Asian Paints India Ltd is the largest paint company in India. The document discusses their Royale Emulsion paint product. Royale Emulsion has key features like 48 metallic shades, anti-fungal properties, and a "Teflon surface protector" to provide durability. It compares Royale Emulsion favorably to competitors like ICI's Velvet Touch on attributes like price, coverage area, and drying time. Consumer research found that quality is the top priority for most customers. Asian Paints has the largest customer base due to its focus on R&D, advertising, and retailer relationships. The conclusion recommends Asian Paints focus more on R&D, advertising, industrial paints, the
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Asian Paints India Ltd is the largest paint company in India. The document discusses their Royale Emulsion paint product. Royale Emulsion has key features like 48 metallic shades, anti-fungal properties, and a "Teflon surface protector" to provide durability. It compares Royale Emulsion favorably to competitors like ICI's Velvet Touch on attributes like price, coverage area, and drying time. Consumer research found that quality is the top priority for most customers. Asian Paints has the largest customer base due to its focus on R&D, advertising, and retailer relationships. The conclusion recommends Asian Paints focus more on R&D, advertising, industrial paints, the
Asian Paints India Ltd is the largest paint company in India. The document discusses their Royale Emulsion paint product. Royale Emulsion has key features like 48 metallic shades, anti-fungal properties, and a "Teflon surface protector" to provide durability. It compares Royale Emulsion favorably to competitors like ICI's Velvet Touch on attributes like price, coverage area, and drying time. Consumer research found that quality is the top priority for most customers. Asian Paints has the largest customer base due to its focus on R&D, advertising, and retailer relationships. The conclusion recommends Asian Paints focus more on R&D, advertising, industrial paints, the
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Asian Paints India Ltd is the largest paint company in India. The document discusses their Royale Emulsion paint product. Royale Emulsion has key features like 48 metallic shades, anti-fungal properties, and a "Teflon surface protector" to provide durability. It compares Royale Emulsion favorably to competitors like ICI's Velvet Touch on attributes like price, coverage area, and drying time. Consumer research found that quality is the top priority for most customers. Asian Paints has the largest customer base due to its focus on R&D, advertising, and retailer relationships. The conclusion recommends Asian Paints focus more on R&D, advertising, industrial paints, the
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Download as ppt, pdf, or txt
You are on page 1/ 23
ABHISHEK JAIN
10P122
NAVEEN JINDAL KANDARP SUCHAK
10P153 10P144
ASIAN PAINTS INDIA LTD
HAR GHAR KUCH KEHTA HAI
DEEPIKA MANGLA KARTIK LUTHRA 10P136 10P147
DEBJIT GHOSH 10P134 CONTENTS Paints Industry – Overview
Asian Paints – Overview
Product – Royale Emulsion
Competitor Analysis
Consumer Analysis MARKET PROFILE Major Segments, Paints
1.5
Market Players Global Presence of Asian Paints
South &South East Asian Countries:
India, China, Singapore, Middle East Caribbean Malaysia, Bangladesh, Nepal Islands
Ranks as the top paint company in India and among top three in Asia
Asian Paints-Decorative Segment
Exterior Interior Metal Wood
Royale Distempers Emulsions Emulsions Asian Paints ASIAN PAINTS- ROYALE EMULSION KEY FEATURES-ROYALE PLAY
Exquisite emulsion paint
48 metallic shades Anti-fungal properties
“Teflon surface protector”
Water based, 100% acrylic, to provide greater interior wall finish durability
Free from lead,
mercury, arsenic, High stain resistance chromium
Brush mark free finish
Comparative Study-Asian Paints and ICI
Category Asian Paints-Royale ICI-Velvet Touch
Presence Relatively new (1992) First Mover
Price Lower Price High
Shades 44 36
Features Pataudi’s Strong Marketing Household Name
Campaign PRODUCT PRICING Attribute Comparison Attribute Asian Paints Royale ICI Velvet Touch Nerolac Impressions Coverage 320-350sq ft/Lt 300-325 sq feet/Lt 220-240 sq feet/Lt Drying Time 15-20 min 20-25 min 30 min Shelf Life 3 years 2 years 1 years Price Low High Very High Value Addition Best Good Average
Market Share PLACE PROMOTION
The promotion strategy adopted by Asian
Paints is quite unique. It uses high profile celebrities like Akshay Khanna, Saif & Soha Ali Khan
years (irrespective of the nature of the paint and the brand.)
Most prevalent promotional
strategy == advertisements
(The next important promotion
techniques are through word of mouth publicity of shopkeepers and relatives who have already used the brand.) Asian Paints’ Customers Asian Paints has the largest customer base and among the Asian Paint customers the preferential order for choosing the paint are as: Durability, Finish Ease to clean Binding Easiness
For Asian paints, people generally go
for emulsions and enamels (while for others the use of distempers are much more than the use of enamels and emulsions.) Key consumer characteristics Why customers prefer Asian Paints? • Brand value
• Better Quality
• More Variety
• Investment in R & D Conclusion • Quality is the first preference of the customers. Hence, Asian Paints should focus more on R&D so as to consistently deliver quality products • Advertisements and word of mouth publicity are most effective marketing strategies. Hence company should focus more on advertising and giving benefits to retailers which thereby drives the product publicity • Industrial paints segment is one where Asian paints is still lagging behind Nerolac and others, both in terms of market share and range of products being offered. • Coming out of recession automotive paints sector is also offering good growth option which Asian Paints should explore. • After-sales services are an unexplored region where Asian Paints being a market leader can make its mark. THANK YOU…
Acrylic Painting Guide for Beginners: An In-depth Manual to Mastering Painting with Acrylics, Tools and Materials with easy to understand Techniques and Starter Projects
Acrylic Painting Guide for Beginners: An In-depth Manual to Mastering Painting with Acrylics, Tools and Materials with easy to understand Techniques and Starter Projects
