Doc.

No: RICS-SBE/001/SOC/S006/R01
Revised On: 30-11-2018

Assignment 1
Presentation on
MARKETING STRATAGIES

Submitted By :-
Sukhvinder Singh Saini (A13559019014) Deepika L Narayan (A13559019060)
Sanyam Mittal (A13559019031) Kunal Haritash (A13559019087)
Surya Pratap Singh (A13559019153) Abhishek Singh (A13559019127)
 INTRODUCTION

ASIAN PAINTS
► Found in 1942.
► Currently 4th largest painting business in Asia.
► Revenue posted 158.5 billion
Fig 1:Asian Paints Logo
► Operates in 10 countries
► Specializes in manufacturing, distributing of paints and home décor
products, wall covering water proofing solutions, adhesives, painting
equipment and tools.
► Competitors include Berger paints India ltd, Kansai Nerolac Paints ltd etc
► They offer mobile, online and home painting services with colour
consultancy.
 INTRODUCTION

KANSAI NEROLAC
PAINTS
Fig 2:Nerolac Logo

► Found in 1920 as Gahagan Paints and Varnish limited Co ltd

► Became popular as Goodless Nerolac Paints in 1976 after being
purchased by Tata Forbes Group.
► Kansai Paints Co ltd took over Tata Forbes group and Nerolac Paints
became a completely owned subsidiary of Japanese paints.
► It’s a market leader for Industrial coating.
► Strong player in automotive paint market.
► It focuses on innovative technology.
Marketing Mix- Asian Paints

Marketing Mix of Asian paints

► Product
► Interior Paints
► Exterior Paints
► Metal Finishes
► Wood Finishes
► Water Proofing

Fig 3:Asian Paints Product Line

 Marketing Mix- Asian Paints

Marketing Mix of Asian paints

► Royal Paint targets luxury market
► Apolite, tractor emulsion, tractor distemper targets economy segment.
► They also have undercoats, Decoprime Advanced Cement Primer, Trucare
Interior wall primer, Trucare 2x primer putty mix, super putty trucare, acrylic wall
putty and Royale Wall Base.
► Other products include protective coatings, heat resistant paints, powder coating
for refrigerator.
► Asian paints marketing mix offer full paint solutions ranging from paint materials
to accessories and equipment.
► It is well for perfect look with special effects and textures.

Fig 4:Deepika Padukone in

Asian Paints Ad
 Marketing Mix- Asian Paints

PRICE
• Royal range of products priced premium and targeted at high-income groups.
• They follow value based pricing for medium and economic
• Price changes according to product categories.
• Prices affected by raw materials
• Offers discounts to consumers based for bulk purchase
• They provide painting consultancy services at higher cost.
• Primary target buyers are construction workers and contractors and hence it
provides discounts for the exclusive Asian Paints products.

Fig 5:Social Media Campaign by Asian Paints

 Marketing Mix- Asian Paints

PLACE
• Operates in 19 countries with more than 25 facilities
• Established research and technology division with 200 scientists working together
to develop paint. In addition to operation and manufacturing centres, it also
focuses on retail distribution.
• Its success is an attribute to wide reach of distribution.
• Facilitates training to the experienced and new trainers.

Fig 6:Asian Paint’s Dealer Shop

 Marketing Mix- Asian Paints

PROMOTION
• Taglines used “Don’t lose your temper, use Tractor Distemper”
• The mascot “Gattu” was created by R.K Lakshman
• Then associated with Ogilvy and Mather advertising agency to give the
tagline “Har Ghar kuch kehta hein”
• Brand ambassadors include Rahul Dravid, Ranbir Kapoor and Deepika
Padukone.
• #barishkoaanedo used to promote Ultima Protek
• Social media Contets like #donate a wall

Fig 7:Asian Paint’s Promotional Ads

 Marketing Mix- Nerolac Paints

Product
• Decorative Paints
• Auto Motive Coatings
• Performance Coatings
Fig 8:Nerolac’s Product Line
• Shade Card from Nerolac Paints
• large range of products for both home owner, professional consumer and
industial segments
• decorative paint products category consists of the interior and exterior wall
paints, wood coatings, metal enamel paints and ancillary paint.
• Nerolac Paints interior and exterior walls are further classified as super-
premium, premium, popular and economical ranges, with the highest
finishes and quality being super premium and the lowest finishes and
quality being economy.
• Industrial coatings for heavy-duty industrial products and high-performance
coatings for large-scale machinery.
 Marketing Mix- Nerolac Paints

Price:
• Home owner and the professional market segment follows a premium
pricing approach
• Products at high cost because it claims to be environmentally friendly and
high quality products
• Division in price to maintain Higher perceived value
• super-premium product range Rs.980 and Rs.550
• premium range Rs.478- Rs.310
• common price range Rs. 250-170
• Economy Rs.190- Rs.125
• follows value-based pricing

Fig 9:Nerolac’s Water Based Enamel Paints

 Marketing Mix- Nerolac Paints

PLACE:
• wide distribution network, and production planning is carried out based on
the forecasted demand
• salesmen treated more like business partners
• High-quality raw materials reached from a vendor pool which is due to
Best Vendor Performance
• "Made to Order" product is shipped directly from internal manufacturing
sites to paint distribution without the help of any intermediaries helps to
lower the cost of the channel and encourages better customer relations

Fig 10:Nerolac’s Distributor Shop

 Marketing Mix- Nerolac Paints

Promotion
• "Jab ghar ki raunak badhani ho, deewaro ko sajana ho, NEROLAC
NEROLAC!"
• Shah Rukh Khan continues to be Nerolac Paints brand ambassador
from 2008
• launched the award-winning marketing campaign "Rang de Patang"
• It uses its website to talk about current clientele and ventures to attract
more customers for the industrial market

Fig 11:Nerolac’s Promotional

Ads
 ANALYSIS

SIMILARITIES
► Almost same product line in the Decorative paint segments.
► uses Television Advertisements as their main source of promotion.
► Endorse their brands by roping in brand ambassadors from the film
industry (Shahrukh Khan for Nerolac Paints & Ranbeer Kapoor, Deepika
Padukone and others for Asian Paints)
► During Festive Season, both the companies give attractive offers and
deals on their paints and their strategies revolves around the emotional
aspect of family reunions during the festive season in order to attract
consumers.
► Both the Companies are driven by innovation & hence have eco-friendly
products such as Low-voc paints , anti-fungul , anti-bacterial etc.
 ANALYSIS

DIFFERENCES
► Market Value of Asian Paints is higher than that of Nerolac.
► 70% of the Industrial Paint market is covered by Nerolac.
► Asian Paints Offers more varieties in products then Nerolac.
► Nerolac has Established itself mostly as a premium brand rather then a
economical brand & hence the average prices are higher then the competitors
prices in the same product range.
► Asian Paints is not only are a prominent player in Paint Segments, but recently
the company has entered in tools, Bathrooms and Adessives as well and is
doing well in those segments also.
► Asian Paints has a specific collection of designs for kids room and with
partnership with MARVEL inc. they have added SuperHeros stickers also to their
collection.
► Nerolac for Industrial Paints have also started a campaign .
 ANALYSIS

CONCLUSION
Asian Paints is better than Nerolac Paints in terms of marketing strategies.

► Reasons of our Analysis:

► Detailed Product line across all its Segments which targets all types of
consumers from all age group.
► Pricing: Pricing of Asian Paints are economical, and are easily within the range
of a typical middle-class buyer.
► Recently the company is also moving towards Bathroom (Bath Sense) &
Kitchens (Sleek Modular) which would offer better opportunities for the
companies.
► The Market Share of Asian Paints is 34% In decorative painting, the highest
amongst its competitors.
► Nerolac have similar Products, but the product line is not as well defined as
Asian paints,
► Nerolac’s Pricing is a bit higher than that of its competitors, which for sure give it
a premium feel, but also it losses the potential consumers.