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The anatomy of the Asian Paints


What makes it a strong
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
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
Consolidation of gains
In 1983, the first corporate communication

 (i) establishing Asian Paints as the leader in the
paint category
 (ii) presenting it as a manufacturer of premium
 (iii) establishing high salience for Asian Paints in
what was inherently a low interest category
Launched a campaign ‘Spectrum Of
a series of Press Advertisements talking of
excellence in AP products
d)1987-1997 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
 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
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
 Asian Paints becomes the 10th largest decorative
paint company in the world.
 Asian Paints is more than twice the size of its nearest
 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 In INDIA:

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

R& D:
“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
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
 The Supply Chain Management is backed by IT
efforts that help the company in demand
 Deriving optimal plant, depot and SKU
combinations, streamlining vendor relationships
 Reducing procurement costs and scheduling