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Asian Paints

Asian Paints

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Published by mk_changani
Brand Personality -- Asian Paints
Brand Personality -- Asian Paints

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Published by: mk_changani on Aug 07, 2009
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06/23/2013

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Vision of Asian Paints

“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

Case Facts :
• The Indian Paints industry Rs. 6600 crores. • Asian Paints –Market Leader( 44% Share) • Wood Finishes market Rs. 300 crores 1. Solvent-based and Water-based 2. Matt and Gloss 3. Spray-on and Brushable

Types of Wood Finishes and their Market Share in India
Wood Finish Market in India
PU 10% Melamine Alkyd Lacquers & Speciality Products

48%

30%

12%

Water Based PU Wood Finishes
Advantages : • Environmentally safe • Brushable • Extra training not essential • No odour (associated with Solvent ) • Not hazardous to health • Does not yellow over time Disadvantages : • Not as durable as Solvent • More Expensive • Less protection from moisture

Current and Potential Competition
• Current Competition: Sheenlac ,Pidilite , Sirca , Linea Coats, ICA, MRF Tyres • Potential Competition: Goodlass Nerolac, ICI Paints, Berger Paints

Pricing:
Type of Wood Finish 1) French polish 2) Alkyd 3) Melamine 4) PU (solvent based) 5) PU (water based) 6) Polyester Cost to the customer (Labour+Material) Rs. 10 per square feet Rs. 15 per square feet Rs. 30-40 per square feet Rs. 80-120 per square feet Rs. 120-150 per square feet Rs. 200 per square feet

SWOT Analysis

Strengths
• Brand Image of Asian Paints • Market Leadership (44 %) • Distribution Network • Inherent advantages of water based wood finishes (environment friendly etc.)

Weaknesses
• Low Awareness about wood finishes. • Inherent weaknesses of the product (less protection from moisture etc.)

Opportunities
• Boom in Construction Sector, especially international styles of living • Consumers becoming conscious in terms of aesthetics and lifestyle.

Threats
• Non-wood materials like plastic, cane, acrylic, wrought iron etc. used for furniture. • Materials like laminates being used to coat wooden surfaces.

INFORMATIVE ( Thinker )

AFFECTIVE (Feeler )

HABIT FORMATION (Doer)

SATISFACTION (Reactor)

Consumer Survey

Consumer Survey Objectives
• How Consumers perceive the product on the involvement and thinking/feeling dimensions ? • Who is the influencer / decider ? • Consumers perception of Factors like Durability , Safety , Health, Environment and the price they are willing to pay for it.

Survey Details
• Sample size: 238 • Conducted in Mumbai, Delhi, Lucknow and Bangalore • Questionnaire Method • Convenience Sampling • Sample profile : SECs A &B • Statistical tool used : SPSS (v 11.5)

Findings

Decision-maker regarding brand
Decision-making of the brand of wood-finish
70 60 50 40 30 20 10 0 Family Carpenter /polisher Builder/Architect Friends suggestion Others Cheapest

Percent

Decision-making of the brand of wood-finish

Importance of cost of wood finish
Ranking of the parameters: Cost of the wood finish
60

50

40

30

20

Percent

10

0 Least Important 2 3 4 Very Important

Ranking of the parameters: Cost of the wood finish

Importance of Brand
Brand of the wood-finish
50

40

30

20

Percent

10

0 Least Important 2 3 4 Very Important

Brand of the wood-finish

Preference of Finish
Matt vs Gloss
50

40

30

20

Percent

10

0 Matt Finishes 2 3 4 Gloss Finishes

Matt vs Gloss

Importance of durability
Durability
60

50

40

30

20

Percent

10

0 2 3 4 Very Important

Durability

Importance of Ease of Application
Ease of application
50

40

30

20

Percent

10

0 Least Important 2 3 4

Ease of application

Importance of Safety, Health and Environment (SHE).
SHE
50

40

30

20

Percent

10

0 Least Important 2 3 4

SHE

Awareness of water-based PU
Awareness of water-based
120

100

80

60

40

Percent

20

0 Yes No

Awareness of water-based

Analysis of Consumer Survey
• Influencers: Carpenter, Polisher, Contractor • Low frequency of painting / recoating the house • Low awareness about wood finishes • Very low awareness for Water-based wood finishes

Analysis (Contd.)
• Awareness about real impact of cost not clear. • Matt finish preferred over gloss finish. • Majority have concerns over safety , health & environment but are ambivalent on the investment they are willing to make for the same. Note: Derived out of the open ended question in the questionnaire

Carpenters/ Polishers/ Contractors Interviews ( Sample Size : 32 Location : Mumbai )

Customer ko nahi maloom…sirf kareegar ko pataa hota hai…

Water based wood finish …iske baare mein nahi suna..

Finish hi sabse badiya hai… polish to low society ke log karaate hai

Aaj Kal koi scheme nahin hai hummare liye Aaj Kal Matt finish ka hi zamana hai … Gloss finish chalta hai …lekin matt finish usse zyada chalta hai

Kai Baar Polish karte hue saans ki takleef ho jaati hai..

Findings
• Finishes were considered more durable when compared with polish. Matt effect was better with finish than with polish. Matt finish was preferred over gloss by customers. Both SEC A and SEC B preferred matt finish.

Contd.
• General opinion was that Customer knowledge about product category was extremely low. • There was a general view that solvent based wood finish was not safe and lead to allergy etc. • Most respondents had no knowledge of water-based PU wood finish.

INFORMATIVE ( Thinker )

AFFECTIVE (Feeler )

HABIT FORMATION (Doer)

SATISFACTION (Reactor) ASIAN PAINT WOOD FINISHES

Target Segments

Carpenters Polishers Contractors Interior Decorators

End Consumer SECs A & B ‘Lifestyle-oriented’ ‘Quality-conscious’

Positioning
“A premium easy to use wood

finish which offers unmatched quality and is in harmony with nature .”

Tag Line ‘‘In harmony with nature’’

Brand Name :
Asian Paints

Nature’s Touch
A Premium Brushable Water Based PU Wood Finish
Rationale: The product is environment friendly and brings out the natural beauty of the wood .

Pricing & Product
Pricing : Pricing should be at same level as that of solvent based PU wood finish . Rationale : • Need to create awareness • Initiate trials • Maybe at later stage of PLC the price can be revised upwards as volumes pick up.

NATURE’S TOUCH

Product :
Benefits regarding durability must be equivalent to that of solvent based wood finish .

Communication Strategy
Objectives

B2B
B2B communication strategy • To generate product

B2C

awareness.
• Give an incentive to influencer to push/suggest product. • To initiate trial.

B2C communication strategy •To increase knowledge about category. •To involve consumers in the purchase process. •To convert product from low involvement to high involvement.

Media Selection for Advertising
• Magazines Special interest magazines like Inside Outside, Design and Interior as well as inflight magazines. • Direct Mail Mailers to customer database already available with the company.

Contd.
• Internet – Website: Separate link on the company website. – Banners: On related websites like www.mumbaiconstructions.com • Outdoor – POP displays. – Posters and sign-boards outside furniture markets.

Promotion Strategy
• Glow-signs and other promotional material at large hardware stores. • Conventions/Workshops for Architects and Interior Decorators • Workshop for carpenters – To build awareness and product demonstration and offer incentives to promote usage

Tie Ups
• Tie-up with Builders: Hiranandanis, Ansals, DLF- to promote product usage in their fully furnished flats on sale. • Tie-up with Corporates and Hotels: To initiate talks for getting contracts for revamp and maintenance of their office furniture. • Tie-Up with major furniture manufacturers/retailers to use the product

PR Activities
• Press conference: journalists to be invited for an information and question-answer session. Press releases and press kits to be issued. • Press Publicity : articles in the media about its eco friendliness , no negative effects on health and safety of users and applicators

Creative Strategy
The role of Creative Strategy would be to: • Provide information. • Establish the positioning. • Bring about change in consumer behavior.

The Creative Brief
• Objective: Build Brand Awareness • Theme: Nature’s Touch is the only Environment-friendly PU Wood Finish available. • Support: No Odour; Non hazardous; Does not emanate fumes; Does not yellow over time; Non oil-based.

Media Budget
PR activities Magazines POP Misc. 10 lacs 20 lacs 10 lacs 8 lacs

Alternative Distribution Channels
• Exclusive “Asian Paints-Furniture Clinics.” • One furniture consultant per Clinic. • Provision of labor, with Branded uniform, to provide doorstep service. • ‘Furniture Corners’ in furniture retail outlets.

Contd..
• Organized retailers like Shoprite, Big Bazaar, Lifestyle etc. • Direct selling through the existing Asian Paints helpline, Home Solutions. • Large Building Contractors who provide furnished flats

Premium Brushable Water Based PU Has your wood Wood Finish Touch ? got Nature’s
•Environmentally safe. •Brushable and easy to apply. •Provides durability. •Gives the furniture an exquisite and elegant look i.e

the look it

deserves.
•Doesn’t yellow over time. •Doesn’t emit harmful odour.

For dealership and more details: Call on Toll free no.: 1 - 600 - 22- 5678 Website: http://www.asianpaints.com Dealers: - Sehgal Enterprises(2508116), Jain Iron Store(220488);-Jain Trading Co(2216753), Jainsons Traders(203104), Goyal Paints & H.W(2210072), Garg Paint & H.W Store(2221327), Garg Paint & H.W Store(2221327), Goyal Iron Store(2216001), N.K.Traders(2353144), Delhi Paint And Hardware Store(2214446), Jainson Paint & Hw Store(2221831), Punjab Building Store(2211843)

Give your furniture Nature’s Touch…
Call Asian Paints Home Solutions at 1 - 600 - 22- 5678

Premium Water Based PU

Has your wood got the

Nature’s Touch……… ……..

For dealership and more detail: Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com

Premium Water Based PU Wood Finish

Has your wood got the

Nature’s Touch……… ……..

For dealership and more detail: Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com

Premium Water Based PU Wood Finish

Has your wood got the

Nature’s Touch………… …..
For dealership and more detail: Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com

Premium Water Based PU Wood Finish

Has your wood got the
For dealership and more detail: Call on Toll free no.: 1 - 600 - 22- 5678 Website:http://www.asianpaints.com

Nature’s Touch……… ……..

Premium Water Based PU Wood Finish

THANK YOU
Aparajita Bahadur Mayank Dwivedi Rajat Mittal

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