CASE STUDYCASE STUDY
RURAL MARKETING IN ASIAN RURAL MARKETING IN ASIAN PAINTPAINT..
PRESENTED BYGAURI SHANKAR
Date---19.11.07
AgendaAgenda– Introduction
– What makes a strong brand ?
– Brand Leadership
– The main Players of the Market.
– Sales Performance
Introduction of Asian PaintIntroduction of Asian Paint
o In the 1940’s it was largely multinational Companies such as British paint &Jenson &Nicholson that dominant the Indian paint market
o In order to increase revenue ,AP concentrated on the rural market ignored by multinationals.
o In 1954,APasked the famous In 1954,APasked the famous cartoonist R.K Laxman to create a cartoonist R.K Laxman to create a mascot for the company &from his pen mascot for the company &from his pen was born –’Gattu’. was born –’Gattu’.
What makes a strong brand?What makes a strong brand?
Ability to retain its core value &purpose with time.
Manifestation of these might chance from time to time depending on internal & external factors.
Brand LeadershipBrand Leadership
The Brand Leadership model is based on various actions taken over a period of time
Brand LeadershipBrand Leadership
a)1942-1967 Evolution Phase
b)1967-1982 Extension and Consolidation Phase
c)1982-1986 The years of Excellence
d)1987-1997 Moving Closer to the Consumer
e)1997-1999 Changing rules of the game
f)1999- The new Asian Paints
1999- The new AP1999- The new APThreatsThreats
• Aggression from existing players.
• The external environment saw an entry of a lot of multinationals trying to attack us on various segments.
Brand PersonalityBrand Personality
• Current brand personality was warm but fuzzy
• Didn’t have the kind of sharpness that one expects in a leader
• It also lacks certain desirable values in terms of contemporariness and global outlook
• In this environment, risk of Asian paints losing the high ground
The Desired Brand PersonalityThe Desired Brand Personality
• First activity done in initiating change was to redefine the brand personality.
• Where do we want to be?
Desired Brand PersonalityDesired Brand Personality
• Male,28 years;Contemporary education and skills• Pioneering and path breaking• Experiment and adventurous• Individualistic , successful , has quality• Global outlook but is an Indian• Sociable and has integrity• Kind of person who takes complete responsibility for
what he does• Always on time;he is a friend , philosopher and guide to
people who are known to him
Market Shares of five major playersMarket Shares of five major players
Company
o
10
20
30
40
Decorative
&
Industrial
AP GN BP ICI P Sh
AP-Asian paint
GN-Goodlass Nerolac
BP-Berger Paint
ICI P-ICI Paint
SH-Shalimar
(Market Share %)
Decorative
Industrial
Market Shares of five major playersMarket Shares of five major players
AP-Asian paintGN-Goodlass NerolacBP-Berger Paint ICI P-ICI PaintSH-Shalimar
Overall
Company
10
20
30
40
AP GN BP ICI P SH
(M S %)
33
18
9 97
Asian Paint –Sales Performance:Asian Paint –Sales Performance:1998-20011998-2001
9111033
12211373
1998 1999 2000 2001
Sales Value
(crore)
THANK YOUTHANK YOU