The anatomy of the Asian Paints

Brand
Group - 3
What makes it a strong brand?
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 various
actions taken over a period of time .

a)1942-1967 Evolution Phase
Stiff competitions from mncs.
Product innovations.
Reaching rural.

b)1967-1982 Extension and Consolidation Phase
International presence
Product innovation in new categories
Consolidation of gains


In 1983, the first corporate communication

Objectives
(i) establishing Asian Paints as the leader in the paint
category
(ii) presenting it as a manufacturer of premium paints
(iii) establishing high salience for Asian Paints in what
was inherently a low interest category
Launched a campaign Spectrum Of Excellence
a series of Press Advertisements talking of
excellence in AP products


d)1987-1997 Moving Closer to the Consumer

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
country.
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 proposition
The painting itself becoming less seasonal

Home Decor
Increased consciousness about home dcor,
much more involved homemaking
Home dcor 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

CURRENT STATUS
Asian Paints becomes the 10th largest decorative paint
company in the world.
Asian Paints is more than twice the size of its nearest
competitor.
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 decorative
paint company in the world.

SUPPLY CHAIN

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
AND STILL COUNTING

R& D:
140 R& D TEAMS AROUND THE WORLD.
7 DECORATORS
115 SCIENTISTS


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 distribution.
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
profitability.
The Supply Chain Management is backed by IT
efforts that help the company in demand forecasting
Deriving optimal plant, depot and SKU combinations,
streamlining vendor relationships
Reducing procurement costs and scheduling
production processes for individual factories
Thank You