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Asian Paints Branding
Asian Paints Branding
Aims to become one of the top five decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets.
Intends to build long term value in the industrial coatings business through alliances with established global partners.
Started in 1942 in garage by 4 entrepreneurs: Champaklal Choksey, Chimanlal Choksey, Suryakant Dani and Arvind Vakil.
Operations - 17 countries & 25 paint manufacturing facilities in the world servicing consumers in over 65 countries. New concepts: Colour Worlds, Home Solutions, Colour Next, and Kids World.
Private Label
Own Brand
Single Market
Single Brand Multiple Brand
Multiple Market
Global Local
Paint industry is commodity driven, with price being the most important differential The brand has evolved with the times by adjusting its branding strategy to changing marketplace needs and priorities. Asian Paints branding strategy: connect with, and listen to, your consumers.
Private label paints are a little harder to be accepted in the market because of the presence of brands like Asian paints, Nerolac, Berger etc. Asian paints operates in a single market i.e. PAINTS It has multiple brands under it Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play, Touchwood, Tractor Emulsion, Utsav.
Acceptable
Unacceptable
Indifferent
Overlooked
Purchased
Not Purchased
Consumer decision making is a conscious process. Any decision whether its buying a chocolate, choosing to eat at McDonalds rather than KFC, buying a new car or an insurance policy , is a conscious process.
Unknown Brands
Known Brands
Unacceptable
Overlooked
Purchased
Asian paint royale
Not Purchased
Nerolac
Consumer Behaviour:
Nature of Competition:
POP:
POD: Position:
Reason To Buy:
Testing:
Reputation, Consistency
2D Desirable, Deliverable
Trust
colour
Indian
High Involvement Product
Remote Availability
Quality
Identity
Position
Vibrant Colours.
Image
Perception
Best in class.
Asian Paints
Personality Welcoming
EXTERNALIZATION
INTERNALIZATION
Culture Indian
Reflection Confident
Reliable Successf ul
Har Ghar Kuch Kehta Hai to Har Rang Kuch Kehta Hai.
Colour the house Basic task. Low involvement Product. Decision making rested with builder/contractor
Brand Loyalty
Brand Awareness
Brand Equity
Brand Quality
Brand Associations
Brand Loyalty Brand Awareness Perceived Quality Brand Associations Brand Assets
Brand Equity
Quality, Consistency.
Corporate Brand Product Brands Sub Brands Licensed Brands Endorsed Brands