Professional Documents
Culture Documents
Asian Paints 4 P's (Royale Luxury Emulsion)
Asian Paints 4 P's (Royale Luxury Emulsion)
Luxury Emulsion
4 P‟s Of Marketing
By:
Manish Shivani
ITM Business School
Mumbai
PRODUCT MIX
Asian
Paints
Decorative Industrial
18 Asian Paints
33
7 Kansai Nerolac
6 Berger Paints
ICI Paints
9
18 Jenson & Nicholsan
9
Shalimar Paints
Other
DECORATIVE SEGMENT
Jenson and
Nicholson
5%
Kansai
ICI 9%
Nerolac 14%
Berger paints
9%
Source: Asit C Mehta, Company Report, 15 April 2008
PRODUCT
Market Share
6%
8%
9% 42% Asian Paints Royale
ICI Velvet Touch
Nerolac Impressions
35% Berger Luxol Silk
Others
• Line Stretching:
– Up Market Stretch: Royale Play (Rs. 505/lt.)
PRODUCT
PRODUCT LEVEL
• Basic Product: The basic need for a paint is to protect the wall from
cracks, leaks, make it look clean, make an proper ambience etc.
• Expected Product: Decorative or Industrial paints, further more like multi choice
colors, oil based, mat finish, distemper, primer, wall paint, floor paint, metal
paint, wood finish, powder coating, protective coating, fresh coats etc. This level
fulfills customer‟s requirement and their needs.
• Potential Product: Here the customer future requirement is judged and tries to
give any such kind of product so we can say a kind of „mass customization‟
product. Some example can be like getting paints which are pearl kind
shining, reflective, mirror view color etc.
16 July 2009 Manish Shivani – ITM Business School, Mumbai
Asian Paints, 4 P‟s of Marketing
PRICE
Coverage 320-350 sq. ft/Lt 300-325 sq. ft/Lt 220-240 sq. ft/Lt
PLACE
Promotion
• Advertising
• Public Relations
• Sales Promotion
• External Communication
• Events and Exhibitions
Home Solutions
Colour World
Online Consultancy
Helpline
Estimate Calculator
Paint Selector
• Primary Data:
– Mr. Manpreet Kohli (TSI), A.P.,
• Secondary Data:
– www.asianpaints.com
– www.moneycontrol.com
– www.businessstandard.com
– www.financialexpress.com
– Asit C. Mehta Company report
16 July 2009 Manish Shivani – ITM Business School, Mumbai
Thank You