Scribd Logo
Upload

Welcome to Scribd!

  • Market Feasibility

    Uploaded by

    herezz_jitzz
    1 views6 pages
    The Indian paint industry is worth Rs. 49 billion annually and is highly price sensitive and cyclical. Demand arises during festive seasons but patterns have changed over the years. Advertising by major players like Asian Paints and Kansai Nerolac focuses on brand building and identity. Market research shows consumers expect more involvement and shift focus from commodity to lifestyle brands. Decorative paints make up 77% of volume but industrial paints account for 30% of value.

    Original Description:

    Original Title

    jj

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The Indian paint industry is worth Rs. 49 billion annually and is highly price sensitive and cyclical. Demand arises during festive seasons but patterns have changed over the years. Advertising by major players like Asian Paints and Kansai Nerolac focuses on brand building and identity. Market research shows consumers expect more involvement and shift focus from commodity to lifestyle brands. Decorative paints make up 77% of volume but industrial paints account for 30% of value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    1 views6 pages

    Market Feasibility

    Uploaded by

    herezz_jitzz
    The Indian paint industry is worth Rs. 49 billion annually and is highly price sensitive and cyclical. Demand arises during festive seasons but patterns have changed over the years. Advertising by major players like Asian Paints and Kansai Nerolac focuses on brand building and identity. Market research shows consumers expect more involvement and shift focus from commodity to lifestyle brands. Decorative paints make up 77% of volume but industrial paints account for 30% of value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 6

    MARKET FEASIBILITY

    • The Indian paint industry is a Rs 49 billion sector.

    • GDP growth is higher, the paint sector will benefit and


    vice versa

    • Highly price sensitive & cyclical

    • Demand arises in Festive Season.

    • Change in demand patterns over the years.


    ADVERTISING IMPACT: ASIAN
    PAINTS V/S KANSAI NEROLAC

    •Waah Sunil Babu •Aapko banaye style ikon


    •Soha & Saif Ali Khan ad •Show your true color
    •Rang soche nahin, dekhe •Jab ghar ki raunak badhani
    jaate hain ho…
    •Har Rang Kuch kehta hai
    •Har Ghar Kuch Kehta hai
    •Bangla toh abhi bhi chamak
    raha hai
    MARKET RESEARCH & TREND
    ANALYSIS
    • Involvement of the consumer.
    • Shift from Commodity to FMCG – brand building.
    • Communication or lack of it can make or break your brand.
    • Changed brand identity, online services, Inc R&D spend.
    • Newest Trends – New textures, use of bold shades, Disney
    e.g. Kansai Nerolac site: personality V/s rational
    INDIAN PAINT INDUSTRY
    Demand
    • Decorative – Direct Demand
    • Industrial Derived Demand
    Decorative vs Industrial
    Parameter Decorative Industrial

    Volume/Value 77%, 70% 23%, 30%

    No. of Players 1100+ 500+

    Technology (vis–a–vis Technology – Lag Comparable to Global


    Global) Standard
    Technology Driver Indigenously Often Transferred from
    Developed Overseas collaborator
    Product Drivers Market Customer Specified

    Distribution/Sales Trade Driven Mostly B2B

    You might also like