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BY:
NIRAJ KUMAR
 About Asian paints 2

 Asian Paints is India’s leading paint company with a group

turnover of Rs 170.85 billion.
 Asian Paints operates in 16 countries and has 25 paint
manufacturing facilities in the world servicing consumers
in over 65 countries.
 Besides Asian Paints, the group operates around the world
through its subsidiaries Berger International, Apco
Coatings, SCIB Paints, Taubmans and Kadisco.
 Asian Paints manufactures wide range of paints for
Decorative and Industrial use.
 Product Consistency Product
Asian
Mix width paints MIX 3
PL-1 PL-2 PL-3 PL-4 PL-5 PL-6 PL-7 PL-8

Interior Exterior Wood Metal Water Painting

Nilaya Adhesives
walls- walls finishes finishes proofing Tools

Product Product Product Product Product Product Product Product

types: types: types: types: types: types: types: types:
Product line depth

Special Textured Wall Furnitures Enamels Terrace General Bruses

effects finishes coverings Floors & epoxy stanks purpose Rollers
Plain Plain Wall Doors and Undercoa Bathroom Stone Accelrater
Finishes finishes stlakens window ts Crodes Glass s
Distempe Design Exteriors and joints Wood Mechanic
rs for ancillaries Interriors al tools
exteriors hling

Product
Line length
 PRODUCTS LINE 4

A product line is a group of related products under a single brand sold by the same
company. Companies sell multiple product lines under their various brands:
1. Interior walls
2. Exterior walls
3. Nilaya
4. Wood finishes
5. Metal finishes
6. Waterproofing solutions
7. Professional range
8. Adhesives
9. Painting tools and implements
 Product Range 5

 A product range is a set of variations on a specific product made to

appeal to different market segments.
a) Special effects i) Furniture Floor j) Cracks and joints
b) Plain effects j) Doors and windows k) Interiors
Distemper l) Tiling
c) k) Exteriors
m) All waterproofing
d) Textured finishes l) Ancillaries products
e) Plain finishes m) Enamels and epoxy
f) Design for exteriors n) Undercoats
g) Wall coverings o) Terrace and tanks
h) Wall stickers p) Bathroom
 Product Depth 6

 The amount of sub-products offered by a business within a particular line

of products.

PRODUCT LINE-1
Special effects: Plain Finishes Distempers
• Royale play • Royale • Tractor distempers
• Kid's Room Wall • Apcolite Emulsion • undercoats
PRODUCT DEPTH

Painting Design Ideas Interior Wall Paint • Classic Range of

- Kids World Décor - Finishes - Asian Paints Interior Wall Putty
Asian Paints • Tractor Emulsion Paints for Smooth Walls
• Designer Range of Interior Wall Paints
Wall Painting Stencils that Always Impress
for Your Home -
Asian Paints
 Product Consistency 7

 Consistency, in reference to a product mix, refers to how closely related the

offered product lines are to each other.
1. Interior walls
2. Exterior walls
3. Nilaya
4. Wood finishes
5. Metal finishes
6. Waterproofing solutions
7. Professional range
8. Adhesives
9. Painting tools and implements
NOTE: Asian paints products line are very consistency as they use same distribution channel and
same segment of the customers.
 Line stretching: 8

 Line stretching is an expanding strategy by a company where the new products are
launched in the same product line but beyond the current product range with some
additional or different features.
 Up-market Stretch
ROYALE PLAY(Rs.505 /ltr.)
 Down-Market Stretch
Royale shyne (Rs. 305 /ltr.)
 Two-Way Stretch
 Line filling 9

 A business strategy that involves increasing the number of products in an existing

product line to take advantage of marketplace gaps and reduce competition.

 Interior wall surface

Crack seal
 Painting tools
Brushes
Rollers
Accelerators
 Line modernization 10

 A strategyin which items in a product line are modified

to suit modern styling and tastes and re-launched.
Professional range
Professional premium
Professional one coat
Professional premium glass
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THANK YOU!