Group 6 – Asian

Pains
 Asian Paints
• Started operations in 1942
• Over the course of two decades, Asian became a corporate force and India’s leading
paints company
• Driven by its strong consumer-focus and innovative spirit, the company has been
the market leader in paints since 1967.
• The company is also present in the Home Improvement and Decor segment and
offers bath and kitchen products.

Vision Mission Purpose

We want to be an innovative, agile,
and responsive world class research
and technology organisation that’s
aligned to future customer needs and
catalyses the growth of the company
across existing and future businesses..
The company is committed to provide
paints to the market as per the
demand, and they ensure that the
customer receives desired product
quality and service..
We exist to beautify, preserve,
transform all spaces and objects,
bringing happiness to the world..
 Our Offerings
• Asian Paints continues to expand the market and work on increasing the
per capita consumption of paint.

Products

Services
• Paints • Home Painting Services
• Chemicals
• Interior Design Services
• Wall Coverings
• Textures Painting Aid
• Experience Retail Stores
• Waterproofing solutions • Colour Consultancy
• Adhesives • Sanitization services
• Modular Kitchens and Wardrobes
• Bath Fittings and Sanitaryware
• Sanitizers and Surface
Disinfectants
• Furniture, Furnishings and
Lightings
 Business Segments
Decorative Coatings International Operations
Products cater to varied price points and
AP operate in three regions of the world – South
requirements, consisting primarily of four
Asia and Indonesia, the Middle East, South
segments – interior walls, exterior walls, wood
Pacific and Africa through the seven corporate
finishes and metal finishes
brands

Industrial Coatings
Home Improvement Businesses
AP cater to the Indian industrial coatings market
through two 50:50 joint ventures with PPG Inc, • Kitchens and Wardrobes
USA, a global leader in coatings. • Bath Fittings and Sanitaryware.

Segment Wise Revenue Break-Up

DECORATIVE COATINGS
11%2% INDUSTRIAL COATINGS
2% INTERNATIONAL
OPERATIONS
HOME IMPROVEMENT
BUSINESSES
84%
 Tows Framework

SO ST WO W
T

Strengths and Strengths and threats Weakness and opportunity Weakness and Threats
opportunity 1) Wide spread reach 1) Decorative segment (15% 1) R&D to be focused on
1) Largest market share due to a broad CAGR)- 90% of Asian paints Industrial paints- too
39%- Rolling out distribution network- sales is in decorative paints much dependence on
organic paints dependence on real 2) JV with PPG- News of real estate
2) Well diversified estate withdrawal of stakes by reliance
portfolio- Capture 2) Innovation for robust industry (4.9%) -Shares of Asian
kitchen solutions R&D – shooting prices Paints closed 1 per cent lower
market of rutile and TiO2 at 1,594.3 rupees
 Pestle Analysis
Political
1) Fiscal incentives given to Technological
housing sector 1) Home décor tips through
2) Govt. regulations and mobile apps and websites
deregulations
Environmental
Economic 2) Water conservation
3) Slowdown in economy due to 3) Scaling demand for eco
covid. friendly paints
4) Dependency on crude oil-
reduce profitability Social
5) Consumer Disposable Income 4) GST imposition changed
pricing model
Social
6) Investments in social
sustainability.
7)  Attitude towards Health &
Safety
Value Chain

Demand Production Manufacturing Distribution

Planning and Planning Processes
Forecasting
Value Creation at Manufacturing Processes

Manufacturing
Excellence Initiative 03 01 Data Analytics

02

Cutting Edge Technologies Material Cost Saving

Strategic outcomes as a result of technology-led innovative
manufacturing

Waste Reduction
Inventory Management
Operational Cost
Material Cost Savings

Reduction
Material Cost Saving
 Business Strategy

strong network of intermediaries

Defending Deepening Influence of intermediaries on consumer decision
current market existing
position competencies Service arm to engage with large markets
Value added services – premium segment

Focus on product related offerings

Discovering new Developing fresh Market penetration - tailored products
markets & market
competencies opportunities Upgrading customers’ interest towards
higher range products
Waste Management – 3R Strategy
REDUCE
1. Efficient handling of RM to reduce solid
waste & industrial effluent
2. Anti-stick coating of equipments
3. Advanced equipment cleaning systems
4. Installation of self cleaning filters
5. Advanced pumping system
REUSE
1. Significant amount of waste sludge
generation. Installation of benchmark waste
water handling systems to re-use waste water
in paint processing stages
2. Upto 57% consumption of renewable
energy
RECYCLE
1. Recycling of non hazardous waste –
plastics & packaging material
2. Reduction in hazardous waste footprint by
55% in 6 years
3. Collect & recycle post-consumer products
Business Risks
Consumer Facing Fraud & Unethical behaviour

Sustainability Compliance

Human Capital Information Security

Impact on capital
 Product
Strategy
● Asian Paints’ core product is decorative and industrial paint.
● Along with that, the company offers solutions and services for
home paintings.
● Instead of having one homogenous target audience, the company
uses a differentiating targeting strategy to cater specific products
to different segments of customers, as explained below:
– Asian Paints Royale targeted at the premium segment
– Apcolite, tractor emulsion, tractor distemper targeted at the
economy segment
● Asian Paints follows different pricing strategies according to the
targeted segment.
● The Royale product range is marketed towards high-income
groups and hence, is priced higher.
● Asian Paints follows a value-based pricing approach for the
medium and economic segments.
● The pricing decisions are often influenced by the raw material
used to manufacture paints, as well as competitors’ prices.
Price Strategy
Promotion
Strategy
● The brand Mascot gattu cartoon created by RK Laxman in
1954 that went on to become a popular and recognised
figure for more than four decades
● The company's main focus is being all about families and
emotionally connecting with the customers
● Asian paints brand ambassadors Akshay Khanna Ranbir
Kapoor brother sister duo Saif Ali Khan and Soha Ali Khan
Deepika Padukone
● Major promotional tool used by them is providing incentive
to their distribution network
● Asian paints operations are carried out through a five regions network
worldwide via Caribbean region ,middle East region, South Pacific
region, southeast Asia and South Asia.
● Asian paints launched an open door policy for dealers after entering the
retail market and began a national marketing and distribution operation
Place Strategy
Marketing Campaigns
Asian Paints launched a new marketing strategy by focusing on festive occasions with their now
signature tagline “Har Ghar Kuch Kehta Hain” focusing on festivals such as Diwali and Pongal,
occasions such as weddings, etc. The organization marketed it as an opportunity to paint homes
by engaging on an emotional level. They still market heavily during festivals, by showcasing
festive decor and celebrations, asking consumers to do the same and share using their hashtags!

The comedic “Wah Sunil Babu Wah” ad became extremely successful with audiences and is still
remembered and associated with the brand. The concept was humorously poking at the fact that
their paint maintains its freshness and longevity even through the various surrounding and life
changes.

The company then rebranded to appeal to consumers through high-profile brand ambassadors
such as Deepika Padukone and Ranbir Kapoor. Depicting a switch in now communicating
sophistication and innovation. The company still uses this strategy with newer public figures such
as Radhika Apte and Rana Dagubatti.

The company conducts many campaigns on their YouTube, via short video series. They focus on
geographical regions and share their painting suggestions. They also then host competitions for
these cities/states.