Ashian Paints by abhinaybth

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									PRESENTERSAbhinay prakash

13 November 2009

 TO

DISCUSS HOW ASIAN PAINTS HAS KEPT ITS ADVERTISING IN TUNE WITH EVOLVING CUSTOMER PREFERENCES FOCUS ON THE KEY POINTS, AS AN UMBRELLA BRAND
DEBATE HOW A COMPANY WITH A RANGE OF PRODUCTS SHOULD STRUCTURE ITS ADVERTISING
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 TO

 TO

 APIL

was promoted in 1942  It was started by four enterpreneureschampaklal choksey, chimanlal choksi, suryakant dani, arvind vakil as a partenership firm  Started business in garage rented 75 Rs. Monthly  In 1945 it turned in private ltd. Company asian oil and pait co. pvt. Ltd  Same year turn over was 0.35 million  Companyhas been awarded theISO 9001 certification
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 During

2000-2001 company established two units, one each in oman and mauritius  Some times after it acquired delmege fosyth company  In 2005, APIL extended utsav acylical distemper  Asian paints has continued to expand its portfolio of exterior products  It became second largest player in protactive coating In country and In road marking  In 1990, APIL promoted the apcolite brand which offers 151 shades
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8
7 6 5 4 3 2 Series 1 Series 2 Series 3

1
0 2001 2002 2003 2004
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2005

 Aims

to become one of the top five decorative coating companies
indian paint industry in 2005 was of 85billion organised sector- 65% sector – 35%

 The

 The

 Unorgnised

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Goodlass

nerolac Enamel cateogary jenson nicholson Snowcem india Ici india British paints Berger pints These all have different market shares
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Sales

asian paints goodlass nicholson ici others

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Decorative
 Fresh

segment

coats  New wall finishes
o Industrial
 Automotive  Powder

segment

coating  Protective coating
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 It

always lucrative in India  Large players focusing  Mostly demanded in housing and construction sector  Demanding affected also by rising disposable income  In this segment APIL is the leader for almost four decades  It includes interior and exterior wall finishes, enamels, wood finishes and ancillary products  Its about 70% sale of APIL SALES IN 2004-05
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30
25 20 15 10 5 0 Series 1 Series 2

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 Classified

into automotive and non automotive  More intensive than decorative segment  Industrial paints includes consumer durable and automobiles  Total sales increasing approx 35%  This is catered by three segments as APIL  APICL(SUBSIDIARY)  JOINT VENTURE ASIAN PPG INDUSTRIES LTD.
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‘

BADIYA HAI’ CAMPAIGN

‘

HAR GHAR KUCHH KEHTA HAI’ CAMPAIGN

 ‘SOMETHINGS

IN LIFE NEED A ROYAL WALL’

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 THE

LARGEST RANGE OF COLOURS
CONSUMER

 SATISFY  

ABLE TO GIVE WHAT THEY WANTS SINGLE MINDED AND FOCUSED IN ITS PROPOSITION, COMMUNICATION AND TARGET AUDIENCE MAKE CONSUMERS FEEL PROUD BY USING THESE BRANDS
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 TO

 Drawn

on the world’s latest techno.  One stop color shop  Diversify into specialty products aspentaerythritol and phathalic anhydride  Even creates products to meet specific needs  Time to time introduce new brands and versions  Principal drivers in growth apex and ace  APICL in technical collaboration with Canada based protech chemicals ltd.
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Trials for commercialization of products  Good communication channels with customers, based on ‘going where the consumer is’  attractive mascot ‘gattu’  Stressed on durability and availability of wide range of shades  Provided consumers apcolite shadecard  Promotion by ad campaigns  New packaging, contemporary logo, corporate colors  Changing of ‘gattu’

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 Product

 Price

 Place

 promotion
13 November 2009


								
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