any person planning to paint.)

Launch of retail shops (offering a series of

decision making tools and shade options along with a communication campaign to create the excitement.)

Investing in technology to improve supply

chain efficiencies and giving a platform to enter into some CRM initiatives.

The Changing Environment The consumer has changed …. Festivals have less important in the overall

scheme of things Too much clutter around the festival platform reducing the uniqueness of the proposition The painting itself becoming less seasonal

Home Decor Increased consciousness about home décor,

much more involved homemaking Home décor also on the way up - a definitive social trend More involved urban home makers, even smaller towns the trend catching up

Core thought Asian paints is about people who invest

emotional energy in creating their homes Asian Paints is about homes which reflect the

taste and love of their owners/residents

CURRENT STATUS  Asian Paints becomes the 10th largest decorative

paint company in the world.  Asian Paints is more than twice the size of its nearest competitor.  It is one of the most admired companies in India.  Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated SAP - ERP & i2 - SCM solution.  Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business Line; Most admired company to work for by ET-BT survey, 2000.  On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth, Decorative and International business units and adopted SCM and ERP technology.  Asian Paints aims to become the 5th largest

SUPPLY CHAIN Supply Chain In INDIA:      

2 chemical plants 18 processing centers 380 raw material and intermediate suppliers 140 packaging vendors 6 regional distribution centers 72 depots AND STILL COUNTING………

R& D: • 140 R& D TEAMS AROUND THE WORLD. • 7 DECORATORS • 115 SCIENTISTS

“The benefits that we get from using i2 are

across virtually all parts of the supply chain.” —Manish Choksi, Vice President, Strategic Planning and Information Technology Asian Paints implemented i2 Factory

Planner,™ i2 Demand Planner,™ and i2 Supply Chain Planner,™ parts of i2 SCM.

State-of-the-art supply chain system Using cutting edge technology Integrate all its plants, regional distribution

centres, outside processing centres and branches in India. The supply chain runs through a wide spectrum of functions right from materials planning to procurement to primary distribution. It has played a pivotal role in improving operational efficiencies

 Creating agile procurement, production and

delivery systems.  It has also enhanced the flexibility of operations  Lowered output time  Reduced delivery costs  This improved customer-servicing levels and profitability.  The Supply Chain Management is backed by IT efforts that help the company in demand forecasting  Deriving optimal plant, depot and SKU combinations, streamlining vendor relationships  Reducing procurement costs and scheduling

Thank You