CASE STUDY

RURAL MARKETING IN ASIAN

PAINT.

PRESENTED BY
GAURI SHANKAR

Date---19.11.07
 Agenda
Introduction
What makes a strong brand ?
Brand Leadership
The main Players of the Market.
Sales Performance
 Introduction of Asian Paint
o In the 1940s it was largely multinational
Companies such as British paint &Jenson
&Nicholson that dominant the Indian paint
market
o In order to increase revenue ,AP
concentrated on the rural market ignored
by multinationals.
o In 1954,APasked the famous
cartoonist R.K Laxman to create a
mascot for the company &from his pen
was born Gattu.
What makes a strong brand?
Ability to retain its core value
&purpose with time.
Manifestation of these might chance
from time to time depending on
internal & external factors.
 Brand Leadership
The Brand Leadership model is based on
various actions taken over a period of time
 Brand Leadership
a)1942-1967 Evolution Phase

b)1967-1982 Extension and Consolidation Phase

c)1982-1986 The years of Excellence

d)1987-1997 Moving Closer to the Consumer

e)1997-1999 Changing rules of the game

f)1999- The new Asian Paints

 1999- The new AP
Threats
Aggression from existing players.
The external environment saw an entry of
a lot of multinationals trying to attack us on
various segments.
 Brand Personality
Current brand personality was warm but
fuzzy
Didnt have the kind of sharpness that one
expects in a leader
It also lacks certain desirable values in
terms of contemporariness and global
outlook
In this environment, risk of Asian paints
losing the high ground
 The Desired Brand Personality
First activity done in initiating change was
to redefine the brand personality.
Where do we want to be?
 Desired Brand Personality

Male,28 years;Contemporary education and skills

Pioneering and path breaking
Experiment and adventurous
Individualistic , successful , has quality
Global outlook but is an Indian
Sociable and has integrity
Kind of person who takes complete responsibility for
what he does
Always on time;he is a friend , philosopher and guide to
people who are known to him
Market Shares of five major players
AP-Asian paint
GN-Goodlass Nerolac
BP-Berger Paint
40 ICI P-ICI Paint
SH-Shalimar
Decorative 30
&
Decorative
Industrial 20
Industrial
(Market Share %)
10

o AP GN BP ICI P Sh

Company
 Market Shares of five major players
AP-Asian paint
GN-Goodlass Nerolac
40 BP-Berger Paint
33 ICI P-ICI Paint
SH-Shalimar
30

20 18
Overall
(M S %) 9 9
10 7

AP GN BP ICI P SH

Company
 Asian Paint Sales Performance:
1998-2001

Sales Value 1373

1221
(crore) 1033
911

1998 1999 2000 2001

THANK YOU