Post on 18-Nov-2014
description
Case of ASIAN PAINTS
ByGroup-4
From the eye of ASIAN PAINTS
AP wanted to be one of the top five companiesIn the global paint industry by 2007.
HOW??
1.New products2.Changing its logo3.Changing its packaging.
Mr. Champaklal Choksey Mr.Chimanlal Choksey
Mr.Suryakant DaniMr.Arvind Vakil
1942
1954
Asian Paints-1ml
1950
1 ml
1 ml
1ml
-Rural India-To paint the horns of bullocks
-Very popular in market-
1.1.In 1957,AP emphasised on In 1957,AP emphasised on R&D dept.forR&D dept.for
Producing Producing phenolic & maleic phenolic & maleic acid resinsacid resins
2.2.Plant at Bhandup,Mumbai Plant at Bhandup,Mumbai to to
serve urban demands.serve urban demands.
3.3.In 1973,Asian Oil & paints In 1973,Asian Oil & paints Co.Co.
Pvt..LtdPvt..LtdChanged its name toChanged its name to Asian Paints LtdAsian Paints Ltd..
Research
In 1990,AP introduced the Apcolite brand with 151 shades.-Apcolite shade card for customers.-In mid 1990,AP captures 40% market share.
-BUT INDUSTRIAL PRESENCE WAS CONSIDERABLY -BUT INDUSTRIAL PRESENCE WAS CONSIDERABLY WEAKERWEAKER
Automotive market Industrial Market
1.JV with PPG industries(USA) & entered the above two markets.2.Contracts for the supply of automotive paints to opel Astra,Cielo cars in india
-International Presence--International Presence-
In2002,company shifted from its festival plank.It was found that trend of house painted only forfestivals was changing
-AP realised that communication would
help the company to reach out to the
customer
& create an attractive public image.
-In 2000,AP appointed Momentum as
Consultant.
Communication
Sharad Samman Puraskar
Pongal
Changing Focus Implemented ERP & SCM = Rs.290 million
WHY???
To forecast demand accurately,reducing stock
& working capital costs.
ResultsResults
-1999-2000,SCP & ERP save Rs.100 million.
-Reduce finished good inventoryby 25%.
New Products
Launch
Introduces wood finishes(late 1990s)
1.Focused on distribution.
2.Field officers dealt directly with dealers in small towns.
3.In 2002,14,500 dealers.
1.1998 AP launched colourworld,1.1998 AP launched colourworld,2.Rs.600 million investment.2.Rs.600 million investment.
3.Offered consumers more option to choose acurate shades3.Offered consumers more option to choose acurate shades economically.economically.
4.Installed 350 colourworlds in2002,no.increased to 2600.4.Installed 350 colourworlds in2002,no.increased to 2600.
1-600-11-5678 (Toll Free)
1.In the year 2000,AP added
‘‘Paint calculator’Paint calculator’
2.Help to estimate the
quality & quantity of
the paint needed
for specific area.
Vibrant Decor
Neutral Decor
Cool Decor
Glam decorGlam decor striking effects using the striking effects using the right colour combinationsright colour combinations
DÉCOR IDEAS
APHS Offerings
Apex Ultima is designed with a unique Dirt Pick Up Resistant (DPUR) propertyIt prevents dust from settling on the wall surface and thereby retains the initial beauty
(Exterior)
Asian Paints Home Solutions offers a wide range of Wood Finishes,
available in high performance Opaque and Clear wood finishes, to
enhance the beauty and aesthetics of your furniture.
Wood FinishesWood Finishes
Often just a well-thought of brush stroke can make the difference between
a painting and a great painting. A Feature wall does just that to your room.
With Asian Paints Home Solutions you can be confident that you can get
that Unique look for your interior walls.
Interior