NAME & AJAY (1), FARHANAZ (13),

ROLL NO.: FOUZIA (14), HIMALI (19),

LEENA (28), NIDHI (35)
INSTITUTE: IIPM, MUMBAI
BATCH: 2010-2012/FW/B5
SUBJECT: MARKETING ESSESNTIALS
TOPIC: MARKET ANALYSIS
BASED ON 4P’S
SUBMITTED ON: 26 OCT, 2010
SUBMITTED TO: PROF. VHORA
 OVERVIEW : ASIAN PAINTS
Started in 1942 by four entrepreneurs – Chimanlal
Chowksi, Champaklal Choksey, Suryakant Dani & Arvind
Vakil as a partnership firm for manufacturing paints, in
a garage rented for Rs.75 a month in Kapadwanj in the
Kheda district in the state of Gujarat as a collection of
small plants. Over the course of 25 years, Asian Paints
has became a corporate force
India's largest paint company, Asia’s third largest
company & ranks among the top ten Decorative
coatings companies in the world
Turnover – INR 0.35 million (1945) to 66.80 billion
(2010)
Appointed Mr. P M Murthy as Managing Director &
CEO
on 1st April, 2009 
Operates in 20 countries globally with 28 paint
manufacturing facilities servicing consumers in 65
countries
The countries that Asian Paints has presence are as follows:
South Asia  : Bangladesh, Nepal, and Sri Lanka
South East Asia  : China, Malaysia, Singapore & Thailand
Caribbean Islands  : Barbados, Jamaica, Trinidad and Tobago
Middle East  : Bahrain, Egypt, Oman and United Arab Emirates
South Pacific  : Australia, Fiji, Solomon Islands, Samoa Islands, Tonga and Vanuatu

It operates through its subsidiaries:

Apco Coatings Limited

Asian Paints Industrial Coatings Limited

Berger International Limited (BIL)

SCIB Paints

Asian PPG Industries Limited

Taubmans Paints
VISION
Mr. Choksey’s vision was to ‘See Indian homes
painted in a variety of colors from a truly Indian
company.’ Asian Paints aims to become one of the
top five decorative coatings companies world-
wide by leveraging its expertise in the higher
growth emerging markets. Simultaneously, the
company intends to build long term value in the
industrial coatings business through alliances with
established global partners.

MISSION
The mission statement read ‘To provide paints as
per market demand, ensuring desired level and
quality of customer (dealer) service. Asian paints
aims to become the largest decorative paint
company in the world & to rank among the top
five paint manufacturing companies of the world.
 MARKETING MIX
 Also known as The 4 Ps of Marketing, refers to the primary elements that must be attended to
in order to properly market a product. It is referred to as the set of controllable tools that
the firm blends to produce the response it wants in the target market, so it consists of
everything the firm can do to influence the demand for its product.
 Traditional 4Ps extended to encompass growth of service industry: 7Ps – Price, Product,
Promotion, Place, People, Process, Physical Environment.
 In order to prove that marketing mix caters not only seller's view of market analysis but also
customers view, attempt is made to match 4 Ps of marketing with 4 Cs of marketing to address
consumer views:
Product – Customer Solution 
Price – Customer Cost
Placement – Convenience
Promotion – Communication
 PRODUCTS MIX OF ASIAN PAINTS

ANCILLARIES AUTOMOTIVE DECORATIVE INDUSTRIAL

•Protective
•Primers •2K Nexa Autocolor PAINTS
•Deltorn •Exterior Walls- Coatings
•Fillers •Floor Coatings
•Stainers •Delfleet Apex,Ultima,
•Road Markings
•Sealers •Bilux ACE,Duracast
•Interior Walls- •Industrial Tinting
•Aspa
Distempers, System
Emulsions, Enamels •Powder Coatings
•Metal Surfaces •Pthalics
•Wood Surfaces •Intumescent
Coatings
 Overall market share

18%
Asian Paints
Kansai Nerolac
33% Berger Paints
7 ICI Paints
Jenson & nicholson
6 Shalimar Paints
9 18% others
9
 decorative segment

asian paints
kansai nerolac
19 berger paints
6 38 ICI paints
Jenson & nicholas
5 Shalimar
others
9
14
9
 ASIAN PAINTS
ROYALE LUXURY EMULSION
4 P’s OF MARKETING
 PRODUCT
Product includes all features and combination of goods and related services that a company
offers to its customers. For manufacturers, products are the market expression of the
company's productive capabilities and determine its ability to link with consumers. So product
policy and strategy are of prime importance to an enterprise, and product decisions dictate
the scope and direction of company activity. The market indicators such as profits, sales,
image, market share, reputation and stature are also dependent on them. The product of any
organization is both a component and a determinant of the marketing mix as it has a great
influence on the other elements of the mix. Without proper product policy, a company can
not pursue for further elements of marketing mix.
ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

PERFORMANCE FEATURES & BENEFITS

Royale Luxury Sheen Emulsion is an
emulsion paint that provides a
luxurious finish and a silky glowing
appearance to your walls.
A water-based, 100% acrylic interior
wall finish, it has excellent flow giving a
near exquisite rush mark free finish.
It also offers high stain resistance - walls
painted with Royale are easy to clean and
maintain that new look for years.
Royale also offers good anti-fungal
properties, and can be applied on all
types of smooth plasters, false ceilings,
asbestos sheets, concrete etc.
 ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

ATTRIBUTES ROYALE LUXURY EMULSION

Coverage 325-350 sq.ft/ Lt.
Drying Time 15-20 Minutes
Gloss Soft Sheen
Shelf Life 3 years
Stability of Thinned Paint Use within 24 hours
Safety Features Non-Flammable
Recommended Application Apply 2 coats for repainting & 3
coats for fresh surface painting
Pack Sizes 1 ltr, 4 ltr, 10 ltr, 20 ltr
Shade Range As per the Colourworld Fandeck
ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

8%
6% Asian Paints Royale
42%
9% ICI Velvet Touch

Nerolac Impressions

Berger Luxol Silk

35%
Others

MARKET SHARE
 ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT

LINE STRETCHING
Up Market Stretch : Royale Play

Spatula Effect Brushing Effect Sponging Effect Ragging Effect

Down Market Stretch : Royale Shyne

Enhanced Smoother Anti-Fungal Stain

Durability Finish Shield Resistance
 ASIAN PAINTS : ROYALE LUXURY EMULSION : PRODUCT
Asian Paints Royale Luxury Emulsion satisfies the basic need of the
paint that is to protect the wall from cracks, leaks, make it look clean &
create a proper ambience etc. which does.
Multi-choice colors, oil based, mat finish, distemper, primer, wall paint,
floor paint, metal paint, wood finish powder coating, protective coating
and fresh coats etc, in decorative & industrial paints, satisfies customer’s
requirement & their needs.
Asian Paints Royale is of acrylic type, washable, sunlight protected,
leaks proof, long lasting, chemical base so it dries fast, polished etc.
Asian Paints Royale judges the future requirement of the customer &
tries to give such kind of result that it can be called mass ‘customization
product’. For example getting paints which are pearl kind-shining,
reflective, mirror view color, etc.
 PRICE
Pricing is basically setting a specific price for a product or service offered. The concept of price
refers to the amount of money that customers have to pay to obtain the product. This cost
may be monetary, or it may instead require the consumer to give up intangibles, such as time
or effort. If the costs outweigh the benefits for an individual, the perceived value of the
offering will be low and it will be unlikely to be adopted & if the benefits are perceived as
greater than their costs, chances of trial and adoption of the product is much greater. These
perceptions of costs and benefits can be determined through research, and used in
positioning the product & adopting right pricing strategies for the product.
 ASIAN PAINTS : ROYALE LUXURY EMULSION : PRICE

•Asian Paints Royale Luxury Emulsion is placed as a Luxury product.

•Pricing Strategy adopted is value-based pricing.
•The current price of Royale Luxury Emulsion is as below:
QUNTITY (IN LITERS) PRICE (IN RUPEES)
1 liter 325
4 liter 1240
10 liter 3150
20 liter 5850

•As per the conversation with a local dealer of Royale Luxury

Emulsion, there will be an increase of Rs. 8-10 per liter in the
current price.
ATTRIBUTE COMPARISON

ATTRIBUTE ASIAN PAINTS ICI VELVET NEROLAC 24

ROYALE TOUCH CARAT
IMPRESSION
Coverage 320-350 sq. 300-325 220-240
ft/ltr
Drying Time 15-20 minutes 20-25 minutes 30 minutes
Shelf Life
Value BEST GOOD AVERAGE
Addition
 PLACE
Place describes the way that the product reaches the consumer from the producer. It refers to
the distribution system including the warehouse, trucks, sales force, retail outlets where it is
sold, or places where it is given out for free, through the mail, via downloadable files, on a cruise
ship, in a hair salon. This may also include doctors' offices, shopping malls, mass media vehicles
or in-home demonstrations where consumers are reached with information & training. Another
element of place is deciding how to ensure accessibility of the offering and quality of the service
delivery. By determining the activities and habits of the target audience, as well as their
experience and satisfaction with the existing delivery system, researchers can pinpoint the most
ideal means of distribution for the offering.
Extensive distribution network of:
• 4 manufacturing units
• 6 regional distribution centres
• 55 Depots
• 15,000 Dealers (Urban+local)
• 90,000 Sub-dealers
Exclusive 3000 asian paints stores
4500 colour world stores
Ap bypassed the bulk buyer segment & went to individual consumer paints
Ap went slow on urban areas & concentrated on semi-urban & rural areas
Ap went retail
Ap went in for open door dealer policy
Ap voted for nation-wide marketing/distribution
 PROMOTION
Promotional strategies include all means through which a company communicates the benefits
and values of its products and persuades targeted customers to buy them. It is the company
strategy to cater for the marketing communication process that requires interaction between
two or more people or groups, encompassing senders, messages, media and receivers.
Promotion consists of the integrated use of advertising, public relations, promotions, media
advocacy, personal selling, entertainment vehicles, public service announcements, & other
methods such as coupons, media events, editorials, "Tupperware"-style parties or in-store
displays. The focus is on creating and sustaining demand for the product. Research is crucial to
determine the most effective and efficient vehicles to reach the target audience and increase
demand.