Army Institute Of Management & Technology

Marketing Management Submitted byProfessor Yaseen Khan Ankit Kumar

Har Ghar Kuch Kehta Hai

Vision

clear goals for a clear future

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 through alliances with established global partners.

Introduction Of The Company Asian Paints was established in 1942 by four friends: Arvind Vakil Champaklal Choksey Chimanlal Choksey Suryakant Dani The company was started under the name “Asian Oil And Paints

Company”. Within three years, their turnover reached 3.5 lacs. In 1967, Asian Paints became the 10th largest paint company in

the world. Presently the company has a talent pool of 6067 employees.

Overview 74 years of innovation in paint Since its foundation in 1942, Asian Paints has

come a long way to become India’s leading and Asia’s fourth largest paint company, with a turnover of Rs. 158.5 billion. They operate in 19 countries and have 26 paint manufacturing facilities in the world, servicing consumers in over 65 countries.

Product Profile Of Asian Paints

Ancillaries Primers Fillers Stainers Sealers Automotive Autocolor Deltorn Delfleet Bilux Decorative Paints Exterior Walls Interior Walls Metal Surfaces Wood Surfaces Industrial Paints Protective Coatings Floor Coatings Powder Coatings Road Markings

Market Share Of Asian Paints In India

38%

16%14%

10%

6%4%

12%

Asian Paints

Goodlass Nerolac

Berger Paints

ICI

Jenson & Nicholson

Shalimar

Others

Strength:- Market leader in overall paint market

& in decorative paint market in India. Pricing policy oriented to all kinds of

customer. Widest product range in terms of

products, shades. Nation wide coverage of the market.

Weakness:- No tie up with foreign manufactures

although it has units in several countries.

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

Limited market share in industrial paint segment around 15% only.

Opportunity:- It can acquire/increase market share

in industrial paint sector. Developing market in automobile

industry, which accounts for 50% of industrial paint market.

Introducing water based paints. Broadening of distribution network.

Threat:- Competitors have gone in for hi-tech

instacolour spot mixing. Raw material scarcity and volatility in

prices. Competition is catching up fast, hi-

tech facilities gives abundant choices to the consumers to choose from.

SWOT

Plants In India Ankleshwar & Sarigam (Gujarat) Patancheru (Telangana) Kasna (Uttar Pradesh) Sriperumbudur (Tamil Nadu) Rohtak (Haryana) Khandala & Taloja (Maharashtra)

Global Presence

Quality Policy The company’s four paint plants and the two chemical plants

have the ISO 14001 certification for environment management standards.

Provide products and services that meet stated standards on time, every time.

They accept Zero Defect as a quality absolute, and shall design and operate their quality system accordingly.

They organize their work practices to do a job right the first time, every time.

They are committed to continual improvement in quality in all business processes and shall track such improvement through measurable indicators.

Thank You