““ Segmentation, Targeting and Positioning of

Asian Paints
STP strategy in marketing plays an important role in the society for brand identification as well
as promotion and dividing the parts at different sectors in the market. In todays era STP is
considered as a familiar approach in today’s marketing era. It is considered as one of the most
applied practices I modern marketing strategy for the company also. This model helps in creating
marketing plans and developing personalised and relative messages that are helpful for audience
as well as for the society. Asian paints are considered as one of the global leaders in paints
segment in today’s market. So Asian paints also deals with its STP in the market in order to dive
their products in different segments in order to cater needs of the customer in the market. STP
also deals with the insight of consumer behaviour done regarding the product in the market. In
paints industry the major focus of consumer behaviour is toward durability, price and a healthy
environment for the customer in the market. From the years till now Asian paints is delivering
high quality and differentiated products in the market and has manages to create its own brand
value in paints market. So, the STP of Asian Paints Is Done In the following ways: -

 Segmentation: - Segmentation refers to dividing the products of the company in different

lots to the customers according to different factors like demographic, psychographic,
behavioural, Sociographic etc. Through segmentation we can identify niches with
specific needs to deliver more focus towards effective marketing strategies that are
prevalent as a marketing insight to customers in the market. So Asian paints basically
focuses on decorative paint industry and not done their segmentation on other factors
because Asian paints has primarily the following product offering in decorative paints as
well as exterior paints where the market could be segmented. Exterior paints like ACE,
Apex Ultima, Apex DuraCast and more based on specific demand and the surface are of
the product that is required.
Interior Paints like – Distemper, Enamel, Wood Finishes and Metal Finishes
Ancillary Products Like – Primers, Putters
Based on Buyer’s characteristics like: -
1. Up market Buyers and High-Quality Seekers.
 2. Key Factor for Purchase
3. Colour Variety
4. Market Share
5. Cost and Economical Worth
6. Mode of Purchase
7. Buying Bulk from Developers

Decorative Paints: -
 Royale
 Gattu Synthetic
 Apex
 Utsav Enamel

Industrial Sector: -

 Apcomin Synthetic Enamel

 Strainers
 Premium Surface and Fillers

Automotive Sector: -

 Aluminium Paint
 Fiber Paint
 Apcolite Hammerstone Finish
 Advance Apcolite Emulsion

 Targeting: - Targeting in consumer behaviour model helps to identify target markets

where products are sold and distributed in the market. Targeting also helps to evaluate the
potential and attractiveness of each segments based on Criteria, Differences, Money,
Accessible, Focus on different benefits etc. Asian paints mainly focus to target areas in
rural and urban areas as well as to customers for differentiation in products portfolio as
well as target the specified market in paints industry. Asian paints basically focus in
targeting of exterior paints to contractors, builders, developers and helps in provide
considerability as well as durability of products in the market and mainly focuses on the
smoothness of the product also. Interior paints are mainly targeted to homeowners,
interior designers, carpenters as well as contractors also and basically to families who
uses this paint for their interior finishing as well as exterior finishing. Asian Paints Also
targeted different products for its customers in different dimensions like: -
 Primers and Fillers
 Hardeners and Additives
 Thinners and cleaners

There is usage of high quantity of m/s in Paints like in Asian Paints there is m/s of
54.1 % and 35 % m/s in Nerolac paints. The targeting of Asian paints is done
based on following criteria like: -
 Initially targeted to smaller towns: -
Asian paints are targeted to smaller towns because rural are people can not go far
for the low-cost product such as Chunna or distempers. Tractor emulsion is a
plastic paint which is targeted in smaller towns in India.

 Targeted to house owners: -

Asian Paints is targeted to the channels of B2C customers by targeting the middle
higher-class households by promoting ‘Asian Paints Ace’ and to high class
customers in promoting their high-performance brand in the county i.e. ‘Apex
Ultima’. Interior paints are also targeted to homeowners also.

 Targeted to Contractors and Painters: -

Asian paints help in targeting contractors and painters by selling ancillary
products like primers, putties etc because it is considered primarily as a part of
painting process in paints industries like Nerolac use to do. These primers and
putties are first bought from contractors and carpenters at a reasonable rate and
then sold to painters which helps them in utilising these ancillary products in
 painting process. They also target exterior paints to builders, contractors and
developers.

Targeting may be based on the quality & pricing of the paint. With the help of
segmentation technique Asian paints offers innumerable products and these
products are targeted to different customers at different places also.

 Positioning: - Positioning refers to place the position of product in terms of other

competitors in the market. Positioning helps to identify the USP (Unique Selling
Proposition) of the product and compare the USP of our brand with other competitors in
the market. Positioning of a product can be done with the help of perceptual mapping of
product which is displayed by the company in front of other competitors and customers in
the market to display the position of the products of company in four quadrants. Asian
Paints has done its positioning also to place their products in terms of other competitors
in the paints industry. In 1999, Asian paints has undergone a transformation in
repositioning their products in the market and thereby emerged as the value added and a
consumer-oriented paint company. In todays scenario painting has become a less seasonal
and utility-based technique but Asian paints fights a stiff competition in paints sector in
order to position their products in the market. Due to rise in colour consultants as and
interior designing Asian paints position itself based on high value creation in the market.
Asian paints have provided its core thought like “Asian paints is considered as the
creation as well as investing the emotional energy of homeowners in creating their
homes”. Due to these efforts Asian paints position their products in different aspects like:
-
 Change in visual Identity: -
Asian paints have created a revamped image in the minds of the consumer as well
as its packaging of products in order to provide a more contemporary and
international look and enhance the visual appearance of the brand also.
 Service Offering: -
Asian paints have introduced its new variety in service offering where it finally
delivers not just the paints but painted homes to the customer in order to revitalize
its strategy in terms of competitors in the market.

 A complete collection of products that caters to everyone: -

Asian paints helps in providing a wide variety of paints collection including from
exterior paint ranges to interior paint ranges that helps in catering needs and wants
of the consumer in order to place best position of their products in the market in
terms of other competitors . They have positioned their product named as
Advance Apcolite emulsion which was not having a proper growth in the market
but with the help of positioning it is growing at a good growth rate in the market.

 Product Differentiation: -
In earlier times Asian paints has low involvement in its product portfolio, no
brand loyalty and no switching cost but with the use of market share they gained
their product differentiation in the market in terms of form , feature ,
customization and how the product can become durable in the market so that its
consumer can use easily in their homes . So, these factors help in urging the
changes in differentiation of the product in terms of competitors in the market.

 Service Differentiation: -
In terms of service background also Asian paints has differentiated its services for
durability of products in the market and for its consumers also. Asian paints also
provided consultation services online in order to explain the type of paint types
and dimensions to its customers as well as providing lifetime loyalty of customers
also by determining the total value of customers as well as depending on the
revenue generated by customers over a period of time in the market. Ads like “
Sunil Babu … Badhaiya ” ads helps to generate a value for the customers and
treat the highlights that how the customer derived the value from these products
and ad over a period of time and helps in ensuring loyalty towards customers that
helps in generating revenues over a period of time.

Here is the perceptual mapping of Asian paints is explained as below :-

Thank You ””