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