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    Asian Paint CASE STUDY

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    This document provides a case study on rural marketing strategies used by Asian Paints in India. It discusses how Asian Paints focused on rural markets ignored by multinational companies in order to increase revenue. It describes the creation of the company mascot "Gattu" in 1954 to help connect with rural customers. The document then examines Asian Paints' brand leadership model and phases of evolution, extension, excellence, and moving closer to customers from 1942-1999. It outlines threats faced in 1999 from new competitors and changes made to the brand personality to position it as more contemporary and pioneering. Charts on market share and sales performance from 1998-2001 for Asian Paints and competitors are also included.

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    Asian Paint CASE STUDY

    Uploaded by

    gaurisiss4952
    10K views16 pages
    This document provides a case study on rural marketing strategies used by Asian Paints in India. It discusses how Asian Paints focused on rural markets ignored by multinational companies in order to increase revenue. It describes the creation of the company mascot "Gattu" in 1954 to help connect with rural customers. The document then examines Asian Paints' brand leadership model and phases of evolution, extension, excellence, and moving closer to customers from 1942-1999. It outlines threats faced in 1999 from new competitors and changes made to the brand personality to position it as more contemporary and pioneering. Charts on market share and sales performance from 1998-2001 for Asian Paints and competitors are also included.

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    This document provides a case study on rural marketing strategies used by Asian Paints in India. It discusses how Asian Paints focused on rural markets ignored by multinational companies in order to increase revenue. It describes the creation of the company mascot "Gattu" in 1954 to help connect with rural customers. The document then examines Asian Paints' brand leadership model and phases of evolution, extension, excellence, and moving closer to customers from 1942-1999. It outlines threats faced in 1999 from new competitors and changes made to the brand personality to position it as more contemporary and pioneering. Charts on market share and sales performance from 1998-2001 for Asian Paints and competitors are also included.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    10K views16 pages

    Asian Paint CASE STUDY

    Uploaded by

    gaurisiss4952
    This document provides a case study on rural marketing strategies used by Asian Paints in India. It discusses how Asian Paints focused on rural markets ignored by multinational companies in order to increase revenue. It describes the creation of the company mascot "Gattu" in 1954 to help connect with rural customers. The document then examines Asian Paints' brand leadership model and phases of evolution, extension, excellence, and moving closer to customers from 1942-1999. It outlines threats faced in 1999 from new competitors and changes made to the brand personality to position it as more contemporary and pioneering. Charts on market share and sales performance from 1998-2001 for Asian Paints and competitors are also included.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    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 1940’s 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
    • Didn’t 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

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