You are on page 1of 16

CASE STUDY

RURAL MARKETING IN ASIAN


PAINT.

PRESENTED BY
GAURI SHANKAR

Date---19.11.07
Agenda
– Introduction
– What makes a strong brand ?
– Brand Leadership
– The main Players of the Market.
– Sales Performance
Introduction of Asian Paint
o In the 1940’s it was largely multinational
Companies such as British paint &Jenson
&Nicholson that dominant the Indian paint
market
o In order to increase revenue ,AP
concentrated on the rural market ignored
by multinationals.
o In 1954,APasked the famous
cartoonist R.K Laxman to create a
mascot for the company &from his pen
was born –’Gattu’.
What makes a strong brand?
Ability to retain its core value
&purpose with time.
Manifestation of these might chance
from time to time depending on
internal & external factors.
Brand Leadership
The Brand Leadership model is based on
various actions taken over a period of time
Brand Leadership
a)1942-1967 Evolution Phase

b)1967-1982 Extension and Consolidation Phase

c)1982-1986 The years of Excellence

d)1987-1997 Moving Closer to the Consumer

e)1997-1999 Changing rules of the game

f)1999- The new Asian Paints


1999- The new AP
Threats
• Aggression from existing players.
• The external environment saw an entry of
a lot of multinationals trying to attack us on
various segments.
Brand Personality
• Current brand personality was warm but
fuzzy
• Didn’t have the kind of sharpness that one
expects in a leader
• It also lacks certain desirable values in
terms of contemporariness and global
outlook
• In this environment, risk of Asian paints
losing the high ground
The Desired Brand Personality
• First activity done in initiating change was
to redefine the brand personality.
• Where do we want to be?
Desired Brand Personality

• Male,28 years;Contemporary education and skills


• Pioneering and path breaking
• Experiment and adventurous
• Individualistic , successful , has quality
• Global outlook but is an Indian
• Sociable and has integrity
• Kind of person who takes complete responsibility for
what he does
• Always on time;he is a friend , philosopher and guide to
people who are known to him
Market Shares of five major players
AP-Asian paint
GN-Goodlass Nerolac
BP-Berger Paint
40 ICI P-ICI Paint
SH-Shalimar
Decorative 30
&
Decorative
Industrial 20
Industrial
(Market Share %)
10

o AP GN BP ICI P Sh

Company
Market Shares of five major players
AP-Asian paint
GN-Goodlass Nerolac
40 BP-Berger Paint
33 ICI P-ICI Paint
SH-Shalimar
30

20 18
Overall
(M S %) 9 9
10 7

AP GN BP ICI P SH

Company
Asian Paint –Sales Performance:
1998-2001

Sales Value 1373


1221
(crore) 1033
911

1998 1999 2000 2001


THANK YOU