BYSunil Ahirwar

AMITY INTERNATIONAL BUSINESS SCHOOL 2012-2015

Course- BBA IB

Enrollment A1833312026

1st February, 1942

Champaklal H. Choksi, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to

manufacture paint in a garage on Foras Road, Bombay. They name their company 'The Asian Oil &

Paint Company.

COMPANY HISTORY

1967

Asian Paints emerges as India's leading paint company ahead of any international

competition. 1973

Asian Paints becomes public ltd company

2002

Asian Paints was a market leader of Indian Decorative Paints with market share of 44%

In 1954, Asian Paints asked the famous cartoonist R.K. Laxman to create a mascot for the company, and from his pen was born Gattu,

which emerged as one of India's most memorable mascots.

Brand focused mainly on mass and rural market

New Logo

The logo reflects a more meaningful and personalized engagement with the

increasing number of interior decor consumers in the home, retail and commercial segments across India

BRANDING OF COMPANY IMAGE

Asian Paints becomes the 10th largest decorative paint company in the world

Asian Paints is more than twice the size of its nearest competitor.

It is one of the most admired companies in India

Present in 22 countries with 27 manufacturing locations.

Asian Paints aims to become the 5th largest decorative paint company in the world.

ASIAN PAINTS TODAY

“Asian Paints aims to become one of the top five Decorative coatings companies world-wide by leveraging its expertise in the higher growth

emerging markets. Simultaneously, the company intends to build long term value in the Industrial

coatings business”.

VISION

GROUP SUBSIDIARIES

Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. Asian Paints operates in Australia, Fiji, Tonga, Solomon Islands and Vanuatu under the brand name of Apco Coatings

SCIB Paints today is a reputed name and ranks amongst the top five paint companies in Egypt. SCIB Paints became a part of the Asian Paints group in August 2002

Taubmans Paints Fiji, the fourth largest paint company in Fiji, became a part of the Asian Paints family in September 2003. Taubmans Paints is the dominant player in the project sales segment in the country and is a leader in the neighbouring Samoa Islands.

A talent pool of over 4700 employees employed across 23 countries bring in a unique

blend of mindsets and skills.

AP provide an open and interactive work culture to the employees to bring out the best.

A sense of ownership and freedom to experiment at their workplace brings out

creativity and innovation in every individual.

Excellent training is provided to develop leaders and re-strengthen competencies from

within the organization.

HR STRATEGIES

Berger 17%

Nerolac 17%

ICI 11%

Asian Paints 55%

MARKET SHARE IN INDIA

RECRUITMENT

Company is following aptitude test , group discussion and personal interview for recruitment process.

Company is recruiting : MBA Students for marketing. Bsc (chemistry),BE Mechanical & Chemical students For production. Company has training centre in Mumbai for fresher's.

MARKETING STRATEGY

Company is using different techniques such as advertising Campaign, sales promotion, personal selling, direct marketing and public relation to increase sales

A total amount of 85 crore is spent on the ad campaign by Asian paint. Their particular ad campaign ‘Mera Walla Blue” “har ghar kuch kehta hai” are being liked by the customer.

Online marketing for urban customer: Asian paint online marketing system ishelping. The company in lot of ways, providing all the necessary information to the customer. It is an unique way of promotion.

STRENGTHS:

Market leaders with 55% market shares.

Strong in inventory control.

The pricing strategy is oriented to middle and lower end consumers.

Widest product range in terms of products, shades, pack sizes.

Comprehensive nation wide coverage of the market.

Brand name with 68 year experience.

SWOT ANALYSIS

Seasonal demand and hence in off seasons it can lead to cash flow problems.

Innovation in developing new product is inadequate.

Weakness on the technology front in industrial paints.

WEAKNESSES

OPPORTUNITIES:

Acquiring/ increasing market share in Industrial paint sector.

AP have gone in for hi-technology compare to its competitors.

The automobile industry accounted for 50% of the industrial markets.

THREATS:

Domination of few foreign companies.

Competition is catching up fast, hi-tech facilities gives abundant choices.

Berger Paints ltd

Bombay Paints ltd

Hard Castle & Waud manufacturing company ltd.

Jenson & Nicolson India ltd.

Nerolac paint ltd.

COMPETITORS

Environment and Safety:

Asian Paints approaches the environment issue from the perspective of waste minimization and conservation

of resources.

Total Water Management It propagates some methods to help you conserve water, Asian Paints has built a Total Water Management

(TWM) Centre.

The TWM Centre showcases live working models on water conservation and rainwater harvesting.  Asian

Paints provides expertise to citizens free of charge to implement rainwater harvesting and total water

management solutions

CORPORATE SOCIAL RESPONSIBILITY

.

Awarded the "Sword of Honor" by the British Safety Council for all the paint plants in India.

Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a

Billion Firms' of Asia in 2005.

Ranked 24th amongst the top paint companies in the world by Coatings World - Top Companies Report

2006.

In 2009 micro site AsianPaints.com has won the ‘outstanding website’ award in the consumer goods

category at the recently held Internet Advertising Competition Awards

AWARDS AND RECOGNITIONS

Asian Paints is planning an international network of technology centers spread across Australia, Jamaica,

Egypt, Dubai, Mauritius, Fiji and Singapore.  

The paint project will use the latest techniques in production, packing, conveying and storage in an eco-

friendly manner, with zero discharge of effluents.

Company aims to come under top-5 paints companies list in the world in next 2 year.

FUTURE PLAN