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ASIAN PAINTS - OVERVIEW

• For over 78 years, Asian Paints has been embellishing and enriching millions of homes across Asia, the Middle
East, Africa and the South Pacific.
• Since 1942, Asian Paints has remained a reliable partner in making dream homes a vibrant reality.
• Asia’s fourth largest and India’s largest paint company
• The company is operational in 19 countries across the world. It serves customers in more than 65 countries.
• Asian Paints is involved in manufacturing and distribution of paints, home décor related products, wall
coverings, waterproofing solutions, adhesives, painting tools and implements.
• VISION: Clear Goals for a Clear Future
• Asian Paints expects to land up one of the best five beautifying coatings organizations worldwide by utilizing its
mastery in the higher development developing markets.
• MISSION: To give paints according to showcase request, guaranteeing wanted level and nature of client benefit.
• QUALITY POLICY:
• We might give items and administrations that meet expressed benchmarks on time, each time
• We might persistently enhance our procedures to comprehend changing client needs and inclinations
• We acknowledge 0 defect in quality supreme and we might arrange our work practices to carry out a vocation
right the first run through, each time
 OVERVIEW CONTD.
• We are focused on nonstop change in quality in all business forms and might track such change through quantifiable
markers.

OFFERINGS
Products
Paints | Chemicals | Wall coverings | Textures Painting aid | Waterproofing solutions | Wall stickers | Mechanised tools |
Kitchen fittings | Bath fittings and sanitaryware | Sanitizers and surface disinfectants |Adhesives | Kitchens & Wardrobes

Services
Home Painting Services | Interior Design Services | Experience Retail Stores | Colour
Consultancy | Projects | Sanitization services

Revenue:
FY2019-20 : Rs. 17194.1 Cr
FY2019-20 : Rs. 16391.8 Cr
 PRODUCTS - Asian Paints
 Interior Paints - Tractor Emulsion, Premium
Emulsion, Royale Luxury, Royale Shyne.
 Exterior Paints   - Ace Emulsion, Upex, Upex
Ultima Exterior Paint.
 Metal Finishes   -   Enamel Paint, Water Based
Royale Luxury Enamel.
 Wood Finishes   - Hand Polish.
 Water Proofing   - Asian Paint Water Proofing
Materia
PRODUCT OFFERINGS
OFFERINGS – CONTD.
ASIAN PAINTS BRANDS
MFG. UNITS - INDIA
INNOVATION/DIGITAL
ASSETS
 CSR ACTIVITIES
Asian Paints is committed to playing a larger role towards making a tangible difference in the lives of beneficiaries we work
with. Their corporate citizenship lays down structured interventions focused on pressing social concerns in the
following areas:
• Education
• Health and hygiene
• Enhancing vocational skills
• Water

This year was all about streamlining systems and processes and ensuring better management through efficient fund allocation
across programs. Formulated a CSR 2025 Vision with a year-on-year implementation roadmap. The programme is poised to
achieve breakthroughs and is embedded in the tenets of trust, care and fairness. Committed to playing a larger role towards
making a tangible difference in the lives of beneficiaries we work with.
CSR GLIMPSES
Factors affecting Consumer
Behavior
Social Factors

Personal Factors Consumer

Behavior Cultural Factors

Psychological
Factors

Culture-Cultural values of
Consumer are different country
to country.
During festive seasons,
especially Diwali, most Indian
homes go for a complete re-
painting project
• During Christmas seasons,
most European countries go
for Lighting & re-painting
projects.
Cultural Factors
Sub Culture-
• Each Culture consist of
smaller subcultures, includes
• Religion-Different religion
have different colour
preferences.
• Geographic Region-Urban
customers prefer Light
Colours while Rural Customers
prefer Dark Colours
Social Class-People don’t live with
uniformly equal status, It can be differed
based on Income, Education & Occupation.
• Premium decorative paints are acrylic
emulsions used by High Society and High
Income group Personnel.
• The medium range consists of enamels,
used by middle class & smaller cities.
• Distempers are economy products used
by low Income group & suburban and rural
markets.
 Contest during Festivals

Asian Paints ‘Colour Ki Lari’ , ‘# My Asain Paint Diwali’ & ‘Rangoli’ contests on social media where fans can
win a home makeover by joining their friends to a specially created contests of social media friends.
Paint companies and Diwali have a long standing association with most Indian homes going for a complete re-
painting project on Diwali.

Reference Groups-
All the groups that have a direct or
indirect influence on consumer
behaviour.
Painter, Architecture & Engineers play
a vital role for selecting a particular
paint.
Dealer also has a significant role in
consumer buying.
Social Factors
Family-Family members often come- up with
Roles & Status-Marketers
myriad ideas and preferences when it comes to
must be aware of status
choosing the right colour.
symbol potential of products
Baby Blue & Pink for kids’ room. and brands.
An increase in working women, changing Premium decorative paints
lifestyles, number of ads with women (Deepika are acrylic emulsions for
Padukone) being the focus, it is imperative that high status individuals.
the marketers must understand that the Indian
Enamels for medium Class.
woman plays a dominant role in purchasing for
the family Distempers are used for
economy status.
 Personal Factors
Occupation & Economic
circumstances –
Occupation of the buyer, influencer
Age & Stages in life the life cycle-
and family members has affect the
Children like wide variety of bright
buying decision and frequency.
colour while aged people like simple
sober colour. Business people and high salary
personal go for luxury emulsion Upper
Life events like Festivals & functions
class want to show their status
customers go for painting.
overall economic development has lead
to requirement of paint and that too of
best quality.
Personality & Self concept-
Brands also have personalities and
Consumers are likely to choose brands
whose personalities match their own.
Lifestyle based spending by Indian
middle class.
Lifestyle shaped partly by whether
consumers are money constrained or
time constrained.
Core values influence people‘s choices
and desires over the long period .
 Psychological Factors

Emotions
Perception • Power of emotions in India is visible
Motivation everywhere, people buy the brand
It reminds heritage, rising aspirational Painting changes the appearance of which connects them emotionally.
levels. the house, as if it looks new as per
It create positive image, status, self selective retention.
esteem need There is shift in the perception as
paints not only decorative but also
protective as per selective distortion.
 Consumer buying preferences

Durability Price Health Environment

• The average life • Price Range is • Royale Luxury Emulsion is • The promise of Green Assure from
span of Royale started from 450 designed to prevent fungal Asian Paints, implies that this
Luxury Emulsion is pl. growth on walls. It also product conforms to strict
5 - 6 years. offers a unique anti- international environmental and
bacterial shield that kills ≥ safety standards. Low VOC standards
99% of microorganisms. and the absence of any harmful
chemical results in very low odour.
 Marketing Mix
Product Variety- Interior,Exterior,Metal Finishing (Enamels) & Wood Finishes.
Quality-Anti-fungal protection, Enhanced durability & Enhanced stain resistance.
Product
Design-Living Room,Royale Shyne,Royale aspira,Silk Emulsion,Shyne Luxury & Luxury Silk etc.

• High-end product &

Price • Value based pricing

• Extensive distribution network, Asian paints store,

Place
• Ezycolour store & Color world stores.

• Advertising, Public Relations,

• Sales promotion, Events & Exhibition.
Promotion
 STP Analysis

• How to divide Choose which Positioning the

up markets into customer groups
meaningful to serve offerings in the
customer groups minds of
consumers
 COMPETITORS IN INDIA
India paints and coatings market
Estimated to witness a significant growth - CAGR
of over 8%, over next 10 years
• DECORATIVE PAINTS – 75% of overall paint
market
• Demand in the festive season (September-
December) is significant, as compared to
other periods
MARKET SHARE- ROYAL LUXURY
EMULSION
• ASIANPAINT – 42%
• ICI VELVET TOUCH – 35%
• NEROLAC IMPRESSIONS– 9%
• BERGER LUXOL SILK – 6%
• OTHERS – 8 %
 OBJECTIVES & WAYS OF
CUSTOMER RETENTION
CUSTOMER RETENTION
OBJECTIVE – •Customers are at the core of all business activities
•Unbeatable concept of “going where the customer
DECORATIVE is”
SEGMENT Occasion, User Status, Needs and•Enviable
Benefitsreputation in the corporate world for
•Expanding its range in the economy professionalism
segment.
•Strengthen position in the emulsion segment KEY CHALLENGES ADDRESSSED
•Continue strategy of pricing aggression & •A Fresh Approach to the Customer Experience
•Develop Direct link to customer
increase it sales and to gain the market with a •Standardize sales delivery processes
good operating margin •Institute- Online ordering & Accounting system
•Focus on the rural market for providers
•Focus more on ad campaign for •Implement a real-time reporting system for
enhancement of sales in urban &rural employees and business partner
 MARKET SEGMENTATION
Value and quality
Age, Income SEGMENTATION ON
conscious,
Family Size UTILITY BASIS
lifestyle Demographic
Psychographic

DECORATIVE
MARKET
SEGMENTATION INDUSTRIAL
AUTOMOTIVE
Urban,
Occasion,
Semi urban,
Geographic Behavioural User Status,
Rural
Needs and Benefits

NEW PMS - Project MITRA

 SEGMENTATION OF
DECORATIVE PAINTS SECTOR

The Decorative
Paints sector Segmentation of
encompasses a The Decorative
• Exterior Paints – the market could
wide variety of Paints Sector • Interior Paints – be carried out on • Buyer
interior as well as has primarily Distempers, the basis of the Characteristics /
exterior paints the following Enamels, Economical Status
following
-Asian Paints product offering Emulsions of the buyer
Royale • Wood Finishes parameters • Up market buyers
on which the
• Metal Finishes and high quality
-Asian Paints market could be seekers
• Ancillary Products
Premium segmented – primers, putties
Emulsion
 Decorative Paints sector-
USERS

HOMEOWNERS DEVELOPERS

INTERIOR
BUILDERS DESIGNERS
 ROYAL EMULSIONS: MARKET
SEGMENTATION
Delightful
Space

Affect your
moods

Make your
interiors look
great
 LUXURY EMULSIONS:
POSITIONING
Mass & Rural Surprise your Spouse
Market-Gattu
• Successful Advertising Campaign
Association with • Helped in building Customer
Relationship
Festivals

Har Ghar Kuch

Kehta Hai The Wall takes it All
• Interactive &
Har Rang Kuch Innovative Medium
Kehta Hai • Customer-Engagement
 TRACING ADVERTISING
• In the early 1950’s the company used the tagline "Don't lose your temper, use Tractor Distemper" to promote their
brand Tractor Distemper.
• To target the middle class segment, the company created a mascot “Gattu” which was created by famous
cartoonist R.K. Lakshman. The mascot helped Asian Paints to increase its reach among middle class segment as
it appeared in print and electronic media advertisements.
• With time, the promotional strategy in the marketing mix of Asian Paints became more extensive and focused on
brand awareness. Asian Paints associated with the advertising agency Ogilvy & Mather which came up with the
tagline “Har Ghar Kuch Kehta Hain” that instantly connects with people.
• In the year 2000, the company replaced the mascot “Gattu” with company logo.
• Asian Paints has roped in popular Bollywood actor Ranbir Kapoor, actress Deepika Padukone and Cricketer Rahul
Dravid as their brand ambassadors.
• To promote their product Apex Ultima Protek it has used hashtags “#Barishkoaanedo” that wishes to convey that
the walls painted using Apex Ultima Protek will sustain heavy rains.
• It carried out several contests on social media like #DonateAWall to attract customers. Its website is interactive
and provides users to upload a picture of their walls and virtually observe different shades of paints on the wall.
 MAJOR PLAYERS & AND BRANDS IN
THE PREMIUM EMULSION SEGMENT
Competition Analysis of
Major Players and Brands Competitive Position
Premium Paints Section

Asian Paints Berger Kansai Nerolac Akzo Noble

Royale Silk Impressions Eco Dulux Velvet Touch
Clean
Royale Play Rangoli Easy Impressions Disney Dulux Weather Shield
Clean Max
Royale Rangoli Super Impressions Ideaz
Luster Acrylic
Royale Weather Coat
Aspira
Royale Dune
 ROYALE LUXURY EMULSION:
COMPETITVE POSITION
• First Entrant: Asian Paints was the first to enter the Premium Decorative Paints sector in 2004, giving
1 it immense competitive advantage

• Strong Distribution: Asian Paints’ strong dealer network creates a huge entry barrier for new players
and makes it difficult for existing players to make inroads into the decorative market.
2 • Largest Base of Tinting Machines, which are color dispensing machines at the dealer end result in low
inventory, and provide a wide variety of colors to the customer

• Formidable Brand Strength: Royale has been able to create a strong brand equity with dealers,
3 painters and customers, making it difficult for new players to compete.

• Best ‘Paint Service Provider’: Asian Paints’ has leveraged itself from being a producty seller to a
solutions provider.
• Ezycolor provides an online colour consultancy, wherein customer can simulate the colour effect to
4 the room, thereby helping them choose. Other players have entered this territory very late.
• It pioneered an online chat app ‘Ask Aparna’ where queries can be solved online via chat by
customers.
CONTINUED:
ROYALE LUXURY EMULSION:
COMPETITVE POSITION
• Heavy Advertising Spend: Asian Paints leads the way with the highest ad spend among all its competitors.
• Brand Ambassadors: Premium Emulsion Brands have invested heavily into advertising, roping in celebrities
(like Saif Alli Khan) for endorsement.
5 • Other players closely followed: Berger – Katrina Kaif, Nerolac – Sharukh Khan, Dulux – Farhan Akhtar

• Colour Experience Centres: Most of the big players have set-up experience centres acoss cities to display
their colours in addition to their dealer segment.
• Asian Paints came up with ‘Colour Idea Store’,and has now 100+ stores pan India. No other competitor has
6 this level of off-line colour consultancy present as of today.
 ROYALE LUXURY EMULSION: COMPETITION ANALYSIS
OF PREMIUM PAINTS SECTION
Bargaining Power of Buyers: Bargaining Power of Suppliers:
Customers are more price sensitive because
The Decorative Paint industry is raw material
for thIS number of options are available and
intensive industry with more than 300
decisions are made based on quality, price
products going into the manufacturing of the
and differentiating factors (like weather
Competitive protection, environment friendly paints).
final products. Thus, Bargaining power of
supplier is Medium. Asian Paint has the most
Asian Paints has reasonable price for its
Rivalry Royale Emulsion w.r.t durability
extensive supply chain

Royale is the overall Market leader due to

cost leadership in decorative paint market. Threat of Substitutes: Threat of New Entrants:
Other players like Berger, Nerolac and Akzo  As it has been stated earlier that the paint
  The availability of substitute is very
Nobel trying to grab a larger share of the minimal. In the rural areas lime wash is market in Indian is dominated by few
decorative paints pie. conventionally used substitute for paints. players, making it difficult for anyone new
One alternative option for decorative walls entering the industry to compete. Since new
available today is Wallpaper. Thus, the technologies are also available to shorten
availability of substitutes in the Indian Paint production life cycle of paint. Thus, Threat
Industry is Low to Medium. to new entrant is Medium.
 Royale Luxury Emulsion

FEAUTURES BENEFITS
• Multi choice colors , oil based , • Exquisite emulsion paint that
mat finish, distemper, provides a luxurious finish &
premier , wall paint, floor silky glowing appearance to
paint , metal paint , woof walls
finish powdered coating • Conforms to strict international
,protective coating environmental and safety
standards
• Asian Paint Royale is of Acrylic • TeflonTM Surface Protector -
type, washable, snlight Fortifies the walls against
protected , leak proof , long tough stains, increases
lasting , chemical base durability and reinforces the
strength of the paint film
• Royal Luxury Emulsion is placed • Anti- Bacterial and Anti- Fungal
as a Luxury Product Shield
• The average life span of Royale
Luxury Emulsion is 5 - 6 years.
 Royale Luxury Emulsion
LINE STRETCHING
UP MARKET STRETCH- ROYALE PLAY

DOWN MARKET STRETCH- ROYALE SHYNE

 Royale Luxury Emulsion

AVAILABLE in 1750+ COLOURS

VARIOUS LINE EXTENSIONS- Royale Luxury Emulsion

Rs 96 Rs 8676

Rs 454 Rs 4394
0.2
Rs 1779 20
LITRE
LITRE

1
LITRE 10
4
LITRE
LITRE
 DISTRIBUTION NETWORK

 6 manufacturing
 Concentrated on
locations
semi-urban and
 70 sales branches,
rural areas and
35,000 dealers &
later on the urban
more than 100
areas.
 Initiated an open- warehouses storing
3000 stock- keeping
door policy for
units(SKUs)
the dealers and
 Intricate network of
started a
1200  sales managers
nationwide
,the executives and
marketing and 
the sales team handle
distribution
all steps of
manufacturing
&distribution.
DISTRIBUTION NETWORK CONTD..
DISTRIBUTION NETWORK
DISTRIBUTION NETWORK
ASIAN PAINTS PROJECT
ASIAN PAINTS PROJECT
 ASIAN PAINTS PROJECT
Asian Paints Price/Pricing Strategy:
Below is the pricing strategy in Asian Paints marketing strategy:
• Asian Paints products are priced higher than its competitors due to the quality and standards maintained by the
company.
• The Royal product range is priced premium targeted to high income groups. For medium and economy
segment, Asian Paints follows value-based pricing strategy. The price also varies as per the exclusive features
in the product type.
• The pricing decisions are also affected by the raw material used for making those paints hence increase or
decrease in the price is also observed. During bulk purchase the company offers discount to its customers and
it provides incentives and volume discount to its distributors for high.
• Hence the overall pricing strategy in the marketing mix of Asian Paints is based on product quality, competition
and the solutions required by the customers. The painting consultancy services are higher as compared to
other paint service providers. Asian Paints’ primary target consumers are construction company and
contractors hence it provides volume discounts for exclusive purchase of Asian Paints products.
 PRICING STRATEGY

• PRODUCTS priced higher than its competitors due to the quality & standards maintained by the company.
• The Royal product range is priced premium targeted to high income groups
• For medium and economy segment, Asian Paints follows value-based pricing strategy. The price also varies as
per the exclusive features in the product type
• The Pricing decisions - Affected by the raw material, Petro-products, taxes, excise duty and various other
factors
• Hence increase or decrease in the price is also observed. During bulk purchase the company offers discount to
its customers and it provides incentives and volume discount to its distributors for high
• Overall pricing strategy - Based on product quality, competition and the solutions required by the customers.
• The painting consultancy services are higher as compared to other paint service providers
• Primary target consumers are construction company and contractors ,hence provides volume discounts for
exclusive purchase of its products
 Ethical Code of Conduct
• ACCOUNTING AND PAYMENT PRACTICES
All transactions should be fully and accurately recorded in the Company's books and records in
compliance with all applicable laws. All required information shall be accessible to the company's
auditors and other authorized persons and government agencies. False or misleading entries,
unrecorded funds or assets, or payments without appropriate supporting documentation and
approval are strictly prohibited and violate Company policy and the law. There shall be no willful
omissions of any company transactions from the books and records. Any willful material
misrepresentation of and/or misinformation of the financial accounts and reports shall be regarded
as a violation of the Code apart from inviting appropriate civil or criminal action under the relevant
laws.
• COMPLIANCE WITH GOVERNMENT LAWS, RULES AND REGULATIONS
All employees must comply with all applicable governmental laws, rules and regulations. The
employees must acquire appropriate knowledge of the legal requirements relating to their duties
sufficient to enable them to recognize potential dangers, and to know when to seek advice from the
Legal Department. If the ethical and professional standards set out in the applicable laws and
regulations are below that of the code, then the standards of the code shall prevail.
 Ethical Code of Conduct
Ethical business conduct is critical to Asian Paints business.
Code of Conduct policy has been laid down for all employees to uphold their commitment to ethical conduct. All the employees
of the Company and the employees of its subsidiaries are therefore, expected to read and understand this Code, uphold these
standards in day‐to‐day activities, and comply with all applicable laws; rules and regulations; and all applicable policies and
procedures adopted by the

• Honest And Ethical Conduct

• Relationship with the company
• Prevention of Fraud Policy-Any act of fraud or corruption in or against the Company or any abetment to such
fraud/corruption will not be tolerated. All employees are required to report frauds and suspicions of fraud. Knowing or willful
failure to report any such matter shall be construed as connivance and may invite disciplinary action.
• Receiving and Giving Gifts and Favors- All employees (including their immediate family member) shall not accept or give
a gift or favour of any nature from any supplier, vendor, dealer, contractor, customer, competitor or any business associate.
• Corporate Opportunities: - The employees may not exploit for their own personal gain opportunities that are discovered
through the use of corporate property, information or position, unless the opportunity is disclosed fully in writing in the
manner as prescribed under this policy.
 Ethical Code of Conduct
• Recruitment of Relatives: Employees are prohibited from influencing the hiring/ recruitment of their relatives in any
position with or without remuneration in the organization.
• Local Rules and Regulations: Employees are expected to follow all the rules and regulations laid down at their respective
workplaces with regard to discipline, workplace timings, dress code, etc.
• HEALTH, SAFETY AND ENVIRONMENT- Company policy prohibits sexual harassment, harassment based on race,
religion, national origin,ethnic origin, color, gender, age, citizenship, veteran status marital status or a disability unrelated to
the requirements of the position or any other basis protected by the central, state or local law or ordinance or regulation. If
you believe that you have been harassed, submit a complaint to your ownor any other company manager. In addition, if
you believe you have been sexually harassed, you may submit a complaint to the Vice President ‐Human Resources.
• ACCOUNTING AND PAYMENT PRACTICES- Employees are required to ensure that they claims of reimbursement of
expenses are based on actual spends and are supported by valid documents as required. Any misrepresentation of facts,
false claims or submission of invalid documents shall invite appropriate disciplinary action.
• RESPECT FOR HUMAN RIGHTS- The Company reiterates its belief in and adherence to the principles of human rights
as enshrined in the Universal Declaration of Human Rights of the United Nations and to act in accordance with the
principles laid down in it. It will also respect and abide by the requirements, in this behalf, of the countries in which it
operates.
 Ethical Code of Conduct
• ACCOUNTING AND PAYMENT PRACTICES
All transactions should be fully and accurately recorded in the Company's books and records in
compliance with all applicable laws. All required information shall be accessible to the company's
auditors and other authorized persons and government agencies. False or misleading entries,
unrecorded funds or assets, or payments without appropriate supporting documentation and
approval are strictly prohibited and violate Company policy and the law. There shall be no willful
omissions of any company transactions from the books and records. Any willful material
misrepresentation of and/or misinformation of the financial accounts and reports shall be regarded
as a violation of the Code apart from inviting appropriate civil or criminal action under the relevant
laws.
• COMPLIANCE WITH GOVERNMENT LAWS, RULES AND REGULATIONS
All employees must comply with all applicable governmental laws, rules and regulations. The
employees must acquire appropriate knowledge of the legal requirements relating to their duties
sufficient to enable them to recognize potential dangers, and to know when to seek advice from the
Legal Department. If the ethical and professional standards set out in the applicable laws and
regulations are below that of the code, then the standards of the code shall prevail.