Presented by;Amit MitraHarshit ParekhSahil JainSangita Karar

PAINTS & COATINGS

Agenda

Segmentation – Price (Exterior – Interior)

Distribution Strategies of Berger Paints, Asian Paints and Akzo Nobel

Promotional Activities of various companies

SWOT analysis of AKZO Nobel

Segmentation – Price (Exterior – Interior)

Exterior Paints Interior Paints

Premium WeatherCoat All guard Luxol Silk

Apex Ultima Royale Luxury Emulsions

Weather Shield Max Dulux Velvet Touch

Mid Price Weather-Coat Smooth Rangoli Easy Clean

Apex Asian Paints Premium Emulsion

Dulux Promise Dulux 3 in 1

Economy Berger Walmasta Bison Super Emulsion

Asian Paints Ace Asian Paints Tractor

ICI Supercote

COMPARISON Weather Coat All-Guard Apex Ultima Weather Shield Max

Silica Base Present. Reverses effects of rain

Absent. Succumbs to effects of rain

Absent. Succumbs to effects of rain

Water Accumulation Prevents Cannot prevent Cannot prevent

Dampness Prevents No such declared claim No such declared claim

Antifungal Properties Present Present Present

Fading Non-fading Non-fading Not established

Sheen High sheen Standard sheen Standard sheen

Wet paint opacity Excellent Poor Poor

Brushability Smooth brushability Hard brushability Hard brushability

Warranty 7 years 5 years 7 years

Premium Exterior Paints – Berger, AP, Dulux

COMPARISON WeatherCoat Smooth Asian Paints Apex Dulux Promise

Silica base Present. Reverses effects of rain

Present. Reverses effects of rain

Colour Guard & Anti-fading technologies. Moderate

preventionAntigfungal Properties Present Present Present

Extreme weather conditions High resistance Moderate resistance High resistance

Volatile Organic Compound No claim No claim Low. A safe paint

Sheen High Sheen High Sheen High sheen

Shelf Life 3-4 years 3 years 4-5 years

SKU 20L, 18L, 10L, 9L, 4L, 1L 20L, 10L, 4L, 1L 20L, 10L, 4L, 1L

Mid-Priced Exterior Paints – Berger, AP, Dulux

COMPARISON Berger Walmasta Asian Paints Ace

Finish Rich matt with premium finish Has a matt finish

Antifungal prop Present Present. Algae poses threat

Water Resistance Absent Moderate

Warranty 3 years 3 years

Economy Exterior Paints – Berger, AP

Premium Interior Paints – Features

Berger Paints Luxol-Silk A Paints Royale Luxury Emulsion Dulux Velvet Touch

Niche brand among the range of Berger products “Only one paint offers a pearl

glow finish”

Offers 5000+ shades Water based emulsion with anti- fungal properties Offers 2000+ shades

Usable on various surfaces 72 international shades ‘Colours of the World’

Silky luxurious and high sheen

Has a luxurious finish with a silky glowing finish Luxurious sheen

4 year warranty 3 year warranty 3 year warranty

SKUs - 1L, 4L, 10L, 20L SKUs - 1L, 4L, 10L 20L SKUs - 1L, 4L, 10L, 15L, 20L

Mid-Priced Interior Paints – Features Berger Rangoli Easy Clean A Paints Premium Emulsion Dulux 3 in 1 (“Stay Clean, Stay

Healthy”)

Provides high wash ability and easy to maintain

Possesses super acrylic quality The first stain resistant paint

Offers smooth sheen finish Promises excellent durability Health Guard Technology to prevent fungus and bacteria

Longer life and scrub resistant Matt finish with slight sheen More washable than ordinary

emulsion

2000+ shades Applicable on various surfaces

True value for money as it provides more coverage

4 year warranty 3 year warranty 4 year warranty

SKUs - 1L, 2L, 3.6L, 9L, 10L, 20L

SKUs - 500ml, 1L, 2L, 5L, 10L, 20L

SKUs - 250ml,500ml, 750ml, 1L, 2L,5L, 15L

Economy Interior Paints – Features

Berger Paints Bison Super emulsion

Asian Paints Tractor Emulsion - 'Provides a rich finish'

ICI Supercote - “For superior finish and durability”

Offers medium wash ability A perfect buy for existing distempers users

Acrylic emulsion and provides smooth matt finish

Matt finish and has a shelf life of 3 years

Durable, shelf life 1-2 years more on ave. than the

distempersHigh durability

5000+ shades Applicable on various surfaces Offers an emulsion finish at distemper's price

SKUs - 1L, 4L 10L,20L SKUs - 1L, 4L 10L,20L SKUs - 1L,4L, 10L, 20L

Berger Paints

Berger has a countrywide distribution network of 14,500 dealers including 8000 tinting machines with strong presence in North and East India.

In the process of increasing its presence in the high growth western and southern regions by setting up exclusive retail outlets and distributor base.

Strong foothold in Tier II and Tier III cities.

Planning to launch ‘Lewis Berger Paints Designer Stores’, in eastern region followed by other parts of the country.

Asian Paints

Laid focus on individual consumer of paints, instead of bulk buyers in the beginning.

Concentrated on semi-urban and rural areas, instead of urban areas.

Strategic decision was adopted to bypass the well-entrenched wholesale distributors and directly approach the retailers.

Follows open door dealer policy due to which its dealer network swelled rapidly.

The number of dealers has increased from 12000 in 2000 to over 24000 in 2011.

Signature and Colour idea stores concepts, has attracted a large number of consumers.

Wah Sunil Babu … Badhiwya Hain …

Dulux Paints

Akzo-Nobel - Dulux has promoted sales by giving freebies and discount coupons to distributors, contractors and small time painters.

Offers many promotional schemes to the dealers which leads to increase in loyalty for the brand and change customer preferences.

It has opened more than 100 franchisee run ‘Dulux Decorative Centres’ to increase the interactions between consumers and sales people.

Paints Industry Promotional Activities

Asian Paints – Sharad Shamman

Sponsored Star Screen Awards – 2000 – 2004

Asian Paints launched ‘Colour Ki Lari’ on Facebook where fans got a chance to win a home makeover.

Kansai Nerolac launched a new campaign ‘No VOC, No Gadbad’ in October that aims to educate customers on side effects of VOC in paints

Kansai Nerolac launched its first social media campaign in August ‘12 to engage with the Generation Next

Paints Industry Promotional Activities

Velvet Touch is a lifestyle product and is positioned for young achievers

Weather Shield has been positioned as a functional brand with a promise of a 5 degree cooler temperature

Dulux campaign-‘Apne Rang Jhalakne Do’ was around expressing oneself and one’s personality in the environmentaround one

SWOT Analysis – Akzo NobelStrengths:

Product Innovation and brand building focus has helped Dulux to increase its brand recall.

Presence of decorative centers in 10 cities, has helped Dulux provide colors consulting to end consumers.

Dulux is more premium skewed and this has helped as the premium tier is growing at the fastest rate.

Weakness;

Uncertain economic scenario will affect Dulux due to its premium skewness.

Limited presence in rural areas, has affected the market share of Dulux.

SWOT Analysis – Akzo NobelOpportunities:

Providing services from consumers’ experience point of view; experience of a decorated home.

Providing innovative products which customers are not accustomed to.

Market warming up to eco friendly paints will help brands like Promise and Weather-shield.

Threats:

Presence of unorganized sector has hindered the growth of brands like Supercote and Maxlite.

Brands like Royale and Luxol give strong competition to Velvet Touch

THANK YOU